How to declare a Marketing MajorRequirements for Major

Upper Division Courses

InternshipsAmerican Marketing Association (AMA)
 

How to declare a Marketing Major

Requirements for Major

Upper Division Courses

165. Multi-Channel Retail Management
168, 169. Advanced Retail Seminars
175. Electronic Commerce
176. Services Marketing and Management
177. New Product Marketing
178. Marketing Across Cultures
179. Small Business Entrepreneurship
182. Special Topics in Marketing
183. Buyer Behavior
184. Advertising and Promotion
185. Sales Management
186. Integrated Marketing Communications
187. Brand/Product Management
189. Marketing Research
197. Public Relations and Corporate Communication

165. Multi-Channel Retail Management
This course focuses on the design and management of store, catalog and internet-based retail channels. Topics covered include how retailers create value for the producer and the end user, the financial and marketing strategies that underlie retailing formats, target marketing decisions, category management, how retail price promotions work, managing customer service, and internet retailing. Mini cases, video cases, an applied project, and guest speakers from industry will be utilized to provide practical illustration of various concepts and stimulate class discussion. Prerequisite: MKTG 181. 

168, 169. Advanced Retail Seminars
In-depth examination of a number of topics useful to future executives in a retailing environment. Focus is on the use of consumer information and information technology to improve managerial decision making.  Topics include value chains of high-performance retailers, merchandise information systems, personnel and sales force management, negotiation, sales promotion and advertising, communications, merchandising, and retail strategy. Prerequisites: MKTG 181, 165, an internship, and permission of instructor. 
 

175.  Electronic Commerce
What is the role of e*Commerce in today’s marketing environment? How are marketers integrating e*Commerce into their marketing activities? What are some of the major problems and opportunities that e*Commerce activities pose for the marketing manager? This course is limited to marketing majors only. Prerequisite: MKTG 181 

176. Services Marketing and Management
Effective marketing and management in service enterprises, including hospitality, tourism, financial services, retailing, health care, education, accounting, telecommunications, technical and information services, among others. Focus on customer satisfaction, service quality, service design and implementation pricing and promotion. Use of cases, field trips, and projects to develop and apply course concepts.  Prerequisite: MKTG 181. 

177.  New Product Marketing:
This course provides students with state-of-the-art management techniques to identify markets, develop new product ideas, measure customer benefits, and design profitable new products.  The focus is marketing, thus, it concentrates on market measurement and the use of that information to develop the benefit targets for the new product.  Additionally, the course provides students with techniques for integrating the marketing function with the functions of R&D, design engineering, and manufacturing.  Prerequisite: MKTG 181. 

178. Marketing Across Cultures
The primary objective of the course is to provide a framework with which students can analyze, understand, and appreciate cross-cultural markets so as to market and manage more effectively in these contexts. The course examines the marketing environment, with particular emphasis on the cultural aspects, and its implications for market entry, product and promotion planning, pricing and distribution, and relationship management. The course integrates material from disciplines in the social sciences with concepts from marketing management. The focus of the course includes international markets in Asia, Latin America, and Europe as well as ethnic markets within the United States. 
Pre-requisites: MKTG 181 or permission of the instructor, and BUSN 80. 
*Counts as elective if taken for 5 quarter units. 

179. Small Business Entrepreneurship
Evaluation of venture ideas and the conversion of these ideas into viable ventures.  Discussions of cases, lectures, and presentations by guests with experience relating to the starting of new enterprises (e.g., bankers, attorneys, entrepreneurs). Students develop their own business plan for a new enterprise. Prerequisites: MKTG 181 and some knowledge of accounting and finance. 

181. Principles of Marketing
Introduction to the fundamental principles of contemporary marketing. Covers the role of marketing in society, marketing strategy and planning, segmentation, product policy, pricing decisions, promotion, and distribution. Stresses topical examples. Emphasizes application of basic principles, information sourcing, analytical thinking, communication skills, and teamwork in case analyses and/or a field project. 

182. Special Topics in Marketing
Occasional current and interdisciplinary courses offered on a one-time basis or cross-listed with offerings in other departments. May be taken only once in a program of study, even though different versions are offered under the same title.  Consult quarterly schedule of classes for description. Prerequisites: MKTG 181 and current standing as a marketing major. 

183. Buyer Behavior
How consumers process information and make buying decisions. Investigation of influence factors, such as attitudes, personality, culture, motivation, perception, and reference groups on consumer decision making. Decision processes of industrial buyers are also studied and compared to those of nonindustrial buyers. Particular emphasis on understanding the decision making process (both consumer and industrial) and its application to the development of sound marketing strategy. An applied project, videos, and mini-cases are used to illustrate the practical appreciation of various concepts.  Pre-requisites: BUSN 41 and MKTG 181 or permission of instructor. 

184. Advertising and Promotion
The role of advertising in marketing. The communication process, definition of advertising objectives, strategy formulation, budgeting, media selection, copy testing, evaluating advertising results, and  regulation. Student teams develop and competitively present a comprehensive advertising plan or similar project. Prerequisite: MKTG 181. 

185. Sales Management
The principles of effective selling and the management of salespersons. Relationship of the sales function within the organization.   Prerequisite: MKTG 181. 

186. Integrated Marketing Communications
The course is designed as an introduction to the concept of integrated marketing communications (IMC).  It provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordination of IMC programs.  The course also addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet/WWW, and digital media.   Business to business and high technology marketing communications will be addressed.  IMC planning will incorporate a thorough understanding of objectives, strategies, tactics and budgeting.  Prerequisite:  MKTG 181

187. Brand/Product Management
Dynamic decision making using a brand management game. Brand teams make inferences about the business environment, decide on what products to offer, what price to charge, how many salespeople to employ, and how much to budget for advertising, in addition to making production and marketing research decisions. Emphasis on the writing and presentation of the brand plan. Prerequisite: MKTG 181. 

189. Marketing Research
Study of the application of marketing research methodology to the solution of business problems. Role of marketing research: its design, execution, analysis, and presentation. Projects and use of computers to analyze data. Prerequisites: BUSN 41 and MKTG 181. 

197. Public Relations and Corporate Communication
Theories and practice of public relations.  Practical project involving advocacy writing, effective planning, and objective evaluation.  The function of public relations in organizational settings. Ethics for public relations professionals. (Also listed as COMM 150.)  Prerequisite: MKTG 181. 

198. Internship
Opportunity for upper-division students to work in local firms and complete a supervised academic project in that setting.  Prerequisites: declared marketing major, either MKTG 183 or 189, and approval of faculty coordinator. 

199. Independent Study

Return to top of Page

  Leavey School of Business Student Services
 

Overview | Faculty/Staff | Undergraduate | Graduate | Marketing Happenings | Site Index