Santa Clara University

What you'll study

The curriculum builds a solid foundation in business and marketing before allowing you to concentrate on fashion-related topics and international markets. Core coursework typically covers principles of marketing, consumer behaviour, marketing research, digital marketing, brand management and international marketing. Business fundamentals from the Leavey School of Business—such as accounting, finance, statistics and management—support marketing specialisation.

• Marketing core: Principles of Marketing, Consumer Behaviour, Marketing Research, Marketing Strategy, Digital Marketing and Brand Management.
• International focus: Global Marketing, Cross-cultural Consumer Insights, International Retailing and Export/Import considerations for consumer goods.
• Fashion-specific topics: Fashion Retailing and Merchandising, Product Development and Sourcing, Visual Merchandising, Fashion Buying, Trend Forecasting and Fashion Communications/PR.
• Quantitative and practical skills: Market analytics, e-commerce platforms, digital analytics, pricing strategy and supply chain fundamentals relevant to apparel and accessories.
• Experiential learning: Internship placements with local brands and retailers, project-based courses with industry briefs, and a capstone or practicum that integrates marketing strategy with a fashion business problem.
• Electives and enrichment: Options often include courses in sustainability and ethics in fashion, entrepreneurship, visual design or studio art to support merchandising and creative roles.

Entry requirements

Admission to Santa Clara University’s undergraduate programme is competitive and evaluated holistically. Typical expectations include a strong secondary-school record with challenging coursework and evidence of motivation and fit with the university’s mission. For the Marketing major with a fashion emphasis, useful background includes mathematics, economics, and creative or visual arts classes.

• High school diploma or equivalent with transcripts showing progressively rigorous coursework.
• Competitive academic performance—most successful applicants present strong grades in quantitative and humanities subjects.
• Standardised tests may be optional depending on current university policy; check the admissions office for the latest guidance.
• Supplementary materials: a personal statement or essay, and optionally a portfolio or examples of creative work if you plan to emphasise merchandising or visual design.
• International applicants should demonstrate English proficiency and provide equivalent academic documentation.

Career prospects

Graduates with this combination of marketing training and fashion industry focus enter a broad range of roles. The programme aims to prepare you for positions that require both commercial marketing skills and an understanding of apparel, retail operations and international trade.

• Brand or product manager for apparel, accessories or lifestyle brands
• Merchandiser, buyer or category manager for retailers and e-commerce platforms
• Marketing analyst, digital marketing or e-commerce specialist focusing on fashion audiences
• Visual merchandiser, store planner or retail operations manager
• Fashion PR, communications or influencer marketing roles
• Sourcing coordinator or supply chain analyst for apparel and textile firms
• Entrepreneurship—launching direct-to-consumer brands or fashion-tech start-ups

Why study at Santa Clara University

Santa Clara University offers marketing students the benefit of a Jesuit liberal-arts education combined with the business-focused resources of the Leavey School of Business. The university’s location in Silicon Valley provides strong access to internships, tech-driven retail and e-commerce firms, and a network of alumni in both established brands and start-ups.

• Experiential emphasis: Small class sizes, project-based courses and internship opportunities help students build practical skills employers value.
• Industry access: Proximity to Bay Area retailers, tech companies and design studios supports placements in digital marketing, retail analytics and fashion operations.
• Cross-disciplinary opportunities: Students can combine marketing studies with electives in design, ethics, sustainability and entrepreneurship to tailor a fashion-focused pathway.
• Career support: The Career Center and Leavey School’s corporate connections aid recruitment, internships and mentoring for students targeting the global fashion industry.