INTRODUCTION TO MARKETING AND NEGOTIATION TECHNIQUE IN MPR CONTEXT (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Identify context of PR in Marketing; Describe negotiation strategy and techniques; Analyze negotiation planning process in MPR context; Construct negotiation strategy and tactics to be implemented in MPR activities.

Topics:

1. Introduction to Marketing;
2. Markets: Segmentation, Targeting, and Positioning;
3. The Role of PR in Marketing;
4. Business Buying Behavior;
5. The Nature of Negotiation;
6. Negotiation Strategy and Planning;
7. Effective Negotiating Techniques;
8. Negotiation Ethics;
9. Perception, Cognition, and Communication;
10. Relationships in Negotiation;
11. Multiparty Negotiations;
12. Cross Cultural Negotiation;
13. Public Opinion and Persuasion.