|
|
2018-2019 Undergraduate and Graduate Catalog [ARCHIVED CATALOG]
Marketing (MKTG) Courses
|
|
Marketing
Marketing
-
MKTG 300 - Principles of Marketing
(3 units)
Prerequisite: None.
The study of buyer behavior, marketing research, pricing, distribution, promotion, product strategies, and the influence of external factors. The roles of ethics, corporate social responsibility, and public policy that are intrinsic to marketing decision making in global environments are explored. Human Subject Pool participation required.
-
MKTG 310 - Retail Concepts and Policies
(3 units)
Prerequisite: None.
Overview of the retail system. Retail decision making emphasized in relation to the constantly changing situation facing all purveyors of goods and services. Emphasis on retail management in the dual worlds of physical and virtual stores.
Letter grade only (A-F). -
MKTG 330 - Advertising and Promotion I
(3 units)
Prerequisite: None.
Principles and practices of advertising. Social and economic importance of advertising and its relation to modern business organization. Importance of an advertising plan, preparation of advertisements, copy and layout, media planning and application of information technology.
Letter grade only (A-F). -
MKTG 350 - Introduction to Entrepreneurial Marketing
Prerequisite: None.
Marketing in an entrepreneurial context. Topics include venture opportunities, marketing strategies and marketing mix for a venture, new product/service development, marketing research for new business opportunities, business model creation and innovation, sales forecast and performance evaluation of a venture.
Letter grade only (A-F). -
MKTG 405 - Green Marketing and Sustainability
Prerequisite: MKTG 300 , I S 301 .
Applying marketing principles to understand customers’ expectations about environmental and social impacts; environmentally-friendly product strategies; green branding; social marketing; cause-related marketing; the role of marketing in social innovation and entrepreneurship; eco-labeling; fair trade, organic, and environmental certifications.
Letter grade only (A-F). -
MKTG 410 - Services Marketing
(3 units)
Prerequisites: MKTG 300 , I S 301 .
Focus on strategic and managerial issues specific to marketing service products in industries with high service components. Services development and positioning, distribution, pricing, promotion, demand and process management, service quality and recovery.
Letter grade only (A-F). -
MKTG 420 - Sales Management
(3 units)
Prerequisites: MKTG 300 , I S 301 .
Management of a sales force: organizing and deploying a sales force, developing effective sales training programs, designing motivation and compensation plans, asserting effective leadership and evaluating sales force performance. Sales analysis, forecasting techniques, account and territory management, and negotiations.
Letter grade only (A-F). -
MKTG 430 - Advertising and Promotion II
(3 units)
Prerequisites: MKTG 300 , MKTG 330 , I S 301 .
Development and management of the promotional mix. Promotional strategies: setting objectives of integrated marketing communication (IMC), formulating a creative strategy and designing a set of creative tactics. Budgeting, allocation of promotional resources. Integration of promotional strategies into the marketing mix. Creation of an IMC plan and pitch for a client.
Letter grade only (A-F). -
MKTG 437 - Digital Marketing and Media
(3 units)
Prerequisites: MKTG 300 , I S 301 .
The role of digital media (e.g., e-commerce, social media, search optimization, mobile applications, online video, gaming) in consumer behavior and implications for marketing strategies. Digital marketing metrics, analysis of online business models, and future trends in digital marketing also discussed.
Letter grade only (A-F). -
MKTG 450 - Professional Selling
(3 units)
Prerequisite: MKTG 300 ; I S 301
Principles and practical skills of professional selling, analysis tools for sales profession, sales roles in organization and the ingredients to succeed in professional sales, customer-oriented selling approach.
Letter grade only (A-F). -
MKTG 465 - Business To Business Marketing
(3 units)
Prerequisites: MKTG 300 , I S 301 .
Focus on business, government, and institutional markets. Comparison with consumer marketing. Analysis of business product/services and domestic/international marketing strategy. Emphasis on relationship management, supply chain and channel management, product/service innovation, brand equity, trade shows and personal selling.
Letter grade only (A-F). -
MKTG 470 - Marketing Research
(3 units)
Prerequisites: MKTG 300 ; I S 301 , I S 310 .
Fundamentals of marketing and industrial research as an aid to problem-solving in business. Familiarization with current industry research efforts. Data collection, interviewing, and report-generation software. Analysis of data. Project, instrument and sampling designs.
Letter grade only (A-F). -
MKTG 475 - Marketing Analytics
(3 units)
Prerequisites: I S 301 , I S 310 , and MKTG 300 .
Marketing Analytics is an application of data science to marketing decision problems. The course explores customer data analysis techniques and their theoretical foundations to help students acquire analytic skills that can be applied to real world marketing problems. The course also examines the ethical and technical issues related to data privacy.
Letter grade only (A-F). -
MKTG 480 - International Marketing
(3 units)
Prerequisites: MKTG 300 , I S 301 .
The study of global marketing theory and practice. The historical, economic, cultural, political, and legal factors that affect marketing decision-making in an international context. How to develop and present plans for exploiting global marketing opportunities.
Letter grade only (A-F). -
MKTG 481 - International Marketing in Selected Markets
(3 units)
Prerequisites: MKTG 300 , I S 301 .
Taught as a special topics seminar. Depending upon the instructor, topics may include marketing within specific regions such as Asia or Europe, marketing in developing countries, or international aspects of the marketing mix such as global advertising and global retailing.
Letter grade only (A-F). -
MKTG 490 - Consumer Behavior
(3 units)
Prerequisites: MKTG 300 , I S 301 .
Using concepts from the social sciences to understand and predict consumer behavior in a marketing context. Seeks understanding of how marketing tactics may influence consumers’ choices, beliefs, and attitudes about products and services both in profit and nonprofit contexts.
Letter grade only (A-F). -
MKTG 492 - New Products/New Services
(3 units)
Prerequisites: MKTG 300 , I S 301 .
New product and new service development process from idea generation to launch; diffusion of innovation and sales forecast of new product; market entry strategy; branding of new product; business plan for new product/service.
Letter grade only (A-F). -
MKTG 494 - Marketing Management
(3 units)
Prerequisite(s): MKTG 300 , MKTG 470 , I S 301 ; senior marketing majors or consent of instructor.
Strategies and techniques in marketing management. Application of prior material from marketing curriculum to problems and cases. Emphasis on problem identification, evaluation of alternatives, and developing recommendations.
Letter grade only (A-F). -
MKTG 495 - Selected Topics in Marketing
(3 units)
Prerequisites: Consent of department chair.
Current topics of interest in Marketing.
Letter grade only (A-F). May be repeated to a maximum of 6 units with different topics in different semesters. -
MKTG 497 - Directed Studies in Marketing
(1‑3 units)
Prerequisites: Consent of department chair.
Advanced individual projects, study, and research in Marketing.
Letter grade only (A-F). -
MKTG 500 - Marketing Concepts
(3 units)
Prerequisite: Graduate business standing.
Overview of the decision process in marketing. Consideration of functional areas and their interaction with the total operations of the firm. Introduction to the development of marketing strategy and planning.
Letter grade only (A-F). -
MKTG 600 - Seminar in Marketing Management
(3 units)
Prerequisite: MKTG 500 or equivalent and MBA standing.
Identifying and solving marketing problems. Advanced case analysis and discussion. Application of marketing principles and techniques including the use of information systems, databases, behavioral theories, financial analysis, and management techniques.
Letter grade only (A-F). -
MKTG 628 - Seminar in Business-to-Business Marketing
(3 units)
Prerequisite: MKTG 500 .
Marketing activities that enable a supplier company to create, communicate, and deliver value to other companies, governments and/or institutional customers. Focus on the distinctive characteristics of the business market and examine the role of R&D, service management, sales management, channel management, customer relationship management and ethics, etc. in B2B decision-making.
Letter grade only (A-F). -
MKTG 630 - Branding and Integrated Marketing Communications
(3 units)
Prerequisite: MKTG 500 , MKTG 661 , MKTG 663 .
Brands represent the intangible asset that define the success of many companies. In this class, you will learn about how integrated marketing communications and how it can be used to communicate and build a brand. Class focuses on introducing the student to available marketing communications tools such as advertising and sales promotion and offers students the framework for brand building whether it involves the use of advertising or any other promotional tool.
Letter grade only (A-F). -
MKTG 661 - Seminar in Marketing Policies
(3 units)
Prerequisites: Graduate business standing, MKTG 500 .
Solving practical, profit-oriented problems in marketing. Sophisticated case analysis and discussion. Application of marketing principles and technologies, including information systems, databases, behavioral theories, and management techniques.
Letter grade only (A-F). -
MKTG 663 - Seminar in Social and Digital Media Marketing
(3 units)
Prerequisites: Graduate business standing, MKTG 500 .
The role of social and digital media in marketing such as e-commerce, search optimization, mobile applications, online communication, and gaming. Digital analytics of business model, and future trends.
Letter grade only (A-F). -
MKTG 664 - Qualitative Marketing Research Analytics
(3 units)
Prerequisite: MKTG 500 , MKTG 665
Learning to design, collect, and analyze qualitative marketing research data the purposes of cultivating an organization’s understanding of its market. Class focuses on introducing the student to several techniques of qualitative data collection and prepares each student how to use each of these techniques in the most effective way to understand an organization’s customers and how they relate to the organization, its offerings, and activities.
Letter grade only (A-F). -
MKTG 665 - Seminar in Marketing Research
(3 units)
Prerequisites: Graduate business standing, MKTG 500 , and I S 601 .
The role of research in the solution of marketing problems. Research methods in collecting, analyzing, and interpreting information for business use. Survey and experimental approaches included. Case studies and/or class projects required.
Letter grade only (A-F). -
MKTG 666 - Seminar in International Marketing
(3 units)
Prerequisites: Graduate business standing, MKTG 500 .
The study of global marketing theory and practice. Analysis of cultural foundations, foreign entry, local marketing, and global marketing management. Emphasis on cross-cultural differences in consumer behavior, importance of emerging markets, and public policy issues.
Letter grade only (A-F). -
MKTG 667 - Marketing and Sustainability
(3 units)
Prerequisite: Graduate standing and consent of instructor.
Topics in sustainability and marketing. Integration of profit, environment and society into marketing decision-making. Analysis and development of sustainable business situations and alternatives. Learn to develop realistic and feasible sustainable marketing strategies.
Letter grade only (A-F). -
MKTG 668 - Seminar in Consumer Behavior
(3 units)
Prerequisites: Graduate business standing, MKTG 500 .
Topics in the behavioral sciences as they apply to marketing. Application of psychological, sociological, anthropological, and economic theories and models to the understanding of buyer behavior and the development of marketing strategy.
Letter grade only (A-F). -
MKTG 669 - Seminar in Strategic Planning
(3 units)
Prerequisites: Graduate business standing, MKTG 661 .
The role and use of marketing research and information systems as the basis for development and implementation of marketing strategy. Case studies and/or class projects required.
Letter grade only (A-F). -
MKTG 675 - Seminar in Marketing Analytics
(3 units)
Prerequisite: I S 601 .
Marketing Analytics is a scientific approach that connects customer data and competitive information to drive strategic decision making in modern enterprises. The course explores customer data analysis techniques and their theoretical foundations that are applied to real world business problems. The ethical implications related to collecting and utilizing customer data are examined.
Letter grade only (A-F). -
MKTG 677 - Advanced Marketing Analytics
(3 units)
Prerequisite: I S 601 , MKTG 675
Advanced Marketing Analytics is the analysis of large and a variety of data to uncover customer preferences, market trends, and other useful business insights. The analytical findings can be used for effective marketing communication, better customer relationship management, and improved ROI (return on investment) of marketing activities, which ultimately leads to competitive advantages.
Letter grade only (A-F). -
MKTG 690 - Marketing Strategies and Analytics for New Product
(3 units)
Prerequisite: MKTG 500, MKTG 675.
Marketing strategies and analytics for new product development and success. Topics include new product idea generation and concept testing, predictive analytics for new product success, new product differentiation and positioning, customer value creation methods, pricing, promoting and distributing new product, growth strategies of new product, imitation and innovation strategies, sales forecast and performance evaluation of a product/service.
Letter grade only (A-F). -
MKTG 695 - Selected Topics in Marketing
(3 units)
Prerequisites: Consent of department chair.
Current topics of interest in Marketing.
Letter grade only (A-F). May be repeated to a maximum of 6 units with different topics in different semesters. -
MKTG 697 - Directed Studies in Marketing
(1-3 units)
Prerequisites: Consent of department chair.
Advanced individual projects, study, and research in Marketing.
Letter grade only (A-F). -
MKTG 699 - Capstone Project
(3 units)
Prerequisite: Graduate standing in the final 6 units of the program.
A Capstone Project that requires students to integrate knowledge and technical skills learned throughout the program. Students will work in teams to develop a research project with a client company. Students will collect data, conduct analyses, and develop marketing recommendations for the client. A written project report and oral presentation are required. A grade of ‘B’ or better is required for successful completion.
Letter grade only (A-F).
|
|
Print this Page