Marketing Major

Department Chair: Nicholas Imparato, Ph.D.

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 provide 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.

Curriculum Overview

The McLaren School of Management continually updates its curriculum to satisfy the latest AACSB requirements and to assure that its students receive the full experience of studying at an excellent liberal arts and sciences university. Recognizing our students as individuals with unique interests and talents, the faculty have designed the business curriculum to support the focus and breadth each individual student requires. Course requirements are divided into the following areas:

  1. University Core Curriculum
  2. General Electives
  3. Business Core Curriculum and Foundation Coursework
  4. Major Courses

Contact Info

Admission: Undergraduate

Monday–Friday 8:30 a.m.–5 p.m. and Saturdays by appointment

University of San Francisco
Main Campus
Lone Mountain, Second Floor
2130 Fulton Street
San Francisco, CA 94117
(415) 422-6563