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Students who complete the Managing Technology and Innovation Concentration are eligible to have the Concentration noted on their transcripts (please see the Bulletin for the list of requirements). Take advantage of this focused set of courses to deepen your overall understanding of: the innovation context, organizing for innovation (both large firm issues and start-ups), the process of innovation (team and project management), and systems design.  

These courses will better prepare you to engage with the Santa Clara University technology and innovation community.  Relevant University organizations include: the Leavey School of Business’ Center for Innovation and Entrepreneurship; the SCU Center for Science, Technology, and Society; SCU's Tech Law Forum; and especially, the student-run Entrepreneurs’ Connection.


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Additional Elective for MTI Concentration

Friday, Dec. 19, 2008

MKTG 696 as currently taught by Prof. Montermoso counts as an elective for the MTI Concentration.  Prof. Montermoso's version is largely focused on technology examples -- versions taught by other faculty will have to be separately approved.  The "computer" may not automatically note this as a valid elective - so double check.

MKTG 696: Business to Business Marketing
Business-to-Business (B2B) Marketing encompasses those 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.  Using core readings and in-depth case analysis, the course will introduce and apply the guiding principles of B2B Marketing, which include 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.  Through this course, students will also develop critical analytical and problem solving skills for a variety of business marketing situations.
Prerequisites: MKTG 551 and MTKG 553

Posted by Terri Griffith
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