Requirements + Courses
Lower Division Requirements
ACCT 2110, 2120; AIMS 2710; BADM 1010, 1020, 1030, 1040; BLAW 2210; ECON 1050 or 1100 and 1200, 2300; MATH 112
Upper Division Requirements
AIMS 3770; BADM 4950, 4970; FNCE 3410; INBA 3810; MGMT 3610; MRKT 3510
Core, Major and Elective Marketing Courses
Click here for a complete list of MKTG pathways curriculum and to view a curriculum flowchart.
MRKT 3510 Principles of Marketing
This course covers the essential principles of marketing as a vital component of a business operation, emphasizing marketing’s strategic bases and the real-world utilization of both traditional and innovative techniques to influence both the trade and the consumer in making a purchase decision. We will focus on the effects of uncontrollable factors in the environment. In addition, basic controllable variables essential to marketing success will be examined, including marketing analysis, product decisions, pricing, distribution, and promotion. We will explore how marketing guides business strategy, discovers and creates demand for products, and influences product development.
MRKT 3520 Marketing Analysis
The course will introduce students to the basic tools and concepts used for acquiring and evaluating market information. Both qualitative and quantitative approaches to analyzing consumer attitudes and behaviors will be examined, and methods for understanding trends in the marketing environment will be discussed.
MRKT 3521 The New World of Branding and Advertising (M-School course)
This course will immerse students in the fast-changing world of the advertising and branding industry through on-campus and off-campus exposure to industry professionals and real-life branding and advertising challenges. Throughout the course, students will work with and learn from professionals in the thriving creative and tech community. Course emphasis is on developing students’ skills in creativity, collaboration, critical thinking, and communication. Content covered in the sessions includes advertising agency structure, the creative process, brand planning, media planning and strategy, the user experience, online and social media, presentation skills, and content creation.
MRKT 3530 Buyer Behavior
This course is designed to refocus the student on the buyer as the object of marketing programs. Social science concepts (from psychology, sociology, anthropology, and economics) are used to examine influences on buyer behavior, as well as to study the buyer decision process itself. Emphasis will be put on how marketers use this knowledge to develop their overall strategies.
MRKT 3531 Brand Planning and Strategy (M-School course)
Think about your favorite companies and their brands. What is it about them that makes them connect with you? That’s what this course is all about - learning about the brand planning and strategy process. This course offers a comprehensive look at where strategic planning takes place within the overall advertising process. In doing so, it will focus on the 4Cs of strategic planning: the Company, Competition, Consumers, and (product or service) Category. It will also examine ways to develop effective campaign strategy, including knowing the product inside and out, knowing your brand’s DNA, understanding your target audience, and generating insights. In addition, the course covers important branding and consumer behavior fundamentals central to the success of account strategy.
MRKT 3570 Marketing Law
The purpose of this course is to acquaint students with fundamental concepts, principles, and rules of marketing law that concern marketers and consumers in day-to-day activities, in private business relationships, and in their relationship with government. The course will focus on various legal constraints, problems and ramifications which should be recognized and addressed by marketers when making pricing, product, promotion, and distribution decisions.
MRKT 4510 Advertising and Promotion Management
This course is designed to introduce students to the field of advertising and promotion in an applied fashion. The emphasis in this course will be on the role of advertising and other promotional mix elements in the integrated marketing communications program (IMC) of an organization. The development of an integrated marketing communications program requires an understanding of the overall marketing process, how companies organize for advertising and other promotional functions, customer behavior, communications theory, and how to set goals, objectives, and budgets. Attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, digital and interactive marketing, social media, sales promotion, publicity and public relations, and personal selling. Students will examine the process by which integrated marketing communications programs are planned, developed, and executed as well as the various factors and considerations that influence this process. Students will also examine the environment in which advertising and promotion takes place and the various regulatory, social, and economic factors that affect an organization’s IMC program.
MRKT 4511 Cross-Platform Content Creation (M-School course)
Cross-platform content creation is the process by which marketing content is created to tell a brand’s story (branded content) across the myriad digital, social, and traditional media. That’s what this course is all about–immersing students in content creation and the distribution of that content across multiple forms of media (branded websites, YouTube, Facebook, Instagram, Snapchat, branded mobile apps, television, pop-up stores, and more). In doing so, this course offers a comprehensive look at 360˚ cross-platform content creation and how it fits within brand strategy. The course focuses on the foundations of content-based narratives and storytelling. The course examines ways to develop effective marketing and branded content through the lens of storytelling. The semester project involves the creation of content across different media platforms (cross-platform content) to tell a specific organization’s story.
MRKT 4515 Managing Retail and Service Businesses
The U.S. economy is now dominated by the retail and services sectors. Moreover, understanding and strategically managing customer service is now becoming a critical determinant of business success or failure. Yet, most business school courses have traditionally focused on the manufacturing sector of the economy. This focuses on the marketing of service or retail businesses involving methods, strategies, and analytical tools that are distinct from those used in other areas of business. At the same time, the successful marketing of services and the delivery of excellent service are critical elements in the achievement of customer satisfaction and thus the long-term success for virtually all organizations. The purpose of this course is to provide students with an understanding and appreciation of retail and services marketing as separate and distinct areas of marketing thought and practice, their critical roles in contemporary competitive markets, and the tools and strategies necessary for managing successful enterprises in these areas. This course is designed for students who anticipate working in retail or service businesses, or who wish to better understand how these forms of businesses are managed. The course will discuss an overarching philosophy that stresses the importance of the integration of the marketing, analytics, human resources, and operations functions within the service and retail systems.
MRKT 4521 Adaptive Media and Analytics (M-School course)
Because of the rapid growth and influence of advertising technology and online/social media, to remain relevant, brands must create, monitor, and adjust their message and media not by the month but by the day, by the hour, even the fraction of a second. To effectively reach and engage individuals, brands need to be agile and adapt in real time to how consumers react and respond to advertising and promotional content. This course will provide students the perspectives and tools to develop paid search (search engine optimization, or SEO) and both paid and organic social media strategies that are effective, cost efficient, adaptive, and measurable. Through this course, students will learn how analytics (monitoring, measuring, and interpreting online and social data) helps companies, brands, and organizations to better evaluate advertising and marketing performance.
MRKT 4525 Competitive Strategy
This course provides an in-depth analysis of competition and competitive strategy in the context of business from both theoretical and applied perspectives. Whereas numerous business classes discuss competitive environments, this course focuses exclusively on theories and strategies that can be used to achieve and enhance competitive advantage in the business marketplace. Competitive models, strategic metaphors, and concepts from game theory are explored in detail. Most importantly, the notions of competitive evolution and interdependence are emphasized and extensively explored. These concepts are then illustrated as they are commonly applied in the business world to enhance an enterprise’s market position. Additionally, the great dangers of applying “cookbook strategies” or off-the-shelf solutions to competitive situations are explained and illustrated.
MRKT 4530 Sports Marketing
This course will introduce students to the unique nature of sports marketing at the business, league, and team levels. The course will cover the unique aspects of sports marketing and how marketing concepts such as strategic planning and segmentation apply to the business of sports. Students will be introduced to the interrelationship of integrated marketing communications and sports and develop an understanding of sports as a multi-billion dollar industry and the sports fan as an important consumer segment.
MRKT 4531 Creative Brand Management (M-School course)
Creative brand management lies at the intersection of three areas: 1) creative and innovative problem solving, 2) deep insights with respect to culture, trends, and technology, and 3) developing and managing brands that have deep conviction (e.g., BMW), confidence (e.g., Apple), and great founder DNA that are purpose-driven (e.g., TOMS). In this course, students will develop a tolerance and ability to thrive in the face of ambiguity; learn to survive and thrive in times of change; learn to leverage timeless approaches to creatively managing brands and solving problems; develop foundational tools to build and grow relevant, purpose-driving brands; and cultivate their own personal brands.
MRKT 4540 Professional Selling
An examination of the sales function, encompassing the broad range of methods that sales professionals may employ to build marketing relationships. Steps in the selling process will be explored, including techniques for engaging customers, identifying needs, handling objections, negotiating, requesting orders, and developing and maintaining long term relationships. A particular emphasis will be placed on the role of technology in contemporary sales activities.
MRKT 4545 New Product Development
The development of new products represents one of the most promising avenues by which firms can maintain and expand their market position in today’s dynamic markets. The course provides a practical introduction to the process of designing and marketing new products covering the major phases of product development and launch. Critical steps in the new product development process will be discussed in detail, including: opportunity identification and analysis, concept development and testing, product design and pre-market testing and forecasting, and the management of the product launch. The focus of this class is upon the marketing function. Thus, the class will concentrate on market measurement, the use of that information to develop the benefit targets for the new product, and the ultimate development of marketing mixes (product, price, place, promotion) that will improve the chances for success. The class will provide techniques that combine the marketing function with the functions of R&D, design engineering, and manufacturing. The course will be important to students who aim to work directly in brand or product management as well as those whose interests are in general management and consulting.
MRKT 4550 Brand Management
The objective of this course is to learn the decision-making processes used by product or brand managers with primary responsibility for the market success of the company’s products and services, including environmental scanning and coordination of marketing activities for the firm’s offerings.
MRKT 4555 Business-to-Business Marketing
In the business market, the customers are organizations (e.g., businesses, governments, and institutions), and these customers represent a huge market opportunity. While we think of companies like Procter & Gamble, Sony, or Ford as sellers, they are also organizational buyers that annually purchase enormous quantities of raw materials and manufactured component parts; they purchase supplies and business services regularly to support operations, and they make large investments in building, equipment, and information technology. It’s important to know that building and maintaining a close relationship with an organizational buyer require careful attention to details, meeting promises, creativity, and swiftly responding to changing demands.
MRKT 4560 Supply Chain Management and Logistics
This course takes a look at the front-end functions of marketing planning, logistical planning, business relationships, networking, and the marketing benefits of business collaboration inherent in the dynamic channels of distribution used in a global business environment.
MRKT 4570 Pricing Goods and Services
The focus of this course is upon the function of price as a driver of profit. Particular attention will be given to the roles of customers, costs, and competitors ask key concerns when developing pricing strategies. All aspects of pricing within the marketing and business environment will be examined, including theories and models of pricing strategy, and common pricing techniques used in contemporary business practice.
MRKT 4580 Marketing and Society
This course examines the roles individuals play in society and the economy through the acts of shopping, consuming, discussing, displaying, and disposing of goods and services. In addition, the processes by which organizations conceptualize, reinforce, and exploit these roles in the marketing of goods and services will be examined.
MRKT 4597 Marketing Strategy in the Global Environment
This course provides a comprehensive framework for the development of competitive marketing strategies that achieve organizational objectives and build competitive advantage. It teaches students the fundamentals of strategic analysis and strategy development within the context of the global business environment. The course emphasizes the major analytical, ethical, and strategic frameworks of marketing, as specifically implemented within the complex contemporary conditions of global business relationships and activities. The course incorporates experiential learning, case studies, and a simulation project.
Must be taken in residence at LMU with senior standing.
College of Business Administration students only.