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Marketing

Marketing

Concentration Coordinators Kirthi Kalyanam, (Digital Marketing), Desmond Lo (Channel Marketing), Kumar Sarangee (Product Marketing)

The Marketing Concentration is available beginning Fall 2015 as part of the 2013 curriculum. It replaces the Digital Marketing and eCommerce concentration. Both the Digital Marketing / eCommerce concentration and the new Marketing concentration are available to all students in the 2013 curriculum who joined the program prior to Fall 2015. The Digital Marketing / eCommerce concentration is not available to all who joined the program in Fall 2015 or later.

Requirements


The marketing concentration consists of fifteen (15) marketing elective units.

Transcripts will list the concentration as a marketing concentration, but students who wish to specialize further are guided toward one of three emphases that would not be listed in the transcript: (1) Channel Marketing and Sales Management, (2) Digital Marketing and e.Commerce, and (3) Product and Brand Management.

Courses Fulfilling Concentration

Required Courses

COURSE # Course Name Units
MKTG 3554 Analyzing Customers and Markets 3

Plus a total of twelve elective units:

Students are strongly encouraged to follow one of the areas of emphasis denoted below. However, specialization is not required and will not be noted on the student's transcript. Students may mix and match courses from the Product and Brand Management Emphasis, the Digital Marketing and e.Commerce Emphasis, and the Channel Marketing and Sales Management Emphasis, and/or any other marketing courses. With the exception of MKTG 3442, all marketing courses may be counted toward the Marketing concentration.

 

Channel Marketing and Sales Management Emphasis


Learning Objectives

Most people work for companies whose customers are organizations. By taking this emphasis, students will develop the skills and knowledge of customer and market development in business-to-business markets. Student learning includes understanding organizational buying behavior and inter-firm relationships, pricing, incentive programs for business partners, and how to design and manage channels, supply chain, and sales force.

Targeted Job Opportunities / Positions


This concentration prepares students for careers such as B2B marketing, sales and sales management, channel marketing, customer relationship management, and product pricing, all career areas that focus on acquiring and managing organizational customers.


Courses in the Channel Marketing and Sales Management Emphasis

Students take a variety of relevant courses such as those listed below. Courses strongly suggested are marked with **

COURSE # Course Name Units
MKTG 3590 ** Designing and Managing Channels 3
MKTG 3562 Services Marketing 3
MKTG 3566 Small Business Entrepreneurship 3
  OR  
MKTG 3569 Small Business Entrepreneurship 4
MKTG 3572 New Product Innovation 3
MKTG 3574 Sales Force Management 3
MKTG 3588 / ECON 3422 Profit-Focused Pricing 3
MKTG 3592 Internet Marketing and e.Commerce 3
MKTG 3594 Business to Business Marketing 3
MKTG 3596 Integrated Marketing Communications 3
MKTG 3544 Strategic Business Negotiations 3
OMIS 3384 Supply Chain Management 3
     

 

 

Digital Marketing and e.Commerce Emphasis


Learning Objectives

Students will be able to describe and apply current and evolving marketing frameworks with digital and e-commerce components to both high tech and non-high tech environments, integrate digital marketing &e-commerce processes with other traditional business elements to develop creative digital marketing and e-commerce strategies and plans, and utilize digital marketing and e-commerce concepts and approaches to analyze and optimize customer satisfaction and contribute to societal well-being.

Targeted Job Opportunities / Positions


This emphasis is tailored for managerial and specialist positions in areas such as internet / digital marketing, big data analysis, search engine marketing, mobile marketing and social media marketing.
Courses in the Digital Marketing and e.Commerce Emphasis

Students can take a variety of relevant courses such as marketing analytics, social media marketing, mobile marketing and e-commerce, internet/digital marketing, marketing channels, marketing communications. Courses strongly suggested are marked with **

COURSE # Course Name Units
MKTG 3592 ** Internet Marketing and e.Commerce 3
MKTG 3590 Designing and Managing Dynamic Channels 3
MKTG 3572 New Product Innovation  3
MKTG 3597 Marketing Analytics 3
MKTG 3596 Integrated Marketing Communications 3
MKTG 3801 Social Media Marketing 3
MKTG 3802 Mobile Marketing and mCommerce 3

Product and Brand Management Emphasis


Learning Objectives


In Silicon Valley, it is important to develop a comprehensive understanding of the development, management and marketing of products, brands and services in various contexts such as high tech, business-to-business, services, etc. Students will focus on state of the art quantitative and qualitative tools and techniques that are utilized by innovative companies in developing, managing and marketing new and existing products and services.

Targeted Job Opportunities / Positions


This emphasis is especially tailored for students who are aspiring for positions in new product development and innovation, product management, product marketing, brand management/marketing as well as product strategy consulting. It is also designed to help current and aspiring entrepreneurs make better decisions for their products and services.


Courses in the Product and Brand Management Emphasis

Students can take a variety of relevant courses such as new product innovation, brand management, market positioning, tech marketing and messaging, marketing channels, integrated marketing communications, marketing analytics, pricing, analysis of customers and markets. The ‘core’ of this emphasis focuses on analyzing customers & markets and new product innovation. Courses strongly suggested are marked with **

COURSE # Course Name Units
MKTG 3572 ** New Product Innovation 3
MKTG 3590 Designing and Managing Channels 3
MKTG 3588 / ECON 3422 Profit-Focused Pricing 3
MKTG 3592 Internet Marketing and e.Commerce 3
MKTG 3596 Integrated Marketing Communications 3
MKTG 3597 Marketing Analytics 3
MKTG 3710 Tech Marketing / Effective Messaging 2
MKTG 3712 Achieving Brand Leadership 1
MKTG 3801 Social Media Marketing 3
OMIS 3390 New Product Development 3
MGMT 3711 Managing Global Teams 1

Last update July 2015