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Degree Completion Program | Degree Concentrations

Degree Concentrations: Marketing

Marketing

  • MKT 315 The Marketplace and Consumers (REQUIRED 1 unit). This course is designed to provide the student with an introductory knowledge of the fundamentals, principles, and practices of marketing as it relates to the consumer. This course is intended to furnish the student with an understanding of the basic functions of marketing, familiarize the student with the primary elements in the marketing mix, and help the student develop an appreciation for the necessity and complexity of marketing’s function in today’s business environment. Prerequisites: Junior standing, Minimum of C grade for MKT majors
  • MKT 316 Consumer Dynamics (1 unit). This course involves the interdisciplinary study of customers as the focus of the marketing system. Analysis will be on individual, group, and situational influences as a means of understanding the consumer decision-making process. Emphasis is on the qualitative research tools that may be used by managers to explore and build long-term customer relationships. Prerequisite: MKT 315
  • MKT 318 Marketing Research (1 unit). This course emphasizes the quantitative research process as an aid to decision-making in marketing management. Topics include: research methodology, use of secondary data, presentation of marketing research results, and evaluation of the effectiveness of marketing research. Prerequisites: MKT 315, STAT 301
  • MKT 417 Marketing in the Supply Chain (1 unit). This course explores the decision areas in distribution design and management. Topics include: supply chain forms, distribution system design, wholesaling, retailing, evaluation of channel systems, and long-term relationship management between firms. Discussion focuses on current events in distribution and trends facing distribution managers. Prerequisite: MKT 315
  • MKT 419 Professional Selling: A Relationship Management Process (1 unit). This course studies the customer relationship process and basic building blocks of professional selling. Focus is on developing and maintaining customer relationships, building trust, sales ethics, buyer behavior, communication skills, strategic prospecting, problem identification, needs assessment, and sales presentations. Students will create a video presentation using methods learned which will be presented to the class. Special emphasis will be on understanding the relationship process in all phases of the sales process. Prerequisite: MKT 315
  • MKT 420 Global Marketing: Business Without Borders (1 unit). This course is designed to provide students with the basic principles of marketing management required to conduct quantitative analysis as a global marketing manager. Topics include: analysis of consumers, competitors and channels; frameworks to evaluate the similarities and differences between domestic and global marketing; and marketing ethics and cross-cultural nuances. The goal is understanding how the environment (especially diversity in language, culture, religion, politics, and social forces) affects the application of marketing principles and business practice on a global basis. Through the use of cases, multicultural team exercises, and group projects, this course equips the global manager with tools to solve marketing problems beyond their own borders. Prerequisite: MKT 315
  • MKT 440 Integrated Marketing Communications (1 unit). This course explores the role of promotions in the marketing mix and studies a wide variety of tools and media. The course has a strong evaluative element, and students are expected to critique and enhance marketing messages from a variety of sources. The course is built around the idea that the message itself is only part of the equation; media selection, placement, and evaluation are equally critical, as are sound target market principles. Topics include: analysis of market situations and consumer behavior, positioning strategies, promotion tools, and media evaluation. A quantitative approach to measuring promotion effectiveness is emphasized. Prerequisites: MKT 315, MKT 316
  • MKT 445 Special Topics in Marketing (1 unit). This course offers the student an in-depth investigation of special or timely marketing topics not covered in other marketing courses. Repeatable. Prerequisite: MKT 315
  • MKT 450 Marketing Strategy (1 unit). This course integrates other marketing courses in order to emphasize the development and application of problem-solving techniques in a wide range of marketing problems. Using cases, students develop skills in linking the logic and concepts of marketing to data, analyze relevant data, and make and justify rational marketing decisions. Prerequisites: MKT 315, Senior Standing, MKT majors and minors only (or permission)