Marketing, Department of

College of Business and Economics

DEPARTMENT OFFICE

Simpson Tower F917

Phone:      (323) 343-2960

E-Mail:     csankey@calstatela.edu

Website:     http://cbe.calstatela.edu

The Department of Marketing prepares people for professional careers in the business of promotion and selling.  The department offers both general and specialized degree and certificate programs. The department also participates in an Interdisciplinary Studies Minor in Multimedia that enables students to develop interactive, multimedia products.  For more information, please refer to University Programs.

The Faculty 

Professors:  Jens D. Biermeier, Richard H. Kao, Shirley M. Stretch-Stephenson.

Associate Professors: H. Rika Houston, Tyrone Jackson.

Assistant Professor:  Ik suk Kim, Freddy S. Lee.

Emeriti: Linda Beamer, Bernard Codner, William A. Cohen, Moonsong (David) Oh, Marshall E. Reddick. 

Undergraduate Programs 

Bachelor of Science Degree in Business Administration with Options in:

A total of 180 units is required for the Bachelor of Science degree in Business Administration with the Marketing Management, and Retailing Options. The BSBA degree with any of these options requires completion of 72 units in BSBA core courses and 28 units in the option. Consult with an advisor for the specific number of units required in all areas of the degree including GE and free electives.

Core Requirements for the Bachelor of Science in Business Administration (72 units)

Select one from the following:

Option Requirements for Marketing Management  (28 units)

The option develops an understanding of marketing techniques and strategies used to formulate plans and policies to deal with marketing environmental problems and to integrate marketing with other business functional areas.

Select 12 units with adviser approval

Option Requirements for Retailing (28 units) 

This option prepares students for positions in the retail industry, or to become successful entrepreneurs in their own retail business.

Select 12 units from the following with adviser approval

ART 430

MKT 340, 345, 346, 442, 443, 448, 452

Certificate Program in Commercial Transportation

The Department of Marketing, in cooperation with the Office of Extended Education, offers a credit certificate program in Commercial Transportation, designed for individuals intending to pursue a career or enhance their advancement potential in the field of industrial traffic and transportation or carrier operation. 

A total of 28 units is required.  Refer to the Undergraduate Studies: General Information chapter of this catalog for general regulations governing all certificate programs. 

Requirements for the Certificate  (28 units)

Students select seven courses, with approval of a transportation adviser.  Five courses must be about transportation (the adviser may allow substitution of one or two GEOG or TECH courses when appropriate);  the other two must be upper division courses in marketing or elsewhere within the College of Business and Economics.

Certificate Program in Marketing

The Department of Marketing offers a credit certificate in Marketing designed to prepare students for professional careers in marketing in both profit and nonprofit organizations.  A total of 24 units is required. Refer to the Undergraduate Study: General Information chapter of this catalog for general regulations governing all certificate programs.

Requirements for the Certificate  (24 units) 

Select marketing electives with adviser approval.

Certificate Program in Retail Professional Development

The Department of Marketing offers a credit certificate in Retail Professional Development  designed to provide the skills required for executive positions in the retail industry and to prepare individuals to become successful entrepreneurs in their own retail business.  A total of 24 units is required.  Refer to the Undergraduate Studies: General Information chapter of this catalog for general regulations governing all certificate programs. 

Requirements for the Certificate  (24 units) 

Select 8 units from the following:

ART 430

MKT 340, 345, 346, 442, 443, 448, 452

Graduate and Postbaccalaureate Programs 

Master of Science Degree in Business Administration with Option in Marketing (45 units) 

This is a specialized degree program permitting concentration and research in one of several options.

Admission to the Program 

Students must fulfill University requirements for admission to graduate study and must submit a separate graduate program application to the College of Business and Economics. The college admits applicants based on a comprehensive review of their prior education, work experience, GMAT scores, and letters of recommendation. Those without an undergraduate degree in business are required to complete 24 units of Foundations of Business courses listed below for admission to classified graduate standing for the M.S. degree in Business Administration.

The 24-unit requirement can be met either by completing the courses listed below or by submitting transcripts demonstrating that the equivalent subject material has been successfully completed either at the undergraduate or graduate level.  In addition,  competence must be demonstrated in statistics and the use of computers.  The competency requirement can be met by successfully passing competency exams in each area of by submitting transcripts showing that the subject matter has been successfully completed at either the undergraduate or graduate level.

In addition to completing the 24-quarter units of acceptable basic business courses listed above, applicants must have an approved graduate degree program on file in the College of Business and Economics Advisement Center.

Requirements for the Degree  (45 units)

A total of 45 units is required, with at least 41 units in 500-level courses. 

Marketing Option (24 units)

List of Courses  (MKT) - Undergraduate Level

Upper division standing is prerequisite to enrollment in 300- and 400-level MKT courses

Upper Division Courses

MKT 304 Principles of Marketing  (4)

Product planning, pricing, distribution, and promotion of goods and services; market research, consumer behavior, international business, and the industrial market. 

MKT 325 High Performance Professional Skills (4)

Prerequisites: BUS 305 and MKT 304.  Skills, performance context, conceptual understanding, self assessment, analysis, and application in negotiation, creativity, critical thinking, diversity management, and team-building in marketing, international business, retailing and entrepreneurship.

MKT 340 Principles of Advertising  (4)

Prerequisite: MKT 304.  Marketing and economic functions of advertising; survey of roles played by clients, agencies, advertising departments, media, and auxiliary organizations in field. 

MKT 341 Salesmanship  (4)

Prerequisite: MKT 304.  Fundamentals of selling and sales management;  concentration on sales techniques with student presentations of critiques and analyses;  procedures for selection, training, compensation, and supervision of sales personnel. 

MKT 342 Consumer Behavior  (4)

Prerequisite: MKT 304.  Reactions of consumer to promotional activities of retailers;  concepts of consumer strategy and tactics;  importance of product image, brand, package influence, and store image in influencing consumer purchases. 

MKT 344 Principles of Retailing  (4)

Structure of retailing industry;  retailing trends;  retail store organization;  understanding retail consumers;  store location, design, and layout;  basic fundamentals of operating a retail business;  retail controls and evaluation. 

MKT 345 Marketing Channels  (4)

Prerequisite: MKT 304.  Marketing channels, their development, structure, and operation;  transactional and physical distribution by manufacturers, wholesalers, and retailers as parts of total marketing system. 

MKT 346 Marketing of Services  (4)

Prerequisite: MKT 304.  Marketing of services including promotion and pricing practices and strategies;  practices of franchising and specific services sectors. 

MKT 349 Retail Merchandising and Sales Promotion  (4)

Prerequisite: MKT 304.  Analysis of merchandising and sales promotion functions performed by retailers; covers market segmentation, merchandising policies, budgeting, buying, inventory management, and pricing;  emphasis on retail promotional planning, implementation, and evaluation.

MKT 350 Introduction to Transportation  (4)

Importance of water, railway, highway, air, and pipeline transport modes in modern economy; carrier management, government participation, and use of energy in transportation systems. 

MKT 352 World Air Transportation  (4)

Prerequisite: MKT 304.  Role of domestic, international, and foreign airlines in moving people and goods;  history, operations, and marketing; students analyze airline case studies and related materials concerned with identifying and satisfying air travel market. 

MKT 358 International Business  (4)

Business conducted within a world environment;  transactions comprising international business; institutional setting abroad;  scope of managerial decision-making in international business operations. 

MKT 440 Advanced Advertising and Promotion  (4)

Prerequisite: MKT 340.  In-depth review of advertising and promotion management;  emphasis on strategic decision-making through case study analyses;  supplemental topic areas include sales promotion, agency/client relations, and measurement/evaluation techniques. 

MKT 441 Industrial Marketing  (4)

Prerequisite: MKT 304.  Analysis of various types of industrial goods and markets for them, including government agencies;  product planning;  marketing research;  determination of marketing channels;  pricing policies;  sales promotion;  and cost distribution.

MKT 442 Marketing Management  (4)

Prerequisite: MKT 304.  Intensive study of marketing management; emphasis on marketing environment; development of marketing strategies and formulation of policies;  integration of marketing with other functional areas of business through case studies. 

MKT 443 Marketing in a New Business  (4)

Prerequisite: MKT 304.  Introduction of a new business or product concept into marketplace;  emphasis on small business marketing entrepreneurship. 

MKT 445 Public Relations Methods for Business  (4)

Prerequisite: MKT 304.  Public relations policies and techniques for business enterprises; development of good relationships with customer, employee, stockholder, government, and general public; role of research, publicity, and mass media in public relations. 

MKT 446 Marketing Research  (4)

Prerequisites: MKT 304 and ECON 209.  Marketing research functions and procedures utilized in measuring and analyzing environmental factors in consumer demand, sales efficiency, effectiveness of promotional programs, and effects of competitor’s strategies; methods of product distribution and pricing research.  Projects emphasize current marketing research techniques. 

MKT 447 Business Consulting  (4)

Prerequisite: Majority of upper division Business Administration core courses.  Analytic, administrative, and communicative aspects of consulting and counseling processes; application of functional knowledge and skills to consultation. 

MKT 448 Mail Order/Direct Response Marketing  (4)

Prerequisite: MKT 304.  The growing direct marketing industry: catalogs, direct mail, broadcast and print media, and telemarketing;  strategic applications in marketing/promotions plans of existing and entrepreneurship business situations. 

MKT 452 Physical Distribution Management  (4)

Prerequisite: MKT 304.  Cases and problems in logistics to show how distribution manager uses systems concept and cost tradeoffs in procuring transportation, storage, and optimum inventory for business firm. 

MKT 453 Marketing for Nonprofit Organizations  (4)

Prerequisite: MKT 304.  Relationship of marketing principles and marketing analyses to performance of nonprofit institutions in U.S. economy by use of case studies. 

MKT 454 Special Topics in Marketing  (1–4)

Prerequisite: Varies with topics;  see Schedule of Classes for specific requirement.  In-depth presentation and analysis of topics significant to contemporary business world; lectures, discussions, speakers, and research projects. 

MKT 455 Proseminar: International Transportation  (4)

Prerequisite: MKT 304.  Use of ocean vessels, air transport, intermodal carriers, and foreign freight forwarders to move goods in our import/export trade; discussions of multimodal concept, documentation, and marine insurance. 

MKT 456 International Marketing Management  (4)

Prerequisite: MKT 304.  International marketing operations: product policies, pricing, advertising, distributional channels, marketing research; factors governing the decision to engage in foreign transactions.  In-depth market studies. 

MKT 457 Import-Export  (4)

Prerequisite: MKT 358.  Import-export operations: organization, regulation, terms of access, documentation, shipment and financing involved with international movement of merchandise;  trade patterns by countries and commodities. 

MKT 459 Intercultural Business Communication  (4)  (Also listed as COMM 459)

Prerequisite: BUS 305 or COMM 300. Analytical approach to understanding cultures in order to do business effectively. Steps in achieving intercultural communication competence, framework for understanding cultures, nonverbal communication, document organization from cultural priorities, and negotiation.

MKT 460 Internet Marketing  (4)

Prerequisite or corequisite: MKT 304. Integration of Internet marketing into an organization's overall marketing effort; covers Internet research, consumer behavior and marketing mix strategy development and execution; coordination with other e-commerce applications.

MKT 462 Internet Marketing Research  (4)

Prerequisite: MKT 304, concurrent enrollment or CIS 405A.  How to acquire, store, distribute, analyze and use electronic information to make strategic and operational marketing decisions and incorporate and manage marketing information systems and technology in organizations.

MKT 464 Electronic Marketing and Retailing  (4)

Prerequisites: MKT 342 or460 or 462. Creating and operating an electronic storefront on the World Wide Web; utilizing business models, technology platforms, content designs, promotion programs and consumer behavior strategies.

Graduate Level Courses  (MKT)

Classified graduate standing and approval by the College of Business and Economics Advisement Center are required for admission to all 500-level courses. 

MKT 500 Marketing Principles and Concepts (4)

Understanding the researching, planning, developing, implementing, and controlling of marketing management plans and strategies; relative to environmental factors, consumer behavior and organizational behavior. Some sections may be technologically mediated.

MKT 540 Seminar:  Marketing Communication  (4)

Strategic promotional variables considered individually and in combination to communicate want-satisfying attributes of products and services in the most effective and efficient manner. 

MKT 543 Seminar:  International Marketing  (4)

Planning and implementing international marketing programs including those of multinational corporations; micro and macro marketing implications of economic development; consumer behavior, market research and strategy in other cultures.

MKT 544 Seminar:  Consumer Behavior  (4)

Interdisciplinary study about how consumers behave in the marketplace; the objective is to understand, explain, and predict consumers  actions under a variety of market conditions. 

MKT 545 Seminar:  New Venture Marketing  (4)

Strategies for introducing new ventures, products, services, and businesses from conception of the idea through market testing to introducing the product/service successfully into the marketplace.  

MKT 546 Seminar:  Marketing Research  (4)

Prerequisites:  ECON 309; MKT 304; BUS 501. Role of marketing research in making marketing decisions and planning and implementing marketing research projects;  state-of-the-art marketing research tools and techniques and their applications.

MKT 547 Seminar:  Retail Management  (4)

Policies, problems, and opportunities in today's complex and dynamic retail environment; procedures for interrelating, planning, and implementing retail strategy involving marketing, management, and financial tools and theory.

MKT 560 Internet Marketing

Prerequisite: BUS 513 or consent of instructor. Integration of Internet marketing into an organizations overall marketing effort. Topics include customer interface, experience and relationship, Internet marketing matrix development and execution.

MKT 598 Graduate Directed Study  (1) 

Investigation of an approved project leading to a written report; project selected in conference with seminar professor, and arrangements made for regular meetings during quarter.  May be repeated for credit.