Marketing Fall 2004 Course Description
- MKT 320F - Foundations of Marketing
- MKT 337 - Principles of Marketing
- MKT 337H - Principles of Marketing - Honors
- MKT 353 - Internship in Marketing and International Business
- MKT 460 - Information and Analysis
- MKT 363 - Professional Selling & Sales Management
- MKT 370W - Marketing Policies
- MKT 370K - Retail Merchandising
- MKT 372 - Community Development and Social Enterprise
- MKT 372 - Customer Insights
- MKT 372 - Direct Marketing
- MKT 372 - Global Marketing
- MKT 372 - Special Projects in Marketing
- MKT 372 - Consumer Behavior
- Independent Study Courses
For course times and room numbers, please refer to the online Course Schedule.
Enrollment Information:
Enrollment in undergraduate courses in
the Department of Marketing
Administration is restricted to
Business students.
Exceptions: Nonbusiness majors whose degree programs specifically require an upper-division business course may take the required course. Students who find that they cannot add the course via ROSE online registration should check with the Undergraduate Dean's Office, CBA 2.400, for verification of eligibility to take the course. Enrollment exception petitions must be submitted prior to the twelfth class day (fourth class day in summer).
MKT 320F (Business Foundations Program course) is open only to nonbusiness students. Business Foundations Program courses may not be counted toward the Bachelor of Business Administration degree.
Students are expected to meet course prerequisites. A student who has not met the stated prerequisites will be dropped from the course by the 12th class day.
| MKT 320F | Foundations of Marketing |
| # 04260, 04265 | Carner |
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 |
| # 04270 | Miller |
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.
The course objectives are to provide
you knowledge of the history of
marketing activities and the evolution
of the modern marketing system; to
heighten your awareness of the
interaction between business and
society as it relates to marketing
activities; to expand your
understanding of the marketing system
and basic marketing vocabulary; to
develop your understanding of basic
marketing activities and ways that
marketing relates to other business
activities; to sharpen your analysis of
business strategy and tactics from a
marketing person’s perspective; and to
provide you with a framework for
developing marketing strategy and a
working understanding of tools and
tactics useful in implementing
marketing strategy.
| MKT 337 | Principles of Marketing |
| # 04275 | Alpert |
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 their
importance to organizations and to
society. Both the "how" and the "why"
of marketing activities are presented,
so that the student can understand how
marketing managers "see the world." The
intent is to introduce concepts which
may 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.
Further, as many marketing actions play
a salient role in society, this course
seeks to challenge the social value and
efficiency of marketing. Students are
urged to examine the extent to which
marketing activities are (and can be
made) relevant to our society, as well
as the managerial and organizational
implications (good and bad) of
marketing's social impact. Students are
encouraged to read the business and
popular press, critically view
advertising and other marketing
activities, and consider these
marketing examples in the context of
this course. Although class size calls
for teaching in primarily a lecture
format, we shall encourage class
discussion and questions about course
concepts and their application.
| MKT 337 | Principles of Marketing |
| # 04280 | Cunningham |
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.
The primary objective of Marketing 337
will be to introduce business majors to
the basic concepts practices and
analytical methods of marketing. The
course is comprehensive in scope,
contemporary in outlook, and managerial
in orientation. Students will benefit
from taking the course in at least one
of the following ways:
First, it is important to be an
informed consumer. Most people in our
society will spend the vast majority of
their yearly income in the marketplace.
They need to be aware of marketing
practices if they are to spend their
money in a thoughtful manner.
Second, there are many public policy
questions facing society that deal with
the relationship between government,
businesses and consumers. If an
individual is to play an active role in
the great drama of economics and
politics, he or she must have a clear
understanding of corporate marketing
practices.
Third, many people will eventually work
or provide voluntary services for
non-profit or government agencies.
These individuals will quickly come to
realize that public service agencies
face many of the same marketing
problems that businesses face. If a
non-profit organization does not
provide services that are needed at a
competitive price, society will not
value its services and it will be
forced to terminate its programs
regardless of how useful they may be to
some people.
Fourth, non-marketing majors who are
not initially involved in the marketing
activities of their employer will come
to realize that “nothing happens until
a sale is made.” As a result, it is
critically important for everyone in
the firm to have a basic understanding
of the marketing function of the
organization.
Fifth, as an individual is promoted in
their organization, they will have less
to do with the specialty that they
studied in college and more to do with
the overall management of the firm.
While all corporate officers do not
have to be marketing professionals,
they must understand and even
appreciate the importance of satisfying
the needs of the consumers who purchase
their products.
| MKT 337H | Principles of Marketing - Honors |
| # 04285, 04290 | Eli Cox |
Prerequisites:
Admission to Business Honors Program,
ACC 312H, and Credit or Registration
for BA 324H
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 |
| # 04295, 04315 |
Prerequisite:
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 your internship.
This course is only offered on the
pass/fail basis.
See the
MKT 353 page for more information
and the online application.
Students will be unable to add the
course until this application has been
approved.
| MKT 460 | Information and Analysis |
| # 04320 | Henion |
Prerequisites: MKT
337, MIS 310, and STA 309
This course objective is to learn the
marketing research process by
conducting actual field research on a
topic the students choose. Through team
projects, students will learn to
identify problems and formulate
hypotheses, requiring the gathering of
information by means of questionnaires
they design. They will administer them
to 100 respondents, and using PCs will
apply 11 different statistical tests to
evaluate their hypotheses. They will
write up the results, which they will
also present orally to the class.
| MKT 460 | Information and Analysis |
| # 04325, 04330, 04335 | ter Hofstede |
Prerequisites: MKT
337, MIS 310, and STA 309
This is a required course for marketing
students in the Undergrad Business
program at the McCombs School of
Business. The course is designed for
business 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. You will learn the
concepts and terminology used by
marketers and 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
4. To know and understand the different
methods of data analysis
5. To train you to apply methods of
data collection and analysis to solve
marketing problems
6. To train you to analyze real life
marketing problems.
7. To improve your business writing and
presentation skills
8. To gain more experience working in
teams
| MKT 363 | Professional Selling & Sales Management |
| # 04340 | Miller |
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 of you a
“real world” experience. MY COMMITMENT
to each student is to have you leave
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
you to manage your sales territories as
your own business. The unique tools
that you will develop will enable you
to build successful sales and
management careers.
| MKT 370W | Marketing Policies |
| # 04345, 04350 | Miller |
Prerequisites: MKT
460, FIN 357, credit or registration
for an Internship or Practicum course
in the McCombs School of Business, and
90 Hours Completed
The objectives of this course are to
reinforce marketing management concepts
you have learned in other marketing
courses, expand upon your existing
knowledge of strategic marketing
concepts and introduce new material
pertinent to marketing management,
develop your ability to apply marketing
skills to practical business
situations, develop your
problem-solving and decision-making
ability, broaden your understanding of
operations in the various industries to
be studies in case analyses, enhance
your written and oral communications
skills, improve your ability to work in
a group environment, and increase your
skills in business research and
information analysis.
| MKT 370K | Retail Merchandising |
| # 04355 | Riha |
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 and Social Enterprise |
| # 04360 | Sepulveda |
*
McCombs Plus Courses
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 | Customer Insights |
| # 04365 | Mackie |
Prerequisite: MKT
337
* McCombs Plus
Courses
Customer Insight 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.
The course is broadly divided into
eight modules. The first module is a
basic introduction to the course and
Experiential Marketing. The second
module deals with basic business models
and how a customer-focused approach to
conducting business differs from a
market share-focused approach. The
third module deals with how consumers
make decisions, with a specific focus
on how they make product/brand choice
decisions. In the fourth module, the
emphasis will be on identifying the
most effective methods for gaining
insights into the consumer
decision-making process. In the fifth
module, we will focus on process and
product innovation, with a special
emphasis on creativity and its role in
developing novel ideas. The focus in
the sixth module shifts from the
individual consumer to a societal
phenomenon—diffusion—that is, how an
idea “spreads”, and what factors
influence the extent and speed with
which diffusion occurs. The seventh
module deals with supply chain issues,
while, in the final module, we will
discuss issues related to managing
customer experience and customer
relationships.
| MKT 372 | Direct Marketing |
| 04370 | Carner |
Prerequisite: MKT
337; Meets with ADV 378 (Topic 4)
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 | Special Projects in Marketing |
| 04375 | Alpert |
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 |
| # 04380 | Golden |
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 |
| # 04385 | Gillespie |
Prerequisite: MKT
337
* McCombs Plus
Courses
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.
[/dept/marketing/includ/bac.htm]| Independent Study Courses |
| MKT 179C and 379C - Problems in Marketing |
Special study courses designed to accommodate the academic needs of individual students for advanced or specialized work. Students must find a faculty member who will work with them one-on-one. 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). Check with the Marketing department office in CBA 7.202 for information on the registration process for an independent study course.
All undergraduate courses indicated as "McCombs Plus" follow a nonstandard McCombs Plus schedule and calendar. Most courses meet MW or TTH in two-hour blocks. Classes begin at 8:00 am, 10:00 am, 12:00 noon, 2:00 pm, 4:00 pm, and 6:00 pm. Courses on the McCombs Plus calendar have the same start and end dates as courses on the regular University calendar. Class meets August 25-October 6 and October 27-December 1. However, they do not meet from October 11 through 22 while MBA students take part in Plus Program, an intensive professional development program. Final examinations for McCombs Plus courses are held during the University's regular final examination period.
Undergraduate McCombs Plus courses do not meet with MBA courses or include MBA students – the only difference is the schedule on which they meet.
Marketing Dept. Undergraduate
Academic Advisor
Greg Murphy,
CBA 2.400 - (512) 471-0689
Marketing Dept. Undergraduate Faculty
Advisor
Dr. Karl Henion
CBA 3.404 - (512) 471-5476
