Marketing: Description

The Marketing Option prepares present and future marketing managers to analyze market opportunities, assess competition, design strategy-tactics and to develop marketing plans. Marketing is one of the two line functions in any organization (the other is operations).

Buyer behavior analysis, marketing research, personal selling, sales promotion, advertising, sales analysis, channels of distribution selection, sales management, pricing determination, global marketing, new product-service development, logistics and managing current product-services are the major activities of marketing managers in both profit and non-profit organizations. The computer-internet revolution has, of course, made the field of marketing even more exciting and lucrative.

The career opportunities are enormous in both the business to business and consumer sectors including the giant telecommunications firms such as AT&T, consumer product firms such as Pepsi-Cola, retailers such as Wal-Mart and Gottschalks, service firms such as New York Life Insurance and non-profits such as Saint Agnes Hospital. Salaries for marketing managers with MBA degrees typically exceed $100,000 per year plus automobile, travel allowances, and other perks. Advertisements in the leading newspapers such as the Wall Street Journal, Los Angeles Times, Chicago Times, New York Times, and the Financial Times all reveal the multitude of marketing management opportunities.

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Marketing: Elective Courses

MBA 260. Seminar in Market Analysis and Forecasting (3) Prerequisite: MBA 214. The strategic marketing planning process. Using an in-depth market, competition and company analysis, sales forecasting techniques, PIMS (Profit Impact of Marketing Strategy) Project, and market share models to design an effective marketing plan. Techniques for measuring market response and advertising effectiveness. Fall semester.

MBA 261. Seminar in Global Marketing and Logistics (3). Prerequisite: MBA 214. Analysis of problems of product design, channel structure, promotion, and inter-organization cooperation and control in international marketing. Negotiation, bargaining, and contracting across national boundaries. Special emphasis on the importance of logistics in generating customer satisfaction in both domestic and international markets.

MBA 262. Strategic Market Planning (3). Prerequisite: MBA 214 or permission of instructor. Strategic market planning and decision making in both startup and existing business. Emphasis on detailed planning, clear strategy articulation, and good marketing plan preparation. Actual consulting projects and/or case analysis.

MBA 263. Seminar in “X” Marketing (3). Prerequisite: MBA 214. With approval of instructor, students select a current hot topic in marketing and prepare a major investigative paper and presentation for professional critique. Example topics include relationship marketing, e-marketing, societal marketing, green marketing, nonprofit marketing, and database marketing.

MBA 264. E-Marketing (3). Prerequisite: MBA 214. Examines the impact of the Internet on marketing processes and the marketing mix; Emphasis on the Internet as a content, communication, and distribution resource. Role of customer service, fulfillment, and customer relationship management in achieving long run customer satisfaction.

MBA 289T. Seminar in Business Topics (3). Prerequisite: completion of 9 units of 200-level courses and permission of Graduate Director. Theory and developments in business. Irregular offerings.

MBA 290. Independent Study (3-6) Prerequisite: Advancement to candidacy; permission of Graduate Director and Faculty Advisor. Approved for SP grading. Fall or Spring semester.

MBA 292. Readings in Business (3) Prerequisite: Advancement to candidacy; permission of Graduate Director and Faculty Advisor. Approved for SP grading. Fall or Spring semester.

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Marketing: Contact

Prof. Reza Motameni (Ph.D, University of Georgia)
Department of Marketing and E-Business
E-mail: motameni@csufresno.edu
Phone: (559) 278-2750
Fax: (559) 278-4911

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