Spring 2007 Course Descriptions
Undergraduate Courses
MKT 320F Foundations of
Marketing
Instructor: Carner Unique No.: 04705 Class Times: MWF 10:00-11:00 UTC 2.112A
Unique No.: 04710 Class Times: MWF 12:00-1:00 UTC 2.112A
Unique No.: 04715 Class Times: MWF 2:00-3:00 UTC 2.112A
Prerequisites: Upper-Division Standing (60 hours), Restricted to Non-Business Students
MKT 320F is a business course designed to introduce nonbusiness students to the fundamental aspects of marketing as it relates to the whole business enterprise. The class will cover the structure, functions and methods employed by marketing in discovering and translating the consumer wants and needs into product and service specifications and then transferring these goods and services from producers to consumers or users.
MKT 337 Principles of Marketing
Instructor: Kelsmark Unique No.: 04720 Class Times: MW 8:00-9:30 UTC 4.132
Instructor: Luchs Unique No.: 04725 Class Times: TTH 8:00-9:30 UTC 4.132
Instructor: Miller Unique No.: 04730 Class Times: MW 9:30-11:00 GSB 2.124
Instructor: Kelsmark Unique No.: 04735 Class Times: MW 12:30-2:00 UTC 1.102
Instructor: Kelsmark Unique No.: 04745 Class Times: MW 3:30-5:00 UTC 1.102
Instructor: Young Unique No.: 04750 Class Times: TTH 3:30-5:00 UTC 4.132
Prerequisites: Admission to a Business major, Credit or Registration for BA 324, Credit or Registration for ACC 312, and Credit or Registration for STA 309.
This course is intended to convey the key elements of marketing and role of Marketing in the organization and society. Marketing is the key channel through which a company interacts with its market(s), and thus is the primary source of revenues and profits. The intent is to introduce concepts which provide a stepping-stone to further coursework and experience in marketing. We also seek to provide insights and understanding for those who will interact with marketing activities and people in their professional and personal lives.
Though there are different sections of this course, with different emphases, all sections will cover certain key elements in marketing. These include the role of marketing in overall corporate strategy, ways to understand and define markets, and the development of a marketing offering, including conceiving and developing products and services, the delivery of products and services to customers, communicating with customers, and extracting market value through pricing.
Marketing 337 sections will use a combination of lectures, readings, and applications to provide students with a solid understanding of marketing vocabulary, concepts, and activities.
MKT 337H Principles of Marketing - Honors
Instructor: Alpert Unique No.: 04760 Class Times: MW 11:00-12:30 CBA 4.304
Prerequisites: Admission to McCombs School of Business Honors Program, ACC 312H
The course objectives are to discover that marketing, consisting of the activities of groups or individuals to facilitate exchanges with others, is widely applied; to understand the process by which the marketing process is managed; and to appreciate the role of marketing in the macro environment.
MKT 353 Internship in Marketing and International Business
Coordinator: Goodman Unique No.: 04765 Class Times: N/A
Prerequisites: Admission to a Business Major, Completion of 45 hours, and Consent of Departmental Internship Coordinator
This course allows students to expand their internship experience by linking the skills developed on the job to new and relevant topics in marketing. Students enrolled in this course are expected to undertake a job or internship during this semester; keep a daily journal of their activities at the internship; and write a final report based on the internship that is scholarly in nature. This course will only meet a few times throughout the semester, as the rest of the hours are to be completed at the internship. This course is only offered on the pass/fail basis.
MKT 460 Information and Analysis
Instructor: Henion Unique No.: 04770 Class Times: MWF 1:00-2:00 UTC 4.124
Lab: W 2:00-3:00 CBA 5.304
Instructor: Ter Hofstede Unique No.: 04775 Class Times: TTH 2:00-3:00 UTC 1.116
Lab: TH 1:00-2:00 CBA 5.325
Unique No.: 04780 Class Times: TTH 3:30-5:00 UTC 1.116
Lab: TH 2:00-3:00 CBA 5.325
Prerequisites: MKT 337, MIS 310, and STA 309
This is a required course for marketing students in the undergraduate business program. The course is designed for students who want to pursue a career in marketing, but can also be taken by other students interested in marketing research. The theory is discussed in lectures and applied in computer lab sessions (Mod Lab), which are an integral part of the course.
The aim of the course is to teach students the methods, principles, and theories of modern marketing research and to apply these to practical business settings. Students will learn the concepts and terminology used by marketers, marketing researchers and master methodological tools to obtain a competitive advantage in the business world.
The specific objectives of the course are:
- To understand that marketing problems require information and how this information is obtained and delivered
- To learn how to set up a research design
- To know and understand the different methods of data collection and data analysis
- To train the student to apply methods of data collection and analysis to solve real life marketing problems
- To improve the students’ business writing and presentation skills
- To gain more experience working in teams.
MKT 363 Professional Selling & Sales Management
Instructor: Miller Unique No.: 04785 Class Times: MW 11:00-12:30 CBA 4.330
Prerequisite: MKT 337
This course is designed to be a hands-on introduction to selling and sales management. Speakers, films, role playing, group projects, and a personal field trip will give each student a “real world” experience. The commitment to each student is to leave this class with what it takes to be a “dynamic leader” in any endeavor you choose to pursue. The objective is to develop skills and abilities that allow a business student to manage their sales territories as if it were their own business. The unique skills they will develop will enable them to build successful sales and management careers.
MKT 370 Marketing Policies - W
Instructor: Bentzin Unique No.: 04790 Class Times: TTH 12:30-2:00 UTC 4.132
Instructor: Miller Unique No.: 04795 Class Times: MW 2:00-3:30 CBA 4.348
Instructor: Jain Unique No.: 04800 Class Times: MW 2:00-3:30 UTC 1.116
Instructor: Miller Unique No.: 04805 Class Times: MW 3:30-5:00 CBA 4.348
Prerequisites: MKT 460, FIN 357, credit or registration for an Internship or Practicum course in the McCombs School of Business, and Graduating Senior status
The course is designed to develop decision-making skills in marketing. Textual material introduces concepts and tools useful in structuring and solving marketing problems. Case studies describing actual marketing problems provide an opportunity for those concepts and tools to be employed in practice. In every case the decision-maker must develop a strategy consistent with the underlying factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment.
MKT 370K Retail Merchandising
Instructor: Riha Unique No.: 04810 Class Times: TTH 11:00-12:30 UTC 1.116
Prerequisite: MKT 337
What really happens in a retail store? Most customers see only the carefully orchestrated merchandising planned for their eyes on the selling floor. In this course we go behind the scenes to see what makes it all work. The goals of this course are to:
- Give students an understanding of the retailing industry and the decisions made by retailers.
- Offer examples of the dynamic nature of retailing and foster an appreciation of the constant evolution of retailing.
- Show how retailers develop strategies to build competitive advantages and build growth opportunities.
- Improve students' skills in analyzing competitive situations and marketing opportunities.
- Improve students' skill in written and oral communications.
MKT 372 Brand Management
Instructor: Broniarczyk Unique No.: 04815 Class Times: MW 12:30-2:00 UTC 1.116
Prerequisite: MKT 337
Branding is a fundamental element of competitive strategy. This course will address the strategic importance of branding, provide theories and strategies for building, leveraging, and defending strong brands, and discuss current opportunities and challenges facing brand managers. Particular emphasis is placed on understanding psychological principles at the consumer level that will improve managerial decision-making with respect to brands.
The course will include current articles, supplementary readings, and cases. The principles learned in the course will be applied in a brand audit group project.
MKT 372 Community Development & Social Enterprise
Instructor: Sepulveda Unique No.: 04820 Class Times: W 3:30-6:30 CBA 4.304
Prerequisite: MKT 337
This course may be used as a Marketing Elective, or as a practicum to fulfill the internship requirement.
The Community Development & Social Enterprise course offers an opportunity to develop valuable consulting skills while making a difference in the community. You will gain practice negotiating the scope of a project with a client, defining metrics for success and communicating these to prospective partners. You will help a client complete an expressed need, possibly working along side a team of MBA students. You will discover how authority and leadership flow from clear objectives and a willingness to take responsibility. And, finally, you’ll significantly improve your ability to deliver a compelling message that connects your client with an audience of potential supporters.
Students in the course will work in teams of three or four and meet weekly in class. Teams will meet every two weeks outside of class with the professor to gauge progress, identify problems, revise strategy and confer with guest advisors from industry and non-profits. Teams will practice connecting with the audience and making specific requests for assistance in two interim and one final presentation as they update the class on their efforts.
There will be specific lectures on managing the consulting process, negotiating scope, setting milestones and defining success. Additionally, outside business and community leaders will discuss marketing for community-based organizations, fund raising, strategic planning and other experiences applying business practices to nonprofits and other community initiatives.
MKT 372 Contemporary Issues in Marketing
Instructor: Highbarger Unique No.: 04825 Class Times: W 2:00-5:00 UTC 1.104
Prerequisite: MKT 337
Within the overall framework of how a business deals with and is perceived by all of its “customers”:
- To understand how the various disciplines of business management operate together during the course of business decision making and impact the perception of the business.
- To practice real problem solving using all business disciplines.
- To identify marketing and perception issues which frame business decisions.
- To gain experience using analytics and forecasts to determine business direction.
- To improve skills in oral communication and critical discussion.
To understand the importance in organizing for action by considering the interests of all of a company’s constituents.
MKT 372 Customer Insights
Instructor: Cox/Walls Unique No.: 04830 Class Times: MW 11:00-12:30 UTC 4.132
Prerequisite: MKT 337
The term, “Customer Insights” refers to findings or observations about customers that, once articulated, evoke a sense of being intuitively true (“why didn’t I think of this before?!”) or, even if they initially appear counter-intuitive, are easily demonstrable as being true, leading to an “A-ha! I get it!” response. Examples of Insights include such findings as: 1) American customers tend to turn to their right as soon as they enter a store, 2) The sales of an item increases when another item inferior to it is placed next to it, 3) Customers at a restaurant tend to give more tips to waiters who touch them, etc.
The most useful Customer Insights are those that capture pressing and prevalent consumption needs. Naturally, identifying such insights can lead to the development of profitable marketing propositions. For example, the above-mentioned insights can be used to re-design retail layouts, strategically manipulate adjacencies of goods, and increase physical contact in restaurants.
Customer Insights is the foundation course in the Center for Customer Insight (CCI) specialization. The focus of the course will be on honing the ability to discover novel aspects of consumer decision-making and on developing these insights into profitable marketing propositions in creative and innovative ways. Tools and techniques for developing Customer Insights and for becoming more customer-focused will be provided in the context of recent advances in technology, especially with regard to the Internet.
MKT 372 Marketing Communications
Instructor: McLeod Unique No.: 04840 Class Times: TTH 9:30-11:00 UTC 1.116
Prerequisite: MKT 337
The objective of the course is to provide you with a basic knowledge of Integrated Marketing Communications (IMC) so that you can approach strategic decision-making with a set of functional tools for the intersection of market analysis and promotional/communications strategy. Since the emphasis in this course is on your acquiring both an academic background and a working knowledge, the course will consist of text readings, classroom lecture, in-class discussions, guest speakers and a field trip, and a term project.
In order to accomplish the course objectives, class topics will begin with an overview of integrated marketing communications and will then focus on the six IMC components--advertising, direct marketing, interactive/Internet marketing, sales promotion, publicity/public relations, and personal selling.
MKT 372.2 Consumer Behavior
Instructor: Golden Unique No.: 04845 Class Times: MW 9:30-11:00 UTC 1.102
Prerequisite: MKT 337
This course centers on the role of the consumer in the marketing process. Studying consumer behavior enhances understanding of what marketing strategies are likely to be effective, how humans operate in the marketplace, and what sorts of social and cognitive mechanisms you, as a consumer, bring to your purchasing decisions. Thus, consumer behavior has managerial, psychological, and personal implications.
MKT 372.4 Global Marketing
Instructor: Gillespie Unique No.: 04850 Class Times: MW 2:00-3:30 UTC 1.102
Prerequisite: MKT 337
Global Marketing addresses the current concerns of firms as they compete for buyers across the globe. It introduces students to the global marketing environment including the global economy, cultural forces, and the political and regulatory climate. It explores how managers analyze global opportunities-buyer behavior, competitors, and marketing research. The course continues by describing global marketing strategies, foreign market entry options, and the global implications of managing the marketing mix. It concludes with an examination of organizational issues that face the global marketer. The course consists of lectures, case discussions, and a group marketing report.
IB 350 International Trade
Instructor: Gerber Unique No.: 04510 Class Times: TTH 9:30-11:00 UTC 4.132
Unique No.: 04515 Class Times: TTH 11:00-12:30 UTC 4.132
Prerequisites: Admission to a Business major, Credit or Registration for BA 324
Today's markets are becoming increasingly global, and it is imperative that business people understand the theories, institutions, and environmental elements that underlie international commerce. The objective of IB 350 is to provide business students with an introduction to economic theories, international commercial entities and the political and cultural environments that form the context for global business. The topics in the class have been selected to address both theoretical and practical dimensions of the world economy. While this course does not specifically address global business operations or international business management, students will emerge from the class with an understanding of the complex set of macro forces with which firms must contend in their global operations.
IB 372 Corporate Social Responsibility in International Business
Instructor: Ivey Unique No.: 04520 Class Times: T 5:00-8:00 CBA 4.304
Prerequisite: There are no prerequisites for this class
This course may be used as an International Business Elective. This course has been accepted into the Bridging Disciplines in Ethics and Leadership, and Environmental Programs.
This course addresses the issues and current trends in global corporate social responsibility and responsible globalization. The quadruple bottom line of social, environmental, cultural, and economic responsibility will be explored. Corporate Social Responsibility is defined as responsibility to all stake holders, not just shareholders. We will discuss the drivers of CSR, and such topics as sustainability, role of the UN, World Bank, IFC, and other multi-lateral organizations, public/private partnerships, supply chain responsibility, stakeholder engagement, cause and social marketing, environmental responsibility, human rights, transparency sustainability reporting and socially responsible investing.
Course activities:
This course is a case based course and is taught in the case study method. Students work on team-based projects and class participation is required. We will have films, and guest speakers, from the corporate and non-profit world addressing real world issues and challenges.
Course objectives:
- You will learn critical thinking skills and ethical decision-making.
- A solid understanding of the issues driving CSR.
- An understanding of the issues in responsible globalization.
- Ability to demonstrate a solid understanding of CSR and Sustainability and its impact on global society.
IB 372 Doing Business in France-W
Instructor: Guilloteau Unique No.: 04525 Class Times: TTH 11:00-12:30 HRH 3.102A
This course will be taught in English.
The trend of internationalizing business and services forces companies to cope with cultural differences inside a company and when sending executives and their families abroad. In a foreign country there are more than language barriers to overcome. Methods which work at home can lead to failure abroad. Likewise, the most competent manager can damage an operation if not properly prepared for his or her stay in the host country.
This course is designed to help you cross cultural boundaries, whether you are planning on living abroad as a student, an intern, or an employee. It is not meant to be a technical business course, but rather a course that will help you understand what culture shock is, and how you can prepare yourself for it.
IB 372 International Strategic Management
Instructor: Stewart Miller Unique No.: 04530 Class Times: MW 9:30-11:00 UTC 1.118
Meets with: MAN 337
In an increasingly interconnected world, companies find themselves on the one hand forced to contend with a host of new competitors but on the other hand facing a broad range of new opportunities for expansion abroad. This course addresses both the pitfalls and opportunities that await managers tasked with setting a directions for their organizations in this changing environment.
International strategic management is an advanced topic that requires the understanding of both international business and strategic management. Prior courses in these areas are not strictly required but they are recommended. This course is distinguished from other courses offered in International Business in that its focus is not on the macro features of the global environment, nor is it on the mechanics of strating an international business. International strategic management is concerned with those issues that confront managers of established companies seeking to expand abroad or to devise a coherent strategy for their existing global operations.
IB 372.6 Business German
Instructor: Rathmann Unique No.: 04535 Class Times: MWF 1:00-2:00 JES A207A
Prerequisites: GER 312K or 312V with a grade of at least C - Meets with GER 312W
Taught in GERMAN
Only 1 may be counted ger 612, 312l, 312s, 312w, i b 372 (topic 6)
This course prepares students for the content and test format of the Zertifikat Deutsch für den Beruf (ZDfB), which was developed in Germany by the Goethe‑Institute and is recognized throughout the European Union and the United States. Due to the worldwide high level of recognition by private and public employers alike, this examination enjoys acceptance as proof of proficiency in the German language. The exam certifies that your knowledge of Business German is at a level where you can handle written and oral business transactions in German, participate in an internship with a German‑speaking company, or work in a German‑speaking country.
The course covers all parts of the exam: specialized business and economics vocabulary, reading of business‑related texts and newspaper articles, listening comprehension of verbal business interactions, business correspondence, and speaking in business contexts.
This course is designed for students who have already studied the equivalent of two years of college-level German and are interested in combining their study of German with another professional degree area, such as finance, management, engineering, communications, political sciences, etc. The overall goal of this course is to provide students with the language and cultural knowledge necessary for effective communication in the business environment (Wirtschaftsdeutsch). Listening, speaking, reading, and writing skills will be developed through a variety of on-line activities and individual research. This course contains a substantial writing component and fulfills part of the basic education requirement in writing.
THE GOETHE EXAM ZdFB WILL BE ADMINISTERED AT UT AT THE END OF THE SPRING SEMESTER. The Goethe exam is optional and not part of your course grade.
IB 372.8 Business Spanish-W
Instructor: Montiel Unique No.: 04540 Class Times: MWF 11:00-12:00 MEZ 1.120
Prerequisites: SPN 312L, 612 or the equivalent. Meets with SPN 327.
Taught in Spanish.
only 1 may be counted IB 372 (topic 8) mas 350, SPN 327
The main objectives of this course are (1) to become proficient in writing in the Spanish language within a business context; (2) to become familiar with the business and cultural practices used in the professional Hispanic world; and (3) to become familiar with the economic, political and social environments that encourage business practices in the Hispanic markets. In order to achieve the above-mentioned objectives, students will review the most challenging grammar structures of the Spanish language. Moreover, they will be introduced to Spanish vocabulary and terminology used in different business scenarios and will be expected to write different compositions using the learned material. Spanish 327 B W is offered as a Substantial Writing Component class and therefore allows students to earn credit as part of the UT’s Core Curriculum Requirement.
IB 378 International Business Operations-W
Instructor: Gabbi Unique No.: 04545 Class Times: M 5:00-8:00 UTC 1.102
COURSE OBJECTIVES:
- To provide you with a framework for formulating, building, and managing a new business venture in an international context.
- To reinforce international business concepts you have learned in other international business courses.
- To expand upon your existing knowledge of international business operations and introduce new material pertinent to business operations in the global market.
- To develop your ability to apply international business concepts to practical business situations.
- To develop your problem–solving skills and decision-making ability.
- To enhance your written and oral communication skills.
- To improve your ability to work in a group environment.
- To increase your skills in business research and information analysis.
- To provide you with a practical understanding of how to conduct business in a global economy.
INDEPENDENT STUDY/CONFERENCE COURSES
IB 179C and 379C – Problems in International Business
- Unique No.: 04550
- Unique No.: 04555
MKT 179C and 379C - Problems in Marketing
- Unique No.: 04855
- Unique No.: 04860
Special study courses designed to accommodate the academic needs of individual students for advanced or specialized work. Prerequisites are "C" or better in the department core introductory courses, 18 hours of business and economics (6 of which must be upper division) and upper division standing (60 hours).
Prior to registering for I B 179C or I B 379C, MKT 179C, MKT 379C, students must contact a faculty member of their choice in this department to discuss registration for independent study. After doing so, students must obtain written approval in the department chair's office.
MBA Elective Courses
| Unique | Course | Title | Instructor | Room | Day | Time |
| 04640 | IB 395 | Business in Emerging Markets | Gillespie | GSB 3.138 | MW | 11:00 – 12:30 PM |
| 04645 | IB 395 | Business in Latin America | Kelm | UTC 1.116 | MW | 8:00 - 9:30 AM |
| 04650 | IB 395 | Intl Business Fellows Seminar | Dodd | CBA 4.348 | W | 5:00 - 8:00 PM |
| 04865 | MKT 382 | Brand Management | Broniarczyk | GSB 3.138 | MW | 3:30 - 5:00 PM |
| 04870 | MKT 382 | Consumer Behavior | Irwin | GSB 3.138 | MW | 12:30 - 2:00 PM |
| 04875 | MKT 382 | Corporate Goverance | Cunningham | GSB 3.130 | Th | 3:30 - 6:30 PM |
| 04880 | MKT 382 | Customer Insights | Cox/Walls | GSB 3.130 | MW | 8:00 - 9:30 AM |
| 04885 | MKT 382 | Integrated Marketing Communications | Golden | GSB 3.130 | MW | 11:00 - 12:30 PM |
| 04890 | MKT 382 | Marketing Research | Alpert | UTC 1.104 | M | 2:00 - 5:00 PM |
| 04895 | MKT 382 | Marketing & Customer Insights Pract | Jain | UTC 1.104 | M | 5:00 - 8:00 PM |
| 04905 | MKT 382 | Pricing and Channels | Mackie | GSB 3.138 | TTh | 9:30 - 11:00 AM |
| 04912 | MKT 382 | Strategic Planning Practicum | Cox | CBA 4.330 | TTH | 11:00 - 12:30PM |
| 04915 | MKT 382.4 | Strategic Marketing | Mackie | GSB 3.138 | TTh | 8:00 - 9:30 AM |
Graduate Course Descriptions
IB 395 Business in Emerging Markets
Instructor: Gillespie Unique No.: 04640 Class Times: MW 11:30-12:30 GSB 3.138
This course is designed to give students an understanding of the traditional challenges to business in the emerging markets of the developing world as well as the new challenges of market liberalization. It will stress commonalties of different countries and regions while highlighting certain differences. Cases and readings are drawn from Asia, Latin America, the Middle East, and the former East Bloc. Students do country-specific research for a paper and class presentation.
IB 395 Business in Latin America
Instructor: Kelm Unique No.: 04645 Class Times: MW 8:00-9:30 UTC 1.116
This course, (taught in Spanish, but designed for both native and non-native speakers of Spanish), consists of the analysis of interviews from Latin American professionals who deal with a variety of cultural issues that Americans will encounter when working in Latin America and Spain. The course is designed for those students who have an interest in Business Culture and who would like to study these aspects in Spanish. The cultural items are reviewed within the context of Language, Environment, Social Organization, Contexting, Authority, Non-verbal Communication, and Time. The interviews are saved as video clips and are accessible over the Internet. The 200+ interviews are subdivided into four major categories including the following:
- Negotiation Style (15 questions)
- Language Issues (5 questions)
- Courtesy and Social Situations (10 questions)
- Time and Scheduling (6 questions)
- U.S./Spain Negotiations (13 questions)
The course also includes several lectures from guest visitors who are either from Latin America or who have professional experience in Latin America.
IB 395 International Business Fellows Seminar
Instructor: Dodd Unique No.: 04650 Class Times: W 5:00-8:00 CBA 4.348
The purpose of the Seminar is (i) to help further students’ understanding of the major cultures, political systems and economic structures that exist throughout the world and of the social forces bringing change to those structures and systems, and (ii) to assess how the interaction of such cultures and systems and forces will shape the world in which our individual, corporate and national aspirations must be pursued. In exploring those issues, the seminar will pursue such questions as:
- Will the events of September 11th be the flashpoint for a clash of civilizations which brings an end to the recent expansion of global activity between and among countries, or will they be a catalyst for a new era of international cooperation?
- In the new world that is emerging, can we expect the political, economic, and social structures that exist in the United States to continue to spread around the globe, or will other nations and cultures necessarily evolve in ways distinctly different from the U.S?
- In so far as other countries do proceed differently from the U.S., are there ways countries and cultures can learn to associate with one another productively, fueling an era of cooperation, or must we remain in separate universes and in perpetual tension, perhaps reinforcing a clash of civilizations?
- What impact will this new era have on corporations, corporate executives, financial markets, business managers, and other people who rely on jobs and financial support from these enterprises?
- What about other trends, other issues, other crises? What will become of Africa? What about the AIDS pandemic? What of the homeless? The starving? Is the climate truly warming? Will water become a new source of conflict? What other forces of change are in the offing?
Michael Howard, in his book The Lessons of History, wrote that the real lessons of history are not so much about “pride and folly,” as about
“people, often of masterful intelligence, trained usually in law or economics or perhaps political science, who have led their governments into disastrous miscalculations because they have no awareness whatever of the historical background, the cultural universe of the foreign societies with which they have to deal. It is an awareness for which no amount of strategic or economic analysis, no techniques of crisis management or conflict resolution...can provide a substitute.”
The seminar will endeavor to bring such historical and cultural factors into our discussions.
MKT 382 Brand Management
Instructor: Broniarczyk Unique No.: 04865 Class Times: MW 3:30-5:00 GSB 3.138
Branding is a fundamental element of competitive strategy. This course will address the strategic importance of branding, provide theories and strategies for building, leveraging, and defending strong brands, and discuss current opportunities and challenges facing brand managers. Particular emphasis is placed on understanding psychological principles at the consumer level that will improve managerial decision-making with respect to brands.
The course will utilize a reading packet, cases, and guest speakers. The principles learned in the course will be applied in a brand audit group project.
MKT 382 Consumer Behavior
Instructor: Irwin Unique No.: 04870 Class Times: MW 12:30-2:00 GSB 3.138
This course centers on the role of the consumer in the marketing process. Studying consumer behavior enhances understanding of what marketing strategies are likely to be effective, how humans operate in the marketplace, and what sorts of social and cognitive mechanisms you, as a consumer, bring to your purchasing decisions. This course emphasizes consumer research; students will learn about classic research findings and will perform research of their own using the top consumer behavior research techniques.
MKT 382 Corporate Governance
Instructor: Cunningham Unique No.: 04875 Class Times: Th 3:30-6:30 GSB 3.130
Senior executives - CEO's and their business unit, functional and regional direct reports - must consistently balance their time between achieving quarterly performance targets and building strong companies that can sustain above market financial performance in the future. As the business environment grows more complex, senior executives have to simultaneously manage business and political relationships, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, deal with issues of corporate governance and succession planning, and learn to navigate through potential PR disasters. In addition, regardless of the size of a company, the senior management team must continually grapple with the question of how to allocate resources to competing programs and disciplines in support of the corporate strategy.
This course will examine the roles and responsibilities of corporate leadership in a wide variety of settings - large and small companies, startups and established century old companies, global and single country/region companies - as all companies face slightly different versions of the issues discussed above.
The normal format of the class will be to invite one or more guest speakers to address the students for the first half of the class period. The guests will be encouraged to provide ample opportunity for questions during their presentations. The second half of the class will focus on in-class discussion of assigned reading material. The individuals that will be invited to class will include senior executives from major corporations and entrepreneurs, elected officials, corporate lawyers and venture capitalists.
Students' performance will be evaluated based on a combination of in-class participation and a term paper.
MKT 382 Customer Insights
Instructor: Cox/Walls Unique No.: 04880 Class Times: MW 8:00-9:30 GSB 3.130
Customer Insights is the foundation course in the Center for Customer Insight (CCI) specialization. The focus of course will be on honing the ability to discover novel aspects of consumer decision-making and to develop these insights into profitable marketing propositions. Tools and techniques for developing Customer Insights and for becoming more customer-focused will be provided in the context of recent advances in technology, especially with regard to the internet. A combination of lectures, guest speakers and assignments will be used to achieve the course objectives.
MKT 382 Integrated Marketing Communications
Instructor: Golden Unique No.: 04885 Class Times: MW 11:00-12:30 GSB 3.130
Effective communication is central to a successful marketing strategy. Not only must the firm integrate all elements of its marketing communications, but this integration must be consistent with the totality of its marketing strategy.
This course will challenge you to:
- Know your target market;
- Know your market strategy, its elements, and its goals;
- Plan your communication so that your marketing strategy is clearly and effectively communicated to your target audiences(s); and
- Establish metrics in order to evaluate the results of your marketing and your communication against your objectives for effective control processes.
You will apply the principles from this course to the “for social profit” marketplace. This course will combine in-class discussion and readings with a project application that will be evaluated by your course’s “For Social Profit Board of Directors”.
MKT 382 Marketing Research
Instructor: Alpert Unique No.: 04890 Class Times: M 2:00-5:00 UTC 1.104
Working with corporate sponsors including General Mills, Dell, and other key UT employers, we have designed a project-based “real-world” look at the use of market research to guide marketing management decisions. We will cover the key topics of decision analysis, problem identification, and all areas of marketing research methods from the viewpoint of managerial decision support. Recent graduates of this course have found great positions with Nestle, General Mills, Dell, and other sponsors.
We shall work with companies and non-profit organizations to identify strategic marketing challenges which they face, and will recommend actions based on our analyses of their competitive environments and target customer profiles and preferences. The experience gained in working with management, as well as the research and analysis that these consulting projects will entail, will help to gain valuable work experience and position students for rewarding careers upon graduation. Students groups will select a client and problem area from a list of those topics submitted by organizations seeking our help as consultants. As an option, student groups may work on a business research project of their own choosing.
The course structure will involve formal class sessions covering topics such as problem definition, information needs assessment, secondary (including Internet) and primary data analyses, questionnaire and experimental design, and quantitative analysis of marketing data. We will work together as consulting teams on a series of target dates, as the projects progress throughout the semester. Students will be evaluated primarily on the basis of the written report and oral presentation to be completed near the end of the semester, their ability to meet deadlines, and their contributions made in discussion in the classroom and group-instructor meetings. In that sense, the work and its evaluation will parallel that which will be encountered in the full-time jobs for which students are preparing to take upon graduation.
This course is recommended for students interested in careers in customer insights, marketing research, packaged goods marketing, marketing management, industrial and technology marketing, financial management, and other fields where the ability to interact with research specialists and apply their recommendations may be enhanced by knowledge of the capabilities and limitations of market research.
MKT 382 Marketing & Customer Insights Practicum
Instructor: Jain Unique No.: 04895 Class Times: M 5:00-8:00 UTC 1.104
Marketing and Customer Insight Practicum is a projects-based course. Students are assigned to teams and work on projects sponsored by businesses. The projects can be focused on a wide-range of marketing topics. Each semester the projects available will be advertised via e-mail to all MBA students in the week before the semester begins. Students who wish to participate in a practicum must apply for one or more of the projects offered for the relevant semester. Applications require submission of a resume and a statement about reasons for interest in and suitability for the project. Students may apply for more than one project, but may only participate in one for each semester, although it is possible to participate in different projects in different semesters. Student selections are made during the first week of the semester and "accepted" students are permitted to enroll in the Practicum course. Every attempt will be made to accommodate all students who wish to participate in a practicum.
Although there may be substantial variation in the nature of projects from semester to semester, most practicum projects require an initial research phase - often requiring a report of research findings, followed by an implementation phase in which specific business problems and solutions are addressed. All projects will require a final group report and/or the presentation of results to the corporate sponsor. Evaluations are based on the quality of the teamwork and assessment of individual contributions to the project.
Recent projects have included new product introductions, post-merger marketing systems integration, brand positioning studies, product feasibility studies, competitive positioning, and benchmarking studies. Project sponsors have ranged from small technology start-ups, to major corporations such as 3M, Frito Lay, Dell, Accenture, Verizon, and Nortel Networks. Practicum assignments will be announced via email in January.
MKT 382 Pricing and Channels
Instructor: Mackie Unique No.: 04905 Class Times: TTh 9:30-11:00 GSB 3.138
Some of the most challenging marketing decisions revolve around distribution and pricing issues.
Over the last 15 years there has been a growing interest in the benefits that companies can derive from thoughtful design and management of distribution channels. Because of its increasing complexity and impact on profits, one of the newer job titles in business is Channel Manager. The channels portion of the course will focus on understanding what customers need/want from channels and the process of designing channels to meet those needs. It will also examine a number of challenges in day-to-day channel management such as channel conflict, gray markets, and international distribution.
Given the growing competitive environment, more and more companies are seeking ways to improve profitability through carefully designed pricing strategies. Did you know that, on average, a 1% improvement in sales volume will yield a 3% improvement in profits – but that a 1% improvement in price will yield an 11% improvement in profits? The pricing portion of the course will examine concepts such as determining what a product is worth to a customer, price elasticity/sensitivity, psychological issues in pricing, setting prices for new products, and managing competitive pricing. It will also examine topics such as price discrimination, optimal pricing and revenue management.
Both of these topics also raise a number of interesting legal and ethical issues, and the course will also include readings and discussions about these.
The course will include readings, case study discussions, exercises, lectures, guest speakers, and opportunities for individual research or projects.
MKT 382 Strategic Planning Practicum
Instructor: Cox Unique No.: 04912 Class Times: TTh 11:00-12:30 CBA 4.330
Marketing and Customer Insight Practicum is a projects-based course. Students are assigned to teams and work on projects sponsored by businesses. The projects can be focused on a wide-range of marketing topics. Each semester the projects available will be advertised via e-mail to all MBA students in the week before the semester begins. Students who wish to participate in a practicum must apply for one or more of the projects offered for the relevant semester. Applications require submission of a resume and a statement about reasons for interest in and suitability for the project. Students may apply for more than one project, but may only participate in one for each semester, although it is possible to participate in different projects in different semesters. Student selections are made during the first week of the semester and "accepted" students are permitted to enroll in the Practicum course. Every attempt will be made to accommodate all students who wish to participate in a practicum.
MKT 382.4 Strategic Marketing
Instructor: Mackie Unique No.: 04915 Class Times: TTh 8:00-9:30 GSB 3.138
Strategic Marketing is designed for students who have had the marketing core and who wish to increase their skill levels in developing, executing, and analyzing marketing strategy in a competitive environment. It will be helpful to students interested in all business disciplines (marketing, finance, consulting, general management, entrepreneurship) because of its emphasis on applying concepts in real-world situations.
The course uses (a) discussions of cases/readings, (b) lectures, (c) exercises, and (d) an extensive computer simulation (MarkStrat). Students work on the simulation in teams, examining many of the same strategic marketing issues that companies face in real world business environments. Students use analytical and problem solving skills to lead their firms through eight years of business decisions in the face of vigorous competition from other teams (firms). In doing so, they apply the concepts and frameworks learned in the class. In order to identify and evaluate opportunities, they perform detailed analyses of consumer needs/perceptions as well as competitors’ actions, strengths, and weaknesses. They develop SWOT analyses and make strategic decisions regarding the company's mission and overall strategy, target markets, differentiation/positioning, R&D investments and product design, as well as decisions on pricing, distribution, and promotion. Success is directly related to understanding one’s business environment and optimal allocation of scarce resources.
