Catalogue 2014 - 2015

ILP 365 Emergence of Modern Marketing

Credits

3 cr.

Prerequisite

Junior standing.

Course Description

The purpose of this course is to introduce students to the emergence of modern marketing through "characteristics of persistent, systematic, and increasingly widespread marketing methods adopted by businesses from the nineteenth century onwards." Issues investigated include selling, advertising, branding, pricing, promotion, market research, and product planning and development. A case-based approach to the investigation of the history and context behind these pivotal moments in marketing and marketing practice is the basis for instruction in this course.