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Antioch University Santa Barbara General Catalog 2016-17 - Marketing (MKT) Marketing (MKT) http://catalog.antiochsb.edu/marketing-mkt/ Marketing is changing in dramatic ways, and customer-centric and competitively dominant marketing strategies are vital to business success. By exploring the core concepts and tools of contemporary marketing management—from market segmentation and product positioning to distribution channel design and communications—this concentration equips students to develop effective marketing strategies. New online technologies of internet marketing, ecommerce and analytics which provide innovative tools to accomplish marketing goals are given special emphasis. Included among these activities are such things as helping to design products or services to satisfy customers’ needs, designing pricing strategies to achieve profitable utilization of resources, implementing distribution procedures to obtain a smooth flow from production to use, and evaluating the personal selling and advertising operations to assure that users have sound bases for their buying choices. Marketing job titles are projected to grow by the Bureau of Labor Statistics. For example, Marketing researchers and specialists are expected to grow 32% (much faster than average) over the next eight years. 1. Consumer psychology and decision making — the study of how consumers make choices in markets, and how marketing instruments (such as advertising and prices) affect these decisions; 2. Marketing research and forecasting — the study of how consumer preferences can be formally measured and modeled, and how models can be used for forecasting and planning; and 3. Marketing strategy — the study of how firms can use knowledge of consumers and competitors to optimally allocate resources. Curriculum Marketing is closely affiliated with such social and behavioral sciences as economics, sociology, and psychology, as well as such quantitative disciplines as accounting, statistics, management science, and computer science. Integrated marketing communications includes advertising, sales promotions, packaging, public relations, publicity, personal selling, direct marketing and event sponsorship. Marketing is the appropriate concentration for students interested in careers in selling, direct selling, retailing, new product development, product and brand management, promotion, advertising, distribution strategy, supply chain management, marketing research, consumer behavior, sales management, ecommerce, business to business, logistics, purchasing, market strategy planning, customer relations, distributor relations, and many other related fields. Courses in Communication and Media also create opportunities for students to acquire relevant skills. In addition to the degree requirements, students pursuing any concentration must complete a minimum of 36 and a maximum of 60 quarter units with at least 24 upper-division units completed at AUSB. Recommended Prerequisites: Business: Introduction to Business 1/2 Antioch University Santa Barbara General Catalog 2016-17 - Marketing (MKT) Marketing Plan Development Introduction to Accounting Business Communications Basic Computer Applications Marketing: Introduction to Marketing Marketing Communications Introduction to International Business Communication: Mass Media and Society Introduction to Communication Intercultural Communication COM 3550 COM 3740 ENT 3000 Social Media (3) Online Odyssey – Digital Magazine Publication (3) Writing for Broadcast Media (3) Visual Communication (3) Media, Communication & Culture (3) Intercultural Communication (3) Advertising & Culture (3) Entrepreneurship (3) ENT 3770 E-business & E-commerce (3) GBL 3610 MGT 3200 Global Economics (3) Business Finance (3) MGT 3750 Business Ethics & Social Responsibility (3) COM 3230 COM 3320 COM 3340 COM 3350 COM 3501 MKT 3000 MKT 3010 MKT 3020 MKT 3030 MKT 3050 Market Analysis & Research (3) Integrated Marketing Communication (3) Web Analytics (3) Consumer Behavior (3) Strategic Marketing (3) Advanced Public Relations (3) Brand Development (3) Consultative and Relationship Selling (3) Internship (1-6) to be determined in MKT 3980 consultation with Academic Advisor Public Policy (3) POL 3470 Psychology of Gender & Sexuality PSY 3281 (3) SOC 3050.SB Pacific Rim Cultures & Communities (3) MKT 3060 MKT 3070 MKT 3080 Back to BA Areas of Concentration 2/2 Powered by TCPDF (www.tcpdf.org)