Santa Clara University

MBA Concentration in Entrepreneurship (EN)

 (Faculty Coordinator: Al Bruno)

Students are required to complete four (4) courses to earn the Concentration in Entrepreneurship.  Included in this group of courses is one required course, as well as three additional courses that may be chosen among a designated group.  The following course is required:

MKTG 566, Small Business Entrepreneurship:

Evaluation of venture ideas and the conversion of these ideas into viable ventures.  Discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g. bankers, attorneys, entrepreneurs).  Development of a five-year business plan for a new enterprise.  Knowledge of accounting/finance must be sufficient to build viable financial statements.   Prerequisite MKTG 553.  (3 units)

In addition, students must complete three of the following courses:

IDIS 612, Management of the High Technology Firm:

This course covers how to identify and analyze the business issues and problems that are particularly important or unique to high technology companies. Topics vary from seminar to seminar and include a selection from project management, production, marketing, personnel, investment decisions, expansion to international markets, banking, venture capital, pricing, technological transfer, relationships with government bodies and the media, and legal issues related to patents and trade secrets.  The seminar is divided into segments of one or two sessions taught through case studies by executives and public officials.  Prerequisite: completion of a minimum of 10 MBA courses. (3 units)

ECON 430, Game Theory and Human Behavior:

General techniques for analyzing business conflict and cooperation problems.  Emphasis on the negotiation process from analytical and behavioral perspectives.  The manager as mediator and arbitrator.  Use of game theory to conduct strategic analysis internal and external to the firm.  Applications to agenda construction, voting procedures, labor negotiation, agency contracting, pricing policy, timing of new product information  Prerequisite: ECON 401. (3 units)

MKTG 572, Product Market Planning and Strategy: 

Combining elements of product development, product launch planning, and product management, this course will view the product manager or marketer as a generalist with responsibility for the multi-functional, multidisciplinary approach required for the development, launch, and ongoing management of successful products.  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. (3 units). 

MKTG 568, Marketing Research or MKTG 590, Channel Marketing: 

The course in Marketing Research covers the application of research methodology, including quantitative tools such as questionnaires, experiments, and conjoint analysis, and qualitative tools such as focus groups and interviews to address marketing problems.  The course 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 a complete research proposal.  Prerequisite MKTG 553. (3 units).

The course in Channel Marketing provides the theory and analytical skills required for effective channel marketing decisions.  topics covered will include channel design, management of channel relationships, analysis of retail formats and some topical issues such as the impact of the Internet.  Prerequisite: MKTG 553. (3 units)

MKTG 592, Internet Marketing and eCommerce: 

Provides the background and analytical skills to effectively manage Internet marketing and e-commerce strategies.  Examines how the Internet can be leveraged into the buying activities of a business.  Students will develop an Internet marketing plan for an existing business.  Prerequisite: MKTG 553. (3 units) 

ECON 422 / MKTG 588 Topics in Pricing and New Product Planning: 

Examines a number of pricing and planning topics.  Topics indlude new product planning, determining relevant costs fo the pricing decision, financial analysis for pricing, and anticipating and influencing competitors' pricing decisions.  Other topics that may be covered include strategies for pricing in segmented markets, pricing product lines, and pricing products with learning curves and short life cycles.  Class will be run as a seminar utilizing econometric and statistical modeling, case studies, and student research projects.  This course is cross-listed as both ECON 422 and MKTG 588. Credit will not be given for both.  Prerequisites: ECON 401, MKTG 551, differential calculus, and a working knowledge of hypothesis testing and regression analysis. (3 units)

MGMT 524, Managing Innovation and Technology: 

Exploration of the organizational structures and management processes that can facilitate or impede innovation.  Topics include managing scientists and engineers, cross-functional integration, and analysis of the innovation process.  Prerequisite: MGMT 503. (3 units)

Graduate School of Engineering

Reccomended courses for entrepreneurs:
 

New Product Development Overview I:

Understand business and technical activities required to develop competitive new products. The course emphasis is on how to meet the unique needs of individual enterprises. 

New Product Development Overview II:

This course is a continuation of EMGT 275 with an emphasis on development, preparations for production, and commercialization. 

New Product Development Strategic Planning and Marketing:

This course shows how new products fit into in the “strategic planning process.” Also elaborates on developing new product criteria to meet enterprise goals, which includes leveraging investments in new technology. The importance of understanding customers and market segmentation is also emphasized.

Innovation, Creativity, and Engineering Design:

The course emphasizes on the process of market research, recognizing a need, assuming risks, marketability, technological feasibility, the environment for innovation and the deign of a product. 

School of Law

Start-Up Law Practicum (Entrepreneurship Law Clinic), Course Number 477:

Skills based course consisting of a lecture component in which students learn about counseling and working with start-up technology clients, as well as a component in which students apply what they have learned by meeting with individuals to assist them in starting up their company. Pre-requisites are Business Organizations (248) and Securities Regulation (258). Graded Credit/No Credit. Limited enrollment. (2 units)

Venture Capital, Course Number 229:

The role of venture capital in the organization and development of the start-up technology company, with emphasis on both the legal and business perspective. The first part of the course will provide an overview of the venture capital industry in general and the motivations and financial objectives that shape the typical venture fund in its approach to a start-up investment. The course will then shift in focus to the wide range of business, legal, tax and accounting issues that typically need to be addressed by the venture-backed technology company. These issues will be considered for the entire life cycle of the technology start-up, from the organizational stage through the seed and venture financing rounds, with some discussions in conclusion on the process and issues associated with accessing the public equity markets through an IPO. Consideration will also be given to the related topics, including corporate capitalization structures, customary equity incentive arrangements for employees, and the terms and conditions of a typical venture capital investment. The course will include case studies of technology companies in Silicon Valley to illustrate the legal and business principles discussed. The course will also feature a number of guest speakers to share their experience from a real world perspective, including venture capitalists from Silicon Valley-based venture capital funds, executives from existing venture-backed technology companies, attorneys from local law firms that concentrate in the technology area and others. Prerequisite: 248 Business Organizations. High Tech Law Certificate course. (2 units)