With the Marketing concentration one may choose an emphasis from the list below.

Areas of Emphasis:

•     Consumer Marketing and Advertising Strategy

•     General Marketing

Consumer Marketing and Advertising Strategy (20 units)

Required:

1.   MKTG 301 Consumer Behavior

2.   MKTG 302 Advertising and Public Relations Strategy

Plus one course selected from the following:

1.   MKTG 304 Professional Selling

2.   MKTG 410 e-Business:  Marketing Strategy Analysis

3.   MKTG 430 Services Marketing

4.   MKTG 470 Direct Marketing Strategy

Plus one course selected from the following:

1.   MKTG 400 Marketing Research and Control

2.   MKTG 490 Marketing Planning and Problem Solving

General Marketing (20 units)

Three courses selected from:

1.   MKTG 301 Consumer Behavior

2.   MKTG 302 Advertising and Public Relations Strategy

3.   MKTG 304 Professional Selling

4.   MKTG 405 Sales Management

5.   MKTG 406 Marketing Channels and Logistics

6.   MKTG 410 e-Business:  Marketing Strategy

      Analysis

7.   MKTG 420 Global Marketing

8.   MKTG 430 Services Marketing

9.   MKTG 470 Direct Marketing Strategy

10.  SPRT 405 Sports Marketing

Plus one* required course:

1.   MKTG 400 Marketing Research and Control

2.   MKTG 490 Marketing Planning and Problem Solving

*Students may take 400 and 490 plus two more courses

from the selection list above.

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Marketing Minor

Marketing Minor (20 units)

Required:

1.   MKTG 300 Marketing Principles

2.   MKTG 490 Marketing Planning and Problem Solving

Plus any two other 5-Unit Marketing courses.

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COURSE DESCRIPTIONS

Upper Division

MKTG 300 Marketing Principles (5)

A study of the nature and role of marketing in advanced economies in a managerial context presented in a lecture, case, and applied format.  Analysis of consumer wants, motivation and purchasing power, and introduction to and development of effective mixes among product, pricing, distribution, and promotional variables.  Internet and e-commerce issues are also discussed.

MKTG 301 Consumer Behavior (5)

An analysis of the individual and aggregate market behavior of consumers and of the use of theoretical and empirical consumer information in developing marketing policy and strategy.  Prerequisite:  MKTG 300.

MKTG 302 Advertising and Public Relations Strategy (5)

An integrated approach to planning and creating the firm’s total marketing communications program, primarily advertising, sales promotion, public relations, and Internet advertising.  Surveys the entire field of promotion in its social and management context and develops the creative approach, strategy, and tactics necessary to realize the objectives of the marketing program.  Emphasizes student participation through cases and projects; also the application of quantitative statistical and qualitative research techniques to formulate and evaluate communications plans.  Prerequisite:  MKTG 300.

MKTG 304 Professional Selling (5)

Study of professional selling process as marketing activity.  Topics include understanding buyer/consumer behavior, communication, relationship building.  Students will be trained in tools for effective professional selling or other persuasive business interactions.  Skills include finding leads, qualifying prospects, determining needs, developing and delivering sales presentations, overcoming objections, closing sales, and post-sales support.  Role-playing is an integral part of the course.  Prerequisite:  MKTG 300.

MKTG 315 Professional Self-Presentation (2)

Graduating students, both business majors and non-business majors, need to be able to present themselves well in order to succeed, regardless of their career path. Reports from recruiters indicate that students often come ill prepared to job interviews. This course will help students learn to more effectively promote themselves by making good first impressions and by using proper etiquette, good conversational skills, proper grammar, and effective body language.

MKTG 400 Marketing Research and Control (5)

A study of the concepts underlying the collection and analysis of data for marketing decision-making and control.  Surveys the application of scientific methodology as an aid to problem formulation, exploratory research, basic observational and sampling requirements, data analysis, interpretation, reporting, and control.  Student application of research techniques and data treatment are emphasized.  Prerequisites:  MKTG 300 and MGMT 301.

MKTG 405 Sales Management (5)

Recruitment, hiring, training and retention of salespersons.  Providing analytical skills related to sales planning, analysis and control, sales forecasting, and estimating the profitability of the sales generated and potential sales.  Prerequisites:  MKTG 300 and MKTG 304.

MKTG 406 Marketing Channels and Logistics (5)

A study of the distribution function including retail management, supply chain management, inventory management, transportation, and e-marketing distribution strategies.  Includes study of relationship building with channel partners, channel leadership and integrated channel strategies.

MKTG 410 e-Business Marketing Strategy Analyses (5)

Customer service and positive customer experience are critical in the E-Business marketplace.  This course covers all the necessary technical details related to the Internet, and places these details within the context of marketing strategy, consumer behavior, advertising, and other marketing topics.  Specific topics discussed include detail assessment of:  the relationship between brand management and marketing strategy; the rise of web casting; web site promotion; web site quality measurements; email list harvesting and targeting; banner ad exchange; search engine positioning; web survey methodology; web site traffic analysis; Usenet; and news group marketing.  Cross-listed with EBUS 410.

MKTG 420 Global Marketing (5)

Analysis of the development of international marketing strategies and programs from the determination of objectives and methods of organization through execution of research, advertising, pricing, distribution, financing, and human resource management activities.  Emphasis on the design of optimal strategies under varying physical, economic, political, social and cultural environments and specific marketing situations.  Case analysis.  Prerequisite:  MKTG 300.

MKTG 430 Services Marketing (5)

An intensive study of the concepts, practices, and development of strategies involved in marketing of services.  The course will focus on the unique aspects of services marketing, such as demand management and quality control, and will cover a wide variety of services, including professional and business services.  A case analysis approach will be used.  Prerequisite:  MKTG 300.

MKTG 470 Direct Marketing Strategy (5)

An examination of the role of Direct Marketing in relation to the overall marketing activity.  Defining, developing, and using various direct marketing strategies.  Emphasis will be placed on developing effective direct marketing programs and offers, creating direct marketing response advertisements, and measuring the results of direct marketing efforts.  The use of Internet marketing and e-commerce in direct marketing will also be discussed.  Prerequisite:  MKTG 300 or permission of instructor.

MKTG 490 Marketing Planning and Problem Solving (5)

Focuses upon formal marketing planning and analysis of problems facing the marketing executive.  Practical case studies utilized for the identification and analysis of marketing problems, selection and evaluation of alternative solutions and plans, and implementation of recommended strategies.  The course integrates all aspects of marketing, business and quantitative theory into strategic policy-making, including Internet marketing and e-commerce.  Prerequisites:  MKTG 300 and two additional marketing courses, or permission of the instructor.

MKTG 496 Internship in Marketing (1-5)

This course is designed to provide an integrated academic experience in a work setting.  Units may not be used to satisfy the requirements of the Business Administration major.  Students may earn a maximum of 5 units through internships.  Offered on a credit, no-credit basis only.

Graduate Courses

Graduate courses are listed in the “Graduate Programs” section of this catalog.