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Marketing

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A Member of the AACSB--The International Association for Management Education.

Faculty

Emeritus: Akers, Apple, Barber, Darley, Haas, Hale, Lindgren, McFall, Settle

Chair: Belch, G.

Professors: Belch, G., Belch, M., Krentler, Saghafi, Sciglimpaglia, Stampfl, Tyagi, Vanier, Wotruba

Assistant Professor: Williams

Offered by the Department

Master of Science degree in business administration.

Master of Business Administration.

Major in marketing with the B.S. degree in business administration.

Teaching major in business for the single subject teaching credential.

Minor in marketing.

Admission to the Major

The undergraduate business administration program at San Diego State University is structured such that students desiring a business administration major are first admitted to the prebusiness administration major for their first two years of university work. During these first two years students should complete general education courses and a common core of nine lower division preparation for the business major courses - Accountancy 201, Financial Accounting Fundamentals; 202, Managerial Accounting Fundamentals; Finance 140, Business Law; Economics 101, Principles of Economics (Macro); Economics 102, Principles of Economics (Micro); Information and Decision Systems 180, Principles of Information Systems; Information and Decision Systems 290, Business Communication (not required for accounting majors); Mathematics 120, Calculus for Business Analysis; and Statistics 119, Elementary Statistics for Business. These prerequisite courses may not be taken Cr/NC; the minimum grade in each class is C. All students must have fulfilled the SDSU Mathematics Competency and SDSU Writing Competency requirements and have completed 56 college units.

Supplemental admissions criteria must be met before students may declare an upper division major and be eligible for upper division courses. For current information concerning admissions criteria and procedures, contact the Business Undergraduate Program Office (BA 448).

Also, before enrolling in upper division courses offered by the College of Business Administration, students must be competent in the operation of personal computers, including word processing and spreadsheets. These skills are required in upper division business courses.

Business administration majors may not complete a minor in the College of Business Administration.

Retention Policy

The College of Business Administration is concerned that each individual upper division student makes reasonable academic progress toward earning a degree. To this end, the College will counsel students who have earned less than a "C" (2.0) average each semester. Further, such students will be warned that continued poor performance may result in their removal from any business major.

Transfer Credit

Lower Division: Courses clearly equivalent in scope and content to San Diego State University courses required for minors or as preparation for all business majors will be accepted from regionally accredited United States institutions and from foreign institutions recognized by San Diego State University and the College of Business Administration.

Upper Division: It is the policy of the San Diego State University College of Business Administration to accept upper division transfer credits where (a) the course content, requirements, and level are equivalent to San Diego State University courses and (b) where the course was taught in an AACSB--The International Association for Management Education accredited program. Exceptions require thorough documentation evidencing the above standards.

The Major

Marketing is defined as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives." (American Marketing Association, 1986.)

The marketing major studies how products and services are developed, priced, promoted, distributed and sold. The process requires an understanding of buyer and seller behavior within the context of the overall market environment. Added emphasis is given to the important area of global markets with their own particular nuances.

Marketing is an essential part of every business. Not-for-profit organizations also have to market their products / services, and the marketing discipline addresses the special needs of such organizations.

The employment outlook for graduates in marketing continues to be very favorable in all areas, especially in sales for those who hold the bachelor's degree. Some of the more common career opportunities for marketing graduates include:

Sales, which is the most common source of employment for recent marketing graduates. Sales people supervise retailing operation in large department stores, serve as sales representatives for manufacturers and wholesalers, and sell a variety of services and equipment.

Advertising and promotion specialists such as copywriters assemble information on products and services, study the characteristics of potential consumers, and prepare written materials to attract attention and stimulate interest among customers; advertising managers supervise the promotional activities of retailers, wholesalers, or manufacturers; account executives represent advertising agencies in negotiating contracts with clients for advertising services, offer advice in problem areas, and serve as troubleshooters in disputes between clients and the agency; media directors coordinate the purchasing of space in newspapers and magazines and arrange for commercials on radio and television; and production managers supervise the work of copywriters, artists, and other members of an advertising team.

Market research specialists collect, analyze, and interpret data to determine potential sales of a product or a service. They organize and supervise surveys, study the results by using statistical tests, and prepare reports with recommendations for management.

Product specialist / managers plan and coordinate the marketing functions specific to particular product(s) / brands.

Physical distribution specialists are responsible for the warehousing of products, the packing of shipments, and the delivery of orders to retailers or consumers.

Purchasing specialists, commonly known as buyers, acquire the materials and the services that are essential to the operation of a business or organization.

Marketing Major

Preparation for the Major. Accountancy 201, 202; Economics 101, 102; Finance 140; Information and Decision Systems 180, 290; Mathematics 120 or 150; and Economics 201 or Statistics 119. (27-29 units)

These prerequisite courses may not be taken Cr/NC; the minimum grade in each class is C. Additional progress requirements must be met before a student is admitted to an upper division major.

Upper Division Writing Requirement. Passing the University Writing Examination or completing one of the approved writing courses with a grade of C (2.0) or better.

Major. Forty-seven upper division units consisting of Marketing 370, 371, 470, 470L, 479; Finance 323; Information and Decision Systems 301, 302; Management 350, 405; 16 units selected from Marketing 372, 373, 376, 377, 472, 473, 474, 476, 478. A "C" (2.0) average is required in the courses stipulated here for the major. Of the 128 units required for the degree, at least 60 units must be at the upper division level. This includes the 47 units listed above, nine units of upper division General Education, and at least four units of upper division electives, chosen from within or outside of Business Administration. A minimum of 52 units of coursework applicable to the bachelor's degree must be completed outside the areas of business administration and economics. A maximum of six lower division units of accountancy courses may be used to satisfy degree requirements.

Business Major

All candidates for the single subject teaching credential in business must complete all requirements for the applicable specialization as outlined in this section of the catalog under Policy Studies or Teacher Education. Students must complete the requirements of a major in one of the five departments within the College of Business Administration. In consultation with the single subject credential adviser in the College of Business Administration, undergraduate students must develop programs which fulfill the State credential requirements. All undergraduate majors must demonstrate office skills proficiency. Finance 389, Personal Financial Planning, is required of all teaching credential majors. Of the 128 units required for the degree, at least 60 units must be at the upper division level.

Student programs must be approved in advance by the College of Business Administration single subject credential adviser.

Marketing Minor

The minor in marketing consists of a minimum of 20 units, of which 12 units must be in upper division courses, to include Marketing 370; Accountancy 201; Economics 102; and 11 to 13 units selected from Information and Decision Systems 301, Marketing 371, 372, 373, 376, 377, 470 and 470L, 472 and 478, 473, 474, 476.

Courses in the minor may not be counted toward the major, but may be used to satisfy preparation for the major and general education requirements, if applicable. A minimum of six upper division units must be completed in residence at San Diego State University. Students with a major in the College of Business Administration or in International Business may not complete a minor in the College of Business Administration.

Students must officially declare the minor before taking any upper division business courses. Students must meet the prerequisites for the minor in effect at the time that they declare the minor. The current prerequisites for admission to the marketing minor include completion of the following courses with a grade of C or better: Economics 101, 102, and a three unit course in statistics (Statistics 119 is recommended); completion of the General Education requirements in Communication and Critical Thinking; completion of an additional nine units in the department of the student's major, including at least three units of upper division courses. Students must also meet the GPA requirement in effect at the time that they declare the minor. Contact the Business Undergraduate Program Office (BA 448) for admissions criteria and procedures.

Courses

Function of marketing in the organization and in society. Topics include market analysis and consumer behavior, product planning, pricing, promotion, distribution, and international marketing.

Personal, social, and cultural factors that distinguish identifiable market segments and influence buyers' and consumers' responses to marketing programs.

Retail store and direct retail marketing organization, site location, personnel, promotion, purchasing, merchandising, inventory, and control methods.

Communication and promotion theory; advertising, personal selling, media strategy and tactics, public relations, and publicity strategy, methods, measurement, and ethics.

International marketing and trade principles; comparative economic and sociocultural systems; entry, counter-trading, transfer pricing, and promotion.

Selling strategy and practices as an integral part of the total marketing system, including territory management, consultative selling, negotiation, and system selling.

Methods of information generation and interpretation for marketing decisions; research design, data sources and collection, analysis and reporting techniques.

470L. Marketing Research Laboratory (1) Cr/NC
Two hours of laboratory.

Prerequisites: Completion of lower division courses in the major or minor. A minimum grade of C (2.0) in Information and Decision Systems 301 and Marketing 370. Proof of completion of prerequisites required: Copy of transcript. Concurrent registration in Marketing 470.

Computer practicum. Use of SPSS computer programs for analysis of marketing research survey and experimental data.

Management of the advertising and promotion functions. Promotional planning, implementation, and evaluation.

Sales force organization, recruitment, selection, training, compensation, evaluation, and control; sales analysis, costs, budgets, and quotas; coordination with personal selling.

Marketing practices and strategy designed for organizational customers; focuses on purchasing practices of organizational customers and development of marketing mixes for private, commercial, institutional, and governmental markets, both domestic and global.

Applications of personal computers, information technology, and Internet in business and marketing. Topics include use of computerized reference sources, the world wide web, webpage design, marketing and business on the internet, desktop publishing and computer databases.

Prerequisite: Concurrent registration in Marketing 472. Proof of completion of prerequisite required: Copy of transcript.

Advertising and sales promotion program development project; initial design, pretesting, implementation, and program evaluation.

Strategic planning, integration, management, and control of the marketing functions and mix; applying decision techniques for marketing problem solution.

Selected areas of concern in marketing. See Class Schedule for specific content. May be repeated with new content with consent of department chair. Limit of nine units of any combination of 296, 496, 596 courses applicable to a bachelor's degree. Maximum credit six units.

A comprehensive and original study of a problem connected with marketing under the direction of one or more members of the marketing staff. May be repeated with new content. Maximum credit six units.

Individual study. Maximum credit six units.

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