University of California, Riverside

Undergraduate Business Program


Concentration in Marketing

In order to get your degree with a concentration in Marketing, you must fulfill the following requirements for a minimum of 20 units or five classes:

    • BUS 111: Services Marketing

      Covers the marketing of services and ideas. Focuses on marketing for service organizations such as hotels, hospitals and banks. Provides understanding of the broader role of service provision for both service firms and goods firms.

    • BUS 112: Consumer Behavior

      Provides a basic understanding of the general models of choice behavior as it relates to marketing decision making. Emphasis is on motivation, perceptions, learning and social forces as they impact on the choice process.

    • BUS 113: Marketing Institutions

      Covers the concepts and strategies relating to the delivery of consumer goods and services, the main topic being the management of marketing activities within the channels of distribution, especially in retail and wholesale institutions.

    • BUS 114: Marketing in a Global Environment

      Covers the theory and practice of marketing across national borders. Provides an understanding of global marketing environments and examines the development of marketing strategies to maximize growth of global companies.

    • BUS 115: Marketing Research

      Covers types and sources of marketing information, the marketing research process and techniques of data collection and analysis, including consumer and customer surveys and test marketing. Examines both quantitative and qualitative research with analysis of the values and limitations of data. Emphasis is placed on evaluation and interpretation of results.

    • BUS 116: Pricing Strategy and Management

      Integrates theory and practice into a framework for making pricing decisions. Prepares for addressing strategic and tactical pricing issues. Topics include customer demand and price sensitivity, psychological reaction to price, segmented pricing, price promotions, bundling, online pricing, dynamic pricing, competitive reaction, profitability analysis, and pricing strategy development.

    • BUS 117: Advertising

      Covers the basic concepts and functions of advertising, with emphasis on media selection, message design and effectiveness measurement.

    • BUS 118: Electronic Marketing

      An introduction to the role of electronic commerce in business-to-consumer and business-to-business marketing. Covers the application of traditional marketing principles to an electronic commerce environment and new marketing techniques made possible by this environment.

    • BUS 119: Database Marketing

      Solves marketing cases and develops data analytical skills for managerial decision making. Uses statistical software to manage, display and analyze marketing information, including consumer survey data, relationship management data, scanner data and socioeconomic data. Topics include attitude measurement, market segmentation and targeting, competition analysis, market performance analysis and store location choice.

    • BUS 126: Practical Business Forecasting

      Teaches how forecasts are developed and utilized. Emphasizes common forecasting methods used in business and uses specific cases to illustrate these methods. Applications to business include forecasting sales, production, inventory, macroeconomic factors such as interest and exchange rates, and other aspects of both short- and long-term business planning.

More Information 

General Campus Information

University of California, Riverside
900 University Ave.
Riverside, CA 92521
Tel: (951) 827-1012

Contact Information

Undergraduate Business Program
2340 Olmsted Hall

Tel: (951) 827-4551
Fax: (951) 827-5061