Marketing 353: Marketing Information Technology
       Dr. Catherine Atwong

Overview: Core Competencies and Objectives, Course Contents and Topics

Office: SGMH 5119
Office Hour:

Tuesday 11:20 to 12:20 p.m.
Wednesday 5:45 to 6:45 p.m.
Thursday 3:50 to 4:50 p.m.
and by appointment


Phone: (657) 278-2231
(Office and Voice Message)

(657) 278-2223
(Department and Secretary)

Course Description   Tuesday Class Schedule Wednesday Class Schedule

Course Objectives


Required Supplies

Teaching Method

Required Text




Class Participation

Study Buddy

Course Grade

Marketing Portfolio

Contingency Assignment Professional Demeanor Peer Advice Marketing Scholarships

Special Needs

MCBE Assessment

Campus Emergency

Additional Information

Course Description

Catalog Description This course is designed to provide students with a working knowledge of resources and tools available to marketing professionals.  It examines media technology, databases, analytics, metrics, software and techniques applied by marketers to transform data into useful formats for the strategic decision-making process.  Contents focus on technology tools for digital media marketing, segmentation, target marketing and positioning, media selection, market share and estimation, break-even analysis, pricing, sales forecasting and profit scenario analysis.  It requires extensive use of Excel spreadsheets, the Internet, public and professional database, specialized software and other technology resources.

Content Description  MKTG353 offers activity-based learning modules in which students:

1.  Search for and use information from databases used in marketing, such as, Google analytics, social media analytics, census data, country data, business client data, geographic mapping data, consumer spending and market potential indices, product and media usage data.

2.  Identify how this quantitative data may be used in decision makings by marketing planners, analysts, strategists, sales managers, marketing managers, and advertising managers.

3.  Apply technological resources, such as computer spreadsheet software, geographic segmentation tool (Business Analyst Online), customer segmentation tool (Esri), video making and editing tool (Camtasia), social networking tool (Google Hangout), and various social media platforms and analytics tools.

4.  Create, analyze, interpret, report and present marketing data (i.e., GMAC integrated reasoning skills).

5.  Use computers and mobile devices as research, decision-making and marketing tools.

6.  Generate information effectively for marketing purposes, such as, identifying market opportunity and target market, estimating market potential and sales forecast, developing and evaluating marketing strategy.

7.  Conduct professional communications and create digital presentations.

8.  Produce a record of business consulting project(s) that demonstrate abilities in digital marketing: Search Engine Marketing (SEM), Adwords, and Google analytics, or Social media content creation, social analytics and campaign management.

Corequisite: Marketing 351 and ISDS 361A with a C grade or better.

Course Sequence for Marketing Students
We want you, our students, to get the maximum value out of your education and are able to graduate in a timely manner. As such we strongly recommend that students seeking a Bachelor of Arts in Business Administration with an Emphasis in Marketing consider the following sequence when registering for courses:

Semester 1: M351
Semester 2: M353 and M370
Semester 3: M379 and one Elective Course
Semester 4: M489 and one Elective Course

Following this sequence will ensure that you meet your prerequisites for your other courses, and move smoothly through the program.  Please visit the Department of Marketing website for more information:

Teaching Method
Lectures, hands-on projects, problem analyses and practical exercises, discussions, team work and student presentations.

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Course Objectives

1.  Familiarize you with the kinds of quantitative data and databases used in marketing, such as, social media analytics, digital content management, census data, country data, business client data, geographic segmentation data, product and media usage data, buying power estimation, and etc...

2.  Show you how this quantitative data may be used in decision making through exposing you to a variety of problems faced by marketing planners and strategists, marketing and advertising managers, sales managers, and marketing analysts.

3.  Develop your skills in

4.  Create opportunities for you to learn how to create, analyze, interpret, report and present marketing data (i.e., to hone your integrated reasoning skills).


5.  Increase your experience in using computers and mobile devices as decision-making tools.


6.  Enhance your competency in using information effectively for marketing purposes, such as, identifying market opportunities, developing and evaluating marketing strategy.

7.  Hone your articulation in professional communications and multi-media presentation skills.

8.  To add to your student portfolio marketing projects that demonstrate your abilities and experience in digital or social media marketing.

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Required Text

All required reading and reference materials can be assessed via the TITANium.

Required Supplies
Some file storage devices. Have your own access to a personal computer and Microsoft Excel 2013.
 As the course unfolds, you will need more and more time spent at a computer for assignments and practices. You also need an e-mail address for class-related materials to be sent to you.

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Assignments and due dates are listed on the TITANium. They are classified into two groups: individual and team. Individual assignments are required to obtain 15% of the course grade (see Method of Evaluation). A team project (15%) is evaluated by a team written report(s), peer evaluation and presentation. In-class exercises prepare you for exams.

Learning in Marketing 353 is cumulative. All in-class exercises are designed to sharpen skills that will be needed in the next class. While exams in the course will not parallel exercises exactly, skills learned in exercises and class discussions should contribute substantially to good performance on exams.

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Marketing Portfolio
In the business community, marketing professionals traditionally create a portfolio of accomplishments showcasing their unique abilities and talents.  This portfolio enables these professionals to provide tangible evidence of their
value to potential employers or customers--especially in a highly competitive marketplace. Please see a student testimonial, instructions and sample portfolio.

At CSUF, students seeking a Bachelor of Arts in Business Administration with an Emphasis in Marketing are required to submit a personal Marketing Portfolio to their MKTG 489 instructor at the conclusion of the semester they take the course. 

A complete Marketing Portfolio will consist of a Cover Page, Table of Contents, Generic Cover Letter, Current Resume and 3 Executive Summaries describing an academic (from any course completed), business, or volunteering achievements of your choice.  Individual or group work may be used to create an executive summary.  NOTE: Consider creating an Executive Summary for an assignment/project for any marketing course you are currently enrolled in to include in your Marketing Portfolio.

Please visit the CSUF Mihaylo Marketing Department Marketing Portfolio website to view directions for completing a marketing portfolio and examples of actual student marketing portfolios:

Attendance Policy and Class Participation
Class attendance is required. Late arrival is highly discouraged. Students who attend class will be extended full tutorial support; students who miss class for other than documented medical reasons are not eligible for tutoring by the professor.

Students will be called on to discuss assigned materials and completed homework assignments. Absence or lack of preparation will reduce the student's class participation grade.

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Professional Demeanor
Part of receiving a university education from the College of Business and Economics is learning the functional content of your chosen field.  Another objective is learning to act like a member of that professional field.  Professional demeanor will be evaluated as part of your in-class behavior.

Study Buddy
You should keep the phone numbers, address or e-mail address of at least one study buddy in the class. You are encouraged to share your notes, collaborate in assignments, and study for the tests as a team or a group.

Peer Advice

During the first few weeks of the semester, you should find out how this course is different from other courses and prepare yourself accordingly. Before the first exam, you should make at least one attempt to consult students who completed this course in prior semesters. Ask them for advice to do well in this course, and try to avoid their mistakes. Visit the website for this class to find out what previous students said. Student Comments

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Policy on Make-up Examinations
At the discretion of the professor, you may make prior arrangements if you know you are going to miss an exam.

Withdrawal Policy
This class is subject to the withdrawal policies of CSUF and the School of Business Administration and Economics.

Academic Dishonesty
and Plagiarism
Academic dishonesty, when detected, will result in a lower letter grade for the work at hand, and may result in an F for the course plus additional university level disciplinary action. The instructor will enforce the University policy on academic dishonesty. Please refer to the current catalog. Please report student cheating to Associate Dean, Judicial Affairs. Please also refer to information about CSUF policies on academic integrity (see UPS 300.021).

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Method of Evaluation
All exams and assignments are completed using a computer. The format of the exams includes computer spreadsheets, essays, fill-in-the-blanks, and multiple choices.
Please also see the handouts and grading rubrics on written assignments and oral presentations.

Exam 1...................................15%
Exam 2...................................20%
Final Exam..............................30%
Online Marketing Team Project..20%
Class participation
and homework ........................15%

Total                                               100%

.............Bonus points

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Course Grade  Grade Point    Total Score     Expected Quality and GPA Equivalent

               A+          4.0                97 - 100%      Excellent work on exams, assignments and participation.

               A             4.0                93 - 96%      

               A -          3.7                90 - 92%

               B+          3.3                87 - 89%        Very good work on the above.

               B            3.0                83 - 86%            

               B -         2.7                80 - 82%

               C+         2.3                77 - 79%         Average work. Acceptable level of knowledge competency.

               C           2.0                73 - 76%             

               C -         1.7                70 - 72%

               D+         1.3                67 - 69%         Need more study and learning on the subject.

               D            1.0                63 - 66%             

               D -         0.7                60 - 62%

               F            0.0                below 60%      Unsatisfactory in the areas of exams and assignments.


Contingency Assignment
If the instructor cannot meet the class due to unexpected circumstances, students are required to work on the assignment listed on the class schedule and present the finished work in the subsequent class.

Assessment Statement

The programs offered in Mihaylo College of Business and Economics (MCBE) at Cal State Fullerton are designed to provide every student with the knowledge and skills essential for a successful career in business. Since assessment plays a vital role in Mihaylo College’s drive to offer the best, several assessment tools are implemented to constantly evaluate our program as well as our students’ progress. Students, faculty, and staff should expect to participate in MCBE assessment activities. In doing so, Mihaylo College is able to measure its strengths and weaknesses, and continue to cultivate a climate of excellence in its students and programs.

Assurance of Learning (AoL) is an integral part of both our AACSB and WASC accreditation and this statement helps keep students aware of this process. Attached is a copy of the learning objectives for the overall BA, Business Administration program. These objectives were recently revised by the College’s Core Course Coordinator’s Council (C4) to align with the College’s new Mission Statement.

For more information on our College-based assurance of learning efforts, please visit our Assessment Center website at:

Please also see this link to University Assessment.

Special Needs

Students have the right to accommodations for documented special needs via the Office of Disability Support Services, UH 101, (657) 278-3117 or as documented at

Campus Emergency

This class will follow instructions of campus emergency preparedness for earthquake, fire, shooting, gas leak and chemical spill:

Additional Information

Library Resources – Robert Sage, Business Librarian

We recommend visiting the Business Librarian website for detailed information about reference and resource materials.  If students wish a personal research consultation, they have the option of dropping by the Tutoring Center (SGMH 2404) on Mondays 11 am – 1 pm and Thursdays 1 pm – 4 pm or making an appointment using our online appointment system: (

Business Student Clubs and Organizations

We recommend that during your degree program you become involved in one or more of our business student organizations

We encourage all students and, in particular, marketing students, to join the CSUF chapter of the American Marketing Association (AMA) 

The Sales Leadership Center (SLC)

The Sales Leadership Center at CSUF is dedicated to providing training and career opportunities for business students planning a career in sales.  Please visit for additional information.

The Center for International Business (CIB)

The Center for International Business is dedicated to promoting the internationalization of the Mihaylo CBE and its programs.  Specifically, the CIB assists in creating and supporting study abroad programs for business students.  Please visit for more information.


The marketing department offers a number of scholarships to deserving students. We encourage you to apply for these scholarships. Updated information on these scholarships is usually available on the college website at the end of the Fall semester. Details are available at 

In addition, for general information and resources on CBE scholarships, you can access the main financial aid website,

Career Planning

We encourage our students to take an active role in their own career planning and job search efforts.  Please visit the following websites for information and listings of current career opportunities frequently:

Mihaylo College of Business Career Planning:

CSUF Career Planning and Placement Center:

Marketing Career Information and Internships:

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Copyright 2015 California State University Fullerton Marketing Department.
All rights reserved. Revised: January 12, 2015.