This course describes the factors and steps involved in the marketing process. The material explores consumer behavior and the level of psychological involvement required for consumers to make certain purchases. This course also explores a frequently researched area of behavioral science: human behavior in the workplace, also known as "organizational behavior." Management Science is the name given to the study of organizational behavior, including problem-solving methods, theories of motivation, and effective management practices.
- Marketing topics include: Consumer analysis; Market analysis; Assessing a company's strengths and weaknesses versus the competition; Review of distribution channels; Development of the marketing mix; Pricing decisions; and ; The economics of the marketing plan, including break-even analysis.
- Management and organizational behavior topics include: The organizational behavior problem-solving model, including the three-step technique to solve OB problems, action planning, and action levers - rewards, controls, and the planning system; Content and process theories of motivation, including Expectancy Theory, the Hertzberg two-factor model, Maslow's hierarchy of needs, and the McClelland learned-needs model; Theories and behavioral correlates of job satisfaction; Management personality traits and effective management office procedures; The six defining organizational elements of organizational architecture; and ; Evolution and revolution as organizations grow - choosing strategies for change.
Who should take this course: