University of San Francisco

Academic research and executive experience have repeatedly highlighted the critical role marketing plays in business success. In addition, there is clear evidence that performance among non-profit and government organizations also depends on effective marketing.

In this context, the marketing curriculum and major provides students with a strong foundation in the principles and tools of the discipline. The framework begins with a customer focus and includes formulating products and services that meet and anticipate consumer wants and needs, determining appropriate price/value considerations, developing efficient distribution systems, and creating marketing communications programs to support the marketing effort.

Topics relevant to best practices in business and consumer sectors include: social media and digital marketing, branding, public relations, advertising strategy, behavioral pricing, marketing analytics and research methods, global competition, multicultural segmentation, creation of new business models and innovation strategies. Additionally, the program provides multiple opportunities to examine the role marketing plays in society and how it affects the common welfare.

Program Learning Outcomes

It is expected that Marketing majors upon graduation will be able to:

• Describe the role of marketing in organizations, industries/sectors and society
• Identify key marketing tools and models (for example, segmentation, purchase decision models)
• Apply relevant primary and secondary research techniques to identify marketing challenges and opportunities facing an organization or community
• Assess markets using appropriate marketing tools and models
• Conceptualize and develop appropriate marketing strategies in response to challenges and opportunities uncovered during market analyses
• Evaluate and defend recommendations based on marketing goals and with an appreciation for the impact on broader society