The Study of Marketing
Marketing is the function that links a business to its markets and customers. Marketing acts as both the eyes and the ears for a firm, helping mangers look for market opportunities and assisting managers to listen to customer wants and needs. Marketing is also the firm's voice, handling communications to customers and deciding on advertising and sales messages. Finally, strategic marketing addresses competitive threats and opportunities, guiding a firm's efforts to deliver superior value.
The study of marketing draws on several related disciplines, most notably economics, psychology, organizational behavior, and financial analysis. Because customer analysis and competitive advantage are so crucial to business success, a degree in marketing can provide the basis for a more focused career in such areas as advertising, retailing, sales, new product development and market research.
Exit objectives for the marketing major:
Ability
to understand and analyze marketing challenges an opportunities.
Ability to make marketing decisions grounded in rigorous analysis.
Ability to apply information technology to support marketing
decision-making.
Ability to communicate through reports, memos, and presentations.
Ability
to demonstrate both individual leadership and team-based cooperation.
Recognition
that one is responsible for the consequences of one's decisions and actions.
Marketing Degree Program
Santa Clara University offers a Bachelor of Science in commerce degree with a major in marketing through the Leavey School of Business and Administration. In addition to University requirements, which ensure a broad exposure to the liberal arts, and business school requirements, which ensure a comprehensive understanding of the basic business disciplines, marketing majors enroll in at least six marketing courses, three of which are prescribed and three selected from a menu of electives.
It is not possible to minor in marketing a Santa Clara. However, a student majoring in a liberal arts or engineering subject may minor in business, which includes a marketing component.
SCU also offers a MBA program in which students can choose among several options for concentrating in marketing.
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