| MKTG 351 Principles of Marketing |
| Description: Prerequisite: Econ 202; corequisites: Business Admin 301, InfoSys/DecSci 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. |
Units: (3)
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| MKTG 353 Marketing Information Technology |
| Description: Prerequisites: Business Admin 301, InfoSys/DecSci 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. |
Units: (3)
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| MKTG 370 Consumer Behavior |
| Description: Prerequisite: Business Admin 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. |
Units: (3)
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| MKTG 379 Marketing Research Methods |
| Description: Prerequisites: Business Admin 301, Mktg 351 and InfoSys/DecSci 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. |
Units: (3)
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| MKTG 401 Professional Selling |
| Description: 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. |
Units: (3)
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| MKTG 405 Advertising and Promotions Strategy |
| Description: 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. |
Units: (3)
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| MKTG 415 Managing the Sales Force |
| Description: 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. |
Units: (3)
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| MKTG 425 Retail and Marketing Channel Strategies |
| Description: 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. |
Units: (3)
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| MKTG 430 Sports Marketing |
| Description: 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. |
Units: (3)
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| MKTG 445 International Marketing |
| Description: Prerequisites: Business Admin 301 and 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. |
Units: (3)
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| MKTG 455 Strategic Internet Marketing |
| Description: 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. |
Units: (3)
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| MKTG 462 Marketing for Entrepreneurs |
| Description: Prerequisites: Accounting 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. |
Units: (3)
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| MKTG 465 Managing Services Marketing |
| Description: 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. |
Units: (3)
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| MKTG 475 Export/Import Marketing Strategies |
| Description: 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. |
Units: (3)
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| MKTG 489 Developing Marketing Strategies |
| Description: Prerequisites: Mktg 351, 353, 370, 379 and senior standing. Development of marketing strategies involving products as well as services. Relies heavily on the case analysis and group interaction. Students will finalize and present portfolio of projects and internships completed over the duration of marketing program. |
Units: (3)
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| MKTG 495 Internship |
| Description: Prerequisites: 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. |
Units: (3)
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| MKTG 499 Independent Study |
| Description: Prerequisites: 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. |
Units: (1-3)
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| MKTG 519 Marketing Management |
| Description: Prerequisites: Accounting 510, Econ 515, InfoSys/DecSci 513, 514, Management 516, 518 (may be taken concurrently) 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. |
Units: (3)
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| MKTG 535 Marketing New Ventures |
| Description: 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. |
Units: (3)
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| MKTG 596T Contemporary Topics in Marketing |
| Description: Prerequisites: Mktg 519 or equivalent and classified MCBE status. Framework for customer-focused management; how to increase satisfaction and retention through service strategies to measure service quality and calculate customer lifetime value and profitability. May be repeated three times for credit. |
Units: (3)
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| MKTG 599 Independent Graduate Research |
| Description: Prerequisites: classified MCBE status, consent of instructor and approval by the Department Chair and Associate Dean. May be repeated for credit. Not open to students on academic probation. |
Units: (1-3)
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