200

This course begins with the foundations of marketing and marketing's role in the firm. Students focus on market research, consumer behavior, and the consumer purchase process. Hands- on assignments allow students to practice primary research activities such as online surveys and focus groups, as well as secondary research to identify and segment target markets. 4 quarter hours

Innovative design, both in products and services, is increas increasingly important. Students explore how design can create competitive advantage, including case studies, exercises, and field experiences. Students learn the basics of aesthetics, design principles, and design development processes. The course also addresses methods and approaches to think more creatively, to break paradigms, to better visualize options, and to find and develop innovative business models. Prerequisite: MKG 235.