Marketing

Prerequisites: For non-business majors (including non-business majors with a marketing minor): either (1) ECON 160 and a college-level statistics course; or (2) ECON 160 and BUS 104. For business majors, BUS 312 is a co/prerequisite. This core course provides an overview of marketing. Topics include researching and evaluating domestic and global marketing environments and customer behavior to identify opportunities and challenges; grouping customers according to meaningful criteria; serving select markets with effective and socially responsible strategies in product management and branding, new product development, pricing, integrated marketing communications, digital marketing, and channels of distribution; and careers in marketing.

Prerequisites: MKT 304 and a college-level statistics course. BUS 312 is a prerequisite for business majors. This core marketing course introduces concepts and skills for conducting qualitative and quantitative marketing research. Topics include problem definition and developing research questions, secondary research, primary research design (exploratory, descriptive, and causal), data collection methods, sampling, questionnaire design, data analysis, and translating research findings into actionable business insights.

Prerequisite: MKT 304. BUS 312 is a prerequisite for business majors. This core marketing course provides a foundational understanding of consumers based on psychological, social and cultural theories. It examines how consumer behavior impacts businesses and relates it to marketing strategy. Topics include: consumer needs, wants and motivations; learning, memory and knowledge; personality and attitudes; problem recognition, information search and purchase intention; judgment and decision making; social influences and relationship theory; culture and symbolic consumer.

Prerequisite: Completion of the lower division writing requirement. This marketing course explores the use of consumer information by firms, governments, and other consumers, emphasizes the social and ethical issues that arise, and examines potential problems and solutions. Topics include: the history and guiding principles for collecting, disseminating, and utilizing consumer information; how new technologies affect collection and use of information by marketers; data ethics, social responsibility, and privacy issues. Available for General Education, Area 4 Social and Behavioral Sciences. (I.C.) (W.I.)

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. This course emphasizes analytical skills with practical applications and developing actionable insights. Students acquire extensive hands-on experience using metrics-driven techniques to support marketing decisions. Topics include marketing metrics frameworks; data processing techniques and tools; database management of customers and segments; analysis of email, social media and ad campaigns; recency, frequency, monetary (RFM) analysis; and A/B testing.

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. Marketing communications are a critical component of the marketing mix. This course covers the fundamentals of advertising, promotion, and other aspects of integrated marketing communications as these relate to conceptualizing, designing, and implementing product and brand promotional campaigns. Topics include: branding; segmentation, targeting and positioning; persuasion; ad messages and appeals; digital and traditional advertising media; consumer sales promotions; public relations; endorsers and sponsorships.

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. This course examines the traditional sales process and the modern inbound approach with pipeline management–how to convert leads into customers and guide them through purchasing decisions. It utilizes a leading customer relationship management (CRM) software brand, and students may earn that software certification. Topics include customer and territory management, negotiation, consultation, and presentation skills.

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. This course examines how businesses can communicate with partners, suppliers and sellers for effective engagement, meaningful relationships and mutual success. Business-to-business (B2B) communications include strategies, marketing activities, customer relationship management (CRM), and sales. Topics include customer acquisition, marketing and product orientations, marketing channels, strategic relationship strategies, and how distribution companies support large manufacturing companies. (Cross-listed with SCM 442.)

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. This course examines retailing from the perspective of the retail owner and manager. Topics include: multichannel and omnichannel distribution strategies; store, non-store, and electronic retailing; retail location, layout, and design; merchandise management (stock and inventory control, pricing, style merchandising); information systems; departmentalization; human resource concerns; and communication/promotion activities.

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. This course covers international business-to-business (B2B) and business-to-consumer (B2C) marketing; foreign environmental scanning (including political, legal, economic, technological, social, and cultural environments); multinational competition; research in foreign markets; e-commerce across borders; country of origin image and product branding; international pricing issues; integrated marketing communications and sales management in the worldwide marketplace; global distribution channels; and international marketing strategies such as standardization and customization.

Prerequisites: MKT 304 and SOM 306. BUS 312 is a prerequisite for business majors. This course provides an overview of the principles involved in the design, operation and management of transportation and logistics systems. It introduces managerial implications for firms that market transportation goods and services. Topics include components of logistics systems, material handling and warehousing, transportation markets, carrier mode choice, short/long-haul freight transportation models, in-transit versus on-hand inventory, and logistics network design. (Cross-listed with SCM 447.)

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. This course explores the principles and practice of digital marketing and focuses on internet technologies to promote, sell, and distribute goods and services. Topics include website design principles, web analytics, on-site and off-site search engine optimization, paid search ads, display ads, email marketing, social media marketing, mobile marketing, online reputation management, and utilizing knowledge of the appropriate digital tactics to design marketing campaigns.

Prerequisites: MKT 304, either MKT 346 or MKT 348, and graduating senior standing. BUS 312 is a prerequisite for business majors. This capstone requirement for marketing majors focuses on the advanced application of marketing principles for effective marketing strategy. The course emphasizes strategically important decisions with significant implications and relevance for marketing decisions in competitive situations. Topics include relationship marketing, brand development strategy, value creation, value communication, value delivery, and digital marketing strategy.

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. Price is a critical component of the marketing mix. This course analyzes forces that impact the success of pricing strategies. Topics include basic pricing theory; pricing strategies for different markets and companies; key concepts related to costs, profits, consumer behavior, and markets; pricing methods and market segmentation; price level and competition; and ethical and legal considerations.

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. The channel is a key component of the marketing mix. This course covers channel concepts and focuses on designing and managing distribution channels for products and services as part of an integrated marketing mix that delivers strategic value. Topics include intermediaries, channel environment, customer relationship management, channel conflicts and power, logistics and transportation, retailing and omnichannel marketing.

Prerequisites: MKT 304. BUS 312 is a prerequisite for business majors. This course focuses on using social media as a marketing tool to reach consumers. Students learn how to use various tools to conduct research, develop marketing campaigns and increase the company’s competitive advantage. Topics include marketing with leading social media platforms, conducting a social media audit, and creating a strategic social media marketing plan.

Prerequisite: BUS 312 for Business majors. Course content to be determined. (See subtitles in appropriate Schedule of Classes.)

Prerequisites: BUS 312 and MKT 304 for Business majors. Corequisite: MKT 498B. MKT 498A and MKT 498B together fulfill the marketing major’s experiential requirement. MKT 498A is the internship course that helps interns apply and integrate marketing principles, marketplace evaluation skills, and tactical expertise from their academic studies during their internship experience. (Credit/No Credit only)

Prerequisites: BUS 312 and MKT 304 for business majors. Before enrolling in the course, students must secure an internship with a company and have it approved by the Nazarian College Center for Career Education and Professional Development (CEPD). Corequisite: MKT 498A. MKT 498B requires fulfilling CEPD internship requirements and professional development goals with a minimum of 135 hours of internship. May be repeated once for credit. (Credit/No Credit only)

Prerequisites: BUS 312 and MKT 304 for Business majors (Marketing majors must attain a grade of “C” or higher in MKT 304). Individual study pertaining to present or future career. Consultation with instructor to determine program that includes field assignments and reports. A maximum of 12 units may be earned by combining Field Assignments and Reports (MKT 498) and Independent Study (MKT 499). An Academic Internship course. (Credit/No Credit only)

Prerequisites: MKT 304. BUS 312 is a prerequisites for business majors. The Marketing Department chair and a faculty sponsor must approve an independent study project proposal before enrollment. This course is for students capable of independent work who need advanced, in-depth, and specialized study. Independent study requires regular progress meetings and reports with the faculty sponsor and successful project completion according to the approved timeline. Students may earn a maximum of 6 units of independent study in the college. Further, students may earn a maximum of 12 total units for internships (MKT 498A-C) and independent studies (MKT 499A-C). Students may not substitute MKT 499 for an existing course.

Prerequisites: ECON 500; GBUS 600; SOM 591 or equivalent. This course emphasizes the ability to evaluate and create customer-centric marketing management strategies including segmentation, target market selection, developing a value proposition, and building/defending brand equity, within the context of a competitive, dynamic and multi-dimensional global environment. Students make complex decisions regarding the integration of product, pricing, channel and communication strategies to provide value consistent with a brand identity. Students engage in active learning through case studies, simulations and/or client-based projects.

Prerequisite: MKT 640. Study of recent contributions from the behavioral sciences that provide insight into consumer motivation and consumption behavior. Emphasis is on psychological and sociological models and current research from the literature.

Prerequisites: MKT 640; SOM 591 or equivalent. The application of marketing research techniques to business problems. Emphasis is on research design, questionnaire development, data collection techniques and univariate and multivariate statistics.

Prerequisite: BANA 607 or equivalent. This course focuses on using a systematic and analytical approach to marketing decision-making. Most of the frameworks, processes, and analyses developed by marketing researchers, consultants, and managers focus on the four “first principles” of marketing: all customers differ; all customers change; all competitors react; and all resources are limited. This course involves analyzing data, and interpreting and communicating results to guide marketing decisions based on these first principles. It covers concepts, methods, and applications of decision modeling to address marketing issues such as segmentation, targeting, product positioning, promotion, pricing, and channel decisions.

This course explores general marketing concepts as they relate to the entertainment business. Students are introduced to marketing concepts and strategies including positioning, perceptual mapping, branding, market segmentation, and defining a target audience. By the end of this course, students will understand the basics of developing a marketing plan as well as the critical role of social media in marketing strategy. Students will also be given the opportunity to create entertainment marketing presentations and develop pitching skills. (Cross-listed with CTVA 684.)

Prerequisites: Permission of graduate advisor and department chair. Only those graduate students who have a current 3.0 or higher GPA may register in a 600-level Independent Study course. No more than 6 units of Independent Study may be taken in any one department, and no more than 6 units may be taken in the College without prior approval of the dean.