Fall 2006 Course Descriptions

• Undergraduate Courses
• MBA Elective Courses

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Undergraduate Courses

MKT 320F     Foundations of Marketing

Instructor: Carner     Unique No.: 04725
Class Times: MWF 10:00-11:00 UTC 2.112A

Instructor: Cunningham     Unique No.: 04730
Class Times: TTh 11:00-12:30 UTC 2.112A

Instructor: Carner     Unique No.: 04735
Class Times: MWF 12:00-1:00 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.: 04740
Class Times: MW 9:30-11:00 UTC 4.132

Instructor: Miller     Unique No.: 04745
Class Times: TTh 9:30-11:00 UTC 4.132

Instructor: Alpert     Unique No.: 04750
Class Times: MW 11:00-12:30 UTC 1.102

Instructor: Kelsmark     Unique No.: 04755
Class Times: MW 11:00-12:30 UTC 4.132

Instructor: McAlister     Unique No.: 04760
Class Times: MW 2:00-3:30 UTC 4.132

Instructor: Miller     Unique No.: 04765
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: McAlister    Unique No.: 04770
Class Times: MW 9:30-11:00 CBA 4.324

Honors Instructor: McAlister    Unique No.: 04775
Class Times: MW 12:30-2:00 CBA 4.324

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 macroenvironment.

MKT 353    Internship in Marketing and International Business

Coordinator: Goodman

Prerequisites: Admission to a Business Major, Completion of 45 semester 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. For more information on MKT 353, visit: http://www.mccombs.utexas.edu/dept/marketing/undergrad/mkt353.asp


MKT 460    Information and Analysis

Instructor: Khan     Unique No.: 04805
Class Times: TTh 8:00-9:30 CBA 4.348
Lab: W 10:00-11:00 CBA 5.304

Instructor: Khan     Unique No.: 04810
Class Times: TTh 11:00-12:30 UTC 1.132
Lab: W 2:00-3:00 CBA 5.304

Instructor: Henion     Unique No.: 04815
Class Times: MWF 1:00-2:00 CBA 4.332
Lab: W 2:00-3:00 CBA 5.325

Instructor: Khan     Unique No.: 04820
Class Times: TTh 2:00-3:30 UTC 1.116
Lab: W 12:00-1:00 CBA 5.304

Prerequisites: MKT 337 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:
1. To understand that marketing problems require information and how this information is obtained and delivered
2. To learn how to set up a research design
3. To know and understand the different methods of data collection and data analysis
4. To train the student to apply methods of data collection and analysis to solve real life marketing problems
5. To improve the students’ business writing and presentation skills
6. To gain more experience working in teams.


MKT 363    Professional Selling & Sales Management

Instructor: Miller     Unique No.: 04825
Class Times: TTh 12:30-2:00 UTC 1.116

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: Miller     Unique No.: 04835
Class Times: TTh 8:00-9:30 UTC 1.116

Instructor: Peterson     Unique No.: 04840
Class Times: TTh 2:00-3:30 UTC 4.132

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.: 04845
Class Times: MW 12:30-2:00 UTC 4.132

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:
1. Give students an understanding of the retailing industry and the decisions made by retailers.
2. Offer examples of the dynamic nature of retailing and foster an appreciation of the constant evolution
of retailing.
3. Show how retailers develop strategies to build competitive advantages and build growth
opportunities.
4. Improve students' skills in analyzing competitive situations and marketing opportunities.
5. Improve students' skill in written and oral communications.


MKT 372    Community Development & Social Enterprise

Instructor: Sepulveda     Unique No.: 04850
Class Times: W 3:30-6:30 UTC 1.102

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 and you will discover how authority and leadership flow from clear objectives and a willingness to take responsibility. Finally, you’ll significantly improve your ability to deliver a compelling message to a defined audience.

Students 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 and revise strategy. Teams may also 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.: 04855
Class Times: W 5:00-8:00 CBA 4.348

Prerequisite: MKT 337

Within the overall framework of how a business deals with and is perceived by all of its “customers”:
1. 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.
2. To practice real problem solving using all business disciplines.
3. To identify marketing and perception issues which frame business decisions.
4. To gain experience using analytics and forecasts to determine business direction.
5. 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: Raghunathan     Unique No.: 04860
Class Times: MW 11:00-12:30 UTC 1.116

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 Direct Marketing

Instructor: Carner     Unique No.: 04865
Class Times: TTh 11:00-12:30 UTC 1.116

Instructor: Carner     Unique No.: 04870
Class Times: TTh 3:30-5:00 CBA 4.348

Prerequisite: MKT 337

This course is designed to broaden the knowledge of direct marketing over the typical marketing course work. As direct marketing becomes more important as a micro-marketing tool instead of mass marketing, business needs more people with direct marketing skills. It is estimated that direct marketing expenditures will exceed traditional advertising expenditures within the next 10 years. This course will focus on building a database from internal or external sources, how to target the market, selection of the direct marketing channel to be utilized, and design of the direct marketing material (letters, brochures, catalogs, etc.). Students will learn how to plan and implement a successful direct marketing program for consumer and business products.


MKT 372 Marketing Communications

Instructor: Golden     Unique No.: 04873
Class Times: MW 8:00-9:30 UTC 4.132

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     Special Projects in Marketing

Instructor: Alpert     Unique No.: 04875
Class Times: M 3:30-6:30 UTC 1.102

Prerequisite: MKT 337

This course may be used as a Marketing Elective, or as a practicum to fulfill the internship requirement.

This course is intended to be a "practicum" in applied marketing management. As such, it is oriented towards "real-world" problems and situations encountered by actual business and non-profit organizations. 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.

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 responsible positions upon graduation.

Students will choose teams of 4-6 members, and these 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 formal business plan of their own choosing. Common to all projects will be the analysis of the competitive market environment, selecting target customer groups, research and analysis of key marketing information on customer and competitive behavior, and the development of a strategic marketing plan directed at achieving the objectives of the client organization, taking into account relevant constraints that it faces. Recommendations for action and implementation of this plan, along with contingency plans and further research that may be needed, will be provided to management.

The course structure will involve formal class sessions, as well as regular meetings with the client organizations, and with the instructor in his office. We will work 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.


MKT 372 2    Consumer Behavior

Instructor: Irwin     Unique No.: 04880
Class Times: MW 2:00-3:30 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.: 04885
Class Times: MW 3:30-5:00 UTC 1.116

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.: 04620
Class Times: TTh 11:00-12:30 UTC 4.132

Instructor: Gerber    Unique No.: 04625
Class Times: TTh 12:30-2:00 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    Business In Hispanic Life/Culture

Instructor: Kelm     Unique No.: 04630
Class Times: MWF 10:00-11:00 BEN 1.104

Meets with: LAS 37OS (TOPIC 19), SPN 350 (TOPIC 10). TAUGHT IN SPANISH.
IB 372 BUSINESS SPANISH AND SPN 327 MAY NOT BOTH BE COUNTED

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 372    Global Entrepreneurship

Instructor: Gabbi     Unique No.: 04635
Class Times: T 5:00-8:00 CBA 4.348

This course provides essential insight and experience to all students interested in understanding how an international business is initially organized operationally, managed, and responds to global crises. The course adopts a real-world focus in which students personally develop a ‘virtual’ international business from the ground up, learn to manage a globally diverse value chain, and ultimately identify methods for rapidly responding to various international crises impacting their business. The course will include several outside speakers and judges to explore various business scenarios.


IB 372    International Strategic Management

Instructor: Stewart Miller     Unique No.: 04640
Class Times: MW 9:30-11:00 CBA 4.348

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 372.7     Advanced Business German
(TAUGHT IN GERMAN)

Instructor:  Ratherman Unique No.: 04645
Class Times: TTh 3:30-5:00 RAS 211A

Meets with GER 336W. Designed for students who have taken GER 328.

Prerequisites: 3 Courses beyond GER 506, or equivalent credit on the placement test.

This course emphasis on practical, job-related competence in Business German. Readings, discussions, and assignments based on materials dealing with the German economic system and Germany's role in international trade.


IB 372.8    Business Spanish-W (TAUGHT IN SPANISH)

Instructor: Montiel     Unique No.: 04650
Class Times: MWF 11:00-12:00 MEZ 1.120

Prerequisites: SPN 327G, 327W Meets with SPN 327W

IB 372.8, MAS 350 AND SPN 327 ONLY 1 MAY BE COUNTED

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 372.9    Business French (TAUGHT IN FRENCH)

Instructor: Fazziola     Unique No.: 04655
Class Times: MWF 9:00-10:00 CAL 200

Meets with: FR 342C

This course objective is to introduce students to the two main requirements for successfully conducting business in French: savoir-faire (the technical, cultural and practical aspects of business in France), and savoir-dire (the vocabulary and structures needed to communicate in a business setting). In addition to basic text, simulations, role-playing, and case studies, the study of authentic documents and class lectures will all be used to advance both knowledge and skills in areas such as preparing a resume, communicating by phone, fax and letter, understanding the main sectors of the French economy, and matters concerning banking, advertising, communications, marketing and other topics of interest to big business as well as the household budget.


INDEPENDENT STUDY/CONFERENCE COURSES

MKT 179C and 379C - Problems in Marketing

IB 179C and 379C – Problems in International Business

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 MKT 179C, MKT 379C, I B 179C or I B 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.

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MBA Elective Courses

Course Descriptions

Here is a partial list of the BA 381T, IB 391, IB 395, and MKT 382 courses that are offered in the Fall of 2006. This list is intended to make your elective course selections easier by giving a description of the content of MBA elective courses offered by the Marketing Department.

BA 381T    Marketing Management

Instructor: Sonnier     Unique No.: 02075
Class Times: MW 12:30-2:00 GSB 3.106

Instructor: Srinivasan     Unique No.: 02080
Class Times: MW 12:30-2:00 GSB 3.138

Instructor: Sonnier     Unique No.: 02085
Class Times: MW 2:00-3:30 GSB 3.106

Instructor: Srinivasan     Unique No.: 02090
Class Times: MW 2:00-3:30 GSB 3.138

Marketing Management is the introductory course for the marketing curriculum. It is a survey course that examines the nature of product, price, place, and promotion decisions, and investigates how organizations blend these inter-related components to create, capture, and sustain value. The course is designed to provide an overview of the relevant concepts and principles regarding the development of marketing strategy, and illustrate how marketing can assist the firm in arriving at a competitive advantage.

The desired objective is to provide the student with not only an introduction to marketing, but also an opportunity to apply that understanding. To that end, a framework for examining modern day marketing practices is presented. The framework can be used as a tool for systematically evaluating the factors that can influence an organization’s marketing strategy as well as generating well-grounded recommendations that can assist the firm in its value creation and management activity.


IB 391     Direct Study Global Management/Southeast Asia

Instructor: Freund     Unique No.: 04665
Class Times: W 6:00-9:00 GSB 3.106

This course is designed to provide the student with a rich understanding of business practices in a world region of great significance in global commerce – particularly for the future. The student will gain background knowledge of the history, culture, politics, and economics of South East Asia, followed by direct experience through a study tour to important business centers in the area.


IB 395    Global Strategy and Marketing

Instructor: Gillespie    Unique No.: 04670
Class Times: MW 12:30-2:00 UTC 1.116

This course is designed to present an overview of strategy and international marketing in an increasingly global marketplace. It provides frameworks for understanding the globalization potential of different industries, assessing the desirability of specific foreign markets, globalizing the marketing mix, determining strategic actions relative to both global and local firms, and organizing transnational firms to better implement global strategies. The course also provides frameworks for analyzing culture and cultural differences as well as assessing national political behaviors that may affect global marketers.


MKT 382    Brand Management

Instructor: Walls    Unique No.: 04900
Class Times: MW 8:00-9:30 GSB 3.138

Branding is a fundamental element of marketing strategy. This course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands. All aspects covered will be in the context of actual applications. Discussions will focus on current opportunities and challenges facing brand managers in a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, global, and cross-cultural. We will also consider the responsibilities of brands and their companies in the community as a part of their social corporate responsibility.


MKT 382    Consumer Behavior

Instructor: Irwin    Unique No.: 04905
Class Times: MW 12:30-2:00 UTC 1.102

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.: 04910
Class Times: Th 3:30-6:30 GSB 3.106

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. The following is a partial list of individuals who regularly speak to the class: Charles Matthews-General Counsel at Exxon, James Moroney-Publisher of Dallas Morning News, Scott Halliday-Managing Partner of Ernst & Young, Kenneth Jastrow-Chairman of Temple-Inland Financial Corporation, Laura Wright-CFO of Southwest Airlines, Mark Sutton-Chairman and CEO of Americas UBS, Herb Kelleher-Chairman of Southwest Airlines, Tom Hicks-Chairman of Hicks Holdings, Tom Craddick-Speaker of the Texas House, Bob Boldt-CEO of UTIMCO, Jeff Hunt-CEO of GCI Read Poland, Tom Meredith-CEO of MFI Capital, and Bernard Rapoport-Founder of American Income.

Students' performance will be evaluated based on a combination of in-class participation and a term paper.


MKT 382    Customer Strategy

Instructor: Gerber    Unique No.: 04915
Class Times: F 8:00-1:00 GSB 3.138

Today's business environment is replete with uncertainty and threatened customer loss. Hyper-competition fills the environment, making a firm's competitive ability more important than ever. A large part of competitive ability resides in the firm's ability to manage customer relationships in a way that maximizes both retention and recapture of lost customers. In fact, it is less costly to retain a customer or to recapture a lost customer than it is to recruit a new customer. The implications for the "bottom line" are obvious.

This course focuses on both aspects of customer relationship management: building and retaining customer loyalty as well as winning back lost customers. In so doing, the course structure includes readings about industry case examples around customer loyalty and win-back, readings and discussions on techniques and market information applicable to the goals of loyalty and win-back, and an industry project application. The course coverage is applicable to both consumer (end-use, non-business) and business-to-business settings.


MKT 382    Innovations in Business Marketing

Instructor: Williams    Unique No.: 04920
Class Times: MW 2:00-3:30 GSB 3.130

Many of an enterprise’s strategically important decisions involve marketing issues: understanding how to properly segment the market and target the right customer(s), differentiating the product/service offerings, formulating pricing and distribution channels,
forming the alliances and network relationships necessary for dynamic, global marketplaces. This course focuses on these issues for companies selling technology-based products and integrates the impact of strategic marketing decisions on the financial performance of the enterprise. We will also touch on management ethics and leadership issues. Specific objectives:

• Understand entrepreneurial marketing, i.e. the difference between breakthrough technology (brave new world) vs. incremental improvement (better, faster, cheaper) and the impact on marketing decisions.
• Provide decision making frameworks for managing the marketing process, e.g.
• Strategic Focus
• Technology diffusion models,
• Economic value pricing,
• Lifetime value of a customer.
• Integrate marketing frameworks with financial results and business models.
• Focus on the balance of growth, risk and profitability when evaluating strategic marketing alternatives.
• Relate the creation of customer value to shareholder value.
• Look at the importance of intangible assets (intellectual property) to sustainable competitive advantage.
• Examine the interplay of internal efficiency (supply chain management) and external relationships (customer, distributor, partner relationship management).
• Highlight ethical considerations in management decision making.

MKT 382    Marketing & Customer Insights Practicum

Instructor: Jain    Unique No.: 04925
Class Times: M 5:00-8:00 CBA 4.344

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    New Product Development

Instructor: Jain    Unique No.: 04926
Class Times: MW 3:30-5:00 CBA 4.324

New products and services are critical to successful growth and increased profits in many industries. In this course, we take the marketing philosophy that new products and services will be profitable if the extended product provides customers with highly valued benefits. Customers evaluate products relative to their perceived needs. They purchase those products that provide the best value; e.g., the product benefits compared to the price. If a firm can deliver these benefits effectively and efficiently, then long-run sales at a fair price should be profitable for the firm.

Our goal is to help you learn how to use state-of-the-art management techniques to identify markets, develop new product ideas, measure customer benefits, and design profitable new products. Our focus is marketing; thus, we concentrate on market measurement and the use of that information to develop the benefit targets for the new product. We provide techniques to interface the marketing function with the functions of R&D, design engineering, and manufacturing, but it is beyond the scope of the course to emphasize these functions per se. The course will be relevant to students who expect to work directly in brand or product management as well as those whose interests are in general management and consulting.


MKT 382 4    Strategic Marketing

Instructor: Mackie    Unique No.: 04935
Class Times: TTh 8:00-9:30 GSB 3.130

Instructor: Mackie    Unique No.: 04940
Class Times: TTh 11:00-12:30 GSB 3.138

The primary objective of this course is to help you develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment. The course will focus specifically on issues such as selecting segments in which to compete, developing meaningful points of differentiation and positioning statements, allocating resources, designing products, setting and managing prices, developing and managing distribution strategies, and developing and managing promotion strategies.

The course uses (a) case discussions complemented with (b) lectures and discussions of readings, (c) exercises, and (d) an extensive computer simulation. You will work on the simulation in teams. The classroom environment will be very interactive, so prepare to get involved.
 

Tentative Courses for Spring 2007

Course	Course Title	Instructor
BA 381T	Marketing Management-TEMBA	Jain
IB 395	Business in Emerging Markets	Gillespie
IB 395	Business in Latin America	Kelm
IB 395	International Business Fellows	Dodd
MKT 382	Brand Management	Broniarczyk
MKT 382	Customer Insights	Walls
MKT 382	Consumer Behavior	Irwin
MKT 382	Marketing Analysis in the Information Age	Mahajan
MKT 382	Small Business Marketing	Jain
MKT 382	Marketing Research	Alpert
MKT 382	Marketing & Customer Insights Practicum	Srinivasan
MKT 382	4-Strategic Marketing	Mackie
MKT 382	4-Strategic Marketing	Srinivasan
MKT 382	Pricing Channels	Mackie
MKT 382	Corporate Governance	Cunningham
MKT 382	Service Management	Fitzsimmons
MKT 382	Integrated Marketing Communication	Golden