BUS 761 - The Marketing Environment, 3 credit hours

An organization must deal with strategic and tactical issues on a domestic and global basis if it is to maintain an effective marketing organization. The course places special emphasis on the determination of longer term marketing strategy, the building of shorter term tactics, and the significance marketing has in the strategic direction of the firm. Emphasis is given to the examination of competitive operations and practical marketing problems confronting executives. Topics include target marketing, marketing research basics, branding, consumer behavior as well as advertising.