Marketing at Cal State L.A. is offered as an option within the Bachelor of Science and Master of Science degrees in Business Administration and as an emphasis within the Master of Business Administration degree. Marketing concentrates its efforts in several areas. First is marketing management which covers the planning, organizing, and controlling aspects of marketing. The marketing manager is responsible for marketing product or product line, with responsibilities that include determining appropriate prices, distribution channels, and promotion methods for maximum success. Because 50-80 percent of all new products introduced fail to succeed in the market place, the job of product or brand manager is a challenging one.
Promotion covers a broad area of marketing communication.
Personal selling, sales promotion, public relations, publicity, direct marketing, and advertising are all used by business firms to reach a wide variety of customers, middlemen, and stockholders. Many creative people are employed in advertising agencies, public relations firms, and in the print and broadcast media to identify just a few industries. Students with an interest in transportation may seek careers in a wide range of areas. Today's marketing researcher has the dual role of recognizing consumer's needs and desires and developing a strategy designed to create a market for goods. In this role, the graduate trained in marketing research finds opportunity in such industries as retailing, wholesaling, and manufacturing.