Course Catalog

Golden Gate University offers degree and certificate programs at three teaching centers and online.

NUMBER COURSE TITLE
MKT 300
Marketing Management

3 Unit(s)

Focuses on marketing management and problem solving. Topics include methods for managing product positioning, pricing, distribution and external communications. Students will learn about customer behavior, demand determination and marketing research. They will be exposed to marketing in a variety of contexts such as for-profit, nonprofit, internet and the global context. Emphasis is on developing fully integrated marketing programs as well as interfunctional coordination. The case method is used.

View Course Sections: Summer 2024 , Spring 2024 , Fall 2023

MKT 302
Communications and Presentations

3 Unit(s)

Develops effective listening, writing, verbal communications and presentation skills for managers and business professionals. Focuses on both traditional in-person and online presentation and communication skills and covers digital, social, visual and mobile communications.

MKT 305
Integrated Marketing Communications

3 Unit(s)

Enables students to prepare, present and manage an integrated marketing communications plan using a blend of advertising, personal selling, sales promotion, public relations, direct marketing, internet techniques and related marketing tools. Through case studies and practical exercises, they will learn how to reach appropriate market targets in the most cost-efficient and measurable way. Prerequisite: MKT 100 or MKT 300.

View Course Sections: Spring 2024

MKT 307
Sales Promotion and Sponsorships

3 Unit(s)

Focuses on how to achieve marketing objectives through direct inducements that offer an extra value or incentive for a product/service to ultimate consumers, sales force or distributor as well as through special events, sports, and causes, which together form a multi-billion dollar industry. Students will learn how to help an organization of any size develop closer relationships with target markets as well as trade partners and how to enhance the value of marketing communications strategies. Through lectures, case studies, and practical exercises they will learn how to incorporate sales promotion activities into an Integrated Communications plan, how to plan an event, create pricing and location strategies, and how to cost effectively promote them. Sponsorship development will be studied from the points of view of both event planner and corporate sponsor. Emphasis throughout will be on integrated marketing communications. Prerequisite: MKT 300.

MKT 320
Contemporary Public Relations

3 Unit(s)

Provides a conceptual framework for understanding public relations and its role in present-day social and business environments. Students will briefly learn about the evolution of public relations practice from its beginnings to its present professional status. This course will emphasize both the principles as well as the nuts-and-bolts of planning and implementing a public relations campaign, including planning, selecting and developing appropriate publicity tools and evaluating the effectiveness of the program. Students will also learn techniques for managing the public relations function within organizations, the public relations process as well as professional and legal issues. Prerequisite: MKT 300.

MKT 321
Direct and Database Marketing

3 Unit(s)

Covers the planning, design and execution of direct marketing programs, including methods for utilizing databases and targeting techniques. Students will learn how to design direct-mail, telephone, catalog, e-mail and web-based marketing programs for consumer goods, services and industrial markets. Students will learn the principles of database design for marketing and the basic techniques of statistical analysis for targeting, utilizing case studies and guest speakers. Excel spreadsheet program will be used. Prerequisite: MKT 300 and MATH 40.

MKT 322
Social Media and Marketing

3 Unit(s)

Class immerses students in the marketing application of social media and other newly emerging media channels. Course covers the planning and integration of social media into marketing plans. Students will learn to set objectives, develop social marketing plans, integrate social media into overall marketing and communication plans, measure program results, utilize new media technologies and about the macro-environmental issues affecting social media. The class includes hands-on development of social media tactics and channels. This may require students to set up individual social media accounts. Prerequisite: MKT 300.

MKT 323
Search Engine Marketing - Design, Implementation and Optimization

3 Unit(s)

This project-based course covers the planning, design, implementation and optimization of search engine marketing campaigns, including methods for improving organic rankings (SEO) as well as paid search engine marketing (SEM) campaigns. Students build upon the principles of digital marketing to design and implement internet-based marketing programs for consumer goods, services, non-profit and industrial markets. Student teams will collaborate with a client to design and execute a paid search engine marketing campaign with an assigned budget, while using analytic tools for monitoring and optimizing. The Google Online Marketing Challenge and/or a client-sponsored campaign will be used as the basis for this course. Prerequisite: MKT 300 required, recommended MKT 321 or MKT 352.

MKT 324
Web and Social Network Analytics

3 Unit(s)

Focuses on the practice of analytics. Students will be introduced to traditional media analytics, social media analytics and web analytics using the R language. Students will learn skills, methods and tools necessary for analytical work in a broad variety of businesses situations with a range of data structures. Students will learn how to acquire information in a variety of forms, such as text (newspaper articles, blog posts and social messages), numbers (from web analytics) and transform them into data, which you will be able to analyze applying statistical methods with the help of R. Upon completion of the course, students are expected to be able to complete basic media analysis as part of marketing, or competitive research; to run methodologically sound analysis of social media; to report on web analytics; and to apply basic statistical concept to a variety of analyses. Prerequisite: BUS 240. Cross-listed with and equivalent to MSBA 324.

View Course Sections: Fall 2023

MKT 325
Brand and Product Management

3 Unit(s)

Explores the field of "Brand Management" including product management, brand positioning and building, measuring and managing brand equity over time. Utilizes classic and current consumer and B-to-B case studies of leading marketers and their strategies for effectively building and managing products and brands. Topics include customer focus, brand positioning and identity, creating points of difference and competitive advantages, marketing communications and messages including the Internet and building customer loyalty. Covers building brand portfolios, sub-brands and line extensions and distribution strategies. Prerequisite: MKT 300.

MKT 330A
Principles of Writing and Storytelling for Marketing Communications

3 Unit(s)

This course develops students' ability to write clearly and persuasively in the formats most frequently used in marketing, public relations, and communications. Students identify and hone their own unique writing style and method, which they can adapt for different brands, audiences, platforms, and formats. This class focuses on writing speed, clarity, brevity, and style, as well as proven persuasive writing techniques such as storytelling. Students will learn to write a variety of marketing material for both traditional and digital media. This portfolio of written works can then be shown to prospective employers or clients. Prerequisite: MKT 300.

MKT 331
Business-to-Business Marketing

3 Unit(s)

Provides a strategic view of industrial and other business-to-business marketing. Students will gain experience in solving marketing mix problems over the product life-cycle and will learn about the impact of technology, derived demand, complex buying processes and customization. They will study the impact and use of business e-commerce exchanges and other web-based techniques. The case method is used. Prerequisite: MKT 300.

MKT 332
Sales Management

3 Unit(s)

Focuses on the operating and management problems of sales-management executives. Students will learn how to relate the sales function to other functions of business and will study techniques for estimating sales potential, forecasting sales, manning territories, and selecting, training, supervising and compensating the sales force. Students will learn about sales force automation tools, including web methods. Case method used. Corequisite: MKT 300.

MKT 333
Media Relations and the Professional Spokesperson

3 Unit(s)

Provides knowledge and skills for interacting with the media. Students will study the definition of news and its role in the management of a business or other organization. Students will learn techniques for planning and executing successful editorial approaches including placement of news releases with print and electronic media, management of the news event, and effective strategies for spokespersons when meeting the press. Prerequisite: MKT 320.

MKT 335
New-Product Decisions

3 Unit(s)

Examines the issues, strategies and approaches associated with developing, introducing and managing new products and services. Students will learn methods for identifying business opportunities, market segmentation, idea generation, concept development and testing, market testing and introductory market programs. Case studies are used. Corequisite: MKT 300.

View Course Sections: Fall 2023

MKT 336
Marketing Research

3 Unit(s)

Surveys the principles and techniques of marketing research, with emphasis on survey methods. Students will gain an in-depth knowledge of the planning and execution of market-research projects, including the acquisition and analysis of both primary and secondary data; use of statistical methods; questionnaire design; interview methods, including the Internet; and testing and communication of results. Case studies are used. Prerequisite: MKT 100 or MKT 300, and BUS 240 (or MATH 40 and MATH 104).

View Course Sections: Spring 2024

MKT 337
Marketing Strategy and Planning

3 Unit(s)

Studies strategic and operational aspects of the marketing plan for consumer, industrial and service industries; formulation of top management strategic goals; and all elements of the annual marketing plan, including management summary, background data, quantitative objectives and implementation. Covers planning for long-range market development. Case studies are used. Prerequisite: MKT 300.

MKT 338
Consumer Behavior

3 Unit(s)

Studies the influence of consumer behavior upon marketing-management strategy; examines behavioral concepts as they relate to the buying situations, types of consumer research instruments and types of marketing issues. Focus on use of consumer-behavior knowledge in realistic action-oriented situations; readings and case materials. Corequisite: MKT 300.

View Course Sections: Summer 2024

MKT 339
Advertising Strategy

3 Unit(s)

Covers the uses of various media in formulating an overall consumer-communication strategy, with an emphasis on consumer-targeting techniques and media-mix programming. Students will learn about the advantages and disadvantages of differing types of advertising vehicles, including the Internet, in reaching the target audience. The course uses a variety of readings and case materials. Corequisite: MKT 300.

MKT 352
Digital Marketing and E-Commerce

3 Unit(s)

Examines timely concerns at the intersection of marketing and technology. The nature of digital marketing and e-commerce is constantly evolving, and key issues change rapidly. The course emphasizes marketing but gives due attention to enabling technology and selected new media. Students will learn how internet marketing works, how e-commerce business models interact and how to integrate online and offline marketing. Topics include basic internet technology for marketers, buyer behavior online, online privacy and security issues, online branding, website design and customer interfaces, public policy for digital interaction, web analytics, online payments, electronic marketing techniques such as banner advertising, outbound email and paid search advertising. Students will also analyze how integrated multi-channel marketing works and examine emerging electronic media. Prerequisite: MKT 300.

View Course Sections: Spring 2024

MKT 396
Selected Topics in Marketing

3 Unit(s)

Addresses significant, topical and practical problems, issues and theories in marketing. Topics are compiled and selected by the department chair. This course may be taken more than once, provided the same topic is not repeated. Prerequisites will vary based on topic.

MKT 398
Internship: Marketing

3 Unit(s)

Offers students the opportunity to receive graduate-level work experience in marketing. Students are responsible for their own placement in an internship approved by the department chair. A written internship proposal is required before consideration for this course. A written report is required upon completion of the internship. Prerequisite: at least 15 units completed in the Advanced Program and permission of the department chair.

View Course Sections: Summer 2024 , Spring 2024 , Fall 2023

MKT 399
Directed Study

13 Unit(s)

Provides an opportunity for the advanced student with a specific project in mind to do reading in a focused area and to prepare a substantial paper under the direction of a faculty member. Only one directed study course may be taken for credit toward a masters degree. Prerequisite: Completion of six graduate seminars in the Advanced Program and consent of the department.

MKT 60
Salesforce Sales Operations

4 Unit(s)

This course culminates in achievement of a Salesforce Sales Operations Professional Certificate. In this course, students will learn foundational concepts in sales operations and will develop fundamental skills in Salesforce and knowledge of the functions of Salesforce Sales Cloud. This course explores Customer Relationship Management (CRM) and optimization of marketing and sales development. Students will learn to utilize a suite of tools in Salesforce including products and contracts and will become familiar with customer support through dashboards and reporting. This course is offered in partnership with Outlier.org and is available to all undergraduate students. In addition to earning academic credit, students may receive a professional certificate from Coursera.

View Course Sections: Summer 2024 , Spring 2024

MKT 61A
Digital & Social Media Marketing & E-Commerce I

4 Unit(s)

This course is the first in a two-part series, the second of which culminates in achievement of two Professional Certificates: Google Digital Marketing & E-Commerce and Meta Social Media Marketing. In this first course, students will be introduced to the foundations of digital marketing and e-commerce. Students will explore strategies and tools for customer engagement, including search engine optimization (SEO), search engine marketing (SEM), and display advertising. It will cover platforms including Canva, Constant Contact, Google Analytics, Hootsuite, HubSpot, Mailchimp, and Twitter. The course will cover email marketing and marketing analytics and will introduce social media marketing, which will be explored in further depth in the second course in the series, MKT 61B. This course is offered in partnership with Outlier.org and is available to all undergraduate students. In addition to earning academic credit, students may receive a professional certificate from Coursera.

View Course Sections: Summer 2024 , Spring 2024 , Fall 2023

MKT 61B
Digital & Social Media Marketing & E-Commerce II

4 Unit(s)

This course is the second in a two-part series which culminates in achievement of two Professional Certificates: Google Digital Marketing & E-Commerce and Meta Social Media Marketing. The first course, MKT 61A, introduces students to the fundamentals of digital marketing, including e-commerce and social media marketing. This course covers e-commerce and social media marketing in-depth and includes a final capstone presentation tailored to prepare students for competitive jobs in the field. Students will learn how to build and manage e-commerce stores and develop customer loyalty. They will explore the ins and outs of social media marketing, management, and advertising, including measurement and optimization of social media campaigns. This course is offered in partnership with Outlier.org and is available to all undergraduate students. In addition to earning academic credit, students may receive a professional certificate from Coursera. Prerequisite(s): MKT 61A.

View Course Sections: Summer 2024 , Spring 2024

MKT 100
Principles of Marketing

3 Unit(s)

Provides an introduction to the theory and practice of marketing. Students will learn about price policies, channels of distribution, promotion techniques, the management of products and services and marketing research. The course also covers the impact of government regulations and competitive practices, integration of marketing with other activities of the business enterprise, and strategic implications of marketing actions.

View Course Sections: Summer 2024 , Spring 2024 , Fall 2023

MKT 102
Consumer Behavior

3 Unit(s)

Investigates the cultural, psychological and behavioral factors affecting consumers actions and the demand for consumer products and services. Students will learn the impact of consumer behavior on the marketing strategies of firms and the role of marketing in shaping consumer demand. Prerequisite: MKT 100.

MKT 103
Marketing Research

3 Unit(s)

Examines the research methods and techniques applicable to problem solving in marketing. Through a project-based class, students will learn to prepare a market research proposal, gather survey data, statistically analyze results and present a professional report. This class emphasizes the importance of marketing research in domestic and international markets. Students will also gain a sound knowledge of internet-based research tools. Prerequisite: MKT 100 and MATH 40.

View Course Sections: Fall 2023

MKT 105
Integrated Marketing Communication

3 Unit(s)

Analyzes the total range of activities involved in marketing communication: advertising, selling, sales management, public relations and sales. Students will learn strategies and tools to develop favorable inter- and intracompany relationships. Prerequisite: MKT 100.

View Course Sections: Summer 2024 , Spring 2024

MKT 108
Digital Marketing Principles

3 Unit(s)

The internet and new devices to access the internet have profoundly changed marketing methods and will continue to change how organizations will communicate and connect with customers. Digitally-empowered consumers have access to information any time and any where while also giving consumers control over the information they receive. Students will learn how to develop an effective digital marketing strategy, analyze key performance metrics, evaluate a product offering, identify pricing alternatives, create digital marketing communications, and explore ethical and legal issues. Prerequisite(s): MKT 100.

View Course Sections: Spring 2024

MKT 120
Business Marketing and Sales

3 Unit(s)

Covers the development and application of marketing and sales principles and skills in the business-to-business setting. Students will learn how to analyze business buying behavior. Students will learn about industrial product planning, channel decisions, promotional applications and pricing practice in the business-to-business context. They will learn the techniques of good selling skills and the techniques for organizing, staffing, motivating and evaluating the sales force. Prerequisite: MKT 100.

View Course Sections: Summer 2024

MKT 124
International Marketing

3 Unit(s)

Identifies international marketing opportunities; the impact of varying cultural, economic, legal and political environments on marketing strategy; technical and financial features; determinants and principles of foreign marketing policy as they relate to domestic marketing practice. Prerequisite: MKT 100.

View Course Sections: Summer 2024

MKT 197
Internship: Marketing

3 Unit(s)

Offers students the opportunity to receive work experience in marketing. Students will be responsible for their own placement in an internship approved by the department chair. A written internship proposal is required before consideration for this course. A written report is required upon completion of the internship. Prerequisite: Consent of the department chair.

MKT 198
Special Topics in Marketing

3 Unit(s)

Addresses significant, topical and practical problems, issues and theories in marketing. Topics will be selected by the department chair. This course may be taken more than once, provided the same topic is not repeated. Prerequisite: Consent of the department chair. Prerequisites will vary based on topic.

MKT 199
Directed Study in Marketing

13 Unit(s)

Provides individual study of selected topics under supervision of a faculty member. Students are limited to one directed study course per trimester. Prerequisite: Consent of the department.