Santa Clara University

Leavey School of Business

Course Description

MARKETING (MKTG)

Professors: Dale D. Achabal (Co-chair), Albert V. Bruno, Kirthi Kalyanam, Shelby H. McIntyre (Co-chair), Edward F. McQuarrie
Associate Professor: Xiaojing Dong, J. Michael Munson
Assistant Professors: Desmond Lo, Kumar R. Sarangee, Savannah Wei Shi
William T. Cleary Professor: Albert V. Bruno
L.J. Skaggs Distinguished Professor: Dale D. Achabal
J.C. Penny Professor of Research: Kirthi Kalyanam
Professors of Practice: Charles Byers, Juan Montermoso
Lecturer: Gail Kirby

MKTG 2552/3552. Marketing Strategies and Decisions
Focuses on decisions faced by managers concerning market segmentation, targeting, and positioning. Covers concepts such as new product development, pricing strategies, distribution channels, customer relationships, and performance metrics within a strategic planning framework. Students apply these key concepts and frameworks to cases and to formulating a comprehensive marketing plan centered on sustainable profitability and capabilities. Cases cover various environments and industries, especially those of concern to Silicon Valley firms. Prerequisite: ECON 401 or ECON 2401 or ECON 3400. (4 units)

Students who have completed MKTG 551 and MKTG 553 in the old curriculum have satisfied the requirement of MKTG 3552 and 2 units of free elective credit. Students switching to the 2013 curriculum, who have only completed MKTG 551 have the option of completing MKTG 553 by the end of Spring 2014 or completing MKTG 3552. Credit will not be given for both MKTG 551 and MKTG 3552.

MKTG 3554. Analyzing Customers and Markets
Topics include frameworks for understanding how customers make decisions and adopt innovations, metrics for assessing customer attitudes, satisfaction and loyalty, methods for segmenting a market, and measures of brand equity. The focus throughout is on techniques for gathering and analyzing data on customers and markets in both on-line and traditional channels. Addresses B-to-B and B-to-C decision processes in rapidly changing markets. Prerequisite: MKTG 553 or MKTG 3552. (3 units)

MKTG 3562. Services Marketing
Examines marketing issues of particular importance to the service sector of the United States and abroad, including distinctive features of services, segmentation and positioning, demand management, consumer relationships and satisfaction, quality and productivity, and pricing and communication approaches to services. Features cases and examples from communications, financial services, travel and hospitality, health care, business and technical services, and others. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3564. International Marketing
Focuses on systematic treatment of marketing on a global scale. Includes topics on the analysis of global market environments, targeting and entry strategies for global markets, sourcing and global production strategy, the global marketing mix, and managing the global marketing effort. The perspective of the course is managerial. Prepares the student to lead an organization to seize global opportunities successfully, as well as meet global threats in domestic markets. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 2566/3566. Small Business Entrepreneurship
Evaluates venture ideas and the conversion of these ideas into viable ventures. Includes discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, and entrepreneurs). Develops a five-year business plan for a new enterprise. Knowledge of accounting/ finance must be sufficient to build viable financial statements. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 2567/3567. Business Plan Investor Pitch Practicum
The purpose of this practicum is to develop an effective investor presentation for your venture. An effective investor presentation is one that achieves your objectives, usually to raise money or to be referred to someone who may be willing to invest. To be in a position to raise money, you need to clearly communicate your business idea, how you plan to bring your idea to fruition, how much money you will need for this effort, and what the investor might expect to receive for making an investment in your organization. The “story” that you tell about your venture has to be sufficiently compelling that it will enable you to get to the next step in your relationship with the prospective investor. A major focus of this practicum will be developing and executing your untested assumptions plan and evolving a presentation format that includes back-up due diligence, both designed to reduce risk capital investor risk. A presentation will be made to a panel made up of Silicon Valley investors. Prerequisite: Concurrent enrollment in MKTG 2566 or MKTG 3566. (1 unit)

MKTG 3568. Innovative Approaches to Marketing Research
Focus on new methodologies being applied to market research and also on the kinds of market research best suited to the needs of B2B & B2C technology firms, such as those in Silicon Valley. Hence the emphasis is on research for new products and services and the entry of existing products into new markets. Emphasizes problem formulation skills and takes a managerial perspective on research methodology that focuses on the kinds of decisions that each method can support. Students prepare research proposals describing a decision problem and a methodology for collecting and analyzing the needed information. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3572. New Product Innovation
Presents the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required to develop, launch, and manage successful products by combining elements of product development, product launch planning, and product management, Includes in-depth treatments of product life cycle analysis, buyer utility, competitive set, customer and market analysis, pricing, and the product launch process. Appropriate for those interested in high-technology and/or consumer product markets. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3574. Sales Force Management
Provides the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. In the role of a sales or marketing manager, enables the student to apply these concepts to selling consumer products as well as high-tech industrial products. Includes concepts related to organizational structuring, territory plans and reviews, resource management, sales incentives, and compensation programs. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3588. Topics in Profit Maximizing Pricing
Company strategies to approximate the profit maximizing price of microeconomic
theory using only information that is readily available to the company. Topics include: costs relevant for pricing decision; financial analysis for determining change in sales needed to make price changes profitable; analysis of customers and customer price sensitivity; pricing in segmented markets; anticipating and influencing competitor pricing decisions; and competitive advantages and disadvantages in profit focused pricing decisions. Topics are integrated to provide a real-world path to profit maximizing pricing. Class is run as a seminar with student interaction and student research projects. Cross-listed as ECON 3422. Prerequisites: ECON 401 or ECON 2401 or ECON 3400 and MKTG 551 or MKTG 2552 or MKTG 3552, differential calculus, and a working knowledge of hypothesis testing and regression analysis. (3 units)

MKTG 3590. Designing and Managing Dynamic Marketing Channels
Focuses on understanding current theory and development of the analytical skills required for effective management and strategic deployment of multi-channel marketing decisions. Includes topics on channel planning, design; management of power, conflict and coordination in channel relationships; role of strategic alliances; and managing indirect channels. Requires creation of an in-depth case analyses and a channel audit project. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3592. Internet Marketing and eCommerce
Provides the background and analytical skills to effectively manage Internet marketing and e-commerce strategies. Examines winners & losers in internet marketing, SEM, SEO, affiliate and viral marketing, use of social media and online advertising. Analyzes how the Internet is being leveraged into the core marketing activities of a business. Requires the development of an Internet marketing plan for an existing business. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3594. Business to Business Marketing
Examines using value as the cornerstone for decision-making, focusing on business processes and the business as a “buying center” with the various roles of participants, stressing business across borders, and accentuating working relationships and business networks. Uses core readings and in-depth case analysis, encompasses management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, or institutional customers. In the context of these business markets, value refers to the economic, technical, service, and social benefits a customer firm may receive for buying the market offering. Teaches critical analytical and problem solving skills for a variety of business marketing solutions. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3596. Integrated Market Communications
Introduces the concept of integrated marketing communications (IMC). Provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordinating IMC programs. Addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet, and digital media. Addresses business-to-business and high-technology marketing communications. Incorporates a thorough understanding of objectives, strategies, tactics and budgeting. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3596. Integrated Market Communications
Introduces the concept of integrated marketing communications (IMC). Provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordinating IMC programs. Addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet, and digital media. Addresses business-to-business and high-technology marketing communications. Incorporates a thorough understanding of objectives, strategies, tactics and budgeting. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3597. Marketing Analytics
Prepares managers to (1) identify the competitive advantages that come from leveraged analytics; (2) apply the tools, and evaluate the advantages and limitations of each; (3) implement these tools, ask relevant business questions that could be solved with them; and (4) interpret the input and communicate the output from such tools and models to achieve more profitable business decisions. Prerequisite: MKTG 553 or MKTG 3554. (3 units)

MKTG 3696. Experimental Course
Covers special topics; offered on an occasional basis. (3 units)

MKTG 3708. Financially Effective Market Positioning Strategies
Focuses on the issues in creating financially viable and effective market positioning strategies. Examines how traditional market-based measures—such as awareness, understanding, trial, ongoing usage, customer satisfaction, distribution levels, and market share—can be linked to financial outcomes. Discusses how to connect marketing expenditures directly to short-term and long-term results by examining the investment and expense requirements of different segmentation and market entry strategies. Connects customer value propositions to competitive marketing strategies and shareholder value-creation outcomes. The success of a company depends on the extent to which the marketing and financial disciplines work together. Prerequisite: MKTG 553 or MKTG 3554. (1 unit)

MKTG 3709. Developing Product and Services for the Boomer Marketplace
Presents an overview of the baby boomer marketplace. Explores major demographic and psychographic variables that characterize this market, as well as how the boomer market is becoming an ever more important economic, social, political, and cultural force influencing consumption. (Households headed by someone 40+ hold 91% of America’s net worth.) Identifies and evaluates new product/service opportunities for the boomer market, and develops an understanding of how to create customer value in this segment via exposure to several sources, including marketing officers from large consumer products firms, and venture capitalists who have successful track records in funding innovative products/ services targeted to this sector. Features hands-on experience in developing a proposal for a new product or service targeting the boomer market, together with the marketing strategy. The proposal will reflect criteria previously identified by organizations and venture capitalists as relevant to marketplace success. Prerequisite: MKTG 553 or MKTG 3554. (1 unit)

MKTG 3710. Tech Marketing: Winning Strategies for Effective Messaging
The success of a marketing campaign or overall strategy ultimately depends on how a company’s end customers perceive, accept and adopt a products value proposition/ positioning/resulting messaging. Especially in high technology markets, where new purchases are capital investments measured by impact to the business and return on investment, a products value proposition has to be extremely clear, tangible and differentiated in order to achieve vendor preference, as well as maintain desired pricing and margin levels. This two credit-hour course focuses on proven, effective strategies for understanding customer requirements and translating them into clear, digestable and differentiated messaging statements. We will provide strategies and examples to achieve strong competitive positioning, as well as how and when to (re-)define an entire market vs. just differentially position your products. Specific topics will include best practices for positioning and messaging creation, competitive landscape modeling and developing differentiation, translating customer requirements into effective positioning/messaging, and wholesale market (re-definition). Additional focus will include an overview of core media assets to effectively drive adoption of positioning/ messaging in today’s increasingly Web 2.0 world. Prerequisite: MKTG 553 or MKTG 3554. (2 units)

MKTG 3712. Achieving Brand Leadership
Provides a framework and tools for marketers to be successful with branding. Beginning with a fundamental review of the core branding elements, we weigh the importance of both the promise and the experience aspects of branding in building and sustaining trust. An examination of brand measurements illuminates the power of metrics and highlight different aspects of branding strategies. A look at past cases of successful and unsuccessful branding bring out variations in approaches to such issues as master brands, sub-brands, and the branding of services. Finally, the impact of branding architectures and creative positioning on brand equity are considered. Uses both management readings and current articles to provide a solid foundation for analysis. A series of cases drawn from both the product and service arenas will enable students to apply this analytical framework to actual situations. Brand equity and its related metrics provide a standard basis in evaluating various strategies for establishing and growing brands. A final individual course project offers an opportunity to integrate various facets of branding for a specific product or service. Prerequisite: MKTG 553 or MKTG 3554. (1 unit)

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