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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
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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
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