BUS 814 Sales Management and Integrated Marketing Communications
The course is structured to integrate two key aspects of the marketing practice-sales management and integrated marketing communications-which many companies struggle to integrate. Over the first six weeks we study sales management, including hiring, training, directing, motivating, and analyzing the sales force through selected readings, real-world case studies and classroom discussions. Over the next six weeks we study the integrated marketing communications function with emphasis on optimal decision-making by marketing managers related to problem-solving situations in advertising, public relations, branding, promotions, incentives, and social media. Over the last four weeks we study challenges and approaches to integrating these important functions as well as relevant ethical considerations in both areas.