Marketing

Associate Degrees

A.A. in Advertising and Sales Promotion

This degree program covers the general areas of marketing. In addition it provides the knowledge and skills necessary to pursue a career in advertising. Graduates should qualify for employment opportunities with retail and general business organizations, advertising agencies, and advertising media (radio, television, magazines, newspapers and outdoor) companies.

Degree Requirements

Course Code Course Title Units
ACCT 101 Fundamentals of College Accounting (3) 3 - 4
   or ACCT 301 Financial Accounting (4)
ARTNM 324 Digital Design 3
ARTNM 303 Graphic Design: Typography 3
BUS 110 Business Economics (3) 3
   or ECON 302 Principles of Macroeconomics (3)
BUS 300 Introduction to Business 3
BUS 340 Business Law 3
CISA 330 Desktop Publishing 2
CISC 300 Computer Familiarization 1
MKT 300 Principles of Marketing 3
MKT 310 Selling Professionally 3
MKT 312 Retailing 3
MKT 314 Advertising 3
GEOG 330 Introduction to Geographic Information Systems 3
A minimum of 3 units from the following: 3
CISA 331 Intermediate Desktop Publishing (2)
BUSTEC 305 Business Technology Essentials (1)
BUSTEC 310 Introduction to Word/Information Processing (3)
CISA 305 Beginning Word Processing (2)
CISA 315 Introduction to Electronic Spreadsheets (2)
CISA 340 Presentation Graphics (2)
Total Units: 39 - 40

The Advertising and Sales Promotion Associate in Arts (A.A.) degree may be obtained by completion of the required program, plus general education requirements, plus sufficient electives to meet a 60-unit total. See ARC graduation requirements.

Student Learning Outcomes

Upon completion of this program, the student will be able to:

  • Apply advertising principles including strategies for planning, producing and selecting the appropriate media.
  • Evaluate the characteristics of various types of promotion.
  • Describe the consumer decision-making process and how marketing communications influence decisions.
  • Analyze consumer buyer behavior and recommend how to utilize marketing communications most effectively to meet the consumer needs.
  • Analyze and evaluate practical business problems and utilize critical thinking in the determination of alternative solutions.
  • Integrate the major functional areas of the business organizations including management, marketing, finance, and accounting.
  • Apply document design techniques utilizing desktop publishing programs to create effective marketing materials.
  • Communicate effectively verbally and in writing in various business settings.
  • Plan and design promotional programs.

Career Information

Sales, copywriter, in-house communications, public relations, technical communications, media planner, media buyer.


A.A. in Marketing

The Marketing degree provides an opportunity for students to acquire knowledge and training for careers in sales, advertising, and marketing. The competency-based curriculum is designed to prepare students for a variety of positions and to provide basic training for advancement to management positions and for transfer to four-year universities.

Degree Requirements

Course Code Course Title Units
ACCT 101 Fundamentals of College Accounting (3) 3 - 4
   or ACCT 301 Financial Accounting (4)
BUS 110 Business Economics (3) 3
   or ECON 302 Principles of Macroeconomics (3)
BUS 300 Introduction to Business 3
BUS 310 Business Communications 3
BUS 340 Business Law 3
CISA 305 Beginning Word Processing 2
MGMT 300 Introduction to Leadership in Action (3) 3
   or MGMT 304 Principles of Management (3)
MKT 300 Principles of Marketing 3
MKT 310 Selling Professionally 3
MKT 312 Retailing 3
MKT 314 Advertising 3
CISA 340 Presentation Graphics 2
A minimum of 7 units from the following: 7
BUS 320 Concepts in Personal Finance (3)
BUS 330 Managing Diversity in the Workplace (3)
CISA 320 Introduction to Database Management (1)
CISA 330 Desktop Publishing (2)
MGMT 308 Personnel and Human Resources Management (3)
MGMT 372 Human Relations and Organizational Behavior (3)
MGMT 142 Project Management Techniques and Software (3)
   or CISA 160 Project Management Techniques and Software (3)
GEOG 330 Introduction to Geographic Information Systems (3)
BUS 350 Small Business Management/Entrepreneurship (3)
CISA 315 Introduction to Electronic Spreadsheets (2)
Total Units: 41 - 42

The Marketing Associate in Arts (A.A.) degree may be obtained by completion of the required program, plus general education requirements, plus sufficient electives to meet a 60-unit total. See ARC graduation requirements.

Student Learning Outcomes

Upon completion of this program, the student will be able to:

  • Integrate the functions of the marketing mix.
  • Apply principles of retailing such as business location, merchandising, inventory control, store management and vendor relationships.
  • Plan, produce and select the appropriate media for advertising.
  • Integrate management principles related to finance, personnel, products, services and information.
  • Communicate effectively verbally and in writing in various business settings.
  • Identify and examine consumer buyer behavior and evaluate which marketing communications medium will most effectively meet needs of the marketplace.
  • Incorporate principles of product development, pricing, distribution strategies, promotion strategies and market research.
  • Demonstrate professional sales skills by effectively interviewing and identifying the customers' needs.
  • Evaluate practical business problems and utilize critical thinking in the determination of alternative solutions.
  • Identify and explain the major functional areas of the business organizations including management, marketing, finance, and accounting.
  • Apply the marketing mix to create and analyze various marketing strategies.

A.A. in Retail Management

The Retail Management program builds on the general business curriculum and prepares students for a leadership role in the retail industry. Depending upon the size of the retail company, retail managers are responsible for one or more parts of a retail operation including sales, marketing, buying, merchandising, operations, inventory control, human resources, and finance.

Degree Requirements

Course Code Course Title Units
ACCT 101 Fundamentals of College Accounting (3) 3 - 4
   or ACCT 301 Financial Accounting (4)
BUS 110 Business Economics (3) 3
   or ECON 302 Principles of Macroeconomics (3)
BUS 300 Introduction to Business 3
BUS 310 Business Communications 3
BUS 340 Business Law (3) 3
CISA 305 Beginning Word Processing 2
CISA 315 Introduction to Electronic Spreadsheets 2
MGMT 304 Principles of Management 3
MKT 300 Principles of Marketing 3
MKT 310 Selling Professionally 3
MKT 312 Retailing 3
MKT 314 Advertising 3
A minimum of 7 units from the following: 7
BUS 350 Small Business Management/Entrepreneurship (3)
   or BUS 330 Managing Diversity in the Workplace (3)
   or BUS 224 Customer Service (1)
   or BUS 220 Retailing and Merchandising for the Small Business (1)
   or BUS 214 Financing a Small Business (1)
   or BUS 210 The Business Plan (1)
   or BUS 105 Business Mathematics (3)
CISC 305 Introduction to the Internet (1)
   or CISA 330 Desktop Publishing (2)
   or CISA 320 Introduction to Database Management (1)
MGMT 372 Human Relations and Organizational Behavior (3)
   or MGMT 362 Techniques of Management (3)
   or MGMT 360 Management Communication (3)
   or MGMT 308 Personnel and Human Resources Management (3)
Total Units: 41 - 42

The Retail Management Associate in Arts (A.A.) degree may be obtained by completion of the required program, plus general education requirements, plus sufficient electives to meet a 60-unit total. See ARC graduation requirements.

Student Learning Outcomes

Upon completion of this program, the student will be able to:

  • Demonstrate the principles of sales management including the development and analysis of sales programs, budget and expense reports.
  • Apply principles of retail buying such as planning, merchandise selection and control, and building positive vendor relationships.
  • Communicate effectively with consumers, staff and vendors.
  • Integrate the nature of business operations, personnel, finances, regulations, marketing and decision-making.
  • Analyze data related to market share, inventory control and profitability.
  • Analyze practical business problems and utilize critical thinking in the determination of alternative solutions.
  • Integrate principles of product development, pricing, distribution strategies, promotion strategies and market research in the decision making process.

Career Information

Buyer, department manager, store director, sales associate, account executive, merchandiser, sales manager.

Certificates of Achievement

Marketing - Introduction Certificate

This certificate provides an introductory overview of the various aspects of marketing, such as advertising, sales, retailing, public relations, and customer service. It is intended to meet the needs of employed students who wish to upgrade skills as well as those students who are seeking entry-level positions.

Certificate Requirements

Course Code Course Title Units
BUS 300 Introduction to Business 3
MKT 300 Principles of Marketing 3
MKT 310 Selling Professionally 3
SPEECH 301 Public Speaking 3
Total Units: 12

Student Learning Outcomes

Upon completion of this program, the student will be able to:

  • describe the function of the marketing mix
  • apply principles of retailing such as business location, merchandising, inventory control, store management, and vendor relationships
  • incorporate advertising principles including strategies for planning, producing, and selecting the appropriate media
  • integrate management principles related to finance, personnel, products, services, and information
  • apply the marketing mix to various marketing information

Retail Management (WAFC) Certificate

This program provides an overview of the retail industry and the business skills needed to succeed in retail store management. It provides training for those wishing to be owners, managers, and employees of retail organizations. This certificate meets the needs of industry leaders such as the Western Association of Food Chains (WAFC).

Certificate Requirements

Course Code Course Title Units
ACCT 301 Financial Accounting (4) 4
BUS 310 Business Communications (3) 3
CISA 308 Exploring Word Processing and Presentation Software 1
CISA 318 Exploring Spreadsheet Software 1
CISC 308 Exploring Computer Environments and the Internet 1
MGMT 304 Principles of Management 3
MGMT 308 Personnel and Human Resources Management 3
MGMT 372 Human Relations and Organizational Behavior 3
MKT 300 Principles of Marketing 3
MKT 312 Retailing 3
Total Units: 25

Student Learning Outcomes

Upon completion of this program, the student will be able to:

  • become a more productive retail manager, employee, or entrepreneur.
  • incorporate basic marketing skills into retail operations, such as target marketing, product development, pricing, distribution decisions, promotion strategies, and marketing research.
  • evaluate and develop basic management skills involving human relations, organizational behavior, and human resources management.
  • demonstrate basic computer skills in word processing, presentations, and Internet searches.
  • analyze and employ various written and verbal communication techniques.
  • critique and recommend various retail store layouts and designs.
  • recognize and confirm the importance that retailing has upon the American society and economy.

Gainful Employment

The US Department of Education requires colleges to disclose a variety of information for any program that is eligible for financial aid that "prepares students for gainful employment in a recognized occupation." The following link provides Gainful Employment Disclosure information for this certificate program:

Gainful Employment Information for Retail Management (WAFC) Certificate of Achievement

Career Information

Department manager, store director, merchandise buyer, customer service representative, or entrepreneur.

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