Santa Clara University

Graduate Courses

Note: The following course is required of all MBA students. Please see Waiver Rules »

MKTG 551. Marketing Analysis and Decisions

Role of marketing in modern organizations. Introduction to key concepts, such as segmentation and creation of customer value. Survey of frameworks for competitive and market analysis. Tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, management of distribution channels, and promotion and communication. Lectures supplemented by discussion of selected cases. Prerequisite: none. (3 units)

Note: The following course is required of all MBA students and is a prerequisite for all marketing elective courses.

MKTG 553. Competitive Marketing Strategy

Strategy development through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets, including both product and service businesses. Application of tools, frameworks, and concepts developed in MKTG 551 to the strategy development process. Students will build a marketing plan as one of the course requirements. Prerequisite: MKTG 551. (3 units)

Note: The following courses are offered as electives and/or as part of a concentration.

MKTG 562. Services Marketing

Examination of 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. Cases and examples from communications, financial services, travel and hospitality, health care, business and technical services, and others. Prerequisite: MKTG 553. (3 units)

MKTG 564. International Marketing

Systematic treatment of marketing on a global scale. Topics include 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. Its purpose is to prepare the student to lead an organization to to successfully seize global opportunities successfully as well as meet global threats in domestic markets. Prerequisite: MKTG 553. (3 units)

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)

MKTG 568. Marketing Research

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)

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 multifunctional, 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 574. Sales Management

This course puts the student in the role of being a prospective sales or marketing manager. The objective is to provide the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. The course enables the student to apply these concepts to selling consumer products as well as high tech industrial products. Also included are concepts related to organizational structuring, territory plans and reviews, resource management, sales incentive, and compensation programs. Prerequisite: MKTG 553. (3 units)

MKTG 582. Customer Behavior

Focuses on how to assess customer behavior and translate this knowledge into better marketing strategies. Topics include customer satisfaction/dissatisfaction; quality, value relationship marketing; decision influences on customer decision making such as motivation, perception, knowledge, attitude, and culture; innovation and diffusion. Appropriate for students interested in consumer, service, high tech, or not-for-profit marketing. Student project is a major part of the course. Prerequisite: MKTG 553. (3 units)

MKTG 584. Advertising Management

The role of advertising in marketing. Covers the communication process, development of advertising objectives, advertising strategy formulation, audience definition, message construction, media selection, budgeting, and evaluation of advertising results. Course assignments revolve around preparation of a complete advertising plan. Prerequisite: MKTG 553. (3 units)

MKTG 588. Topics in Pricing and New Product Planning

Examines a number of pricing and planning topics. Topics include new product planning, determining relevant costs for 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. Cross-listed as ECON 422. 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)

MKTG 590. 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 marketing activities of a business. Students will develop an Internet marketing plan for an existing business. Prerequisite: MKTG 553. (3 units)

MKTG 696. Experimental Course

Covers special topics; offered on an occasional basis. (3 units)