MKTG351
Principles of Marketing
(3
units)
Prerequisite:
ECON 202; corequisites: BUAD 301, ISDS 361A.
Application of current theories and concepts in effectively marketing goods and services to define target customers from a domestic and global perspective. Includes market research, identifying target customers, developing product offers, branding, pricing, marketing communications and distribution channels. Marketing is critically examined from the perspective of the consumer, economy, technology, legal/political issues and ethical/social responsibility.
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MKTG353
Marketing Information Technology
(3
units)
Prerequisite:
BUAD 301, ISDS 361A, MKTG 351.
Information sources, databases and tools applied by marketers to transform data into useful formats for the strategic decision-making process. Includes segmentation, target marketing and positioning, media selection, market share, break-even analysis, pricing, sales forecasting and profit scenario analysis. Extensive use of Excel spreadsheets, the Internet and other technology resources. One or more sections offered online.
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MKTG370
Consumer Behavior
(3
units)
Prerequisite:
BUAD 301; corequisite: MKTG 351.
Consumer buying patterns, motivation and search behavior. The consumer decision-making process. Inter-disciplinary concepts from economics, sociology, psychology, cultural anthropology and mass communications. Case analyses and research projects.
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MKTG379
Marketing Research Methods
(3
units)
Prerequisite:
BUAD 301, MKTG 351 and ISDS 361A.
Marketing research process. Problem formulation, identifying data sources, data collection, analysis techniques, preparing research reports and application of these concepts to marketing research projects.
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MKTG401
Professional Selling
(3
units)
Prerequisite:
MKTG 351.
Steps of the sales cycle as an interpersonal influence process. Selling skills and techniques based on communication and buyer behavior concepts. Written sales projects and oral presentations are expected.
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MKTG405
Advertising and Promotions Strategy
(3
units)
Prerequisite:
MKTG 351.
How to develop and implement advertising, sales promotion, public relations, direct marketing, sponsorship marketing and personal selling strategies that convey a single voice to a firm’s customers’ attention with effective and efficient communications program; how to develop and use analytical and creative skills that successfully communicate a firm’s messages in both domestic and international markets.
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MKTG415
Managing the Sales Force
(3
units)
Prerequisite:
MKTG 351.
Sales manager’s role in organizing and deploying a field sales force, developing effective sales training programs, designing complete motivation and compensation plans, asserting strong leadership and evaluating sales people’s performance. Relies heavily on case studies and group discussion.
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MKTG425
Retail and Marketing Channel Strategies
(3
units)
Prerequisite:
MKTG 351.
Evolution of retailing into a global, high technology industry; developing integrated marketing and financial strategies. Strategically positioning the retail offer to establish and maintain relationship with target customers. Evolving market conditions, buying behavior, retail venues, channel relationships, information, communication and decision support systems and merchandise management.
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MKTG430
Sports Marketing
(3
units)
Prerequisite:
MKTG 351.
Develops understanding of Sports Marketing, its role in business and society. Develops understanding of different functional areas. Develops ability to apply theories and knowledge to solve problems faced by Sports Marketers.
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MKTG443
Marketing Analytics Decision-Making in the Information Age
(3
units)
Prerequisite:
ISDS 361A, MKTG 351.
Applying analysis and modeling techniques to a broad range of marketing decision-making domains.
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MKTG445
International Marketing
(3
units)
Prerequisite:
MKTG 351.
Theories of international trade and role of marketing decisions across national boundaries and markets. Concepts and principles of marketing strategies in organizations from recognition of environmental differences, market assessments, entry alternatives, positions of global interdependence, marketing problems and critical implications. Integrative cases, individual and team efforts emphasized.
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MKTG450
Visual Marketing
(3
units)
Prerequisite:
MKTG351
In Visual Marketing students will develop marketing communications through image creation tools such as Adobe Photoshop, Prezi, Adobe Premiere, and Repousse (3D). By the end of the term, students will be able to seamlessly integrate marketing communications (print, video and web) into the technological cloud. No previous expierience is necessary, but there are technological requirements for the course.
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MKTG455
Strategic Internet Marketing
(3
units)
Prerequisite:
MKTG 351.
Marketing of goods, services and ideas on the Internet. Integrating e-commerce into a total marketing strategy for businesses ranging from entrepreneurial to multinational corporations. History and emergence of e-commerce, utility of the Internet as a tool to increase effectiveness, efficacy and competitiveness. Designing effective Web pages.
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MKTG462
Marketing for Entrepreneurs
(3
units)
Prerequisite:
ACCT 201B and MKTG 351.
Coverage of market analysis for new products and services, competitive analysis, alternatives for entering markets, associated costs and launch feasibility. Casework, research and fieldwork with selected local businesses.
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MKTG465
Managing Services Marketing
(3
units)
Prerequisite:
MKTG 351.
Unique marketing needs and challenges faced by service firms in an increasingly challenging global environment. Specific strategies for marketing services in a variety of industries including entertainment, tourism, hospitality, health care and financial services. Also includes strategies used by manufacturing firms using service as a competitive strategy.
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MKTG475
Export/Import Marketing Strategies
(3
units)
Prerequisite:
MKTG 351.
Export and import strategies, including international logistics. In-depth knowledge of the export and import process for both large companies and small international businesses. Logistics planning and choosing the best incoterms, the export process and the evaluation of alternative export strategies. Understanding import process including outsourcing and other government regulatory requirements and documentation.
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MKTG495
Internship
(3
units)
Prerequisite:
Six units of upper-division marketing courses, including MKTG 351, concentration in marketing or in international business, consent of department chair, at least junior standing, 2.5 GPA and one semester in residence at Cal State Fullerton.
Planned and supervised work experience. May be repeated for credit up to a total of six units. Credit/No Credit only.
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MKTG499
Independent Study
(3
units)
Prerequisite:
Senior standing and approval by the department chair. Open to undergraduate students desiring to pursue directed independent inquiry.
May be repeated for credit. Not open to students on academic probation.
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MKTG519
Marketing Management
(3
units)
Prerequisite:
Classified graduate standing and classified MCBE status.
Key marketing concepts and their applications to marketing research, segmentation, selecting target markets, product development, pricing, promotion and distribution. Develops senior-level executive decision-making skills from global, ethical and socially responsible perspectives. Requires understanding and application in a major project.
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MKTG535
Marketing New Ventures
(3
units)
Prerequisite:
MKTG 519.
Coverage of market analysis for new products and service, competitive analysis, alternatives for entering markets, associated costs and launch feasibility. Casework, research and fieldwork with selected local businesses.
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MKTG545
Nonprofit and Societal Marketing
(3
units)
Prerequisite:
MKTG 519.
Applying marketing techniques to social change and nonprofit organizational contexts. Applying marketing resources and tools to address the challenges inherent in such organizations. (Same as GERO 545)
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MKTG565
Strategic Market Intelligence
(3
units)
Prerequisite:
MKTG 519, ISDS 361A or ISDS 513.
Qualitative and quantitative methods for collecting and analyzing information about customers and competitors. Applying these techniques and how marketing information can be leveraged to make better strategic decisions.
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MKTG575
Product and Brand Management
(3
units)
Prerequisite:
MKTG519
In Product and Brand Management, students will learn how to develop products and brands that deliver value to consuemrs. Using a case-based approach, students will engage in problem discovery, and develop a product or brand that solves the problem.
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MKTG596T
Contemporary Topics in Marketing
(3
units)
Prerequisite:
MKTG 519 and classified graduate standing.
Framework for customer-focused management; how to increase quality and calculate customer lifetime value and profitability. May be repeated three times for credit.
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MKTG599
Independent Graduate Research
(3
units)
Prerequisite:
Classified graduate standing, consent of instructor and approval by the Department Chair and Associate Dean.
May be repeated for credit. Not open to students on academic probation.
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