Santa Clara University

Undergraduate Upper-Division Courses

165. Multi-Channel Retail Marketing
The design and management of store, catalog, and Internet-based retail channels. Topics include how retailers create value for the producer and the end user, the financial and marketing strategies that underlie retailing formats, target marketing decisions, category management, how retail price promotions work, managing customer service, and the execution of retail marketing decisions in stores, catalog, and the Internet. Mini cases, video cases, an applied project, and guest speakers from industry will be utilized to provide practical illustration of various concepts and stimulate class discussion. Prerequisite: MKTG 181 or 181S. (5 units)

168, 169. Advanced Retail Seminars
In-depth examination of a number of topics useful to future executives in a retailing environment. Focus is on the use of consumer information and information technology to improve managerial decision making. Topics include value chains of high-performance retailers, merchandise information systems, personnel and sales force management, negotiation, sales promotion and advertising, communications, merchandising, and retail strategy. Prerequisites: MKTG 181 or 181S, MKTG 165, an internship, and permission of instructor. (5 units)

175. Internet Marketing
What is the role of e-commerce in today’s marketing environment? How are marketers integrating e-commerce into their marketing activities? What are some of the major problems and opportunities that e-commerce activities pose for the marketing manager? Project required. Prerequisite: MKTG 181 or 181S. (5 units)

176. Services Marketing and Management
Effective marketing and management in service enterprises, including hospitality, tourism, financial services, retailing, health care, education, accounting, telecommunications, technical and information services, among others. Focus on customer satisfaction, service quality, service design and implementation, pricing, and promotion. Use of cases, field trips, and projects to develop and apply course concepts. Prerequisite: MKTG 181 or 181S. (5 units)

178. Marketing Across Cultures
The identification and analysis of market segments, with a focus on diverse markets within the United States, as well as cross-border and select international markets. Blends cultural anthropology, sociology, history, and the study of immigration patterns to understand the characteristics of selected segments, and to investigate the influence of these characteristics on consumer behavior. Team project focused on analysis of one segment through interviews, observations, and other research. (Note: This is not a standard international marketing course.) Prerequisites: MKTG 181 or 181S and MGMT 80. (5 units)

181. Principles of Marketing
Introduction to the fundamental principles of contemporary marketing. Covers the role of marketing in society, marketing strategy and planning, segmentation, product policy, pricing decisions, promotion, and distribution. Stresses topical examples. Emphasizes application of basic principles, information sourcing, analytical thinking, and communication skills. (5 units)

182. Market Analysis
Study of the application of marketing research methodology to the solution of business problems. Role of marketing research: its design, execution, analysis, and presentation. Projects and use of computers to analyze data. Prerequisites: OMIS 41 and MKTG 181 or 181S. (5 units)

183. Customer Behavior
How consumers process information and make buying decisions. Investigation of influence factors, such as attitudes, personality, culture, motivation, perception, and reference groups on consumer decision making. Decision processes of industrial buyers in business-to-business markets are also studied and compared to those of individuals in consumer markets. Particular emphasis on understanding the decision-making process (both consumer and industrial) and its application to the development of sound marketing strategy. An applied project, videos, and mini-cases are used to illustrate the practical application of various concepts. Prerequisites: OMIS 41 and MKTG 181 or 181S or permission of instructor. (5 units)

185. 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 format of the course enables the student to apply the use of these concepts to both selling consumer products and to high-tech, industrial direct selling. Project required. Prerequisite: MKTG 181 or 181S. (5 units)

186. Integrated Marketing Communications
Introduction to integrated marketing communications (IMC). Provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning, and coordination of IMC programs. Also addresses the marcom tactics of public relations, direct response, advertising, collateral, the Internet, and digital media. Provides students with the skills necessary to plan, execute, and coordinate an integrated marketing communications project/campaign. Prerequisite: MKTG 181 or 181S. (5 units)

187. Strategic Product Marketing
Dynamic decision making using a marketing-oriented business simulation. Brand teams make inferences about the business environment, decide on what products to offer, what price to charge, how many salespeople to employ, and how much to budget for advertising, in addition to making production and marketing research decisions. Emphasis on the process of branding and the role of the product/brand manager in a company. Prerequisite: MKTG 181 or 181S. (5 units)

188. Business-to-Business Marketing
Overview of how business-to-business (B2B) marketing differs from consumer packaged goods marketing. Learn how to apply marketing principles and conceptual frameworks when business sells to business. Understand how such factors as demand, product, buyers, decision making, and relationships affect B2B marketing strategy. Topics covered include product marketing and new product introduction, channels, Web-based marketing, and electronic design and procurement. Some class sessions will feature leading industry practitioners whose comments are then addressed in lecture, group discussion, and creative problem solving exercises. Students will learn how companies that account for over half of our gross domestic product go to market, and gain insights into how various Silicon Valley companies meet the challenges of marketing high technology products. Project required. Prerequisite: MKTG 181 or 181S. (5 units)

197. Special Topics in Marketing
Occasional current and interdisciplinary courses offered on a one-time or infrequent basis or cross-listed with offerings in other departments. Consult quarterly schedule of classes for description. Prerequisites: MKTG 181 or 181S and current standing as a marketing major. (5 units)

198. Internship
Opportunity for upper-division students to work in local firms and complete a supervised academic project in that setting. Prerequisites: Declared marketing major, either MKTG 182 or 183, and approval of faculty coordinator and chair one week prior to registration. (1-3 units)

199. Independent Study
Independent projects undertaken by upper-division students with a faculty sponsor. Independent studies are normally permitted only under special circumstances. Prerequisite: Written proposal must be approved by instructor and chair at least two weeks prior to registration. (1-5 units)