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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.Calendars of Events
Managing Technology and Innovation TodayNew Elective Approved for ConcentrationWednesday, Jul. 22, 2009
MKTG 696 Integrated Market Communications
The course is designed as an introduction to the concept of integrated marketing communications (IMC). It provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordination of IMC programs. The course also addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet/WWW, and digital media. Business to business and high technology marketing communications will be addressed. IMC planning will incorporate a thorough understanding of objectives, strategies, tactics and budgeting. Prerequisites: MKTG 551 and MKTG 553
Posted by Terri Griffith
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