Marketing Courses Descriptions

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.

MKTG353   Marketing Information Technology (3 units)
Prerequisite:  BUAD 301, ISDS 361A, MKTG 351.

This course provides students with a working knowledge of resources and tools available to marketing professionals. Students use media technology, databases, analytics, metrics, software and techniques applied by marketers to transform data into useful formats for the strategic decision-making process.

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.

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.

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.

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.

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.

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.

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.

MKTG443   Marketing Analytics Decision-Making in the Information Age (3 units)
Prerequisite:  ISDS 361A, MKTG 351.

Students learn to apply analytic techniques to a broad range of marketing decision areas such as segmentation, positioning, new product design and forecasting. Mainly based on case analysis and group interaction. Students learn to use an Excel-based analytics software.

MKTG444   Social Media Marketing and Analytics (3 units)
Prerequisite:  MKTG 353, ISDS 361A

Social media is transforming how businesses communicate with customers. 54% of business owners state that social media intelligence is revolutionizing their understanding of the market. This course provides the theoretical concepts and practical skills used by organizations in developing social media marketing strategies and in generating and utilizing analytics and metrics.

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.

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 experience is necessary, but there are technological requirements for the course.

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.

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.

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.

MKTG475   Export/Import Marketing Strategies (3 units)
Prerequisite:  MKTG 351.

Developing of marketing strategies involving products as well as services. Relies heavily on case analysis and group interaction. Students will finalize and present portfolio of projects and internships completed over the duration of marketing program.

MKTG485   Multicultural Marketing (3 units)
Prerequisite:  MKTG351, senior standing

Multicultural marketing is a discipline that recognizes divergent influences in a varied population and seeks to create customized marketing programs that speak to these diverse audiences. You will gain an overview of multicultural marketing and the dynamics of a diverse market environment, while identifying target audiences and how best to reach them. We will utilize concepts identified in the textbook, coupled with discussions of current examples and projects, to address the key issues that must be kept in mind when creating effective marketing programs for diverse consumer markets--from marketing mix elements to cultural norms and values. Guest speakers will provide additional insight to real-world challenges and successes of diverse marketing initiatives.

MKTG489   Developing Marketing Strategies (3 units)
Prerequisite:  MKTG 351, 353, 370, 379

Developing marketing strategies for products as well as services. Relies heavily on case analysis and group interaction. Students will finalize and present portfolio of projects and internships completed over the duration of marketing program.

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.

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.

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.

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.

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)

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.

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 consumers. Using a case-based approach, students will engage in problem discovery, and develop a product or brand that solves the problem.

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.

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.

Produced by the Mihaylo College of Business and Economics at California State University, Fullerton.
Contact the web administrator for comments or problems with the website.
All rights reserved. Copyright 2009.