McCombs School of Business
Department of Marketing
Marketing : Undergrad : Mkt : Spring 2004

Marketing Spring 2004 Course Descriptions

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 TEX/ROSE 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.

For course times and room numbers, please refer to the online Course Schedule.

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MKT 320F Foundations of Marketing

Unique 04295  & 04300

 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.

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MKT 337 Principles of Marketing

Uniq. 04305, 04315, 04325

 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.

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MKT 337 Principles of Marketing

Uniq. 04310

 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.

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MKT 337 Principles of Marketing

Uniq. 04320

 Carner

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.

MKT 337 the introductory marketing designed to introduce business 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.

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MKT 337H Principles of Marketing - Honors

Uniq. 04330, 04335

 Cox

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.

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MKT 353 Internship in Marketing and International Business

 

  

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 your internship. This course is only offered on the pass/fail basis.
See the MKT 353 and applications web page for more information. 

Students will not be able to add the course until this application has been approved.

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MKT 460 Information and Analysis

Uniq. 04345

 Henion

Prerequisites: MKT 337, MIS 310, and STA 309

This course’s 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. Students will then write up the results, which they will also present orally to the class.

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MKT 460 Information and Analysis

Uniq. 04350, 04355

 Khan

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

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MKT 363 Professional Selling & Sales Management

Uniq. 04360

 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.

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MKT 370 Marketing Policies
Uniq. 04365, 04370 Huff

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 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.

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MKT 370 Marketing Policies
Uniq. 04375, 04380 Peterson

Prerequisites: MKT 460, FIN 357, credit or registration for an Internship or Practicum course in the McCombs School of Business, and 90 Hours Completed

This course assumes you possess an understanding of basic marketing principles and the ability to conduct straightforward marketing-related analyses. Consequently, the objective of this course is to teach you how to apply your current knowledge and ability when developing, analyzing, and communicating marketing strategies. When you finish this course, you will simultaneously have developed better decision-making skills as well as better writing and oral presentation skills.

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MKT 370K Retail Merchandising
Uniq. 04385 Riha

Prerequisites: 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.

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MKT 372 Brand Management

Uniq. 04390

 Broniarczyk

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 textbook for the course will be Strategic Brand Management by Kevin Lane Keller. The course will also incorporate cases, supplementary readings, and guest speakers. The principles learned in the course will be applied in a brand audit group project.

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MKT 372 Community Development and Social Enterprise

Uniq. 04395

 Sepulveda

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.

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MKT 372 Contemporary Issues in Marketing

Uniq. 04400

 Landry/Highbarger

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.
6. To understand the importance in organizing for action by considering the interests of all of a company’s constituents.

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MKT 372 Customer Insights

Uniq. 04405

 Walls

Prerequisites: MKT 337

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.

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MKT 372 High-Tech Marketing

Uniq. 04410

 Srinivasan

This course will focus on the marketing of technology-based products. We will examine how technology products differ from non-technology-based products and how that influences the marketing of those products. We will cover such issues as diffusion of high technology products, obtaining customer information and insight in technology-based markets, compatibility, standardization within the product market, competition in technological product arenas, and marketing strategy formulation for high technology products.

A pre-requisite for this course would be an adequate understanding of the principles of marketing strategy and implementation. The course will employ a combination of readings and to develop an understanding of the important issues involved in the marketing of high technology products and services.

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MKT 372 Marketing Communications

Uniq. 04415

 McLeod

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.

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MKT 372 Consumer Behavior

Uniq. 04420

 Irwin

The most complex aspect of marketing is understanding the mind and heart of the consumer. If consumer behavior were easy to explicate, then all products would sell as well as projected, all ads would be effective, economies would be efficient and marketing would be a simple prospect. In actuality, consumers are frustrating and irrational and difficult to predict.
This course focuses on providing you with the basic tools to better understand consumer behavior. We will address:

Managerial applications of consumer behavior: What marketing strategies are likely to be effective given consumer response?

Psychological applications of consumer behavior: How do humans operate in the marketplace?

Personal applications of consumer behavior: What sorts of social and cognitive mechanisms do you, as a consumer, bring to your purchasing decisions?

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MKT 372 Global Marketing

Uniq. 04425

  

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.

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INDEPENDENT STUDY 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.

Marketing Dept. Undergraduate Academic Advisor
Greg Murphy,
CBA 7.238 - (512) 471-0689

Marketing Dept. Undergraduate Faculty Advisor
Dr. Karl Henion
CBA 3.404 - (512) 471-5476


 
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