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This course examines advertising as an economic support for commercial broadcast, cable, and related telecommunications media. Audience surveys, rate structures, client, ad rep firms and advertising agency relationships are discussed and explored.

BUS 33 is the same course as MEDIA 18. Students may receive credit for one, but not both.

This course introduces students to digital marketing. Students will learn how to develop and implement various digital marketing channels, such as search-engine optimization (SEO), search engine marketing (SEM), social media marketing, pay per click (PPC) advertising, affiliate marketing, email marketing and content marketing. The course will emphasize the strategic role of digital marketing in traditional marketing; its impact on the customer experience; and how to track its effectiveness.

• Advisory: CIS 1.

Digital marketing enables an individual or business to promote an organization, brand, product or service using a variety of online marketing strategies: content marketing, social media marketing, search engine marketing and e-marketing. Numerous tools and applications are utilized to deliver these strategies, such as a content management system; blogging; content creators and editors for images, posts and videos; crowdsourcing; podcasting; RSS feed and directories; social media business accounts and ad managers, like Facebook Ad Manager; search engine advertising, like Google Ads; SEO techniques and tools; third party tracking and analytics tools, such as Google Analytics; email and direct message marketing; and event promotion. This course provides the skills to use these tools and applications for a successful digital marketing campaign.

BUS 34B is the same course as CIS 70. Students may earn credit for one, but not both.

This course provides an overview of approaches and practices in digital marketing measurements and analysis and offers an understanding of how tools, such as Google Analytics, can be utilized to inform strategic direction. Focusing on key performance indicators for digital marketing, students will learn how to measure and track online performance to determine digital marketing return on investment. Students will review factors that drive conversion and how to optimize conversion rates using data and A/B testing.

The course provides an overview of the dynamic area of Customer Relationship Management (CRM), a strategic methodology that recognizes customers as the core of the business. Partner Relationship Management (PRM), Customer Experience Management (CEM) and the impact of social networking will also be explored.

This is an introductory Salesforce course in the context of business. Salesforce is a cloud-based software company that provides businesses with tools that help them find more prospects, close more deals, and provide a higher level of service to their customers. This course will describe how companies use Salesforce. Students will differentiate between various job roles and career paths in the Salesforce ecosystem. This course is a starting point towards Salesforce certification. At the end of this course, students could pursue the next step towards the Salesforce Associate certification.

The world of customer service is constantly evolving. This course highlights the key strategies, principles, attitudes, and techniques needed to provide excellent customer service in today’s business environment. Customers are digital and on the move and expect the same from their interactions with companies. As customer behavior changes, so do their expectations of the type of interaction that is appropriate to address their concerns. Considerations for omni-channel customer service, the impact on call centers, and the art of customer service will be examined.

This course is designed for students who want to learn the fundamentals of marketing while leveraging the Salesforce Marketing Cloud platform. Salesforce Marketing Cloud is a tool that allows businesses and organizations to communicate with customers using multiple channels. It develops a personalized digital experience with clients, it collects data from multiple sources, and it is also capable of managing data from social media interactions, advertising campaigns, email marketing, email content, design, delivery and tracking. At the end of this course, students could pursue the next step towards the Marketing Cloud Email Specialist Credential.

This course is an exploration of the business of Hip-Hop from localized exhibition to a domestic and international phenomenon. With the emergence of new technology, there is a need for a new criterion in the analysis of Hip-Hop as an entertainment industry leader. Students examine the business practices of moguls and pioneers, such as Dr. Dre, Jay-Z, Kanye West, Master P, and Sean Combs. This course emphasizes the evolution of the business elements of hip-hop: urban entrepreneurialism, sales & marketing, and intellectual property.

This course is an introduction to business analytics, and it is ideal for students who do not have a background in data analytics and would like to know how to apply data driven analytics to make business decisions. A student will learn data analysis skills and tools that will help in any business area such as sales, marketing, operations, and management. This course will emphasize manipulating, analyzing, and visualizing data with the end goal of making better business decisions.

• Prerequisite: Elementary Algebra.

This course provides students with the tools to achieve their personal financial goals. It will help them make informed decisions related to spending, saving, borrowing, and investing by training them to apply quantitative reasoning concepts to solve problems. Topics covered include personal financial planning; money management; tax strategy; consumer credit; purchasing decisions; insurance; investing in stocks, bonds, and mutual funds; retirement; and estate planning.

BUS 45 is the same class as ACCTG 45. Students may earn credit for one, but not for both.

This course provides a comprehensive view of securities, markets, and investment techniques, ranging from simple investment programs to advanced speculative market techniques.

This course provides students with the fundamental tools to make informed decisions that impact their short and intermediate-term finances. Topics covered include money management and the decision processes and behaviors underlying spending, saving, and borrowing.

BUS 47 is the same course as COUNS 47. Students may earn credit for one but not both.

C-ID: BUS 120 and BUS 125.

*Maximum UC credit allowed for ACCTG 26, BUS 5, BUS 6 is one course (3 units).

This course provides students with an overview of the fundamental legal principles pertaining to business transactions and related topics. It also encompasses introductory subjects concerning the U.S. legal system such as the court structure, sources of law, legal reasoning and case analysis. To give students a broad perspective on the various laws and areas impacting business, the following topics are also explored: criminal law, torts, civil procedure, administrative processes, contract law, ethics, constitutional law, agency and the legal principles pertaining to business entities.

This course focuses on general business problems, theories, techniques and strategies necessary in the development of business activities in the global market place. The course is designed to promote an understanding of the impact that a country’s culture and its political and economic environments have on a firm’s international operations. The course covers the global perspective of business fundamentals as they relate to international management, communication, marketing, finance, ethics, etc.

Satisfies Global Citizenship

This course is designed to heighten awareness of culture and its impact on successful business enterprises. The student will develop skills to identify areas where culture and business intersect by focusing on four subsets of American culture (European Americans, Chicano/Latinos, African Americans and Asian Americans) as well as on international cultures. Emphasis will be placed on how a firm’s success is affected by both domestic and global issues influencing intercultural communication.

This course focuses on marketing management problems, techniques and strategies necessary to incorporate the marketing concept into the framework of the world marketplace. This course is designed to promote an understanding of the impact that a country’s culture and environment have on the marketing mix as well as the problems of competing in markets having different cultures.

This course presents an overview of importing and exporting as drivers of globalization. It is designed to help students explore the benefits, costs, and risks of importing and exporting as well as the trade regulations involved, the documentation and licensing required, and the public and private sources of financing and other assistance available. It stresses cross-cultural comparisons of foreign business, legal and political practices, trade patterns, and markets as a means of implementing successful import/export plans. Currency exchange, sources and methods of market research, terms of payment, broker services, insurance, letters of credit, transportation and barriers to entry will also be covered.

This course focuses on issues faced in international management. Techniques and strategies for leading business activities in the world marketplace are examined. The course is designed to promote an understanding of global trends and the decision-making process involved in all aspects of the multinational organization, such as planning, organizing, and human resource management.

This course provides an overview of Southern California’s economy, its people, and its emerging role in the ocean economy. Using a variety of tools, students will be introduced to the vital commercial, financial, and personal connections that make Southern California one of the most diverse and globally connected places in the world. Special attention is devoted to key ocean economy regional engagement opportunities and to enlighten students on how the Blue/Ocean economy (“sustainable use of ocean resources for economic growth, improved livelihoods, and jobs while preserving the health of ocean ecosystem.”) is shaping the future of local, state, and global economies.