Marketing Course Descriptions
Students desiring information should contact the department office for referral to a faculty advisor. They can also view degree requirements or see Business Administration in the complete CSULB catalog.
Upper Division Undergraduate Courses*
300. Marketing (3) F,S Recommended preparation: ECON 200 or 201 or 300. The study of consumer behavior, marketing research, pricing, distribution, promotion, product strategies, and the influence of external factors. The roles of ethics, corporate social responsibility, and public policy that are intrinsic to marketing decision making in global environments are explored. Subject pool participation required.
310. Retail Concepts and Policies (3) F An overview of the retail system. Retail decision making emphasized in relation to the following areas: store operation and management; merchandise assortment and pricing; store location and layout; advertising and sales communication; consumer analysis; retail information systems; retail accounting and control.
330. Mass Marketing Communications: Advertising (3) F,S Principles and practices of advertising. Social and economic importance of advertising and its relation to modern business organization; importance of an advertising plan; preparation of advertisements, copy and layout, media planning and application of information technology.
410. Services Marketing (3) F Prerequisite: MKTG 300. Applies marketing management techniques, marketing strategies, and processes for service evaluation and service quality improvement to the marketing of services in both profit and nonprofit organizations. Topics include the unique characteristics of services marketing, the management of services, the evaluation of service quality, techniques for service improvement, services marketing in global environments, and the use of marketing techniques to achieve service breakthroughs. Entrepreneurial and career opportunities in not-for-profit and profit oriented service organizations will also be explored.
420. Sales Management (3) S Prerequisite: MKTG 300. Managing the sales force; sales analysis; forecasting techniques; account and territory management; negotiations; integrating the personal computer into the sales function; computer simulation of the decision process in sales management.
430. Promotion Strategies (3) F,S Prerequisite: MKTG 300. Management of the promotional mix. Behavioral and data-based foundations for promotional strategies; budgeting; allocation of promotional resources; media models; integration of promotional strategies into the marketing mix; applications of information-based technologies and tools for analysis.
437. Internet Marketing (3) Prerequisite: MKTG 300. Familiarization with Internet history and Internet technology. Analysis of consumer behavior (domestic and international) on the Internet; business models; advertising and promotions; website design; pricing; and marketing research using the Internet. News and recent developments in E-commerce are a focus of the class.
465. Business To Business Marketing (3) F,S Prerequisite: MKTG 300. Focus on business, government, and institutional markets. Comparison with consumer markets/marketing. Analysis of business products/services and domestic/international strategy. Emphasis on relationship management, E-commerce, supply chain, negotiation, high technology innovation, strategic brand assessment, trade, selling, and advertising strategy. Integration and application of information technology.
470. Marketing Research (3) F,S Prerequisites: MKTG 300 and IS 310. Fundamentals of marketing and industrial research as an aid to problem-solving in business. Familiarization with current industry research efforts. Data collection, interviewing, and report-generation software. Analysis of data. Project, instrument and sampling designs.
480. International Marketing (3) F,S Prerequisite: MKTG 300. The study of global marketing theory and practice. The historical, economic, cultural, political, and legal factors that affect marketing decision-making outside the U.S. How to develop and present plans for exploiting global marketing opportunities.
481. International Marketing Management (3) F Prerequisites: MKTG 300 and MKTG 480. Taught as a special topics seminar. Depending upon the instructor, topics may include marketing within specific regions such as Asia or Europe, marketing in developing countries, or international aspects of the marketing mix such as global advertising and global retailing.
490. Consumer Behavior (3) F,S Prerequisite: MKTG 300. Using concepts from psychology, sociology, anthropology, and economics to understand and predict consumer behavior in a marketing context. Incorporates information processing, personality/lifestyle, group, social class, cultural/sub-cultural, and demographic factors to understand how marketers can influence consumption behavior. Seeks to enhance strategic and analytical thinking of consumer behavior, including how marketing tactics may influence persuasion and demand for products and services both in a profit and nonprofit context as well as relevant public policy applications.
492. New Products/New Services (3) F,S Prerequisite: MKTG 300 or consent of instructor. New product and new service development process from idea generation to launch; diffusion of innovation and sales forecast of new product; market entry strategy; branding of new product; business plan for new product/service.
494. Marketing Management (3)F,S Prerequisites: MKTG 300 and senior marketing majors or consent of instructor. Strategies and techniques in marketing management. Application of prior material from marketing curriculum to problems and cases. Emphasis on problem identification and solution. Traditional grading only.
495. Selected Topics (1-3) F,S Prerequisites: Consent of instructor and a GPA of 3.0 in Marketing courses. Topics of current interest in marketing selected for intensive study. May be repeated for a maximum of 6 units. Topics will be announced in the Schedule of Classes.
497. Directed Studies (1-3) F,S Prerequisites: Consent of instructor and Department Chair, on Dean's List and a 3.0 GPA or higher in marketing. Individual projects, study and research of advanced nature in marketing.
Masters of Business Administration Graduate Courses*
Graduate Prerequisite Course: 500. Marketing Concepts (3) F,S Prerequisite: MBA standing required. Overview of the decision process in marketing. Consideration of functional areas and their interaction with the total operations of the firm. Application of information technology to the development of marketing strategy and planning.
610. Seminar in Services Marketing (3) S Prerequisite: MKTG 500. Supplements Marketing 500 by focusing on problems and strategies specific to service businesses. Problems commonly encountered in service businesses (such as inability to inventory, difficulty in synchronizing demand and supply, difficulty in controlling quality) are addressed. Strategies used by successful services marketers to overcome these difficulties will be discussed. The emphasis is on services in general rather than on any particular industry. However, concepts are illustrated using cases, examples, and exercises in diverse service industries such as banking, health care, retailing, financial planning, consulting, professional services, and communication. Traditional grading only.
661. Seminar in Marketing Policies (3) F,S Prerequisite: MKTG 500. Solving of practical, domestic and international, profit and non-profit oriented problems in marketing. Advanced course utilizing sophisticated strategic and tactical, qualitative and quantitative case analysis and discussion. Application of marketing principles and technologies, including information systems, behavioral theories, financial analysis and managerial accounting, and management techniques.
663. Seminar in Advertising Policies (3) S Prerequisite: MKTG 500. Discussion and analysis of advertising situations, objective setting, budgeting, creative strategies and tactics, media strategies and plans, and evaluation. Application of persuasion and mass communication theories and marketing databases. Development and presentation of comprehensive advertising plan.
665. Seminar in Marketing Research (3) S Prerequisites: MKTG 500 and IS 501. The role of research in the solution of marketing problems. Research methods in collecting, analyzing, and interpreting information for business use. Survey and experimental approaches included. Case studies and/or class projects required.
666. Seminar in International Marketing (3) F Prerequisite: MKTG 500. Analysis of marketing theory and practice from a global perspective. Consideration of environmental factors that affect marketing decision-making in host countries. How to manage brands and marketing operations in host countries and assess the unintended consequences and public policy implications of international marketing.
668. Seminar in Consumer Behavior (3) F Prerequisite: MKTG 500. Topics in the behavioral sciences as they apply to marketing. Application of psychological, sociological, anthropological, and economic theories and models to the understanding of buyer behavior and the development of marketing strategy.
669. Seminar in Strategic Planning (3) S Prerequisite: MKTG 661. The role and use of marketing research and information systems as the basis for development and implementation of marketing strategy. Case studies and/or class projects required.
692. Marketing High Technology (3) Prerequisite: MKTG 500 and MKTG661 or consent of instructor. Strategic issues in high-technology markets, e.g., protection of innovation, speed to the market, positioning of new products. Understanding the evolution of high-technology markets; types of innovation; techniques of market research for high-tech products. Case analyses about current issues in high-technology markets. Develop and present a strategic marketing plan for a high-technology business.
695. Selected Topics (3) F,S Prerequisites: MBA standing and consent of instructor. Topics to be announced in the Schedule of Classes. Topics change each offering and, in the absence of significant duplication, the course may be repeated once for credit.
697. Directed Studies (1-3) F,S Prerequisites: MBA standing, consent of instructor and Department Chair. Individual study under the direction of the faculty.
* NOTES: Units are in parentheses after course title; F = Fall; S = Spring.