Marketing

In response to today’s fast-changing and complex marketing landscape and born from our location in the heart of Silicon Beach, the Department of Marketing launched a progressive curriculum consisting of four career-focused pathways offering marketing majors a rigorous and flexible learning experience:

• Applied Learning in Societal Transformation (A-LIST) Pathway: designed to educate the next generation of changemakers, A-LIST focuses on understanding diverse consumer cultures and promoting inclusive societal change. The A-LIST pathway teaches social impact marketing by fusing a triple-bottom-line philosophy (people + planet + profit), cutting edge curriculum co-created by award winning scholars & practitioners, and hands-on experiential learning with real projects from industry partners. A-LIST students graduate with a portfolio and skillset that prepare them to make immediate impact at any organization or industry in the ever-changing marketplace, including for-profit, non-profit, and government. Learn more about A-LIST here.
• Congruity of Interests (COIN) Pathway: designed to help students understand how free human exchanges can occur only when a congruity of interests occurs between the parties to the exchange, resulting in a reciprocal transfer of value. Thus, long-term company profitability, as assessed by financial and accounting metrics, is critically dependent upon the ethical creation and transfer of value to customers and overall society. Adopting this perspective of value creation means that traditional marketing functions and concepts such as pricing, new product development, distribution, brand management, and sales are not merely mechanisms for advancing company wealth, but are, at the same time, potent tools for enhancing customer (and societal) welfare. This pathway’s unique learning approach begins with a rich understanding of customer thinking and value assessment, then focuses on proven methods for creating, communicating, and transferring value to the customer, and culminates with an analysis of how to best organize and manage organizational assets in order to ensure all parties are positively enriched and company viability is maximized.
  
• Marketing Analytics (MA) Pathway: designed to help students understand and process the massive quantities of data and market studies that need to be analyzed and harnessed to help organizations effectively understand market and consumer activity. The MA Pathway explores methods and systems for optimally analyzing and leveraging the immense data resources available to organizations today as well as unique analytical skills which will enhance students’ value to employers and society.
• M-School Pathway: focuses on the 4Cs - Creativity, Collaboration, Critical Thinking and Communication - and is designed to equip students with the skills to be future proof and real-world ready in the world of advertising and new media. There are two distinct tracks within the M-School Pathway: Strategy/Management and Content Creation. Take this survey and see which track may be right for you. Course content is co-developed and co-taught by industry professionals from the surrounding Silicon Beach creative and tech community. The M-School’s core curriculum along with supplemental elective courses deliver an immersive marketing education that prepares students for the present and future of marketing, branding, advertising and startup ventures. Learn more about the M-School.