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| Note: This page contains 2007/08 Undergraduate Catalog Data. |
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Department of
Management, Operations, & Marketing
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Concentration
in Marketing
Marketing focuses on creating value in the exchange relationship between the firm and the markets it serves. As such, marketing plays a pivotal role in connecting customers and stakeholders to a business and in building long-term relationships with these individuals or groups. Accordingly, marketers plan, implement, and control specific strategies and tactics that will meet their customers’ ongoing needs and wants. That is, marketing matches the chosen customer or group with the right product, at the right price, at the right time and place, and with the right communications.
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Fundamentally, marketers must be able to see and understand the world from their customers’ perspective. This requires specific marketing activities including the measurement and interpretation of market forces, cultivation of market opportunities, development of products and/or services to match those opportunities, marketing communications, advertising, sales promotion, public relations, personal selling, sales management, direct marketing, and e-marketing. Marketing also requires conscious choice regarding social responsibility and corporate ethics.
Marketing provides exciting career opportunities for personal growth, creativity, variety, and income in the dynamic and ever-changing business environment. The “American Almanac of Jobs and Salaries” ranks the median income of marketers among the top 10 in a list of 125 professions. Professional careers in marketing are to be found in the marketing departments of industrial firms and merchandising firms.
In addition, there is demand for marketing professionals in specialized organizations such as advertising agencies, marketing research agencies, service firms, transportation and distribution companies, global companies, not-for-profit organizations, and Internet companies. As an academic and scientific field, marketing also provides the opportunity for advanced degrees such as master’s and Ph.D.
Requirements
- Complete University General Education requirements for a Bachelor of Science degree (51 units minimum).
- Complete the following prerequisites (21 units) to the business administration degree with a letter grade of C– or better in each course:
ACC 2110 Financial Accounting, 3 units
ACC 2130 Managerial Accounting, 3 units
BLW 2060 Law, Environment, and Ethics, 3 units
ECON 2500 Principles of Macroeconomics, 3 units
ECON 2510 Principles of Microeconomics, 3 units
MATH 1500 Finite Mathematics, 3 units
MATH 1610 Statistics for Decision Making, 3 units
- Complete BUS 3100 Business and Technical Writing Communication (WP) (English proficiency requirement), 3 units.
- Complete 24 units of coursework in the business administration core with a letter grade of C– or better in each course:
CIS 3700 Information Technology for Management, 3 units
FIN 3220 Business Finance, 3 units
MGT 3310 Management Theory and Practice, 3 units
MGT 3400 Seminar in International Business, 3 units
MGT 4900 Business Policy, 3 units
MKT 3410 Principles of Marketing, 3 units
OM 3010 Operations Management, 3 units
OM 3020 Management Science, 3 units
- Complete the concentration.
The Concentration (16 units)
- Complete the following required courses (12 units):
MKT 4400 Consumer Behavior, 4 units
MKT 4420/4422 Marketing Research, 4 units
MKT 4490 Strategic Marketing Management, 4 units
- Complete one of the following Marketing electives as approved by the major adviser (4 units):
MKT 4410/4412 Advertising and Promotion Management, 4 units
MKT 4430 Selling and Sales Management, 4 units
MKT 4450 Channel Institutions and Retail Management, 4 units
MKT 4470/4472 Global Marketing, 4 units
MKT 4480 Product and Price Management, 4 units
MKT 4950 Special Topics in Marketing, 4 units
Note: All courses in the marketing concentration including the business administration prerequisites and core must be completed with a letter grade of C– or better.
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