Introduction to marketing from the perspective of the decision-maker; controllable variables (product, price, promotion and distribution), uncontrollable variables (competition, law, society, technology, and economy), consumer behavior and marketing research.  Exclusion: IEEM 300E

Basic research tools and procedures used in marketing research, and strategic uses of marketing research information in managerial decision making. Prerequisite: MARK112

Major aspects of promotion, with emphasis on advertising: setting of advertising objectives, strategies, tactics, choice of media, budget determination and measuring advertising effectiveness.  Prerequisite: MARK 112

Psychological concepts such as perception, learning and motivation, sociological concepts such as reference groups, family and culture and theories of purchase decision processes underlying consumer buying behavior. Prerequisite: MARK 112

This course is designed to deepen understanding of pricing issues which marketing managers may face under some degree of market power. The course will develop basic pricing theories and concepts from economics and marketing and present managerial implications for decision making. Prerequisite: MARK112

Developing a comprehensive and integrated framework for directing and managing the marketing functions of a company; methods to analyze marketing opportunities, assess competitive advantages and forecast market changes.  Prerequisites: MARK 112, MARK 222 and MARK 242

The course is designed to provide tools for generating new ideas, based on systematic analytic methods (e.g. creative templates). It demonstrates the use of creative templates in variety of products/services, especially within the advertising domain. Prerequisite: MARK112