MKTG 431 Principles of Marketing (Units: 3)
Introduction to marketing principles and functions designed to satisfy an organization's target markets by offering an appropriate marketing mix consisting of product, price, place and promotion in domestic and international settings.
MKTG 432 Public Relations (Units: 3)
Communication, attitudes, opinion, ethical conduct, and responsible social performance as foundations of effective public relations. Relevant current events and public relations programs. Models for analysis and practice. Philosophical, historical, and environmental influences.
MKTG 433 Personal Selling (Units: 3)
Psychological factors underlying prospect behavior from initial recognition of need to final purchase of products and services.
MKTG 434 Advertising Theory and Practice (Units: 3)
Economic aspects of advertising; selection of media, testing effectiveness; organization for carrying out advertising activities, principles, and procedures.
MKTG 436 Retail Management (Units: 3)
Organization of a single-unit and multi-unit retail institution. Operational problems: location, layout, merchandise handling, customer service, protection, and expense control.
MKTG 440 Advertising Creativity and Production (Units: 3)
Creation and production of advertising for different clients. Strategy and creative development, with production for a variety of media. Classwork, 2 units; laboratory, 1 unit. [CSL may be available; consult index for page reference.]
MKTG 441 Business to Business Marketing (Units: 3)
Transaction channels through which goods and services are sold and purchased. Roles of marketing channel members and intermediaries.
MKTG 443 Sales Promotion and Publicity (Units: 3)
Introduction to the theories and practice of sales promotion and publicity. Consumer behavior, foundations of sales promotions, manufacturer and retailer sales promotion planning; types of trade and consumer sales promotions. (Plus-minus letter grade only.)
MKTG 469 Digital Marketing (Units: 3)
Overview of digital technologies and networks and their applications for marketing to consumers and businesses. Study of best practices on the use of web, social media and mobile marketing by businesses, government and non-profit organizations. Exploration, analysis and assessment of the effectiveness of digital marketing campaigns.
MKTG 567 Internship in Marketing (Units: 3)
Experience in a business field. Principles, theory, and practice applied to real situations. Major report required. May be repeated for a total of 6 units.
MKTG 632 Marketing Research (Units: 3)
Research design and methodology. Analyze, evaluate, and utilize marketing research findings. Use of case method and computer applications to make marketing decisions.
MKTG 633 Consumer Behavior (Units: 3)
Behavioral models explore consumer needs and motivation incorporating psychological theory applied to personality traits, learning, perception, symbolism and communications, social influences and understanding consumer behavior.
MKTG 637 Sales Management (Units: 3)
Role of sales managers in line and staff planning. Selection, organization, supervision, compensation, and motivation of the sales force. Coordination of sales with other marketing functions. Measuring the sales manager's contribution to profitable operations.
MKTG 644 Services Marketing (Units: 3)
Recognizing the importance of services in the global economy, this course provides theory, frameworks and tools for addressing the unique challenge of marketing in industries such as banks, healthcare, transportation and entertainment.
MKTG 647 Organizational Reputation Management and Communication (Units: 3)
Assessment and management of reputational risks stemming from behavior of senior executives or employees, failures in safety, accidents, rumors, etc. Focus on the communication strategies and tactics to rebuild trust and restore organizational regulation.
MKTG 649 Marketing Management (Units: 3)
Planning, organizing, integrating, and measuring the total marketing plan. Problems of managing the marketing function. Managerial supervision and control of marketing.
MKTG 660 Marketing Analytics (Units: 3)
Examination of techniques to manipulate, visualize, and analyze secondary data to address a variety of marketing issues in areas such as segmentation, customer relationship management, advertising, and digital marketing through hands-on experience using case studies and real-world marketing data. (Plus-minus letter grade only)
MKTG 675 Brand Management (Units: 3)
Examination of the theories, concepts, principles and strategies necessary to manage brands in the marketplace.
MKTG 680 International Marketing Management (Units: 3)
Environmental factors affecting world marketing management; consumer and industrial products market patterns; establishing channels of distribution; management of marketing functions including communication, pricing, product policy, promotion, financing, and logistics.
MKTG 688 New Product Management Seminar (Units: 3)
Product and innovation management for creating, developing, and commercializing new products and innovations. Emphasizes the importance of creativity, innovativeness, and entrepreneurship as the sources of new products and new venture businesses. (Plus-minus letter grade only.)
MKTG 689 New Product Marketing and Launch (Units: 3)
Students use consumer insights to refine existing product concepts, develop branding elements, forecast sales, determine the Net Present Value, and develop a Marketing Plan. The Marketing Plan will involve pricing, promotion (advertising, sales, public relations, and social media), and retailing components. (Plus-minus ABC/NC, CR/NC)
MKTG 699 Independent Study (Units: 1-3)
Intensive problem analysis under the direction of a marketing faculty member. Open only to upper division students who have demonstrated ability to do independent work. [CSL may be available; consult index for page reference.]
MKTG 820 Digital Marketing (Units: 3)
The use of digital marketing tools and techniques such as websites, online advertising, search engine marketing, social media, mobile marketing, content marketing, and email marketing to acquire, convert, retain, and grow customers. The marketing approach in the course is data-driven. (Plus-minus AB/NC)
MKTG 860 Strategic Marketing (Units: 3)
Survey of marketing strategy focusing on the development of marketing plans for product markets, including analyses of external, competitive, customer and internal environments, target market selection, statement of differentiation and positioning, product, pricing, communication and promotion. (Plus-minus letter grade)
MKTG 861 Consumer Behavior Seminar (Units: 3)
Psychology and social sciences' contribution to understanding and predicting consumer behavior. Theories of motivation, clinical and statistical approaches to analysis of motivation, systems and models in predicting consumer response, and applications in advertising and personal selling. (Plus-minus letter grade only)
MKTG 862 Seminar in Advertising (Units: 3)
Influence and communication forces of advertising in light of changing economic, social and governmental conditions; quantitative aspects of advertising problems. (Plus-minus letter grade)
MKTG 864 Seminar in Marketing Research (Units: 3)
Review basic research process and design; introduction to advanced topics in marketing research including multivariate analysis techniques. Emphasis on application; extensive use of computer spreadsheet and statistical packages. (Plus-minus letter grade only)
MKTG 867 Public Relations (Units: 3)
Management function that enables organizations to communicate with internal and external audiences to build and maintain mutually beneficial relations; ethical and legal issues in public and media relations. (Plus-minus letter grade only)
MKTG 875 Brand Management (Units: 3)
Concepts, principles, theories and strategies used to manage brands in a competitive environment. (Plus-minus letter grade only)
MKTG 880 Seminar in International Marketing Management (Units: 3)
International market entry and expansion, organizing for world marketing management, financial and legal factors affecting world marketing management, world marketing strategy, and long-range planning and policy formulation. (Plus-minus letter grade only)
MKTG 885 Marketing of High-Technology Products and Services (Units: 3)
High-tech products and services are characterized by high levels of market, technology and competitor uncertainty. For such turbulent environments, this course will synthesize decision frameworks and strategies that reflect best-practices in the area of high-technology marketing. (Plus-minus letter grade only)
MKTG 888 Product Development and Management (Units: 3)
Identifies innovative marketing strategies, familiarizes student with product development and management processes for creating new products and bringing them to the market. Professional marketing plans for new or existing products. (Plus-minus letter grade only.)
MKTG 899 Independent Study (Units: 1-3)
Intensive study of a particular problem under the direction of a marketing faculty member. Open only to graduate students of demonstrated ability to do independent work. (Plus-minus letter grade only) [CSL may be available; consult index for page reference.]