Business Administration - Marketing Option, B.S.

Department

Department of Marketing and Logistics

Reza Motameni, Chair
Peters Business Building, Room 388
559.278.7830
FAX: 559.278.8577
www.fresnostate.edu/craig/depts-programs/mktg/

Degrees and Programs Offered

BS in Business Administration - Special Option, B.S.
BS in Business Administration - Marketing Option, B.S.
BS in Business Administration - Logistics & Supply Chain Strategies Option, B.S.
BS in Business Administration - Sports Marketing Option, B.S.

Marketing and Logistics

The Department of Marketing and Logistics offers three options within the Bachelor of Science in the Business Administration degree program: (1) Marketing, (2) Logistics and Supply Chain Strategies, and (3) Sports Marketing. In addition, four certificates are offered: the Certificate in Marketing, the Certificate in Logistics and Supply Chain Strategies, the Certificate in Sports Marketing, and the Certificate in Mass Communications and Journalism. The mission of the department is: "While maintaining the AACSB accreditation, become a preeminent department of applied marketing. Create alliances with the local business community to give our students 'real world' experiential learning in order to successfully compete with all major universities in California." Emphasis is on excellent teaching through practical application and the integration of cutting-edge technology. The department is dedicated to providing students with opportunities for personal growth and professional development in a continually improving educational environment.

The Marketing Option

Marketing is the process by which organizations define and select target markets, design products and services, set prices, determine distribution channels, develop promotions, and design after-sale customer service. When all of these elements are correctly mixed, the firm is able to build long term relationships with its customers. Building on marketing theories and concepts, marketing students study the basics of marketing information systems. They also learn about exchanging relationships, personal communication, market segmentation, positioning strategies, Internet marketing, and marketing strategic planning. In addition, students can explore special interest areas such as promotion, retailing, international marketing, services marketing, logistics and supply chain strategies, sales management, distribution management, buyer behavior, and sports marketing. Particular emphasis is placed on marketing applications through experiential learning projects, service-learning experiences, hands-on projects with local companies, and semester long internships. Marketing is an exciting, fast-paced, dynamic field that offers career opportunities in e-marketing, marketing research, product design, retail and wholesale management, distribution, sales, sales management, purchasing, advertising and public relations, and marketing management. These exciting careers stimulate personal growth, challenge your creativity and imagination, and appeal to a variety of interests.

The Logistics and Supply Chain Strategies Option

Logistics is associated with the movement, storage, and handling of materials and finished products. The option will also take into consideration the movement of agricultural commodities, fresh and processed foods, and managerial and safety issues pertinent to transportation and storage of agricultural commodities. Logistics includes all of the activities focused on efficiently moving goods to the right place at the right time. Logistics has come to be regarded as a key determinant of business competitiveness. Companies are substantially improving their competitiveness and productivity by overhauling their internal logistics and by more effectively managing their external links with suppliers and customers. The aim is to learn how to optimize the distribution of freight and freight-flow information from manufacturer to consumer, using advanced information systems and expertise to reduce inventories, cut transportation costs, speed delivery, and improve customer services. The current and long-term projected demand for logistics managers at all levels is very high. Currently logistics is the second largest employment sector in the United States. Logistics management offers everything that is expected in an ideal career including better than average salaries and advancement opportunities. The type of organizations that employ logistics managers include manufacturing firms, wholesalers, distributors, service institutions, and transportations firms.

Sports Marketing Option

California boasts the largest number of sports organizations in the entire U.S. In California's Central Valley alone, semi-professional or professional teams are well represented, in all the major sports, including the increasingly popular motor racing industry. Additionally, the Central Valley offers a plethora of university, community college, high school, and community sports programs. It is also home to sporting goods manufacturers. The global sports industry is rapidly growing, with the United States sports industry contributing more than $213 billion to the economy, outpacing agriculture and motor vehicle sales combined. In addition, more than 75% of the jobs being created in sports in the U.S. are marketing-related. The proliferation of sports-related businesses in California offers a wide variety of career opportunities for students prepared to enter the market after completion of a bachelor's degree program in sports marketing. The openings for sports marketing and recreation professionals are growing faster on average than for all other professions. The industry needs educators and managers who can create and manage programs to meet the ever-growing demand for leadership in sports and recreation. Graduates who earn bachelor's degrees in sports marketing will be prepared for positions such as sports marketing account managers, event planning and conference managers, facility managers, ticket operations directors, sporting goods marketing and sales managers, and sponsorship sales managers. The list of potential employers includes, but is not limited to, all professional (MLB, NHL, NBA, NFL, etc.), and semi-professional sports, collegiate sports (NCAA, NAIA, etc.), sporting event management, and sports agency.

Note: Out of 23-24 required units in options, 16 units should be taken at Craig School of Business. Any transferred course(s) should be taken at an AACSB accredited institution. Students who transfer 3 units for MKTG 100S must complete one unit of service learning independent study at the Craig School of Business.

Courses

Marketing & Logistics

MKTG 100. Marketing Concepts

Recommended for first semester juniors. Prerequisite or corequisite: BA 105W or ENGL 160W. Learn how marketing activities such as pricing, promotion, packaging, and distributing goods and services in international, national, profit, not-for-profit, service, consumer, and industrial markets are used to facilitate satisfaction of consumer needs. S sections include a service-learning requirement (see Students for Community Service.)

Units: 4

MKTG 100S. Marketing Concepts

Recommended for first semester juniors. Prerequisite or corequisite: BA 105W or ENGL 160W. Learn how marketing activities such as pricing, promotion, packaging, and distributing goods and services in international, national, profit, not-for-profit, service, consumer, and industrial markets are used to facilitate satisfaction of consumer needs. S sections include a service-learning requirement (see page 45.) (see Students for Community Service.)

Units: 4
Course Typically Offered: Fall, Spring

MKTG 101. Marketing Research

Recommended early in the Marketing Option. Prerequisite: A grade of C or better in MKTG 100S. Examination of the role of marketing research in management decision making, using the Internet as a source of information and as a marketing tool. Also covers the marketing research process, including questionnaire development, surveys, and how to understand and use statistical data analysis.

Units: 4
Course Typically Offered: Fall, Spring

MKTG 110. Consumer Behavior

Prerequisite: A grade of C or better in MKTG 100S. Understanding of consumer (individual and industrial) behavior in the marketplace. Theories from sociology, anthropology, economics, and psychology are applied to behavior in the market place. This understanding is then translated into more effective marketing strategy and tactics.

Units: 4
Course Typically Offered: Fall, Spring

MKTG 114. Principles of Logistics and Supply Chain

Prerequisite: A grade of C or better in MKTG 100S. Analyzes how firms utilize collaborative distribution intermediaries to gain a competitive advantage in local and global markets through integration of Logistics and SCM. Examines the management of the physical flow of products and information throughout the entire supply chain. Other topics: plant and warehouse location analysis, transportation, fleet, warehousing and storage management.

Units: 4
Course Typically Offered: Fall, Spring

MKTG 115. Global Logistics and Supply Chain Strategies

Prerequisite: A grade of C or better in MKTG 100S. Operating, controlling, and evaluating an integrated logistics and supply chain management-oriented channel structures for globally competitive environment. Customer Service and CRM, security and privacy. Inbound and outbound traffic management. Export/import logistics and procedures, introduction and demonstration of ERP (e.g., SAP, Oracle/PeopleSoft, JD Edwards, and Microsoft Dynamics supply-chain Management softwares).

Units: 4

MKTG 126. Purchasing and Materials Management

Prerequisite: A grade of C or better in MKTG 100S. Purchasing and supply chain management planning, policies, and procedures; purchasing organization; sources of supply, pricing; contract negotiation; value analysis; traffic management; quality assurance; inventory management; public purchasing; and legal and ethical aspects of purchasing.

Units: 4

MKTG 130. Retail Managing and Merchandising

Prerequisite: A grade of C or better in MKTG 100S. Location, price, and promotion topics are enhanced with the buying and merchandising process, including buying planned stocks, style merchandising, and accounting and controlling systems.

Units: 4
Course Typically Offered: Fall

MKTG 132. Promotion Mix: Principles and Practices

Prerequisite: A grade of C or better in MKTG 100S. The focus is on promotion as a communications process and the intergration of promotional elements into the total strategy of the firm. Students examine what makes promotions work, when and where to promote, and how promotions utilize data from the Marketing Information System.

Units: 4
Course Typically Offered: Fall, Spring

MKTG 134. Entrepreneurial Marketing

Prerequisite: A grade of C or better in MKTG 100S. A practical look at building a marketing plan for the person or firm interested in the development of a new product or service. A key element of the course is a project; students build a detailed plan to solve marketing-related problems a business faces, whether old or new.

Units: 4

MKTG 140. Global Marketing

Prerequisite: A grade of C or better in MKTG 100S. (BA 174 required for International Business Option only.) Examination and evaluation of business policies and practices of firms engaged in world trade; the marketing area; organization, product, channels of distribution, marketing research, demand creation and other management problems.

Units: 4
Course Typically Offered: Spring

MKTG 144. Services Marketing

Prerequisites: A grade of C or better in MKTG 100S. Service strategies in industries representing 75 percent overwhelming majority of the national job market, including telecommunications, healthcare, financial services, fine arts, professional services, distribution, entertainment, and not-for-profit organizations. Emphasis is on the distinctive approach necessary for successful long-term marketing of services.

Units: 4

MKTG 150. Sports Marketing

Prerequisite: A grade of C or better in MKTG 100S. Development and application of marketing strategies in sports and sports-related industries. Focuses on research, segmentation, product development, pricing, sponsorships, consumer behavior, licensing, branding, and promotions in sports venues. A key element of the course is a comprehensive group project.

Units: 3
Course Typically Offered: Fall, Spring

MKTG 153. E-Marketing Technologies and Social Media

Prerequisites: A grade of C or better in MKTG 100S. Marketing products and services using current internet technologies. Developing e-product, e-price, e-promotion, e-place strategies, e-marketing plan, and organization websites.

Units: 4

MKTG 160. Professional Selling & Sales Force Management

Persuasion tools to cultivate ideas and sell products/services; modern behavioral techniques to build a productive sales force. Personal marketing: presentation skills, resume creation, and job interview strategies. (Formerly MKTG 103).

Units: 4

MKTG 161. Sports Licensing, Sponsorship, and Promotion

Promotional practices used in the field of Sports Marketing: licensing, sports sponsorships, sports selling, and the use of social media as a sports promotional tool.

Units: 4

MKTG 162. Healthcare Marketing

Introduction to the principles and practices associated with marketing's role in the healthcare industry. Evaluation and implementation of marketing strategies within healthcare and managed-care environments.

Units: 2

MKTG 163. Political Marketing

Marketing strategies used in the U.S. political arena: campaign strategy, spending regulations, fundraising, press relations, various communication delivery systems, promotions, media usage, and candidates' image development and positioning.

Units: 2

MKTG 164. Profitability and Pricing

The role of marketing in price determination and the critical impact that pricing has on profitability and product success. New product pricing, competitor price analysis, global pricing strategies, and legal considerations.

Units: 2

MKTG 165. Marketing to the Base of the Pyramid

Market characteristics, challenges, and business model for low income markets. Developing the market and improving quality of life by leveraging technologies, co-creating products, and using microfinance.

Units: 2

MKTG 166. Principles and Practices of Branding

Branding in business and business to consumer environments; value and benefits of brands; key elements/methodologies required to create and maintain strong brands and to protect brand assets.

Units: 2

MKTG 167. Environmental Sustainability & Marketing

Subtle interrelations of regulations, technological innovations, policies, organizational and consumer behaviors in the pursuit of environmental sustainability; perspectives, meaning, goals, and assessment of sustainability; role of marketing in environmental sustainability.

Units: 2

MKTG 188. Strategic Planning in Marketing

Prerequisites: A grade of C or better in MKTG 101, MKTG 103 (MKTG 103 may be taken concurrently). Last semester senior standing. Integration of marketing with other functional areas of business. Focus is on strategic planning process and procedures leading to development of marketing plans, including financial analysis and budgeting. Must be taken only at CSU, Fresno.

Units: 4
Course Typically Offered: Fall, Spring

MKTG 189T. Topics in Marketing

Prerequisite: senior standing or permission of instructor. Topics in advertising, consumer behavior, distribution, industrial procurement, marketing research, retailing, wholesaling.

Units: 1-3, Repeatable up to 6 units

MKTG 190. Independent Study

See Academic Placement --Independent Study. Approved for RP grading.

Units: 1-3, Repeatable up to 6 units
Course Typically Offered: Fall, Spring

MKTG 195. Internship

Prerequisite: permission of the internship coordinator. Requires 150 hours of work at a pre-qualified, academically-related work station. When completing more than one internship for credit, students are required to do so in different sectors (business, government or nonprofit.) Reflective journal, final report, and work station evaluation. CR/NC grading only.

Units: 3
Course Typically Offered: Fall, Spring

Requirements

Bachelor of Science Degree Requirements

Business Administration Major

All students in the Craig School of Business who are working toward the Bachelor of Science in Business Administration must satisfy (a) the university's General Education requirements; (b) pre-business requirements, which include demonstration of computer competency, a seven-course group of pre-business courses, and both a cumulative and campus GPA of at least 2.25 to declare an option; (c) upper-division core requirements of six or seven upper-division courses, (d) option requirements of 23-24 units in an area of specialization; (e) the upper-division writing skills requirement; and (f) an integrative course requirement.

Computer literacy and computer software competency are considered essential to success in the program, which is heavily oriented in the use of technology. The pre-business courses include material considered essential for further study in business. The upper-division core courses provide a broad background and a breadth of knowledge and understanding. The option courses enable the student to specialize in a specific area of business and to prepare for effective performance in future employment.

Demonstration of computer competency. Complete IS 52 and 52L or equivalent courses with a grade of C or better or achieve a passing score on the CSB computer competency waiver examination.

See "computer competency waiver exam" at www.craig.fresnostate.edu/uss_home.aspx.

Pre-Business requirements* (16 units)
ACCT 4A, 4B; BA 18; DS 71, 73; ECON 40 or AGBS 1; ECON 50
(See Pre-Business Requirement.)

Upper-division core requirements (24 units)
DS 123; FIN 120; IS 130; MGT 110, 124; MKTG 100S

Option requirements (23-24 units)
The department offers three options: (1) Marketing, (2) Logistics and Supply Chain Strategies, and (3) Sports Marketing  as part of the Business Administration major.

General Education requirements (48 units)**

Grade Requirement
A grade of C or better must be earned for each course used to satisfy the requirements for the major.

Upper-division writing skills requirement (3 units)
Business majors must take BA 105W Business Communication, to fulfill the Upper-Division Writing requirement. 
(See Writing Requirements)
Note: the Upper-Division Writing Exam is not an option for business administration majors.

Integrative course requirement (4 units)
MKTG 188

Total (120 units)

* This total indicates that 6 units for DS 71 and ECON 50 are being used to satisfy the General Education requirement of 51 units.

** Note: Business majors are exempt from G.E. Area MI.

Options

The options available to students are outlined in the copy that follows. The completion of the 23-24 units as required by the option, the General Education requirements, special course requirements, and the electives (which may include a minor), total the 120-123 units required for the Bachelor of Science in Business Administration.

Marketing Option

Take the following courses: MKTG 101, 110, 132, and 160 (16 units)
Select 7 or 8 units from the following: MKTG 114, 115, 126, 130, 134, 140, 144, 150, 153, 161, 162, 163, 164, 165, 166, 167, 189T, 190, 195 (7-8 units)
Total (23-24 units)

Logistics and Supply Chain Strategies Option

Take the following courses: MKTG 101, 114115 , and 160 (16 units)
Select a minimum of 7-8 units from the following: MKTG 126, 190, 195; MGT 158; and IS 140(7-8 units)
Total (23-24 units)

Sports Marketing Option

Take the following courses: MKTG 101, 150, 160, 195; and BA 179(17 units)
Select 7-8 units from the following: ECON 144; RA 150 or 152; MKTG 140, 190(6-7 units)
Total (23-24 units)

 

Faculty

The faculty of the Department of Marketing and Logistics is composed of individuals who have studied and pursued business careers and teaching extensively throughout the world. Case studies, experiential exercises, business and community service projects, guest speakers, seminar discussions, and internships are just a few of the ways in which instructors provide students with practical applications in business. The combination of faculty expertise, teaching skills, research activities, and applied experience assures the student of receiving a quality education in marketing.

Name Degree Email Phone
Anderson, Lydia E Master of Business Admin lyanderson@csufresno.edu 559.278.2496
Bell, Monique L Doctor of Philosophy mbell@csufresno.edu
Canton, Alan C Master of Business Admin acanton@csufresno.edu 559.278.8071
Finley, Jeffrey D Master of Business Admin jfinley@csufresno.edu 559.278.4976
Geringer, Susan D Doctor of Business Admin sgeringer@csufresno.edu 559.278.7995
Glover, Brian P Master of Business Admin bglover@csufresno.edu 559.278.4957
Haughtelin, Susan W Master of Business Admin shaughtelin@csufresno.edu 559.278.2496
Morgan, Barbara P Master of Business Admin bmorgan@csufresno.edu 559.278.2496
Ong, Beng S Doctor of Philosophy bengo@csufresno.edu 559.278.2594
Rice, William E Doctor of Business Admin williamr@csufresno.edu 559.278.2057
Schneider, Dennis W Master of Science dennissc@csufresno.edu 559.278.4957
Stratemeyer, Andreas W Doctor of Philosophy astratemeyer@csufresno.edu 559.278.2520
Turnbull, Patricia K Master of Business Admin pturnbull@csufresno.edu 559.278.2496

Roadmap

B.S in Business Administration - Marketing

Year One

Fall

  • GE Area A1-Oral Communication
  • GE Area A2-Written Communication
  • GE Area A3-Critical Thinking
  • GE Area B2-Life Sciences
  • GE Area C1-Arts
  • GE Area E1-Lifelong Understanding

Spring

  • GE Area B4-Quantitative Reasoning
  • GE Area D3-Social Science
  • Lower-Division Major Course:
  • GE Area C2-Humanities
  • GE Area C1-Arts - OR - C2-Humanities
  • GE Area D1-American History

Year Two

Fall

  • Lower-Division Major Course:

  • Lower-Division Major Course:

  • GE Area D3-Social Science
  • GE Area B1-Physical Science

  • GE Area D2-American Government

Spring

  • Lower Division Major Course:
  • Lower-Division Major Course:
  • GE Area IB-Physical Univ & Life Forms
  • GE Area IC-Arts & Humanities
  • GE Area ID-Soc, Pol, Econ Inst & Beh, Hist

Year Three

Fall

  • Major Course:

  • Major Course:
  • Major Course:
  • Major Course:

Spring

  • Major Course:
  • Major Course:
  • Major Course:
  • Major Course:

Year Four

Fall

  • Major Course:
  • Major Course:
  • Upper Division Major Electives:

Spring

  • Major Course:
  • Major Course:
  • Upper Division Major Electives:

Careers

careers tab placeholder

“I hear I forget, I see and I remember, I do and I understand.”
. . . Confucius 450 B.C.

“We don’t receive wisdom: we must discover it for ourselves after a journey that no one can take us or spare us” . . . Marcel Proust  

Marketing is the process by which organizations define and select target markets, design products and services, set prices, determine distribution channels, develop promotions, and design after-sale customer service. When all of these elements are correctly mixed, the firm is able to build long term relationships with its customers. The Department of Marketing and Logistics offers the three options: Marketing Option, Logistics and Supply Chain Strategies Option, and Sports Marketing Option and corresponding certificates.

The Department of Marketing and Logistics Mission, Vision, and Motto:

The Mission: While maintaining the AACSB  accreditation, become a preeminent Department of Applied  Marketing by creating alliances with the local business community to give our students “Real World” experiential learning in order to compete with all major universities in California

The Vision: Creating challenging and enjoyable teaching and learning experiences and offering specialized cutting edge marketing options.

The Motto: Connecting the Learning Process and Experience to the Community

What You Can Earn

Marketing Manager
$89,136 (our region)

Public Relations Specialist I
$47,107 (our region)

Purchasing Agent
$76,072 (our region)

Source: HR reported data from salary.com as of December 2012

Interesting Classes You Might Take

  • Buyer Behavior
  • Sports Marketing
  • Marketing Information Systems
  • Principles of Logistics and Supply Chain Strategies
  • Global Channels Technologies
  • Entrepreneurial Marketing
  • Export and Global Marketing
  • E-Marketing
  • Strategic Planning in Marketing

What You Can Learn

  • How marketing activities such as pricing, promotion, packaging, and distributing goods and services in international, national, profit, not-for-profit, service, consumer, and industrial markets are used to facilitate satisfaction of consumer needs.
  • How firms utilize collaborative distribution intermediaries to gain a competitive advantage in local and global markets through integration of logistics and SCM.
  • The management of the physical flow of products and information throughout the entire supply chain.
  • How to build a marketing plan for the person or firm interested in the development of a new product or service.
  • The Policies and practices of firms engaged in international world trade.
  • The Development and application of marketing strategies in sports and sports-related industries.
  • The use of the internet as a source of marketing information and as a marketing tool.

About the School

The Craig School of Business is proud to be recognized as one of the best business schools in the state. The school provides active, engaged learning experiences to empower future business leaders. State of the art computer labs are open day and night, with staff available to answer technical questions, and all student areas within the Peters Business Building have wireless Internet access.

School Contact Information

The Craig School of Business
5245 N. Backer Ave.,
M/S PB-7
Fresno CA 93740-8001

Phone: (559) 278-2482

Department Contact Information

Department of Marketing and Logistics
Peters Business Building, Room 388
P: (559) 278-7830
F: (559) 278-8577