Department of Marketing
Santa Clara University
Santa Clara, CA 95053
(408) 554-6960 phone, 554-5056 fax, emcquarrie@mailer.scu.edu
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Principles of Marketing 181 | Advertising Management 184 (undergraduate)
Advertising Management 584 | Marketing
Analysis and Decisions 551 (MBA)
This undergraduate elective is open to anyone who has completed Principles of Marketing
181. The course focuses on how to plan an advertising campaign. Students form teams,
select a real client, and design a campaign for that client. A secondary focus is what
makes advertising effective or ineffective--i.e., what works. Pairs of students present an
ad critique to the class. This takes the form of an argument that one of two comparable
ads (chosen by the students) is superior to the other.
This graduate course is open to anyone who has completed Marketing Analysis and
Decisions 551. The perspective is that of the advertising planner who must justify all
aspects of a firm's advertising effort: choice of objectives, audience, message, media and
budget. Student teams create a campaign plan for a client (the client may be the employer
of one of the team members). Case discussions, lectures, readings, and examination of
actual advertising efforts are all utilized.
This required undergraduate course introduces the marketing concept as a way to guide
business efforts. Students learn to analyze customers and competition, to develop
marketing strategies, and to make use of the basic tools of marketing: product, promotion,
distribution, and price. Case assignments are used to build skills.
This required graduate course introduces students to the fundamental topics that make up marketing management. The primary focus is on understanding customers and competitors, identifying strategic options, and designing an effective marketing mix.