Cal Poly


Professor Joachim Scholz in a marketing class


Location 03-405
Phone (805) 756-1543
Fax (805) 756-6111

Faculty Office Hours


Office's Hours:
(M-F, 8:00 AM-5:00 PM)


Area Chair
Stern Neill
Admin. Coordinator Amanda Santos


The Orfalea College of Business offers the marketing concentration to students majoring in business administration and economics. Cal Poly also offers an integrated marketing communications minor for all students.

About the Marketing Concentration

Cal Poly’s marketing concentration cultivates agile marketers, who integrate data analytics, critical thinking and creativity. The curriculum is a conscious balance among the technical rigors of data, the nuance of creative strategy, and the finesse of customer relationship management.

Students engage in hands-on projects that provide experience and confidence. From market research to communications strategies, students have opportunities to provide data-driven guidance and creative solutions to local startups, Cal Poly organizations, and the community.

Marketing graduates are career ready, confident, and prepared to lead in an ever-changing marketing environment. As a discipline with broad applications, the Marketing Management Concentration offers flexible career paths and work styles. Graduates are in demand for positions in market research and analytics; business development and sales; and marketing communications, advertising, digital and product marketing.

Core Curriculum

Course Number Course Title Units
BUS 418 Listening to the Customer 4
BUS 419 Strategic Marketing Measurement 4
BUS 421 Marketing Analytics and Business Intelligence 4
BUS 451 New Product Development and Launch 4
BUS 452 Product Management 4
BUS 454 Marketing Projects 4
BUS 455 Marketing Strategy 4

Courses based on the 2015-17 Course Catalog.

View the Marketing Concentration’s Declaration Form, Course Flowchart, Tentative Course Offerings and Career Information on the Orfalea Student Services concentration page.

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