Santa Clara University

 

Marketing - Undergraduate

  • 90
    Special Topics
  • 101V
    Business Internship
  • 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. 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: ACTG 11 and MKTG 181 or 181S.
  • 168
    Advanced Retail Seminars
    In-depth examination of a number of topics critical 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 consumer trends, multi-channel retail models, analysis of high-performance retailers, building information-centric organizations, store operations, negotiation, sales promotion and advertising, merchandise and inventory planning, and supply chain management. Prerequisites: MKTG 165, MKTG 181 or 181S, an internship, and permission of instructor.
  • 169
    Advanced Retail Seminar
    In-depth examination of a number of topics critical 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 consumer trends, multichannel retail models, analysis of high-performance retailers, category management, building information-centric organizations, mobile marketing, social media, sales promotion and online advertising, and supply chain management. Prerequisites: MKTG 165, 181 or 181S, and declared retail studies minor. MKTG 168 must be taken prior to 169.
  • 174
    Marketing Lessons from Silicon Valley
    This course is an insider's look at the mystique of Silicon Valley, including some of the companies, personalities, and technologies that have impelled this area's rise as a world center of innovation and change. The course includes a focus on such Silicon Valley leaders as Steve Jobs and Wilf Corrigan, and draws general marketing lessons from their successes and failures. Also, the marketing strategies of some of the Valley's seminal companies (i.e., Fairchild, Apple, Syntex, Genetech, and Raychem) is studied. (Note: This course may not be taken by students who completed MKTG 182: Marketing Lessons Learned From Silicon Valley). Prerequisite: MKTG 181.
  • 175
    Internet Marketing
    Focuses on several important areas impacting the dynamic nature of Internet marketing by addressing these questions: What is the role of mobile, social, and local marketing in todays environment? How are marketers integrating e-commerce into their marketing activities? What are some of the major problems and opportunities that ecommerce activities pose for the marketing manager? Project required. Prerequisite: MKTG 181 or 181S.
  • 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.
  • 178F
    International Marketing
  • 178L
    International Marketing
    This course explores the decision-making process in the marketing of products and services in the international marketplace. It covers the formulation of key elements in international marketing strategy, such as the identification and assessment of potential markets, the design of appropriate products and services, the setting of prices, and the promotion and distribution of products and services, all within the constraints of particular cultural, economic, and political, and legal contexts. Students who take this class may not receive credit for MKTG 178 taken on the Santa Clara University campus.
  • 178
    Marketing Across Cultures
    Success in global markets requires developing marketing programs that are sensitive to cultural differences. This course emphasizes the cultural factors that drive consumption behavior in international markets. A socio-cultural perspective is applied to traditional marketing concepts such as targeting, positioning, advertising, branding, pricing, and distribution to develop marketing programs to successfully penetrate international markets. Mechanisms for participating in foreign markets such as exports, licensing, and joint ventures are evaluated. Ethical marketing issues in international contexts are explored. Prerequisites: MKTG 181 or 181S and MGMT 80.
  • 178
    Special Topics
  • 180
    Special Topics
  • 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. Prerequisite: Must have 60 units or greater, or permission of instructor.
  • 181S
    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. Prerequisite: Enrollment restricted to students in the Leavey Scholars Program. Must have 60 units or greater, or permission of instructor.
  • 181
    Special Topics
  • 182
    Marketing Analysis
    An analytical approach toward understanding consumers and markets to support profitable marketing decisions in such areas as market segmentation, new product development, positioning, and promotions. The focus is on frameworks for structuring marketing problems, and techniques for using data to improve marketing decisions. Cases and projects are emphasized. Prerequisites: OMIS 41 and MKTG 181 or 181S.
  • 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.
  • 184
    Advertising & Promotion
  • 184
    Special Topics
  • 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 in both selling consumer products and to high-tech, industrial direct selling. Project required. Prerequisite: MKTG 181 or 181S.
  • 186
    Integrated Marketing Communication
    Introduction to integrated marketing communications (IMC), this course provides a fundamental understanding of communication theory, marketing, branding, integrating marcom tactics, planning, and coordination of IMC programs. How traditional media including public relations, direct response, print advertising, collateral, sales support and trade shows is being integrated with the internet and technology that is changing how companies and organizations communicate, collaborate, interact, and influence outcomes with stakeholder and targeted publics is addressed. This course provides students with the skills necessary to plan, develop, execute, and coordinate an integrated marketing communications campaign. Project required. Prerequisite: MKTG 181 or 181S.
  • 187
    Innovation & New Product Marketing
    Emphasis on the process of branding, the role of the product/brand manager in a company, along with the experience of executing marketing strategy. 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 decisions. Prerequisite: MKTG 181 or 181S.
  • 188
    Business-to-Business Marketing
    Studies the marketing of goods and services to business organizations. Topics include differences between B2B and B2C marketing, formulation of business marketing strategy, inter-firm relationship & contracting, and value creation and value capturing. Fosters an integrated approach to pricing, promotion, distribution, and communication. Class design combines theory and practice through online simulations, cases, group projects, and guest lectures. Project Required. Prequisite: MKTG 181 or 181S
  • 189
    Sustainability Marketing
    The course is designed to explore the relationship between sustainability and marketing, especially for students interested in business and society and the environmental concerns that affect marketing managers. Key areas include understanding the economic foundation of sustainability marketing and its place in contemporary society, sustainability marketing standards and strategies, and global and ethical considerations. Prerequisite: MKTG 181 or 181S.
  • 197
    Special Topics in Marketing
    Occasional current and interdisciplinary courses offered on a one-time basis. May be taken only once in a program of study, even though different versions are offered under the same title. Prerequisites: MKTG 181 and current standing as a marketing major.
  • 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, MKTG 181 or 181S, 182, and permission of faculty coordinator.
  • 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)
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