Marketing Course Descriptions
Students desiring more information should contact the Department Office (CBA 354) for referral to a faculty advisor. They can also consult the Business Administration section of the complete CSULB catalog.
Upper Division Undergraduate Courses*
300. Principles of Marketing (3) F,S. Recommended preparation: ECON 100 and 101. 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. Human 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 Prerequisites: MKTG 300, IS 301. 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 Prerequisites: MKTG 300, IS 301. Management of the sales force. Sales analysis, forecasting techniques, account, and territory management, and negotiations. Integrating technological advances into the sales function.
430. Promotion Strategies (3) F,S Prerequisites: MKTG 300, IS 301. 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. Digital Marketing and Media (3) F,S Prerequisites: MKTG 300, IS 301. The role of digital media (e.g., e-commerce, social media, search optimization, mobile applications, online video, gaming) in consumer behavior and implications for marketing strategies. Digital marketing metrics, analysis of online business models, and future trends in digital marketing also discussed.
465. Business To Business Marketing** (3) F,S Prerequisites: MKTG 300, IS 301. Focus on business, government, and institutional markets. Comparison with consumer marketing. Analysis of business products/services and domestic/international marketing strategy. Emphasis on relationship management, supply chain and channel management, product/service innovation, brand equity, trade shows and personal selling.
470. Marketing Research (3) F,S Prerequisites: MKTG 300, IS 301, 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 Prerequisites: MKTG 300, IS 301. 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, IS 301. 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 Prerequisites: MKTG 300, IS 301. Using concepts from the social sciences to understand and predict consumer behavior in a marketing context. Seeks understanding of how marketing tactics may influence consumers’ choices, beliefs, and attitudes about products and services both in profit and non-profit contexts.
492. New Products/New Services (3) F,S Prerequisites: MKTG 300 and IS 301 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, IS 301 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 courses. Individual projects, study and research of advanced nature in Marketing.
* Units are in parentheses after course title; F = Fall; S = Spring.
** Revised catalog descriptions pending final approval.