Courses
BUS 104. Introduction to Business (3)
For non-Business majors only. Designed to provide an introduction to the American enterprise system, its economic foundation and basic concepts of business organization and the nature of business activity. (Available for General Education, E Lifelong Learning.)
BUS 491CS. Small Business Consulting (3)
Prerequisites: BUS 312 and BUS 302L, a 3.0 or above GPA overall and in business courses. For senior-level business majors only. Department consent. Student teams provide high-quality, cross-disciplinary business consulting to clients. Groups meet regularly with the client and instructor, perform a detailed situation analysis, conduct research and develop recommendations culminating in a professional consulting report and presentation. Each student is required to spend a minimum of 135 hours on their client-based consulting project, commensurate with an internship.
MKT 304. Principles of Marketing (3)
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 and BUS 302L are co/prerequisites. 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.
MKT 346. Marketing Research (3)
Prerequisites: MKT 304 and a college-level statistics course. BUS 312 and BUS 302L are prerequisites 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.
MKT 348. Consumer Behavior (3)
Prerequisite: MKT 304. BUS 312 and BUS 302L are prerequisites 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.
MKT 350. Consumer Information in the Digital Age (3)
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, D1 Social Sciences.) (IC) (WI)
MKT 356. Marketing Metrics and Insights (3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites 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.
MKT 440. Integrated Marketing Communications (3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites 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.
MKT 441. Sales Management (3)
Prerequisite: MKT 304 (Marketing majors must attain a grade of “C” or higher) or consent of instructor. BUS 312 and BUS 302L are prerequisites for Business majors. Activities and organization of the sales department. Methods employed by sales managers in selecting, training and supervising salespeople; selling methods, materials and campaigns; distribution channels and territories; pricing, budgets, controls and sales research. Lectures, cases, discussions and guest speakers.
MKT 442. Business to Business Marketing (3)
Prerequisite: MKT 304 (Marketing majors must attain a grade of “C” or higher) or consent of instructor. BUS 312 and BUS 302L are prerequisites for Business majors. Analysis of the marketing structure for industrial products, including raw materials, installations, operating supplies, accessory equipment and fabricating materials. Buying motives and buying habits for industrial goods, major trade channels, research, pricing, advertising and legal aspects. The purchasing function. Buying by governmental agencies. Governmental regulation. (Cross-listed with SCM 442.)
MKT 443. Retail Management (3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites 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.
MKT 445. International Marketing (3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites 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.
MKT 447. Logistics and Transportation Management (3)
Prerequisites: MKT 304 and SOM 306. BUS 312 and BUS 302L are prerequisites 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.)
MKT 448. Digital Marketing (3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites 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.
MKT 449. Marketing Strategy (3)
Prerequisites: MKT 304, either MKT 346 or MKT 348, and graduating senior standing. BUS 312 and BUS 302L are prerequisites 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.
MKT 459. Social Media Marketing (3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are prerequisites 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.
MKT 496A-Z. Experimental Course-Marketing (3)
Prerequisites: BUS 312 and BUS 302L for Business majors. Course content to be determined. (See subtitles in appropriate Schedule of Classes.)
MKT 498A. Internship (1)
Prerequisites: BUS 312, BUS 302L 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)
MKT 498B. Internship (2-2)
Prerequisites: BUS 312, BUS 302L 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)
MKT 498C. Field Assignments and Reports—Marketing (3-3)
Prerequisites: BUS 312, BUS 302L 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)
MKT 499A-C. Independent Study (1-3)
Prerequisites: MKT 304. BUS 312 and BUS 302L are 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.
MKT 640. Marketing Management (3)
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.
MKT 644. Seminar in Consumer Behavior (3)
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.
MKT 647. Marketing Research Seminar (3)
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.
MKT 656. Marketing Analytics (3)
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.
MKT 684. Entertainment Marketing, Sales, and Pitching (3)
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.)
MKT 699. Independent Study—Marketing (3)
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.