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: Fall 2021 , Summer 2021 , Spring 2021 , Spring 2020

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.

View Course Sections: Fall 2021 , Summer 2021 , Spring 2021 , Spring 2020

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: Summer 2021 , Spring 2020

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: Students must pass the Graduate Writing Proficiency Exam or complete ENGL 201 Graduate Writing with a grade of B or better before registering for this course.

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.

View Course Sections: Summer 2021 , Spring 2020

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.

View Course Sections: Spring 2021 , Spring 2020

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 2021 , Spring 2021 , Spring 2020

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.

View Course Sections: Summer 2021 , Spring 2020

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: Students must pass the Graduate Writing Proficiency Exam or complete ENGL 201 Graduate Writing with a grade of B or better before registering for this course.

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. Students must pass the Graduate Writing Proficiency Exam or complete ENGL 201 Graduate Writing with a grade of "B" or better before registering for this course.

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.

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: Fall 2021 , Spring 2020

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.

View Course Sections: Fall 2021 , Summer 2021 , Spring 2021 , Spring 2020

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: Fall 2021

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: Fall 2021 , Spring 2021 , Spring 2020

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: Fall 2021 , Summer 2021 , Spring 2021 , Spring 2020

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 50
Foundations and Strategy of Digital Marketing

3 Unit(s)

As we deepen our relationships with the internet and our devices, there is more opportunity to communicate to customers online. Today over 50% of all marketing expenditure in the US goes to digital marketing and this number is growing every year. In this course, you will be introduced to the world of digital marketing and how to create strategies that ensure you achieve your marketing goals. You will understand how to think about your customer, different channels you have available to you and how to measure and improve your marketing campaigns. This course aims to develop the student's understanding of marketing in the context of a business and provide a framework for students to think about concepts such as segmentation, targeting, value propositions, and metrics. The course culminates in a final presentation in which the student will use the PACE framework to analyze and create a digital marketing plan for a chosen company. This is the first course in Facebook's Digital Marketing curriculum and is required to gain the Digital Marketing certification. Corequisite(s): ENGL 1A.

View Course Sections: Summer 2021 , Spring 2021

MKT 55
Marketing Content Strategy and Branding

3 Unit(s)

In this course you will dive deeper into branding and discover content marketing. You will learn why branding is crucial at every step of the customer journey and how to use content marketing to attract a defined audience through creating and distributing exciting content. The course gives you the opportunity to learn about best practices for creating effective content across various digital marketing channels. It aims to push students to explore concepts such as consumer psychology, appropriate content, and strategy and search engine optimization. Students will also have the opportunity to create their own marketing content for various platforms. Prerequisite(s): MKT 50.

View Course Sections: Summer 2021 , Spring 2021

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: Fall 2021 , Summer 2021 , Spring 2021 , Spring 2020

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.

View Course Sections: Spring 2021 , Spring 2020

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 2021

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 2021

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: Summer 2021

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 2021

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: Spring 2021 , Spring 2020

MKT 150
Marketing Analytics & Performance Optimization

3 Unit(s)

There is data behind every action and decision taken by customers all over the world. In this course, students will learn the best tools to collect, understand, communicate and gain insights from data in the realm of digital marketing. There is a heavy emphasis on practical learning with opportunities to gain hands-on experience with spreadsheets and Google Analytics to analyzing and identifying elements of an A/B test. Students will learn about factors that drive conversion and how to optimize their efforts using data and A/B testing. Students will learn about the key metrics for digital marketing. At the end of the course students will be equipped with the skills needed to thrive in a digital marketing career- a field that is increasingly data-driven. Corequisite(s): MATH 20.

View Course Sections: Fall 2021

MKT 155
Email Marketing

3 Unit(s)

Email marketing offers the digital marketer a channel to reach customers directly in a personalized way. Email marketing is effective at customer acquisition and retention: it is a way to maintain your relationship with customers and interested parties. In this course, you will learn how best to employ email marketing in your campaign to great success. The course will cover best practices of when to use email, best practices for email design, and how to organize your campaign. You will also learn how to analyze and optimize campaigns to increase future effectiveness. The course will also touch upon more complex email practices such as automation and how to outline an email campaign. After completing this course you should gain a holistic understanding of email marketing and be ready to create campaigns that engage customers. Prerequisite(s): MKT 50. Corequisite(s): MATH 20.

MKT 160
Search and Display Advertising

3 Unit(s)

Have you ever searched for an item you want to buy and been presented with options that fit your needs? Have you ever spent some time browsing a product on a website, only to find an ad for that product at the next site you visit? You have experienced search and display as a consumer - this course focuses on search and display advertising from the marketer's perspective. You will learn about the different channels and how they work. The course will also cover the best practices of ads and ad bidding. You will also have the opportunity to create a budget and provide recommendations to optimize your campaign. This course will give you insight into how online ads work and how companies can retarget customers for successful results. Students will also learn best practices for search and display and how to create effective strategies that build on their knowledge from previous courses in this program. Prerequisite(s): MKT 50. Corequisite(s): MATH 20.

MKT 165
Social Media Marketing

3 Unit(s)

There are currently 3.2 billion people using social media around the world and the number is growing. As consumers increasingly spend time on social media platforms, it has become more useful than ever to know how to navigate and communicate through social media. In this course you will learn how to create a social media strategy that achieves your goals. You will learn about different platforms, the array of interactions open to you, and get hands-on experience utilizing your social media skills and creating a simulated Facebook campaign. Prerequisite(s): MKT 50, MKT 55, and MKT 150.

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.