Marketing Research introduces the concepts and applications of market research through the marketing management approach. This course emphasizes the basic methodologies, as well as introduces a variety of techniques, and demonstrates how research applies to strategy, including marketing, sales and product design, advertising and development.

This course focuses on the marketing of technology-based products. It examines how technology products differ from non-technology-based products and how that influences the marketing of those products. The course covers issues such as diffusion of high technology products obtaining customer information and insight in technology-based markets.

This course revolves around the art of people-to-people interaction, which applies not only to the business-to-business sales environment but is also applicable to other professions. The selling process will be examined along with activities necessary to be successful in sales.

This course introduces the conceptual underpinnings and operational facets of marketing with a primarily consumer (as opposed to industrial) focus. The course emphasizes product, price, promotion, and distribution as well as planning, research, and organization required to implement marketing concepts.

The primary goal of successful firms is to satisfy the customer. To achieve this goal, marketing managers must know how their customers make decisions. The framework for this course is a buyer behavior model, in which concepts from psychology, sociology, and economics are applied to individual and organizational purchase decisions.

The course will provide you an overview of the advertising industry, its functions and practices, and an appreciation of its place within the broader communications context. In this course, you will discover best practice in the advertising industry, and exploring the processes involved in creating campaigns.