California State University, Fullerton


Irene Lange

Steven G. Mihaylo Hall 5214


Bachelor of Arts in Business Administration
Concentration in Marketing
Master of Business Administration
Concentration in Marketing

Christopher Anicich, Catherine Atwong, Ray Benedicktus, Thomas Boyd, S. Allen Broyles, Susan Cadwallader, Howard Forman, Neil Granitz, Katrin Harich, Chiranjeev Kohli, Christopher Kondo, Matthew Lancellotti, Irene Lange, Aubrey LeBard, Sunil Thomas

The Business Advising Center, Steven G. Mihaylo Hall 1201, provides information on admissions, curriculum and graduation requirements, registration and grading procedures, residence and similar academic matters. In addition, the Marketing Department provides advising on curriculum content and career opportunities.

Marketing is a basic business function covering a wide range of activities. It includes studying markets, planning products, pricing them, promoting them, selling them and then delivering these products to customers. People in wholesaling, retailing, advertising agencies, research firms and transportation companies are all working in the marketing area. Any firm that is reviewing its product policies needs marketers to identify the market, choose the products, find where they can be sold and decide on a price for them.

Credential Information
For students interested in a teaching credential, the Department of Marketing offers courses that may be included in the Subject Matter Preparation Program for secondary teaching.
Further information on the requirements for teaching credentials is found in the Teaching Programs section of the catalog and is also available from the Department of Secondary Education. Students interested in exploring careers in teaching at the
elementary or secondary school levels should contact the Office of Admission to Teacher Education.

Scholarships and Awards in Marketing
The Michael T. Ashton Memorial Leadership Award
The Robert M. Olsen Outstanding Marketing Major Award
Honors Networking Program Outstanding Student Award
Anaheim/Orange County Visitor & Convention Bureau Scholarship
Enterprise Rent-A-Car Scholarship

See “Business Administration, Marketing Concentration.”

See “Business Administration, Marketing Concentration.”

Courses are designated as MKTG in the class schedule.

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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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