Online Master of Science in Marketing

The Online Master of Science in Marketing master (OMSM) program has been designed in the heart of Silicon Valley to help students grow into a visionary leader conversant in the burgeoning field of marketing technology, or "MarTech." MarTech describes the applications, interfaces, and tracking technologies that leading-edge marketing organizations use to operate with agility and solve the impossible-seeming marketing problems that arise in the contemporary digital world. Coursework for the MS in Marketing emphasizes all aspects of MarTech, from analytics and customer behavior tracking to social media integration and digital content strategy.

Powerful digital marketing tools demand responsible leaders who will use them ethically, with respect for consumer protection and privacy. With help from Santa Clara University\'s Markkula Center for Applied Ethics, we develop thought-provoking discussions of data collection, customer privacy, and other hot-button marketing issues with global impact today. Students will graduate from the Master\'s in Marketing instilled with the values and perspective necessary to lead the right way in Silicon Valley and beyond.

Submitting an Application

Applicants for the Online MS Marketing program may apply to begin study in the fall and spring quarters. Online MS Marketing program information and additional details are available here. Admission correspondence also may be sent via email to Refer to Chapter 2: Admissions for admissions requirements and procedures.

Academic Standing

To remain in good academic standing, MS Marketing students must maintain an overall grade point average (GPA) of at least 3.0 in all work taken in the Leavey School of Business. A grade of C- is considered a minimum passing grade in each course. A grade of F is considered a failing grade, and the units will not be counted toward graduation requirements.

If a student has a cumulative GPA below a 3.0, he/she will be placed on academic probation. A student then has one quarter to raise the GPA to a cumulative 3.0 or they will be dismissed from the program. Students failing required classes may be dismissed immediately if it is mathematically impossible to return to good standing and remain on track to graduate with his/her class.

The administration will contact faculty midway through the term to acquire a status update on academic performance to ensure students are aware of academic resources and tutoring in an attempt to resolve matters before they affect GPA.

If a student has a cumulative GPA below a 3.0 at the end of his/her final quarter and all course requirements have been satisfied, no degree will be awarded until the cumulative GPA is a 3.0 or better through completion of additional graduate course work in the Leavey School of Business.

Student Responsibility

Each student is personally responsible for knowing all of the academic regulations of the graduate business school. This includes, but is not limited to: grading, honor code, leave of absence, withdrawal, and concurrent enrollment policies. Please refer to the Academic Information section, Chapter 4, for additional information.

Academic Information

The Online Master of Science in Marketing consists of six core courses worth 18 total units of credit, plus a further 18 units of elective courses which can be completed over 5 to 9 courses.

Curriculum Clusters

1. Core Business Knowledge (3 courses)

Gives students an understanding of the context in which information systems operate. Students acquire a basic knowledge of business and organizational requirements that enables them to understand how information systems are designed and successfully implemented. Students must complete all of the following courses:

  • MKTG 2300 - Marketing Trends and Technology ( 2 units)

  • MKTG 2316 - Foundations of MarTech ( 2 units)

  • MGMT 3200 - Ethics for Managers (2 units)

2. Core Marketing Knowledge (3 courses) Teaches students about the technical aspects of information systems design and the strategic issues around the use of such systems. Students must complete all of the following courses:

  • MKTG 3000 - Marketing is Everything (4 units)

  • MKTG 3554 - Analysis of Customers and Markets (4 units)

  • MKTG 3597 - Marketing Analytics (4 units)

3. Specialization (choice of of 18 units)

Offers a variety of electives to help students develop capabilities in a specific area. Students must complete nine of the following courses or course units must equal to 18 units total:

  • MKTG 3710 - Tech Marketing: Winning Strategies for Effective Messaging (2 units)

  • MKTG 3712 - Achieving Brand Leadership (2 units)

  • MKTG 3716 - Digital Advertising (2 units)

  • MKTG 3718 - Sales Management (2 units)

  • MKTG 3720 - Product Innovation (2 units)

  • MKTG 3726 - Programmatic Advertising (2 units)

  • MKTG 3728 - Social Media Marketing (2 units)

  • MKTG 3730 - Fundamentals of B2B Account Based Marketing (2 units)

  • MKTG 3732 - MarTech Integration and Challenges (2 units)

  • MKTG 3734 - Distribution Channels (2 units)

  • MKTG 3736 - E-commerce: Challenges and Opportunities (2 units)

  • MKTG 3738 - Marketing Analytics II (2 units)

  • MKTG 3740 Retail Strategy (4 units)

Online MS Marketing Graduation Petition Process

In order to graduate, all Online MS Marketing students must complete their program within three years and submit an online Petition to Graduate. The information provided in the petition is used to order and mail the diploma and list names in the SCU Commencement Book. If this data changes after the petition has been submitted, students must re-submit an amended petition. Students failing to do so could be omitted from the commencement book and ceremony.

In order to be eligible to graduate, Online MS Marketing students must complete:

  • All required coursework specific to the year in which they began the program

  • The required number of units specified to the year in which they began the program The total program with a cumulative GPA of 3.0 or higher

  • Not have any I or N grades listed on their transcripts

  • Program must be completed within three years

Deadlines to submit a Petition to Graduate are as follows:

  • June graduation February 1

  • September graduation May 1

  • December graduation August 1

  • March graduation November 1

Students wishing to participate in the June Commencement Ceremony must complete all degree requirements by the end of the Spring quarter.

To Petition to Graduate, please visit the website.

Business Foundations Curriculum Core:

This Residency Course introduces key CMO and Marketing Technology issues that marketers face in their firms every day. It discusses the use of online dashboards for tracking, evaluation and reporting; and outlines the underlying technology and data that feeds into the dashboards. The course also focuses on broad technological advances in marketing, highlights the CMO/CFO interface, looks at the latest trends in marketing automation, and evaluates the role of outsourcing as part of the overall marketing resource mix. Prerequisite: None. (2 units)

MKTG 2316. Foundations of MarTech

The profusion of information available to the buyers, thanks to the internet, has fundamentally altered the marketing landscape. Marketers now need the power of technology to engage with buyers in a meaningful and consistent way, and drive results. The purpose of this course is to introduce students to core technology platforms at the intersection of marketing and information systems and to present an overview of some popular platform solutions including Salesforce, Oracle's Eloqua, Adobe's Marketo and more. Prerequisite: None. (2 units)

MGMT 3200. Ethics for Managers

This course is an introduction to business ethics that focuses specifically on the kinds of ethical issues that marketing managers typically encounter. Course topics include the psychological factors that influence moral decision-making, normative approaches for dealing with ethical issues in management, and application of these concepts to cases involving use of customer data, customer privacy, online engagement and addiction, deceptive advertising, and pricing. Prerequisite: None. (2 units)

Online MS Marketing Curriculum Core:

MKTG 3000. Marketing is Everything

Focuses on decisions faced by managers concerning market segmentation, targeting, and positioning. Covers concepts such as new product development, pricing strategies, distribution channels, customer relationships, and performance metrics within a strategic planning framework. Students apply these key

concepts and frameworks to cases and to formulating a comprehensive marketing plan centered on sustainable profitability and capabilities. Cases cover various environments and industries, especially those of concern to Silicon Valley firms. Prerequisite: None. (4 units)

MKTG 3554. Analysis of Customers and Markets

Topics include frameworks for understanding how customers make decisions and adopt innovations, metrics for assessing customer attitudes, satisfaction and loyalty, methods for segmenting a market, and measures of brand equity. The focus throughout is on techniques for gathering and analyzing data on customers and markets in both on-line and traditional channels. Addresses B-to-B and B-to-C decision processes in rapidly changing markets. Prerequisite: None. (4 units)

MKTG 3597. Marketing Analytics

Prepares managers to (1) identify the competitive advantages that come from leveraged analytics; (2) apply the tools, and evaluate the advantages and limitations of each; (3) implement these tools, ask relevant business questions that could be solved with them; and (4) interpret the input and communicate the output from such tools and models to achieve more profitable business decisions. Prerequisite: MKTG 3000. (4 units)

Online MS Marketing Curriculum Electives:

MKTG 3710. Tech Marketing: Winning Strategies for Effective Messaging

The success of a marketing campaign depends on how a company's end customers perceive, accept, and adopt a product. Especially in technology markets, a product\'s value proposition must be clear, tangible and differentiated to achieve vendor preference, as well as maintain price and margin. This course focuses on proven, effective strategies for understanding customer requirements and translating them into clear, digestible, and differentiated messaging statements. It provides strategies to achieve strong competitive positioning, and (re-)define an entire market. Specific topics include positioning and messaging creation, competitive landscape modeling and developing differentiation, translating customer requirements into effective positioning/messaging. Prerequisite: MKTG 3000. (2 units)

MKTG 3712. Achieving Brand Leadership

Brands are powerful weapons, a major business resource, and key intangible financial assets. Yet many Silicon Valley marketers rely on technology, attributes and/or price and overlook the strategic and tactical benefits that a well-managed brand provides. Achieving Brand Leadership provides a framework and tools for marketers to successfully brand products and services and add an additional layer of advantage. The course defines and examines branding through a theoretical and conceptual framework. A fundamental review of core branding elements weighs the importance of the experiential aspects of branding. An examination of brand measurements illuminates the power of metrics and highlights different aspects of branding strategies. A look at past cases of successful and unsuccessful branding brings out variations in approaches. The impact of branding architectures and creative positioning on brand equity are considered. Finally, a team project integrates various facets of branding for a specific product or service. Prerequisite: MKTG 3000. (2 units)

MKTG3716. Digital Advertising

This course covers key issues in internet advertising. Provides an in-depth understanding of search ads, search engine optimization, search engine marketing, display ads, retargeting, ad auctions, programmatic implications. Students will also gain a deep understanding of critical measurement methods and issues relating to paid advertising. Also discusses advertising on mobile devices. Prerequisite: MKTG 3000. (2 units)

MKTG3718. Sales Management

Provides the student with user-level knowledge of sales concepts and management methodologies necessary to effectively perform and manage the sales function. In the role of a sales or marketing manager, enables the student to apply these concepts to selling consumer products as well as high-tech industrial products. Includes concepts related to organizational structuring, territory plans and reviews, resource management, sales incentives, and compensation programs. Prerequisite: MKTG 3000. (2 units)

MKTG3720. Product Innovation

Presents the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required to develop, launch, and manage successful products. Includes 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 3000. Students may take either this course or MKTG 3572 but not both for credit. (2 units)

MKTG 3726. Programmatic Advertising

Programmatic advertising is the software-driven, algorithmic transaction of display advertising space in real time. As advertising rapidly shifts from traditional to digital formats, and as more transacts programmatically within digital advertising, the industry needs technologists who are able to harness this constantly evolving and complex domain. This course will transform programmatic novices into experts who can apply knowledge and experience to real-life scenarios. The course will provide foundational knowledge of the programmatic advertising landscape, an understanding of how it fits into marketing strategy, and the necessary skills to be able to navigate the space from various perspectives. Prerequisite: MKTG 3000. (2 units)

MKTG3728. Social Media Marketing

Examines the role of social media in business and brand strategy, digital advertising and overall marketing mix. This class introduces students to the current social media landscape, explores how it can be used for maximum results for both corporate and individual branding, and evaluates which social platforms are the best fit for their organization\'s marketing goals. Topics to be covered will include an overview of platforms, current social media trends and their implications, developing social media strategy, measurement, and challenges. Prerequisite: MKTG 3000. Students may take either this course or MKTG3801 but not both for credit.(2 units)

MKTG3730. Fundamentals of B2B Account Based Marketing

This course introduces the concepts critical understanding of contemporary B2B marketing and the emergence of Account-Based Marketing (ABM) as a Go-to-Market strategy. Students will learn why account-based marketing has recently become important and they will gain the understanding of when it\'s appropriate to employ an ABM strategy and what types of companies utilize this approach. Students will gain hands-on knowledge and experience in developing and evaluating effective ABM strategies. By successfully completing this course they will be able to use cutting edge marketing technologies in the implementation of an account-based marketing strategy including their use for measuring the effectiveness of the program. Prerequisite: MKTG 3000. (2 units)

MKTG 3732. MarTech Integration and Challenges

This course will explore the impact of digital modernization, cyber malice and data privacy mandates on the modern marketer of 2020 and beyond. Businesses are digitally transforming like never before, as new technologies such as machine learning, IoT and adaptive business processes help to transform business models, improve customer experience, modernize workforces and drive new levels of profitability. However, modern digital transformation is disrupting traditional ideas of data privacy, cybersecurity, and business risk that carries serious legal and reputational consequences. One the front lines is the modern marketer, who now must adopt modern MarTech approaches to help businesses thrive, while navigating complex data regulations, security requirements for cloud-based marketing tools and complex and evolving ethical lines brought about by a hyperconnected and immediately consequential technology and business environment. Prerequisite: MKTG 3000. (2 units)

MKTG 3734. Distribution Channels

The purpose of this course is to provide conceptual frameworks and analytical skills on the effective management and strategic deployment of distribution channels for consumer product, business-to-business, and service organizations. The course covers channels functions, structure, and the evaluation of their efficiency. It also examines collaboration, relationship, conflicts, and sustainable strategy. Organizing channel members as dynamic systems concludes the course. The majority of course content uses case studies set in contexts pertinent to technology and Silicon Valley businesses. Prerequisite: MKTG3000. Students may take either this course or MKTG3590 but not both for credit. Prerequisite: MKTG 3000. Students may take either this course or MKTG3590 but not both for credit. (2 units)

MKTG 3736. E-commerce: Challenges and Opportunities

The purpose of this course is to equip students with critical thinking regarding the challenges and opportunities in today's e-commerce practice. The class time will be a combination of lectures of key e-commerce related concepts and frameworks, discussions of case studies to examine the effective internet-based business models, and hands-on experience in developing and evaluating key elements in e-commerce practice. Topics include e-commerce business model evaluation, web analytics, recommendation systems, and tools in modern e-commerce research. The course prepares graduates to create, analyze and manage an internet-based business. Prerequisite: MKTG 3000. (2 units)

MKTG 3738. Marketing Analytics II

Data and Analytics have led to a paradigm shift in the practice of Marketing. This course builds upon and extends from the first Marketing Analytics course, and introduces students to the most recent developments in data-driven applications in marketing decisions. In this course, not only the classical marketing concepts will be revisited from the data perspective, the modeling techniques developed for these marketing decisions are introduced for the students to understand them intuitively, rather than mathematically. Real world data is applied and analyzed using Excel, which allows easy adaptation for students to apply the knowledge and tools in other contexts using their own data. Prerequisite: MKTG 3000, MKTG 2314. (2 units)

MKTG 3740. Retail Strategy

Retailing is a dynamic and ever-changing industry. This course examines rigorous tools that help retailers develop a competitive strategy to survive and thrive in today\'s marketplace. The topics include product assortment planning, SKU optimization, private label management, visual merchandising, data-driven mark-up and mark-down strategies, as well as big data practices and BI (business intelligence) tools that advance modern retail analytics. Prerequisite: MKTG 3000. (4 units)

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