Santa Clara University

 

Marketing - Graduate Business

  • 551
    Marketing Analysis and Decisions
    Role of marketing in modern organizations. Introduction to key concepts, such as segmentation and creation of customer value. Survey of frameworks for competitive and market analysis. Tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, management of distribution channels, and promotion and communication. Lectures supplemented by discussion of selected cases. Prerequisite: None.
  • 553
    Competitive Marketing Strategy
    Strategy development through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets, including both product and service businesses. Application of tools, frameworks, and concepts developed in MKTG 551 to the strategy development process. Students will build a marketing plan as one of the course requirements. Prerequisites: OMIS 353 and MKTG 551.
  • 555
    Comp Mktg Strategy:Tech
  • 557
    Comp Mktg Strat:Agri
  • 562
    Services Marketing
    Examination of marketing issues of particular importance to the service sector of the United States and abroad, including distinctive features of services, segmentation and positioning, demand management, consumer relationships and satisfaction, quality and productivity, and pricing and communication approaches to services. Cases and examples from communications, financial services, travel and hospitality, health care, business and technical services, and others. Prerequisite: MKTG 553.
  • 564
    International Marketing
    Systematic treatment of marketing on a global scale. Topics include the analysis of global market environments, targeting and entry strategies for global markets, sourcing and global production strategy, the global marketing mix, and managing the global marketing effort. The perspective of the course is managerial. Its purpose is to prepare the student to lead an organization to successfully seize global opportunities successfully as well as meet global threats in domestic markets. Prerequisite: MKTG 553.
  • 566
    Small Business Entrepreneurship
    Evaluation of venture ideas and the conversion of these ideas into viable ventures. Discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, entrepreneurs). Development of a five-year business plan for a new enterprise. Knowledge of accounting/finance must be sufficient to build viable financial statements. Prerequisite: MKTG 553.
  • 568
    Marketing Research
    The application of research methodology, including quantitative tools such as questionnaires, experiments, and conjoint analysis, and qualitative tools such as focus groups and interviews to address marketing problems. The course emphasizes problem formulation skills and takes a managerial perspective on research methodology that focuses on the kinds of decisions that each method can support. Students prepare a complete research proposal. Prerequisite: MKTG 553.
  • 572
    New Product Innovation
    Combining elements of product development, product launch planning, and product management, this course will view the product manager or marketer as a generalist with responsibility for the multifunctional, multidisciplinary approach required for the development, launch, and ongoing management of successful products. 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 553.
  • 574
    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 course enables the student to apply these concepts to selling consumer products as well as high tech industrial products. Also included are concepts related to organizational structuring, territory plans and reviews, resource management, sales incentives, and compensation programs. Prerequisite: MKTG 553.
  • 578
    Mktg Info Systems
  • 582
    Customer Behavior
    Focuses on how to assess customer behavior and translate this knowledge into better marketing strategies. Topics include customer satisfaction/dissatisfaction; quality, value relationship marketing; decision influences on customer decision making such as motivation, perception, knowledge, attitude, and culture; innovation and diffusion. Appropriate for students interested in consumer, service, high tech, or not-for-profit marketing. Student project is a major part of the course. Prerequisite: MKTG 553.
  • 584
    Advertising Management
    The role of advertising in marketing. Covers the communication process, development of advertising objectives, advertising strategy formulation, audience definition, message construction, media selection, budgeting, and evaluation of advertising results. Course assignments revolve around preparation of a complete advertising plan. Prerequisite: MKTG 553.
  • 588
    Topics in Profit Maximizing Pricing
    Examines a number of pricing and planning topics. Topics include new product planning, determining relevant costs for the pricing decision, financial analysis for pricing, and anticipating and influencing competitors' pricing decisions. Other topics that may be covered include strategies for pricing in segmented markets, pricing product lines, and pricing products with learning curves and short life cycles. Class will be run as a seminar utilizing econometric and statistical modeling, case studies, and student research projects. Cross-listed as ECON 422. Credit will not be given for both. Prerequisites: ECON 401, MKTG 551, differential calculus, and a working knowledge of hypothesis testing and regression analysis.
  • 590
    Designing & Managing Dynamic Marketing Channels
    Provides the theory and analytical skills required for effective channel marketing decisions. Topics covered will include channel design, management of channel relationships, analysis of retail formats, and some topical issues such as the impact of the Internet. Prerequisite: MKTG 553.
  • 594
    Business to Business Marketing
  • 596
    Integrated Market Communications
  • 696
    Special Topics
    Covers special topics; offered on an occasional basis.
  • 696
    Special Topics
    Covers special topics; offered on an occasional basis
  • 699
    Master's Thesis
  • 701
    Strategic Alliances and Corporate Partnering
    Examines the role of alliances and corporate partnerships in the context of business strategy. Covers different alliances such as co-marketing, inbound/outbound OEM and licensing, technology sharing and joint development, and equity joint ventures. Course will develop a process for identifying business objectives for an alliance, selecting a partner, conducting the due diligence to identify risks and challenges, negotiating terms and conditions, implementing the alliance, and evaluating and reviewing the relationship. Prerequisite: MKTG 553. Concentration: EN, MM.
  • 702
    Marketing Across Cultures
    Develops the students understanding of how the culture of employees and managers influences strategy, communication, and effective and ineffective management procedures. Raises awareness of the students own culture and how it guides the way the student sees problems, formulates solutions, deals with others, and reacts to others. Course will provide an analytic framework for understanding culture and its influence on several business applications. Prerequisite: MKTG 553. Concentration: IB, MM
  • 703
    Conducting Effective Customer Visits
    How to design a program of customer visits, understood as a kind of market research, for purposes of new product development and entry into new markets. Prerequisite: MKTG 553. Concentration: MM.
  • 704
    Time-To-Market Strategy
    This course provides a framework for rapidly defining and executing new product and service concepts in industries where hitting the window is essential. Using a system approach, the course will examine the leadership, strategic, process, organization, and measurement requirements for fast time-to-market development. Students will learn how to align a product portfolio for speed, analyze development process alternatives, design the appropriate team function structure, and measure time-to-market drivers. Prerequisite: MKTG 553. Concentration: none.
  • 705
    How to License Technology
    This course teaches the techniques required to develop and implement a licensing strategy, including such topics as protecting and managing intellectual property, and valuation. Students choose a particular technology of interest and work in groups to develop a business plan based on class lectures and their groups research. Prerequisite: MKTG 553. Concentration: EN.
  • 706
    Entrepreneurial Due Diligence
    Provides an opportunity for students to become better informed about the entrepreneurial due diligence process. Students will gain an understanding of the entrepreneurs as well as the investors perspective as an ingredient in the due diligence process. Students develop skills in critically examining executive summaries and business plans. Prerequisite: MKTG 553. Concentration: EN
  • 707
    Entrepreneurial Due Diligence
  • 708
    Financially Effective Market Positioning Strategy
    The success of a company depends on the extent to which the marketing and financial disciplines work together. Marketing decisions affect whether the company's products and services get into the hands of the right customers and whether profits return to the company. But the test of marketing decisions is ultimately in their financial results. This is a one-unit course that focuses on the issues in creating financially viable and effective market positioning strategies. This is a course for any MBA student who is interested in a better understanding of the relationship between market-based strategy and financial effectiveness. The course will examine how traditional market-based measures - such as awareness, understanding, trial, ongoing usage, customer satisfaction, distribution levels, and market share - can be linked to financial outcomes. It will also discuss how to connect marketing expenditures directly to short-term and long-term results by examining the investment and expense requirements of different segmentation and market entry strategies. We will connect customer value propositions to competitive marketing strategies and shareholder value-creation outcomes. Prerequisite: MKTG 553.
  • 709
    Developing Products and Services for the Boomer Marketplace
    This course provides an introduction to and an overview of the baby boomer marketplace. Students will learn about major demographic and psychographic variables which characterize this market, as well as how the boomer market is becoming an ever more important economic, social, political, and cultural force affecting consumption. (Households headed by someone 40+ hold 91% of America's net worth). Students will learn how to identify and evaluate new product/service opportunities for the boomer market, and develop an understanding of how to create customer value in this segment via exposure to several different sources. Prerequisite: MKTG 553.
  • 710
    Tech Marketing: Winning Strategies for Effective Messaging
    The success of a marketing campaign or overall strategy ultimately depends on how a company's end customers perceive, accept and adopt a products value proposition / positioning / resulting messaging. Especially in high technology markets, where new purchases are capital investments measured by impact to the business and return on investment, a products value proposition has to be extremely clear, tangible and differentiated in order to achieve vendor preference, as well as maintain desired pricing and margin levels. This two credit-hour course focuses on proven, effective strategies for understanding customer requirements and translating them into clear, digestable and differentiated messaging statements. We will provide strategies and examples to achieve strong competitive positioning, as well as how and when to (re-)define an entire market vs. just differentially position your products. This course is for any MBA student who is interested in learning the strategic positioning and practical messaging skills used in product marketing and thought leadership positions which are the core of many marketing functions. We will use a combination of popular research, benchmark published works, industry executive speakers, and custom course material. Specific topics will include best practices for positioning and messaging creation, competitive landscape modeling and developing differentiation, translating customer requirements into effective positioning/messaging, and wholesale market (re-definition). Additional focus will include an overview of core media assets to effectively drive adoption of positioning/messaging in todays increasingly Web 2.0 world.
  • 711
    Early Life as a Start-up
    This course is an excellent introduction to start-up company culture, attitudes and aspirations of founders and employees, hiring and retaining the best, early stage product development and definition of the product to be closer to market requirements, winning the first customers, selecting the right VC and right valuation, and alternate financing models in the absence of a formal funding etc.
  • 712
    Achieving Brand Leadership
    This one unit course provides a framework and tools for marketers to be successful with branding. Beginning with a fundamental review of the core branding elements, we weigh the importance of both the promise and the experience aspects of branding in building and sustaining trust. An examination of brand measurements illuminates the power of metrics and highlight different aspects of branding strategies. A look at past cases of successful and unsuccessful branding bring out variations in approaches to such issues as master brands, sub-brands, and the branding of services. Finally, the impact of branding architectures and creative positioning on brand equity are considered. The course will use both management readings and current articles to provide a solid foundation for analysis. A series of cases drawn from both the product and service arenas will enable students to apply this analytical framework to actual situations. Brand equity and its related metrics provide a standard basis in evaluating various strategies for establishing and growing brands. A final individual course project offers an opportunity to integrate various facets of branding for a specific product or service.
  • 856
    Marketing Analysis & Strategy
    Introduces key marketing concepts such as segmentation and creation of customer value. Provides tools to help managers make decisions in a range of tactical areas, including product development and positioning, competitive pricing, management of distribution channels, and promotion and communication. Proceeds to cover the development of marketing strategies through intensive analysis of a diverse selection of cases from consumer, industrial, and technological markets, including both product and service businesses.
  • 2552
    Marketing Strategies and Decisions
    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.
  • 2566
    Small Business Entrepreneurship
    Evaluates venture ideas and the conversion of these ideas into viable ventures. Includes discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, and entrepreneurs). Develops a five-year business plan for a new enterprise. Knowledge of accounting/ finance must be sufficient to build viable financial statements.
  • 2567
    Business Plan Investor Pitch Practicum
    The purpose of this practicum is to develop an effective investor presentation for your venture. An effective investor presentation is one that achieves your objectives, usually to raise money or to be referred to someone who may be willing to invest. To be in a position to raise money, you need to clearly communicate your business idea, how you plan to bring your idea to fruition, how much money you will need for this effort, and what the investor might expect to receive for making an investment in your organization. The story that you tell about your venture has to be sufficiently compelling that it will enable you to get to the next step in your relationship with the prospective investor. A major focus of this practicum will be developing and executing your untested assumptions plan and evolving a presentation format that includes back-up due diligence, both designed to reduce risk capital investor risk. A presentation will be made to a panel made up of Silicon Valley investors.
  • 3552
    Marketing Strategies and Decisions
    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.
  • 3554
    Analyzing 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 process in rapidly changing markets.
  • 3564
    International Marketing
    Focuses on systematic treatment of marketing on a global scale. Includes topics on the analysis of global market environments, targeting and entry strategies for global markets, sourcing and global production strategy, the global marketing mix, and managing the global marketing effort. The perspective of the course is managerial. Prepares the student to lead an organization to seize global opportunities successfully, as well as meet global threats in domestic markets.
  • 3566
    Small Business Entrepreneurship
    Evaluates venture ideas and the conversion of these ideas into viable ventures. Includes discussion of cases, lectures, and presentations by guest lecturers who have played a role in starting new enterprises (e.g., bankers, attorneys, and entrepreneurs). Develops a five-year business plan for a new enterprise. Knowledge of accounting/ finance must be sufficient to build viable financial statements.
  • 3567
    Business Plan Investor Pitch Practicum
    The purpose of this practicum is to develop an effective investor presentation for your venture. An effective investor presentation is one that achieves your objectives, usually to raise money or to be referred to someone who may be willing to invest. To be in a position to raise money, you need to clearly communicate your business idea, how you plan to bring your idea to fruition, how much money you will need for this effort, and what the investor might expect to receive for making an investment in your organization. The story that you tell about your venture has to be sufficiently compelling that it will enable you to get to the next step in your relationship with the prospective investor. A major focus of this practicum will be developing and executing your untested assumptions plan and evolving a presentation format that includes back-up due diligence, both designed to reduce risk capital investor risk. A presentation will be made to a panel made up of Silicon Valley investors.
  • 3568
    Innovative Approaches to Marketing Research
    Focus on new methodologies being applied to market research and also on the kinds of market research best suited to the needs of B2B & B2C technology firms, such as those in Silicon Valley. Hence the emphasis is on research for new products and services and the entry of existing products into new markets. Emphasizes problem formulation skills and takes a managerial perspective on research methodology that focuses on the kinds of decisions that each method can support. Students prepare research proposals describing a decision problem and a methodology for collecting and analyzing the needed information.
  • 3572
    New 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 by combining elements of product development, product launch planning, and product management, 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.
  • 3574
    Sales Force 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.
  • 3582
    Customer Behavior
    Focuses on assessing customer behavior and translating this knowledge into better marketing strategies. Includes topics on customer satisfaction/dissatisfaction; quality and value relationship marketing; decision influences on customer decision making such as motivation, perception, knowledge, attitude, and culture; innovation and diffusion. Appropriate for students interested in consumer, service, high-tech, or not-for-profit marketing.
  • 3588
    Topics in Profit Maximizing Pricing
    Company strategies to approximate the profit-maximizing price of microeconomic theory using only information that is readily available to the company. Topics include: costs relevant for pricing decision; financial analysis for determining change in sales needed to make price changes profitable; analysis of customers and customer price sensitivity; pricing in segmented markets; anticipating and influencing competitor pricing decisions; competitive advantages and disadvantages in profit focused pricing decisions. Topics are integrated to provide real-world path to profit maximizing pricing. Class run as a seminar with student interaction and student research projects.
  • 3590
    Designing and Managing Dynamic Market Channels
    Focuses on understanding current theory and development of the analytical skills required for effective management and strategic deployment of multi-channel marketing decisions. Includes topics on channel planning, design; management of power, conflict and coordination in channel relationships; role of strategic alliances; and managing indirect channels. Requires creation of an in-depth case analyses and a channel audit project.
  • 3592
    Internet Marketing & eCommerce
    Provides the background and analytical skills to effectively manage Internet marketing and e-commerce strategies. Examines how the Internet can be leveraged into the marketing activities of a business. Students will develop an Internet marketing plan for an existing business. Prerequisite: MKTG 553.
  • 3594
    Business to Business Marketing
    Examines using value as the cornerstone for decision-making, focusing on business processes and the business as a buying center with the various roles of participants, stressing business across borders, and accentuating working relationships and business networks. Uses core readings and in-depth case analysis, encompasses management activities that enable a supplier firm to understand, create, and deliver value to other businesses, governments, or institutional customers. In the context of these business markets, value refers to the economic, technical, service, and social benefits a customer firm may receive for buying the market offering. Teaches critical analytical and problem solving skills for a variety of business marketing solutions.
  • 3596
    Integrated Market Communications
    Introduces the concept of integrated marketing communications (IMC). Provides a basic understanding of communication theory, marketing, branding, integrating marcom tactics, planning and coordinating IMC programs. Addresses marcom tactics of advertising, public relations, direct response, collateral, the Internet, and digital media. Addresses business-to-business and high technology marketing communications. Incorporates a thorough understanding of objectives, strategies, tactics and budgeting.
  • 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.
  • 3696
    Special Topics/Experimental Course
  • 3698
    Independent Study
  • 3708
    Financially Effective Marketing Positioning Strategies
    Focuses on the issues in creating financially viable and effective market positioning strategies. Examines how traditional market-based measuressuch as awareness, understanding, trial, ongoing usage, customer satisfaction, distribution levels, and market sharecan be linked to financial outcomes. Discusses how to connect marketing expenditures directly to short-term and long-term results by examining the investment and expense requirements of different segmentation and market entry strategies. Connects customer value propositions to competitive marketing strategies and shareholder value-creation outcomes. The success of a company depends on the extent to which the marketing and financial disciplines work together. Marketing decisions impact whether the companys products and services get into the hands of the right customers and whether profits return to the company. But the test of marketing decisions is ultimately in their financial results.
  • 3709
    Developing Product and Services for the Boomer Market
    Presents an overview of the baby boomer marketplace. Explores major demographic and psychographic variables that characterize this market, as well as how the boomer market is becoming an ever more important economic, social, political, and cultural force influencing consumption. (Households headed by someone 40+ hold 91% of Americas net worth.) Identifies and evaluates new product/service opportunities for the boomer market, and develops an understanding of how to create customer value in this segment via exposure to several sources, including marketing officers from large consumer products firms, and venture capitalists who have successful track records in funding innovative products/ services targeted to this sector. Features hands-on experience in developing a proposal for a new product or service targeting the boomer market, together with the marketing strategy. The proposal will reflect criteria previously identified by organizations and venture capitalists as relevant to marketplace success.
  • 3710
    Tech Marketing: Winning Strategies for Effective Messaging
    The success of a marketing campaign or overall strategy ultimately depends on how a companys end customers perceive, accept and adopt a products value proposition / positioning / resulting messaging. Especially in high technology markets, where new purchases are capital investments measured by impact to the business and return on investment, a products value proposition has to be extremely clear, tangible and differentiated in order to achieve vendor preference, as well as maintain desired pricing and margin levels. This two credit-hour course focuses on proven, effective strategies for understanding customer requirements and translating them into clear, digestable and differentiated messaging statements. We will provide strategies and examples to achieve strong competitive positioning, as well as how and when to (re-)define an entire market vs. just differentially position your products. Specific topics will include best practices for positioning and messaging creation, competitive landscape modeling and developing differentiation, translating customer requirements into effective positioning/ messaging, and wholesale market (re-definition). Additional focus will include an overview of core media assets to effectively drive adoption of positioning/messaging in todays increasingly Web 2.0 world.
  • 3712
    Achieving Brand Leadership
    Provides a framework and tools for marketers to be successful with branding. Beginning with a fundamental review of the core branding elements, we weigh the importance of both the promise and the experience aspects of branding in building and sustaining trust. An examination of brand measurements illuminates the power of metrics and highlight different aspects of branding strategies. A look at past cases of successful and unsuccessful branding bring out variations in approaches to such issues as master brands, sub-brands, and the branding of services. Finally, the impact of branding architectures and creative positioning on brand equity are considered. Uses both management readings and current articles to provide a solid foundation for analysis. A series of cases drawn from both the product and service arenas will enable students to apply this analytical framework to actual situations. Brand equity and its related metrics provide a standard basis in evaluating various strategies for establishing and growing brands. A final individual course project offers an opportunity to integrate various facets of branding for a specific product or service.
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