Marketing: Driving the Consumer Process
Why do people buy Gucci handbags and Newman’s Own salad dressing? Why choose Coke over Pepsi? Adidas over Nike? Marketing is a crucial part of any business, and it’s about more than just promoting products. Drawing from economics, psychology, sociology, and finance, it entails understanding the competition, connecting with customers, and building brand recognition.
We stay at the top of our field with a faculty equally steeped in research and professional experience. They’ll teach you the latest in web and mobile marketing as well as quantitative methods for gathering precise, useful data. You’ll have the chance to work on real-world projects for companies while learning to apply ethical business practices.
About Our Program
Development of students' decision-making and managerial skills are the major objectives of Santa Clara University's marketing program, with special emphases in innovation, high technology, retailing, and digital marketing. Assistant professor Peng Liu and current students Laura and Emily share about the program, curriculum, research and internship opportunities, post-graduate opportunities, and more.
About Our Undergraduate Major and Minor
The Retail Studies Minor is both curriculum and experience-based programming. Our curriculum offers strong business theory in the classroom through a diverse set of core requirements covering marketing, economics, data analytics, consumer behavior and technology and information systems.
Marketing Programs Directory
Beyond the Classroom
Get involved outside of the classroom!
Join one of our student networks to participate in SCU's marketing community and to meet others interested in marketing. Check out our Beyond the classroom page.
As a participant in the Contemplative Leadership and Sustainability Program (CLASP), you'll learn to examine your values and explore how your leadership aligns with those values, especially as organizations begin to grapple with sustainability.
Want to learn more about out CLASP?
View our page
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News and Events
Professor Kirthi Kalyanam speaks about retail post covid-19.
Leavey School of Business students have been very busy this summer. We asked a few of them to share their summer experiences.