Marketing

The marketing major prepares students for careers in advertising and public relations, product and brand management, marketing research, sales, and sports and entertainment marketing as well as for graduate study in business.

Lower-Division Preparation for the Major (22-23 Units)

ACCT 201   Principles of Financial Accounting
  • Introduction to accounting records, their purpose and use, emphasizing the establishment of a solid conceptual background. Accounting procedures for specific asset, liability, and owner’s equity accounts are also examined from the point of view of users of financial statements. Prerequisite: Sophomore standing.
ACCT 202   Principles of Managerial Accounting
  • Introduction of managerial accounting information for planning, controlling, and making decisions within a firm. Current changes to the business environment and their impact on accounting is also presented. Prerequisites: ACCT 201 and ITMG 100 (or concurrent enrollment).
ECON 101   Principles of Microeconomics
  • An introduction to consumer behavior and the theory of the firm. Topics include the demand behavior of households, the supply behavior of business firms, an introduction to market structure, and the workings of input markets.
ECON 102   Principles of Macroeconomics
  • The study of the operation of the American economy in an international setting, examining the interaction of households, business firms, government, and the rest of the world in resource, product, and financial markets. Topics include national income accounting and analysis, business fluctuations, inflation, unemployment, and monetary and fiscal policy. Prerequisite: ECON 101.
ECON 216   Statistics for Business and Economics
  • A systematic exposure to the issues and problems of applying and interpreting statistical analyses of business situations. Topics include descriptive statistics, probability, random variables and their distributions, statistical inference, multiple regression and residual analysis, correlation, classical time-series models, and forecasting. Extensive computer analysis of data. Prerequisite: MATH 130 or 150.
ITMG 100   Information Systems
  • An introduction to computer-based information systems and their role in business and other organizations. Topics include information technology, information systems and development concepts, and application software. Emphasis on improving student skills as knowledge workers through the effective use of business productivity software and the Internet. Instructional methods include lecture, case study, hands-on projects, and student presentations.
MATH 130   Survey of Calculus
  • A terminal mathematics course giving an introduction to the concepts and techniques of elementary differential and integral calculus. Note 1: This course is not equivalent to MATH 150, and will not serve as a prerequisite to MATH 151. Prerequisite: MATH 114 with a grade of C– or better, MATH 115 with a grade of C– or better, or pass Level 2 mathematics placement exam within the previous year. (every semester)
or MATH 150   Calculus I
  • Fundamental notions of analytic geometry, differential and integral calculus with elementary applications; historical references. Prerequisite: MATH 115 with a grade of C– or better, or pass Level 2 mathematics placement exam within the previous year. Students without a solid trigonometry background are strongly recommended to take MATH 118 prior to or concurrently with MATH 150. (every semester)

Note:  Student must have completed 60 units to take upper-division courses.

Upper-Division Business Component for the Major (24 Units)

DSCI 300  Management Science
  • An introduction to model formulation and solution techniques emphasizing their applications in decision making. Topics may include linear programming, transportation and assignment models, Markov analysis, network analysis, PERT/CPM methods, queuing models, and decision analysis. Prerequisite: ECON 216.
DSCI 303  Operations Management
  • An introductory analysis of operations, planning, control, and improvement in services and manufacturing industries. Topics may include forecasting, process design, scheduling, inventories, JIT, productivity measurement, quality management, and learning curves. Prerequisite: ECON 216 and DSCI 300
ETLW 302 Business and Society
  • This course examines principles of social responsibility, ethics, law, and stakeholder theory as they apply to organizations domestically and abroad. Coverage includes business ethics; individual versus societal interests; labor and employment issues; consumer protection; discrimination and diversity; the natural environment; politics, public policy, and government regulation of business. Particular attention is given to developing moral reasoning skills. Meets the requirements for the Environmental Studies minor. Prerequisite: MGMT 300.
ETLW 311 Business Law I 
  • Covers the fundamentals of United States law and legal system, relationship of law to ethics, criminal law, torts, contracts, agency, risk management, insurance, and hiring and managing an attorney. Special emphasis is given to preventing legal problems and resolving conflicts in business for business practitioners. Systems and methods of dispute resolution are considered, including negotiation, mediation, arbitration, and the U.S. judicial system, including small claims court.
FINA 300  Financial Management
  • This course is an introduction to the fundamental principles that guide the financial manager in making asset management, valuation and financing decisions. Topics include ratio analysis, time value of money, stock and bond valuation, risk and return (CAPM), capital budgeting, financial planning, cost of capital and options. Pre-requisites: ACCT 201, ECON 102, ECON 216
MGMT 300 Organizational Behavior
  • The study of human behavior in organizational settings. Examines the interface between human behavior and the organizational context, and presents frameworks for managing people in the organization. Topics addressed include perceptual processes, personality, learning, motivation, attitudes, stress, group dynamics, intergroup behavior, conflict, power, politics, leadership, and cross-cultural implications. Behavioral science concepts are applied through self-assessment, case studies, and experiential exercises.
MGMT 490 Strategic Management
  • This course develops skills in problem analysis and decision making in areas of corporate strategy and business policy. It is the integrating course of the undergraduate program and will concentrate on the application of concepts through case studies. Open only to last-semester graduating seniors.
MKTG 300 Fundamentals of Marketing
  • The objective of this course is to introduce students to the important issues undertaken by marketers. Students will learn the language of marketing and the basic elements of a marketing analysis. Students will be able to identify, define, and examine the process of developing the components of the marketing mix, and explain how marketing managers use these components to gain competitive advantage within a socially responsible and ethical environment. Prerequisites: ECON 101. Offered fall and spring semesters.

Marketing Component for the Major (18 Units)

Required courses (9 units):

MKTG 410   Marketing Research (3) 
  • Emphasis is placed on the relationship between marketing research and the business decision. A complete marketing research project is developed. Topics include: research methodology and the business function, problem formulation and the role of research, data collection, and analysis. Prerequisites: ECON 216 and MKTG 300. Offered fall and spring semesters.
MKTG 420  Consumer Behavior (3)
  • How consumers process information and make decisions. Investigation of influence factors, such as attitudes, learning, personality, culture, motivation, perception, and reference groups on consumer decision making. Emphasis on understanding the decision-making process and its application to the development of sound marketing strategy. Prerequisite: MKTG 300. Offered fall and spring semesters.
MKTG 490   Marketing Strategy (3)
  • The capstone course for marketing majors. This course develops skills in analyzing practical marketing situations and the formulation and implementation of effective marketing strategies. There is discussion of the relationship of the marketing process to the business function as a whole, with an emphasis on the role of the product/brand manager within a company. Prerequisite: MKTG 300. Offered fall and spring semesters.

Elective courses (9 units):

MKTG 301 Services Marketing (3)
  • Examines the key characteristics that distinguish services from traditional goods marketing. Critical dimensions which customers utilize to determine quality services are emphasized. Attention is directed toward the development and demonstration of interpersonal and problem-solving skills. Learning activities can include: case analysis, marketing plan, and client-sponsored projects. Prerequisite: MKTG 300. Offered occasionally.
MKTG 302 Sports Marketing (3)
  • This course explores the complex and diverse nature of sports marketing. It applies fundamental marketing concepts to the sports industry, including the marketing mix, consumer behavior, marketing research, segmentation analysis, and assessment of marketing programs specific to sports. Guidelines for the formulation of marketing goals and strategies will be included. Trends, issues, and problems influencing the industry will also be examined. Prerequisite: MKTG 300. Offered fall and spring semesters.
MKTG 305 Global Marketing (3)
  • The purpose of this course is to provide an up-to-date overview of international marketing. The principles of marketing will be augmented by additional exposure to the opportunities and problems facing marketing managers in the changing global marketplace. Special attention will be given to the management of cultural differences in product development, distribution systems, pricing, and marketing communication. Prerequisite: MKTG 300. (For International Business minors only, BUSN 361 may substitute MKTG 300 as the prerequisite for this course.) Offered fall and spring semesters.
MKTG 330 Professional Selling (3)
  • Examines the role of personal selling in a firm’s promotion and marketing strategy, and presents the principles and methods of persuasive communication. Concepts from the behavioral sciences are explored to show their application in sales situations. Attention is focused on the development and demonstration of effective sales presentation techniques. Prerequisite: MKTG 300. Offered fall and spring semesters.
MKTG 340 Digital Marketing & Social Media (3)
  • Digital Marketing encompasses those online activities a firm undertakes to strategically and tactically support its business. This includes websites and other forms of online presence, and the analytic tools to understand the value created; search engine optimization; and the use of social media such as Facebook, Twitter, blogs, and email outreach programs. The course may include the use of lectures, cases and activities. Prerequisite: MKTG 300. Offered fall and spring semesters.
MKTG 350 Advertising and Promotion (3)
  • This course provides a basic understanding of communication theory, branding, marcom tactics, planning, and coordination of integrated marketing communications (IMC) programs. We address the roles of public relations, direct response, advertising, collaterals, the Internet, and digital media. Provides students with the skills necessary to plan, execute, and coordinate an integrated marketing communications project or campaign. Prerequisite: MKTG 300. Offered fall and spring semesters.
MKTG 351 Advertising Campaigns (3)
  • Advertising Campaigns involves the analysis of market behavior, trends, and consumer motivation, with an emphasis upon the creation of an advertising campaign.  Students will conduct marketing research within a selected target market, develop a strategic brand position, and develop a campaign to effectively convey their brand’s position and value to the intended target audience. This course will challenge students to push their creative capabilities but remain within the parameters of sound marketing research and strategic objectives. Prerequisites: MKTG 300 and one of the following: MKTG 350, MKTG 420, or MKTG 410. Offered fall and spring semesters.
MKTG 355 Public Relations (3)
  • This course is an introduction to public relations as a component of marketing communications. The strategic planning and tactical implementation of public relations for organizations will be covered including a review of public relations campaigns. Discussion of the effects of research, public opinion, ethics, and laws on public relations activities will be covered. Crisis communications will be included. Career opportunities with public relations firms will also be covered. Prerequisite: MKTG 300. Offered occasionally.
MKTG 422 Visual Methods for Exploring Consumer Behavior (3)
  • This course examines literature on analyzing visual data and the research methodologies of consumer ethnographic photography and filmmaking as ways of understanding and communicating consumer behavior. While immersed in the literature, photography and film of visual methods research, students will create several photography and film projects, each attended with a written paper. The course will conclude with a film festival/critique of student produced films. Prerequisite: MKTG 300. Offered occasionally.
MKTG 430 Public Policy and Marketing: The Broader Role of Marketing in Society (3)
  • We examine the broader role of marketing in society and investigate responsibilities of marketers to key constituents including customers, employees, shareholders, suppliers, and the community. Built on a firm foundation of ethics, topics include consumer protection, marketing to the poor, portrayals of minorities in advertising, the marketing of tobacco and violent video games, media’s effect on self-image, food marketing’s role on obesity, and direct-to-consumer marketing of pharmaceuticals. Prerequisite: MKTG 300. Offered occasionally.
MKTG 480 Advanced Marketing Project (3)
  • This course offers the opportunity to implement the basic fundamentals of marketing through an experiential learning situation, simulation, case analysis, or combination of these. May involve interaction with business or other organizations in the execution of marketing strategy. Prerequisite: MKTG 300. Offered occasionally.
MKTG 494 Special Topic: Marketing Analytics (3)
  • This course takes an applied, data driven, approach to understand how firms make various marketing decisions such as measuring the effectiveness of their promotions, pricing strategy, and market segmentation. We will study marketing problems and learn how different types of data and methodologies can be used to solve these problems. Students will learn both descriptive and predictive techniques to help make marketing decisions.
MKTG 494 Special Topics (3)
  • Topics of current interest in marketing. Course content and structure will differ depending on instructor. Consult your advisor for course description for any given semester. May be repeated once for credit. Prerequisite: Consent of instructor. Offered occasionally
MKTG 499 Independent Study (1-3)
  • Independent study including empirical research and written reports. A maximum of three units of independent study may be used to satisfy requirements for the major. Prerequisites: Senior standing, and consent of instructor and area chair.

Any pre-approved elective, which may include a BUSN 498 internship. An internship in marketing is recommended.

BUSN 498 Internship (3)
  • Experiential learning working in a business, government, or nonprofit organization. Placements provide the opportunity for practical application of business, economics, and accounting principles. See schedule of classes for special meeting times. This course may not be repeated for credit. Prerequisite: senior business, accounting, or economics majors only; junior business administration, business economics, accounting, or economics majors with 75 units; and senior business administration, accounting, or economics minors with consent of instructor.

Residency Requirements

The marketing major requires that a minimum of 24 upper-division units in the major be completed at USD, of which 12 units must be in marketing.

Successful completion of the Professional Development Passport Program is also a requirement for graduation for all Business majors.