The course focuses on creating a mutual relationship between both internal and external customers. It also focuses on sales strategy and the sales management functions. It is also designed to familiarize students with business-to-business selling strategy, including sales relationships, including new organizational forms and organizational learning issues. A study of the consumer buying behavior and the exchange process involved in acquiring, consuming and disposing of goods, services, experiences and ideas upon receiving the message/communication is looked at. It is a study which enables marketing students to understand and predict consumer behavior in the market place. It promotes an understanding of the consumption role in the lives of individuals.
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