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2022-2023 Undergraduate and Graduate Catalog [ARCHIVED CATALOG]
Marketing (MKTG) Courses
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Marketing
Marketing
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MKTG 300 - Principles of Marketing
(3 units)
Prerequisite: Exclude Freshmen.
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.
Letter grade only (A-F). -
MKTG 310 - Retail Concepts and Policies
(3 units)
Prerequisite: MKTG majors, Pre-MKTG majors, MKTG minors, and ENTR minors. Freshmen excluded.
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)
Prerequisites: MKTG majors, Pre-MKTG majors, International Business majors, Pre-International Business majors, MKTG minors and ENTR minors only. Freshmen excluded.
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
(3 units)
Prerequisite: MKTG majors, Pre-MKTG majors, MKTG minors and ENTR minors only. Freshmen excluded.
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). Not open for students with credit in MKTG 355. -
MKTG 355 - Experiential Entrepreneurial Marketing
(3 units)
Prerequisites: Not open for students with credit in MKTG 350 and consent by instructor.
This is an experiential entrepreneurial course with a strong focus on the marketing aspect of business development. Use of state-of-the-art theory to plan and evaluate business startups. This course is the first of a 2-course sequence titled “Experiential Entrepreneurship.” The next course is MGMT 355: Experiential Entrepreneurial Management.
Letter grade only (A-F). Not repeatable for credit. -
MKTG 405 - Green Marketing and Sustainability
(3 units)
Prerequisites: Marketing majors, International Business majors, and Marketing minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . Marketing minors and International Business majors: MKTG 300. Freshmen excluded.
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: Marketing majors and Entrepreneurship or Marketing minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . Entrepreneurship or Marketing minors: MKTG 300 or HCA 353 . Freshmen excluded.
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: Marketing majors and minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . Marketing minors: MKTG 300. Freshmen excluded.
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: Marketing majors and Entrepreneurship or Marketing minors only. Marketing majors: MKTG 300 with grade of “C” or better, MKTG 330 , and I S 301 . Entrepreneurship or Marketing minors: MKTG 300 and MKTG 330. Freshmen excluded.
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: Marketing majors, International Business majors, and Marketing minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . International Business majors: MKTG 300 . Marketing minors: MKTG 300 or HCA 353 . Freshmen excluded.
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)
Prerequisites: Marketing majors and minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . Marketing minors: MKTG 300 . Freshmen excluded.
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: Marketing majors and Entrepreneurship or Marketing minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . Entrepreneurship or Marketing minors: MKTG 300 or HCA 353 . Freshmen excluded.
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: STAT 118 or STAT 108 or I S 310 , MKTG 300 with grade of “C” or better, and I S 301 . Marketing majors only. Freshmen excluded.
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 with grade of “C” or better. Marketing majors and/or Business Analytics Certificate only. Freshmen excluded.
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: International Business majors, Marketing majors, International Business minors, Entrepreneurship minors or Marketing minors only. International Business majors: MKTG 300 and I S 301 . Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . International Business, Entrepreneurship, or Marketing minors: MKTG 300 . Freshmen excluded.
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: International Business majors, Marketing majors, International Business minors or Marketing minors only. International Business majors: MKTG 300 and I S 301 . Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . International Business, or Marketing minors: MKTG 300 . Freshmen excluded.
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 487 - Digital Marketing and Media II
(3 units)
Prerequisite: MKTG 437 with a grade of “B” or higher.
Student teams work with local small- and medium-sized businesses and organizations to provide digital marketing services, linked to relevant topics and case studies in digital marketing selected for intensive study.
Letter grade only (A-F). Not repeatable for credit. -
MKTG 490 - Consumer Behavior
(3 units)
Prerequisites: Marketing majors, International Business majors, Entrepreneurship minors, and Marketing minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . International Business majors: MKTG 300 . Entrepreneurship or Marketing minors: MKTG 300 or HCA 353 . Freshmen excluded.
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: Marketing majors and Entrepreneurship or Marketing minors only. Marketing majors: MKTG 300 with grade of “C” or better and I S 301 . Entrepreneurship or Marketing minors: MKTG 300 or HCA 353 . Freshmen excluded.
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)
Prerequisites: Senior Marketing majors only. MKTG 300 with grade of “C” or better, MKTG 470 , and I S 301 .
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: MBA majors only.
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.
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 Management
(3 units)
Prerequisites: MKTG 500 .
Identifying and solving marketing problems. Advance case analysis and discussion. Application of fundamentals of marketing using tools such as quantitative analyses, behavioral theories, financial analyses, and management strategies.
Letter grade only (A-F). -
MKTG 662 - Pricing Analytics and Strategy
(3 units)
Prerequisites: MKTG 500 .
Effective pricing management is one of the most important business strategies that affect a company’s profitability. This course explores what factors influence customers’ willingness to pay and price perceptions, and how to make optimal pricing decision for new and existing products.
Letter grade only (A-F). -
MKTG 663 - Seminar in Social and Digital Media Marketing
(3 units)
Prerequisites: 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: MKTG 500 .
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: 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: MKTG 500 .
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 674 - Marketing Analytics
(3 units)
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). Not repeatable for credit. -
MKTG 675 - Seminar in Marketing Analytics
(3 units)
Prerequisite: MKTG 500 .
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: MKTG 500.
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 680 - Social and Digital Media Analytics
(3 units)
Prerequisite(s): MKTG 500.
Students will learn how to analyze a variety of customer data available on multiple digital media outlets, especially popular social media platforms to uncover customer preferences, market trends, and other useful business insights. The analytical findings contribute to better decision making on marketing strategies, such as effective marketing communication, enhanced customer relationship management, and improved return on marketing investment. Privacy and other ethical issues in analyzing and using digital/social media data are integrated into the course.
Letter grade only (A-F). -
MKTG 690 - Marketing Strategies and Analytics for New Product
(3 units)
Prerequisite: MKTG 500
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 692 - Entrepreneurial Marketing and Innovation
(3 units)
Prerequisites: MKTG 500 .
This course examines the strategies and processes startups, large companies and entrepreneurial organizations use to ideate, evaluate, design, develop, and launch new products and services. The course covers the traditional new product development process in depth while also learning about the lean startup method of build-measure-learn feedback loop. The course focuses on marketing strategies for entrepreneurial businesses and marketing innovation process.
Letter grade only (A-F). Not repeatable for credit. -
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).
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