Marketing (MKTW)
9 courses · Santa Barbara City College · 2026-2027 Catalog
Classes: Spring 2027
MKTW NC001 Marketing Fundamentals
- Units
- 0
- Hours
- 8 (8 lecture)
Effective marketing includes the creation and maintenance of sustained product brand awareness. Helps students understand the importance of marketing for organizational profitability. Students address promotional strategies and use marketing tools such as public relations, advertising, relationship selling and social media. Students learn to use communication tools for growth and customer retention, the importance of relationship-building, and discovering tools for cementing long-term relationships to gain a lifetime value in every customer. Course restricted to 98 repetitions
MKTW NC002 Business Branding
- Units
- 0
- Hours
- 8 (8 lecture)
Learn to produce a universal brand via social media and develop an understanding of the relationship between sellers and buyers. Identify and implement branding strategies that respond to existing needs and wants of customers. Use of social media is explored as integral in building a brand. Students research and review digital data from social media websites (such as LinkedIn, Twitter, and Facebook) in order to analyze the relationships between sellers and buyers in the digital world, and to understand value creation. Course restricted to 98 repetitions
MKTW NC003 Market Positioning
- Units
- 0
- Hours
- 8 (8 lecture)
Business success begins with responding to target markets by positioning the products in the minds of customers. This is done with a thorough knowledge of customer demographics, psychographics and geographic information. Successful marketing messaging requires perceptional knowledge of targeted customers. Positioning strategies focus on the right mix of people with relevant benefits and features offered by businesses. Course restricted to 98 repetitions
MKTW NC004 Digital and Mobile Marketing
- Units
- 0
- Hours
- 8 (8 lecture)
Mobile marketing encompasses global exchange activities on devices such as smartphones, tablets and various others. Modern businesses today look for customer-based profitability and investment solutions using mobile devices. These devices attract, engage, acquire, and retain local and international customers. Mobile communication offers real-time solutions via gathering data, insights, and content in the marketplace. Course restricted to 98 repetitions
MKTW NC005 B2B and B2C Marketing
- Units
- 0
- Hours
- 8 (8 lecture)
Focuses on communication techniques used to raise customer awareness and interest. Students learn to identify the mediums that will be most effective for a particular target market. Both business-to-consumer and business-to-business strategies are covered. These techniques will help students succeed in various careers such as sales, public relations, copywriting and other marketing positions. Course restricted to 98 repetitions
MKTW NC006 Market Research
- Units
- 0
- Hours
- 8 (8 lecture)
Focuses on the research, planning, execution and evaluation of a marketing campaign. Examines the specific activities used to promote products, services and businesses. Multimedia marketing campaigns are covered. Explores how companies use marketing campaigns to reinforce branding and positioning. Course restricted to 98 repetitions
MKTW NC007 Self-Management and Development
- Units
- 0
- Hours
- 16 (16 lecture)
Focuses on self-management skills that encourage behavior that results in the achievement of personal and professional goals. These can include activities that improve awareness and identity, develop talents and potential, build human capital, and facilitate employability, enhance quality of life, and contribute to the realization of dreams and aspirations. Course restricted to 98 repetitions
MKTW NC008 Marketing and Entrepreneurship
- Units
- 0
- Hours
- 8 (8 lecture)
Marketing plays a critical role in the entrepreneurial process. Students learn to recognize startups' business models and their unique problems and opportunities in order to develop the optimal marketing strategy for products and services in a digital-first era. Apart from the marketing mix, the course will also focus on the strategies and tactics used by new venture companies to acquire customers by utilizing outbound, inbound, or social and traditional media marketing. Course restricted to 98 repetitions
MKTW NC009 Marketing and Growth Strategies
- Units
- 0
- Hours
- 8 (8 lecture)
Getting customers isn't enough. The branding and marketing effort that accelerates the business ahead of the competition is the ultimate goal of all new ventures. These tactics involve implementing a growth mindset by deploying innovative strategies and value-added processes to create enhanced customer experiences that drive engagement, retention, and ultimately long-term growth. It will focus on concepts and implementation skills to assist current or potential entrepreneurs to develop and grow a business now or in the future. Course restricted to 98 repetitions