DEPARTMENT OF MARKETING
Professors: Dale D. Achabal (L.J. Skaggs Distinguished Professor, Department Co-Chair), Albert V. Bruno (W.T. Cleary Professor), Kirthi Kalyanam, Shelby H. McIntyre (Department Co-Chair), Edward F. McQuarrie
Associate Professor: J. Michael Munson
Assistant Professors: Xiaojing Dong, Ling-Jing Kao, Desmond Lo, Kumar Sarangee
Marketing operates at the cutting edge of a well-managed organization. Development of decision-making and managerial skills are the major objectives of the Department of Marketing program, with special emphases in innovation, high technology, retailing, and consumer products. Marketing is the function that links a business to its markets and customers. Marketing acts as the eyes and the ears for a firm, helping managers identify market opportunities and listen to customer needs and wants. It is also the firm’s voice, handling communications with customers and deciding on advertising and sales messages. Finally, strategic marketing addresses competitive threats and opportunities, guiding a firm’s efforts to deliver superior value. Because customer analysis and competitive advantage are so crucial to business success, a degree in marketing provides a solid foundation for a general management career leading to executive responsibilities. It can also provide the basis for a more focused career in such areas as advertising, retailing, sales, brand management, and market research.
REQUIREMENTS FOR THE MAJOR
In addition to fulfilling University Core Curriculum and Leavey School of Business requirements for the Bachelor of Science in Commerce degree, students majoring in marketing must complete the following departmental requirements:
- MKTG 182 and 183 (to be completed early in junior year)
- After completion of MKTG 182 and 183, three courses in an area of marketing emphasis chosen from one of the areas below:
Business and Technology Marketing Emphasis
- MKTG 185, 187, 188 (strongly recommended)
- MKTG 175, 176, 186 (recommended)
Consumer and Channel Marketing Emphasis
- MKTG 165, 175, 186, 187 (strongly recommended)
- MKTG 176 (recommended)
Individually Designed Marketing Emphasis
- Courses selected with the student’s marketing faculty advisor. The three courses are typically selected from MKTG165, 175, 176, 178, 185, 186, 187, and 188.
The MKTG 198 Internship elective can be chosen with an internship topic and company which augments the student’s career marketing goals. However, MKTG 198 cannot be substituted for a course in the three areas of marketing emphasis.
UPPER-DIVISION COURSES
165. Multi-Channel Retail Marketing
The design and management of store, catalog, and Internet-based retail channels. Topics include how retailers create value for the producer and the end user, the financial and marketing strategies that underlie retailing formats, target marketing decisions, category management, how retail price promotions work, managing customer service, and the execution of retail marketing decisions. Mini cases, video cases, an applied project, and guest speakers from industry will be utilized to provide practical illustration of various concepts and stimulate class discussion. Prerequisite: MKTG 181 or 181S. (5 units)
168. and 169. Advanced Retail Seminar
In-depth examination of a number of topics critical to future executives in a retailing environment. Focus is on the use of consumer information and information technology to improve managerial decision making. Topics include consumer trends, multi-channel retail models, analysis of high-performance retailers, building information-centric organizations, store operations, negotiation, sales promotion and advertising, merchandise and inventory planning, and supply chain management. Prerequisites: MKTG 165, 181 or 181S, and declared retail studies minor. MKTG 168 must be taken prior to 169. (5 units)
175. Internet Marketing
What is the role of e-commerce in today’s marketing environment? How are marketers integrating e-commerce into their marketing activities? What are some of the major problems and opportunities that e-commerce activities pose for the marketing manager? Project required. Prerequisite: MKTG 181 or 181S. (5 units)
176. Services Marketing and Management
Effective marketing and management in service enterprises, including hospitality, tourism, financial services, retailing, health care, education, accounting, telecommunications, technical and information services, among others. Focus on customer satisfaction, service quality, service design and implementation, pricing, and promotion. Use of cases, field trips, and projects to develop and apply course concepts. Prerequisite: MKTG 181 or 181S. (5 units)
178. Marketing Across Cultures
Success in global markets requires developing marketing programs that are sensitive to cultural differences. This course emphasizes the cultural factors that drive consumption behavior in international markets. A socio-cultural perspective is applied to traditional marketing concepts such as targeting, positioning, advertising, branding, pricing, and distribution to develop marketing programs to successfully penetrate international markets. Mechanisms for participating in foreign markets such as exports, licensing, and joint ventures are evaluated. Ethical marketing issues in international contexts are explored. Prerequisites: MKTG 181 or 181S and MGMT 80. (5 units)
181. Principles of Marketing
Introduction to the fundamental principles of contemporary marketing. Covers the role of marketing in society, marketing strategy and planning, segmentation, product policy, pricing decisions, promotion, and distribution. Stresses topical examples. Emphasizes application of basic principles, information sourcing, analytical thinking, and communication skills. Prerequisite: Must have 60 units or greater, or permission of instructor. (5 units)
181S. Principles of Marketing
Introduction to the fundamental principles of contemporary marketing. Covers the role of marketing in society, marketing strategy and planning, segmentation, product policy, pricing decisions, promotion, and distribution. Stresses topical examples. Emphasizes application of basic principles, information sourcing, analytical thinking, and communication skills. Prerequisite: Enrollment restricted to students in the Leavey Scholars Program. Must have 60 units or greater, or permission of instructor. (5 units)
182. Market Analysis
Study of the application of marketing research methodology to the solution of business problems. Role of marketing research: its design, execution, analysis, and presentation. Projects and use of computers to analyze data. Prerequisites: OMIS 41 and MKTG 181 or 181S. (5 units)
183. Customer Behavior
How consumers process information and make buying decisions. Investigation of influence factors, such as attitudes, personality, culture, motivation, perception, and reference groups on consumer decision making. Decision processes of industrial buyers in business-to-business markets are also studied and compared to those of individuals in consumer markets. Particular emphasis on understanding the decision-making process (both consumer and industrial) and its application to the development of sound marketing strategy. An applied project, videos, and mini-cases are used to illustrate the practical application of various concepts. Prerequisites: OMIS 41 and MKTG 181 or 181S or permission of instructor. (5 units)
185. Sales Management
This course puts the student in the role of being a prospective sales or marketing manager. The objective is to provide students with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. The format of the course enables the student to apply the use of these concepts to both selling consumer products and to high-tech, industrial direct selling. Project required. Prerequisite: MKTG 181 or 181S. (5 units)
186. Integrated Marketing Communications
Introduction to integrated marketing communications (IMC), this course provides a fundamental understanding of communication theory, marketing, branding, integrating marcom tactics, planning, and coordination of IMC programs. How traditional media including public relations, direct response, print advertising, collateral, sales support and trade shows is being integrated with the Internet and technology that is changing how companies and organizations communicate, collaborate, interact, and influence outcomes with stakeholder and targeted publics is addressed. This course provides students with the skills necessary to plan, develop, execute, and coordinate an integrated marketing communications campaign. Project required. Prerequisite: MKTG 181 or 181S. (5 units)
187. Strategic Product Marketing
Emphasis on the process of branding, the role of the product/brand manager in a company, along with the experience of executing marketing strategy. The course also focuses on new product development. Prerequisite: MKTG 181 or 181S. (5 units)
188. Business-to-Business Marketing
This overview demonstrates how business-to-business (B2B) marketing differs from business-to-consumer (B2C) marketing. Learn how to apply marketing principles and conceptual frameworks when business sells to business. Understand how such factors as demand, product, buyers, decision making, and relationships affect B2B marketing strategy. Business Practice Modules (BPM) delivered by leading industry practitioners expose students to current, real-life, functional practices. The role of the Internet in connecting, collaborating, interacting, online transactions and building relationships with targeted marketing segments is emphasized. Students will learn how leading Silicon Valley companies meet the challenges of marketing their products in today’s global, Internet world. Project required. Prerequisite: MKTG 181 or 181S. (5 units)
197. Special Topics in Marketing
Occasional current and interdisciplinary courses offered on a one-time or infrequent basis or cross-listed with offerings in other departments. Consult quarterly schedule of classes for description. Prerequisites: MKTG 181 or 181S and declared marketing major. (5 units)
198. Internship
Opportunity for upper-division students to work in local firms and complete a supervised academic project in that setting. Prerequisites: Declared marketing major, MKTG 181 or 181S, 182, and permission of faculty coordinator. (1–3 units)
199. Directed Reading/ Directed Research
Independent projects undertaken by upper-division students with a faculty sponsor. Independent studies are normally permitted only under special circumstances. Prerequisite: Written proposal must be approved by instructor and chair at least two weeks prior to registration. (1–5 units)
