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Marketing Department Courses

Spring 2023 Undergraduate

 

Spring 2023 - Undergraduate 

 


MKT 320F
Foundations of Marketing - WB 
Walls, Stephen; Williams, John
Click here for example syllabus

Restricted to non-McCombs School of Business majors.

Prerequisite: Forty-five semester hours of college coursework.

Introduction to fundamental concepts and terminology in marketing: the process of developing marketing strategy, the role of marketing activities within the firm, external influences that affect the development of marketing strategy, basic analytical tools appropriate to marketing decision making, and the components through which marketing strategy is executed to create value for targeted customers so that the organization can effectively acquire, retain, and develop the most profitable customers for the firm.


MKT 337
Principles of Marketing
Miller, Herbert; Aarons, Christopher; Hasan, Tushmit; Kraft, Andreas; Gomez Macfarland, Hector; Alberhasky, Maxwell
Click here for example syllabus

Prerequisite: Admission to a Business major and credit or registration for BA 324 or BA 324H, and credit or registration for STA 235 or 235H and Decision Science 235 or 235H (or STA 371G/STA 371H)

Course is also offered in Spring 2023 via the UT-NY and Maymester (Berlin, Germany) programs.

This course is designed to introduce students to the concept of Marketing. Marketing is often thought of as the process of creating advertising and promotional materials to appeal to consumers, but this course will encourage you to think of it as an integral part of business strategy –a logical linear set of steps (Insight → Strategy → Execution: the Growth Gears) that work together holistically to deliver growth and repeatable performance.

This course is designed to give you a perspective on marketing, and familiarize you with the various components of marketing strategy and the challenges faced by marketing professionals.For students majoring in Marketing, this course is intended to provide you with a foundation on which to build subsequent Marketing courses and work experience.For students majoring in other disciplines, this course is intended to deliver marketing concepts and tools that will be useful to you in any career you pursue. However, note that the course is designed with non-marketing students in mind with a non-quantitative focus.

 


MKT 337H 
Princples of Marketing - Honors 
McAlister, Leigh
Click here for example syllabus

Restricted to students in the McCombs School of Business Honors Program.

Prerequisite: Admission to a Business major and credit or registration for BA 324 or BA 324H, and credit or registration for STA 235 or 235H and Decision Science 235 or 235H (or STA 371G/STA 371H).

Our textbook, based on experience at over three hundred companies, concludes that most companies don’t fully understand what marketing is or could be. Many thinkof marketing simply as advertising, brochures, or websites and not much beyond that. If you think about marketing in the right way—not just as some cool, crazy thing the young people down the hall do, but as an integral part of business strategy and core processes—then it can have a real impact on business success. You should approach marketing as a logical, linear set of steps or gears—the Growth Gears—that drive the business. The Growth Gears we will study this semester are: Insight—Gaining and leveraging insights about the company itself, the customer, and the competition—a knowledge base from which you can identify effective strategy. Strategy—Target, Frame of Reference, Point of Difference, Reason to Believe. Execution—Given the right strategy, the final step is executing that strategy with the right resources, tactics and metrics in place. The objective of this course is to have you recognize that the process has to be done in the right order—step by step, without missing a gear—to make it work...and to make you an effective Growth Hacker.

More specifically, in this class you will have the opportunity to learn:

1) How to shift from running a company to growing a company
2) Grow by coordinating Insight, Strategy and Execution
3) Where to find opportunities for growth
4) Strategy = Target, Frame of Reference, Point of Difference, Reason to Believe
5) Execute so that promotion programs, sales initiatives, etc. are consistent with Strategy
6) How to avoid the cursed “random acts of marketing” 


MKT 360
Information and Analysis 
Roberts, Annabelle
Click here for example syllabus

Restricted to students in a business major.

Prerequisite: Marketing 337 or 337H, and Statistics 301, 301H, 309 or 309H.

The aim of this course is to teach students the methods, principles, and theories of modern evidence-based decision making, and to apply these to practical business settings. Students will learn concepts and terminology used by marketers and marketing researchers, and will gain experience with methodological tools and quantitative analysis.Specifically, we will cover topics that are critical to statistical inference in marketing, such as hypothesis testing, linear regression, correlation vs. causation, text analysis, and more. Students will also gain hands-on experience with research and analysis techniques over the course of the semester with their team research project. Teams will work together to define a marketing research problem, design a study, build a questionnaire, collect, analyze, and interpret data, and present their results and evidence-based recommendations the end of the semester.

 


MKT 363
Professional Selling/Sales Management
Miller, Herbert
Click here for example syllabus

Prerequisite: Marketing 320F or 337 or 337H.

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 366P
Marketing Practicum
Gabbi, Alessandro
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

MKT 366P, Special Projects in Marketing Practicum, affords students the opportunity to apply their marketing knowledge to an actual business situation, working to solve a marketing problem in an experience similar toan internship. This course addresses the question: "How do I develop the professional marketing and business skills that will enable me to develop marketing strategies for a for-profit or not-for-profit enterprise?"While some of the learning in this course will be through lectures and activities in class, much of the work, and therefore the learning, will happen outside of the classroom: in team meetings; meetings with the client; meetings with the instructor; and individual work. The course is designed to help the student:

  • Gain additional marketing insight and experience by applying marketing concepts to an actual business situation.
  • Gain experience acting as a marketing consultant, experiencing the triumphs and challenges of working as part of a team to address a marketing problem.
  • Make subsequent marketing studies more meaningful by providing a real-life experience.
  • Develop insights and networking contacts that may prove useful in your career.

 


MKT 370
Marketing Policies
Peterson, Bill; Srinivasan, Rajashri
Click here for example syllabus

Prerequisite: Ninety semester hours of college coursework, including Marketing 337 or 337H; credit or registration for either Marketing 360 or 460, and one of the following: Accounting 353J, 366P, Business Administration 353, 353H, Finance 353, 366P, Management 347P, 353, 366P,367P, 369P, Management Information Systems 353, 366P, Marketing 353, 366P, Operations Management 353, or 366P; and three additional semester hours of elective coursework in marketing.

The focus of this capstone course is the wrapping together all of the marketing skills that have been learnt in the undergraduate marketing program. Specifically, this course is designed to take what you have learned in earlier courses and apply this to solving real-world business problems. A company’s business strategy, in general, and marketing strategy, in particular represent sustainable sources of competitive advantage. Strategic decisions, unlike tactical decisions, have long term effects and are costly to change once implemented. Through a combination of interactive lectures and cases, you will learn the drivers of a successful strategy and why a given strategy may fail. While, both creative qualitative and analytical quantitative approaches are considered, this course emphasizes quantitative techniques foranalyzing business problems and developing measurable recommendations for action and communicating them to colleagues. The course emphasizes business communications skills through written case assignments, a midterm exam, and a group presentation (and group project report).

WHAT WILL I LEARN?

  • Integration and Application of Marketing Concepts and Analytic Tools
  • Writing Marketing Plans and Proposal with Analysis of Marketing Data
  • Presenting Marketing Plans and Proposals

 

 


MKT 372
Corporate Governance
Cunningham, William
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The first objective of the course will be to help prepare future corporate and non-profit Directors to fulfill their fiduciary duties of care and loyalty to the organizations that they will serve. Directors regularly deal with many issues. These include balancing efforts between establishing quarterly and yearly performance targets and building strong companies that can sustain above-market financial performance. Directors must also manage social and political relationships, diversity and inclusion programs, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, allocate resources for a variety of corporate initiatives, deal with issues of corporate governance, succession planning, executive compensation, and learn to navigate through potential public relations disasters. We will examine as many of these topics as time permits. The second objective of this course will be to understand the nature and scope of corporate Boards from the perspective of society, social and economic interest and what can be done to prevent some of the more publicized corporate governance failures. We will examine several of the more highly publicized corporate failures as well as what action Congress has taken to address corporate malfeasance, and the recommendations that have been made by social critics.The course is directed primarily at graduate business students, law students, LBJ students, and select undergraduate honors students (Plan II and Business Honors)who expect to serve either as advisors to Boards of Directors or on Boards of Directors of businesses for profit and non-profit organizations. While the course will focus on established public companies, much of the course content will be useful to those individuals who are primarily interested in entrepreneurial organizations, family corporations, or public sector non-profit entities.

 


MKT 372
Marketing Channels
Peterson, Bill
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

As we all know, businesspeople have four primary tools to craft our value proposition and grow our companies. Product creates value, Promotion communicatesthat value, and Pricing hopefully offers a good deal to the customer while allowing us to capture some value for ourselves. But having a great product with effective promotion offered at the optimal price isn’t enough. If customers can’t access our value proposition where and when and how they want, then what’s the point?

The fourth “P” of marketing, Place (or “Marketing Channel”) is a critically important part of our value proposition. A marketing channel is like a “pipe” between a company and its customersthrough which flows our demand generation, selling efforts, the product itself, the customer’s payment, customer support, and other important functions.

Should we have a “direct channel” to our customers and perform all these channel functions ourselves? Or should we use some combination of intermediaries (and allow those intermediaries to capture much of what a customer pays for themselves and control the customer relationship)? If the latter, what type and number of intermediaries do we need, and how do we manage them to optimize the attainment of our objectives? Do we need a brick & mortar presence, online, or both?

Our channel marketing decisions have enormous implications for the both the interface we have with our customers and the economics of our business.

In our Marketing Channels class, we will use class discussions, cases, guest speakers and an extremely realistic project to build to learn best practices for:

  • Marketing channel strategy: defining the customer requirements for a marketing channel and formulating an overall approach to our channel
  • Designing a marketing channel: deciding between a direct or indirect, what types of intermediaries to use (if any), deciding whether we need brick & mortar presence and/or online, etc.
  • Building a marketing channel: determining how many outlets we need; specifying channel policies; selecting and recruiting any intermediaries
  • Managing a marketing channel: creating and executing a plan for financial incentives, merchandising, ongoing measurement,etc. to ensure that our channel meets the requirements of our customers and our company

The scope of the class is inclusive of a wide spectrum of industries, company stages, and product types.

This class will build important skills for students with an interest in marketing management, sales, supply chain, consulting, finance, and/or entrepreneurship.


MKT 372
Research Topics - Marketing: Sharing Economy
Broniarczyk, Susan

Click here for example slides

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H.

The sharing economy has transformed business models including transportation, real estate, retail, financial, human resources, and entertainment.  This course will involve a deep dive using the scientific method to explore key components of the sharing economy (IT platform mediation, peer-to-peer, on-demand) and its implications for institutions (consumers, firms, regulatory entities) and marketing processes (innovation, brands, customer experience, value appropriation). 

This course will provide students with a ‘research toolbox’ to make evidence-based recommendations for strategic decisions. Students will learn each step of the research process and apply those skills to conduct their own hands-on research project related to the sharing economy.  Students will learn critical analysis skills, how to ask the right questions, choose the appropriate metrics, determine the best data to answer a research question, design experiments to test hypotheses, and apply LIWC text analysis to reviews.

The course material consists of cutting-edge readings from academic journal articles and business press articles, as well as guest speakers from academia and industry.  Deliverables include lively discussion, quizzes, assignments, individual research proposal, and end of semester group research project.


MKT 372
Sales Management and Strategy
Chung, Doug
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

This is a capstone sales management and strategy course. You can have the most sophisticated technology, the most innovative product, or a fascinating idea for new services,but nothing happens without a sale. Sales is the fundamental backbone of trade and business and, thus, students should take this course if they expect to join an organization (for-profit or non-profit) where the primary form of go-to-market activity involves personal selling (that is, the use of a sales force to go to market). Students who expect to undertake a leadership role in the management of employees (particularly salespeople) will benefit from this course by learning how to effectively motivate, evaluate, compensate and, therefore, manage these salespeople.

Many industries execute with personal selling. Furthermore, many in the professional service industries, traditionally not known for sales (e.g.,private practice law firms and auditing/accounting firms) also rely on personal selling as a main method to go to market. This course will provide the fundamental tools to 1) properly apply sales processes and tactics, 2) effectively manage the people who are responsible for sales, and 3) appropriately execute sales strategies.

The course is a case-based course, where the key learningswould come from discussing real-world cases. The case studies used in the course will cover a variety of industries: enterprise software, professional services, micro finance, medical equipment, pharmaceuticals, automobiles, digital transformation solutions, retail electronics, software-as-a-service, raw materials, high-end products, heavy industries, etc.

The topics covered in class will include but not limited to sales tactics, employee motivation, compensation, inside sales, sales process management, channel management, key account management, and the interconnection between sales and firm strategy


MKT 372
Small Business & Entrepreneurial Marketing
Gabbi, Alessandro
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

MKT 372, Entrepreneurial Marketing, affords students the opportunity to learn practical skills around growing an entrepreneurial venture. In a start-up or high-growth venture, frequently the idea is the easy part. But that’s just the beginning. This course helps students answer some of the most fundamental questions for a new business venture:how do I validate my idea with customers? How do I get adoption for my idea? What monetization models are available to me to convert my idea into a successful business? What marketing techniques can I take advantage of on a limited budget? And more!

We will achieve these learning outcomesthrough a combination of lecture, guest presentations, case studies / discussions, and group projects.The course is designedto help the student:

  • Complete a market analysis aimed at understanding customer motivations, willingness to pay, and value creation
  • Understand monetization / business models that entrepreneurial ventures can use
  • Build a marketing plan for a start-up venture including product, price, promotion, and channel considerations
  • Use data-driven analytics and metrics to drive entrepreneurial marketing decision making


MKT 372
2-Consumer Behavior
Pew, Ethan
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Consumer Behavior involves developing knowledge related to how consumers think, act, and decide in order to form strategic decisions. Marketing is often conceptualized as relating to product, place, price, and promotion, all of which are important. This course will help develop an understanding of mechanisms that may influence perceptions, evaluation, and decisions related to product offerings, where and how they are acquired, as well as presentations of prices and discounts.

WHAT WILL I LEARN?

  • Learn foundational concepts and theories that explain consumer behavior
  • Learn how foundational concepts and theories apply to marketing strategies and tactics
  • Understand how the consumer contributes to the success of a brand or firm
  • Develop an understanding of how to conduct consumer research
  • Develop an understanding of yourself as a consumer
  • Develop writing and presentation skills
  • Gain experience working as part of a high-performing team


MKT 372
2-Consumer Behavior-Esp
Hoyer, Wayne

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H.

To compete effectively in today’s dynamic, global marketplace, one must have a deep understanding of consumers and their behavior. Much can be learned about a culture by observing its consumer behavior which involves many activities including the acquisition of products, goods, and services, their consumption, and their disposal. Thus, the objective of this course is to provide students with a basic understanding of some key theories and research on consumer behavior. We will explore topics such as motivation, information processing, decision making, consumption, disposition, culture and values, lifestyles, and symbolic consumer behavior from a cross-cultural perspective and particularly, how they apply to the Spanish culture. The course will involve lectures, interactive discussions, and field exercises which will immerse students in the Spanish culture. Thus, students will be provided with a very rich cultural learning experience.


MKT 372
4-Global Marketing
Gabbi, Alessandro
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

MKT372, Global Marketing, affords students the opportunity to expand the core marketing knowledge by learning how to apply it in a global context. Over the course of the semester, we will have the opportunity to learn about how global forces affect a company’s marketing mix, strategy, customer segmentation and positioning, and structure. We will achieve these results through a combination of lecture, guest presentations, case studies / discussions, and group projects.Because of the amount of exposure to and discussion this course contains of cultures around the world and their impact on business, this course carries the Global Cultures flag.

The course is designed to help the student:

  • Develop an understanding of the global business environment and how to apply this understanding to marketing strategy
  • Assess and address local and global buyers and local and global competitors
  • Select and enter foreign markets
  • Balance global and local considerations when developing the marketing mix
  • Organize a firm for global marketing
  • Research and present a Global Marketing Strategy


MKT 372
5-Design Thinking Business Innovation
Aljets, Myan; Freach, Jon; Higginbotham, Dimitri

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H.

This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.


MKT 372
5-Design Thinking Business Innovation-WB
Howard, James

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H.

This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.


MKT 372
11-Brand Management
Brister, Steven
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services.  In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts. 

Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands.  Brand management opportunities and challenges will be discussed within the context of  a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global.  Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations. 


MKT 372
13-Integrated Marketing Communications
Hoyer, Wayne
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H.

The objective of MKT 372 (Integrated Marketing Communications) is to provide an overview of the components and considerations involved in marketing communications strategy decisions.  In order to accomplish this goal, one must first understand the situation from the consumer perspective (or the recipient of the communication efforts).  Thus, the first part of the course will consider the basic principles underlying consumer information processing and how marketing communication efforts can influence this process.  The second part of the course will focus on the individual elements of the marketing communications mix (advertising, digital media, social media, sales promotion, and public relations) and how these elements are combined into an integrated promotional campaign.

The course will involve a combination of lecture, discussion, and projects.  The first part of the course will be lecture/discussion of consumer information processing and  I will provide many practical examples to illustrate important concepts.  The second part of the course will involve class discussions regarding the effectiveness of the different marketing communication tools as well as a group project. You will be divided into groups and over the course of the semester, develop a complete marketing communications plan which you will present to the class.


MKT 372
15-Corporate Political Strategy
Werner, Timothy

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H.

A study of how the political and regulatory environment enables and constrains business activity and how individual firms and groups of firms can ethically yet effectively lobby legislatures, negotiate with regulators, create industry associations, make campaign contributions, and engage in other political activity to gain competitive advantage.


MKT 372
22-Predict Analytics/Data Mining
Tsechansky, Mark

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

In virtually every industry, organizations increasingly rely on predictive analytics and data science more broadly to guide decision-making, such as by predicting consumers’ behavior, patient outcomes, and the consequences of alternative courses of action to guide executive decision-making. Companies today are competing on data science  capabilities and require data scientists and decision makers who both understand the value of predictive analytics, but can also identify opportunities and know how best to apply predictive analytics to create  new business value and enhance business performance. Predictive modeling has been impacting a wide variety of industries, including health care, energy, retailing, travel, entertainment, consumer finance, and even professional sports.

This course provides a comprehensive introduction to predictive analytics problems and tools and how they can be used to inform decision making. We discuss scenarios from difference disciplines, including the use of predictive analytics to support customer relationship management (CRM) decisions, risk management, and health care.  The three main goals of the course are to enable students to:

  • Approach business problems data-analytically by identifying opportunities to apply predictive analytics to create value from data.
  • Interact competently on the topics predictive modeling and data science
  • Acquire hands-on experience so as to follow up on opportunities to apply predictive analytics to create new business value and to positively impact society at large.

The course is designed for students with various backgrounds, and it does not require any prior technical skills or knowledge.


MKT 372
23-Data Analytics for Marketing
Du, Rex
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

This course will introduce students to the world of making more effective marketing decisions through the use of data. Students will learn about sources of data, methods of collecting and cleaning the data, analyzing the data, and finally presenting the data in meaningful and impactful ways. Using real-world data and applications from a variety of industries, the objective of this course is to familiarize students with the empirical and analytical tools needed to make effective marketing decisions in the age of large and plentiful datasets.The primary pedagogic philosophy of thiscourse is learning by doing. All the data analytics methods and tools will be illustrated with step-by-step real-world examples. Grades will be determined mainly by two individual assignments, a mid-term exam, and a final exam, all of which involve analyzing data and solving problems by using methods and tools learned in class.


MKT 372
24-Digital Marketing
Aarons, Christopher
Click here for example syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

What do Wendy’s, Chipotle, Kendra Scott, and most of your favorite brands have in common? They excel at digital marketing and know to engage their best customers over and over again. In fact, they demonstrate they are the right brand, doing the right things that makes them worthy of our evangelism with proven mindsets, processes and methodologies (FYI, technology does not make you a digital brand). In this class, you will learn how they succeed across web, SEO, SEM, email, social, video and more as well as learn the 15 key principles of doing digital right. The entire course is designed like an internship and is built around hands-on practice, the latest best practices and world-class guest speakers to give you the foundation needed to thrive in digital in our digital world.


MKT 178
Sales-Driving B2B Strategy
Narvaez, Andrea
Click here for example syllabus

Prerequisites: 24 semester hours of college credit.

Class meets on Mondays from February 13 – March 20 (except March 13).

Course explores the fundamentals of sales-driving business-to-business strategies, and how sales and marketing work together to build sales pipeline and increase market reach as a key to success in startups and enterprises alike.


MKT 178
SQL for Business & Marketing 
Stephens, James
Click here for example syllabus

Prerequisites: 24 semester hours of college credit.

Class meets on Mondays from January 9 – February 6.

Learn how to write SQL queries for marketing and other fields of business. Explore topics such as SQL statements for manipulating data, database capabilities, data modeling, unstructured data, geospatial data, query performance, and data privacy and security.


MKT 179C
Independent Research in Marketing

 


MKT 379C
Independent Research in Marketing

 

Spring 2023 Graduate

Spring 2023 - Graduate

 


FULL TIME MBA PROGRAM - MKT 382
Customer Relationship Management & Database Marketing
Du, Rex
Click here for example syllabus

Prerequisite: Graduate standing

This course introduces core concepts and analytical tools for managing customer relationship and conducting database marketing. It addresses two broad themes: 1) customer-centric value-based marketing, and 2) customer data analytics. The first theme explores what customer relationship management (CRM) and customer equity mean. The customer lifecycle is introduced as an integrating framework. The importance of customer profitability and lifetime value as a criterion in CRM decisions is emphasized. The second theme emphasizes the analysis of customer database, with a particular focus on different types of predictive analytics (e.g., whether a customer will respond to a marketing offer, whether a customer will churn, or which products a customer would be most likely to buy next).


FULL TIME MBA PROGRAM - MKT 382
Digital Marketing
Aarons, Christopher

Prerequisite: Graduate standing

What do most of your favorite brands have in common? They excel at digital marketing and know to engage their best customers over and over again. In fact, they demonstrate they are the right brand, doing the right things that makes them worthy of our evangelism with proven mindsets, processes, and methodologies (FYI, technology does not make you a digital brand). In this class, you will learn how they succeed across web, SEO, SEM, email, social, video and more as well as learn the 15 key principles of doing digital right. The entire course is designed like an internship and is built around hands-on practice, the latest best practices and world-class guest speakers to give you the foundation needed to thrive in digital in our digital world.


FULL TIME MBA PROGRAM - MKT 382
Global Marketing
Anderson, Stephen

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


FULL TIME MBA PROGRAM - MKT 382
Product Management
Ditson, Michael
Click here for example syllabus

Prerequisite: Graduate standing

There is a wide spectrum of how different companies practice product management.  In the past, most organizations focused their product teams on output.  Today, the state-of-the-art is for product teams, and the product managers that lead them to focus on business outcomes. 

This course is oriented around the fundamental product management skills required for you to be a successful product manager and to lead a team that delivers business outcomes.  The product skills development we will focus on fall into three categories, Product Discovery, Product Planning, and working with your Product Team.  

Learning in this course will be accomplished through hands-on exercises that apply techniques, tools, and models used in product discovery, planning, and team leadership. Students will adopt a real product from a real company and work through all their assignments from the point of view of the product manager for that product. The course will also include lectures, in-class activities, and case studies of product management from technology-enabled companies. 

This course is designed to help the student:

  • Prepare for a role in product management through hands-on exposure to the fundamentals of modern product management tools, models, and practices.
  • Build a portfolio of work examples across the multiple facets of the product manager’s role from a single product perspective. 


FULL TIME MBA PROGRAM - MKT 382
Sales Management and Strategy
Chung, Doug
Click here for example syllabus

Prerequisite: Graduate standing

This is a capstone sales management and strategy course. You can have the most sophisticated technology, the most innovative product, or a fascinating idea for new services,but nothing happens without a sale. Sales is the fundamental backbone of trade and business and, thus, students should take this course if they expect to join an organization (for-profit or non-profit) where the primary form of go-to-market activity involves personal selling (that is, the use of a sales force to go to market). Students who expect to undertake a leadership role in the management of employees (particularly salespeople) will benefit from this course by learning how to effectively motivate, evaluate, compensate and, therefore, manage these salespeople.

Many industries execute with personal selling. Furthermore, many in the professional service industries, traditionally not known for sales (e.g.,private practice law firms and auditing/accounting firms) also rely on personal selling as a main method to go to market. This course will provide the fundamental tools to 1) properly apply sales processes and tactics, 2) effectively manage the people who are responsible for sales, and 3) appropriately execute sales strategies.

The course is a case-based course, where the key learningswould come from discussing real-world cases. The case studies used in the course will cover a variety of industries: enterprise software, professional services, micro finance, medical equipment, pharmaceuticals, automobiles, digital transformation solutions, retail electronics, software-as-a-service, raw materials, high-end products, heavy industries, etc.

The topics covered in class will include but not limited to sales tactics, employee motivation, compensation, inside sales, sales process management, channel management, key account management, and the interconnection between sales and firm strategy.


FULL TIME MBA PROGRAM - MKT 382
4-Strategic Marketing
Bentzin, Ben
Click here for example syllabus

The objective of the MBA elective MKT 382 Strategic Marketingis for students to develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment.Students apply course concepts by playing the Markstrat marketing simulationthroughout the semester. Students compete in teams in a virtual B2B market using marketing research to make decisions including choosing target segments, allocating promotional budgets, growing sales teams, setting prices, investing in channels of distribution, and developing new products. Markstrat provides a complete strategic marketing experience in afun simulation game. Class sessions will include lectures, discussion, application of concepts, and in-class assignments.


FULL TIME MBA PROGRAM - MKT 382
12-Customer Strategy
Hoyer, Wayne

Prerequisite: Graduate standing

Additional prerequisite: Completion of an instructor-approved internship

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. External resources for competitiveness, such as customer relationships that can help deliver superior quality and drive down costs. The course brings together experienced managers and students who have interned with them to explore issues underlying total quality in marketing.

 


FULL TIME MBA PROGRAM - MKT 382
29-Consumer Behavior in a Digital World
Ward, Adrian
Click here for example syllabus

Prerequisite: Graduate standing

The science of Consumer Behavior centers on asking—and answering—the fundamental question of why people do the things they do. It explains the cognitive, affective, and social mechanisms consumers bring to purchasing, usage, and disposition decisions—and what decisions they make. In this course, you will gain an understanding of the foundations of Consumer Behavior. You will also explore how these foundational concepts apply to the digital world inhabited by modern consumers—one defined by the interaction of “new” technologies with “old” psychological processes and environments. You will develop your own insights by learning and applying consumer research methods to topic(s) of your choosing. The digital world is constantly evolving, and the ability to see the old behind the new will allow insight into consumer behavior no matter what technological innovations or societal shifts the future brings.

 


FULL TIME MBA PROGRAM - MKT 382
31-Corporate Governance
Cunningham, William
Click here for example syllabus

Prerequisite: Graduate standing.

The first objective of the course will be to help prepare future corporate and non-profit Directors to fulfill their fiduciary duties of care and loyalty to the organizations that they will serve.  Directors regularly deal with many issues.  These include balancing efforts between establishing quarterly and yearly performance targets and building strong companies that can sustain above-market financial performance.  Directors must also manage social and political relationships, diversity and inclusion programs, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, allocate resources for a variety of corporate initiatives, deal with issues of corporate governance, succession planning, executive compensation, and learn to navigate through potential public relations disasters.  We will examine as many of these topics as time permits. 

The second objective of this course will be to understand the nature and scope of corporate Boards from the perspective of society, social and economic interest and what can be done to prevent some of the more publicized corporate governance failures.  We will examine several of the more highly publicized corporate failures as well as what action Congress has taken to address corporate malfeasance, and the recommendations that have been made by social critics.

The course is directed primarily at graduate business students, law students, LBJ students, and select undergraduate honors students (Plan II and Business Honors) who expect to serve either as advisors to Boards of Directors or on Boards of Directors of businesses for profit and non-profit organizations.  While the course will focus on established public companies, much of the course content will be useful to those individuals who are primarily interested in entrepreneurial organizations, family corporations, or public sector non-profit entities.


FULL TIME MBA PROGRAM - MKT 382
32-Creativity and Leadership 
Raghunathan, Rajagopal
Click here for example syllabus

Prerequisite: Graduate standing

In this course, we will discuss the following three main topics:

• What is happiness, how can it be measured, and why is it useful in organizational contexts?
• What are the main determinants of happiness in the workplace?
• What can an employee do enhance her own, and her coworker’s, happiness in the workplace?

In addressing these questions, we will cover a variety of topics, including:

• “Functionality of happiness” (how happier people—and organizations—are more productive),
• Differences between happiness,meaning, and psychological richness
• The “BAMBA” model of happiness at work
• What employees can do to help nurture basic needs, autonomy, mastery, belonging, and abundance      culture at work.

We will use a variety of learning methods, including readings, videos, lectures, interactive in-class exercises, take-home assignments, quizzes and exams to achieve our objectives  


FULL TIME MBA PROGRAM - MKT 382
37-Strategic Branding
Brister, Steven

Click here for example syllabus

Prerequisite: Graduate standing

Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services.  In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts. 

Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands.  Brand management opportunities and challenges will be discussed within the context of  a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global.  Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations. 

 


FULL TIME MBA PROGRAM - MKT 188
Business Development and Marketing Sales Leadership
Nemeroff, Gerald
Click here for example syllabus

Prerequisite: Graduate standing

Additional prerequisites may vary with topics

Business Development and Marketing Sales Leadership is a one-hour MBA course that covers aspects of the consultative sales cycle, the differences between introductory, implicit and explicit sales calls, executive level negotiation and the leadership and management skills and processes that are needed to lead a business development function. These topics will be addressed from multiple perspectives from the instructor who has 19 years of experience in a Big Four consultancy and three guest speakers that include a successful technology entrepreneur, a recently promoted partner from a consultancy firm and sales leader from a Fortune 500 company. The content will be shared in an interactive fashion and there will be several group exercises and roleplays to reinforce the learning. At the conclusion of the class the student will understand the behaviors and methodologies that will aid them in more effectively persuading others, a negotiating process that will improve outcomes and a leadership approach that can be applied in a multitude of roles and industries.

 


FULL TIME MBA PROGRAM - MKT 188
SQL For Business and Marketing
Stephens, James
Click here for example syllabus

Prerequisite: Graduate standing

Additional prerequisites may vary with topics.

Focuses on contemporary, in-demand marketing topics to help develop the foundational knowledge, hands-on experience, and skills for today's marketing ecosystem.

 


TEMBA PROGRAM - MKT 282C
Product Management for Executives

Restricted to students in the Executive MBA Program

Prerequisite: Graduate standing

Explore product management with a focus on contemporary, in-demand marketing areas that provide the foundational knowledge, hands-on experience, and skills for today's marketing ecosystem.

 


TEMBA PROGRAM - MKT 282
41-Advanced Marketing Management TEMBA
Bentzin, Ben

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


TEMBA PROGRAM - MKT 282
51-Analysis of Markets for Executives
Du, Rex

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


TEMBA PROGRAM - MKT 282
56-Marketing Analytics TEMBA
Sonnier, Garrett

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. Explore an introduction to a variety of approaches to analyzing firm marketing actions. Discuss preference measurement, market segmentation and targeting, customer economics, product and brand policies, pricing, advertising, and digital marketing.

 


WORKING PROFESSIONAL MBA - MKT 282 
41-Advanced Marketing Management I Dallas
Bentzin, Ben

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


WORKING PROFESSIONAL MBA - MKT 282
41-Advanced Marketing Management I Houston
Dekinder, Jade

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


MSM PROGRAM - MKT 382
Marketing Intelligence Captsone MSM
Brister, Steven

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


MSM PROGRAM - MKT 382
Marketing Analytics II MSM
Duan, Jason

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


MSM PROGRAM - MKT 382 
Digital Marketing/Measure
Aarons, Christopher

Prerequisite: Graduate standing

The Internet is a dynamic marketplace if there ever was one. This class will give you a practical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company and help assess and improve their use of their digital marketing.

 


MSM PROGRAM - MKT 382
Consumer Behavior/Experience Design
Irwin, Julie

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


MSM PROGRAM - MKT 182
Market Data/Demand Modeling
Henderson, Ty

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


MSM PROGRAM - MKT 182
Role of Brand Always On SOC
Westgate, Mike

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


MSM PROGRAM - MKT 182 
SQL
Stephens, James 

Prerequisite: Graduate standing

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


PHD PROGRAM - MKT 397
2-Marketing Management and Strategy
McAlister, Leigh

Prerequisite: Graduate standing and consent of instructor

Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Examination from the marketing perspective of the process of strategy development and implementation at various levels of the organization: corporate, strategic business unit, and product line/brand.

 


PHD PROGRAM - MKT 397
5-Research Topics in Marketing
Hoyer, Wayne

Prerequisite: Graduate standing and consent of instructor

Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Current research issues, methods, and models in marketing; focus on both theory and methodology.

 


PHD PROGRAM - MKT 397
10-Marketing Models II
Duan, Jason

Prerequisite: Graduate standing and consent of instructor

Restricted to doctoral students in McCombs School of Business

Survey and analysis of current marketing problems; their significance, evaluation, and probable outcome. Introduces state-of-the-art theoretical and empirical marketing models using deductive mathematical analysis and inductive statistical reasoning. Create novel quantitative marketing models and estimation methods and critically evaluate the models in the literature of quantitative marketing.

 

Fall 2022- Undergraduate

Fall 2022 - Undergraduate

 


UGS 302
Marketing for Social Profit
Golden, Linda

Restricted to first-year students.

 


MKT 320F
Foundations Of Marketing - WB
Walls, Stephen; Williams, John Walls/Williams Foundations of MKT Syllabus

Prerequisite: Forty-five semester hours of college coursework; Restricted to non-McCombs School of Business majors.

MKT 320F is a business course designed to introduce non-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.

 


MKT 337
Principles of Marketing
Aarons, Christopher; Miller, Herbert; Lemaire, Alain; Golden, Linda Click for Aaron's syllabus

Prerequisites: Admission to a Business major, Credit or Registration for BA 324 or BA 324H, and Credit or Registration for STA 309 or STA 309H

The primary objective of Marketing 337 will be to introduce you to the basic concepts, practices and tools of marketing. The course has a broad scope, is contemporary in outlook, and managerial in orientation. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in the marketing discipline.

 

 


MKT 337H
Principles of Marketing - Honors
Gabbi, Alessandro Click for syllabus

Prerequisites: Admission to McCombs School of Business Honors Program, Credit or registration for Accounting 312H, Business Administration 324H, Economics 304K and 304L, and Statistics 309 or 309H

The primary objective of Marketing 337H will be to introduce you to the basic concepts, practices and tools of marketing. The course has a broad scope, is contemporary in outlook, and managerial in orientation. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in the marketing discipline.

For marketing majors, you will find that this course provides a strong foundation for your future studies and work opportunities. As we will quickly learn in class however, “marketing” is not just for marketing majors. It is not simply a function or a department. Instead, marketing is a process which allows an organization to create and deliver value for customers – hopefully more value than competitors offer – and therefore provides the engine for organic growth of an organization. No matter what field you study in college and what career you eventually pursue, your success in business will be largely determined by your ability to deliver more value to customers than your competitors.

Course objectives will be accomplished through a combination of readings, case studies, lectures, guest speakers and assignments.  In addition to two exams, you will have the opportunity to put your newfound marketing knowledge to work by creating a basic marketing plan for a business of your choice.

 


MKT 337N
Principles of Marketing - UTNY
Salvato, Ed

Prerequisites: Enrollment in this course is limited to participants in the UTNY program.

The primary objective of Marketing 337 at UTNY is to introduce you to the basic concepts, practices and tools of marketing. At UTNY we emphasize contemporary issues relating to marketing including arts and entertainment, travel and hospitality, technology, and financial services, as well as major marketing firms and agencies. It’s equally suitable for those who wish to pursue marketing as for those in other fields. The fundamental concepts of marketing we cover in class resonate all around us. To understand marketing is to understand how our so many contemporary systems work from ads you see on Instagram to your Starbucks loyalty card to predictive streaming video services. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in key marketing concepts. We pair at-home reading and work with in-class activities and lectures. We also organize several field trips to NYC cultural institutions. For each of these visits, we host the director of marketing in class the following week for in-depth discussions about marketing their products and services. These are also opportunities for growing your professional network. In the spring we visited the EDGE NYC, the newest observation deck in the city and the only one with an outdoor viewing platform at 1,100 feet; the Museum of Modern Art; and Little Island, a human-constructed art-and-green space in the Hudson River that opened in spring 2021.

 


MKT 360
Information And Analysis
Sirianni, Nancy Click for syllabus

Prerequisites: Admission to a Business Major, MKT 337 or MKT 337H, and STA 309 or STA 309H

The aim of this course is to teach students the methods, principles, and theories of modern evidence-based decision making, and to apply these to practical business settings. Students will learn concepts and terminology used by marketers and marketing researchers, and will gain experience with methodological tools and quantitative analysis.

Students will gain hands-on experience with research and analysis techniques over the course of the semester via their team research project. Teams will work together to define a marketing research problem, design a study, build a questionnaire, collect, analyze, and interpret data, and present their results and evidence-based recommendations the end of the semester.

Marketing research theory is discussed in lectures and applied in lab sessions, research analysis homework assignments, and team project meetings, which are an integral part of the course.

 


MKT 363
Professional Selling and Sales Management
Miller, Herbert Click for syllabus

Prerequisite: Admission to a Business Major, Upper division standing, and MKT 337 or MKT 337H

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
Yalcin, Gizem Yalcin MKT370 Syllabus

Prerequisites: Ninety semester hours of college coursework, including Marketing 460; credit or registration for one of the following: Accounting 353J, 366P, Business Administration 353, 353H, Finance 353, 366P, Management 353, 366P, 367P, Management Information Systems 353, 366P, Marketing 353, 366P, Operations Management 353, 366P; and six additional semester hours of elective coursework in marketing.

The focus of this capstone course is the wrapping together all of the marketing skills that have been learnt in the undergraduate marketing program.   Specifically, this course is designed to take what you have learned in earlier courses and apply this to solving real-world business problems.

A company’s business strategy, in general, and marketing strategy, in particular represent sustainable sources of competitive advantage.  Strategic decisions, unlike tactical decisions, have long term effects and are costly to change once implemented. Through a combination of interactive lectures and cases, you will learn the drivers of a successful strategy and why a given strategy may fail.

While, both creative qualitative and analytical quantitative approaches are considered, this course emphasizes quantitative techniques for analyzing business problems and developing measurable recommendations for action and communicating them to colleagues.   The course emphasizes business communications skills through written case assignments, a midterm exam, and a group presentation (and group project report).

 


MKT 372
11-Brand Management
Brister, Steven Click for syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services.  In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts. 

Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands.  Brand management opportunities and challenges will be discussed within the context of  a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global.  Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations. 

 


MKT 372
16-Business to Business Marketing
Bentzin, Ben Bentzin MKT372 B2B Syllabus

Prerequisite: Marketing 337 or 337H

Business-to-business (B2B) and business-to-government sales represent roughly 60% of total US economic output. A substantial percentage of McCombs graduates accept employment after graduation in entities that market their products to business and government customers. This course focuses on the skills students need to understand the unique needs of business customers and succeed in marketing and management roles within B2B businesses. Case studies and guest lecturers focus on B2B marketing skills including: organizational buying and selling models; launching B2B products and services; pricing a product line; sales management and support; managing distribution partners; and social media for B2B promotion.

B2B Marketing will include lectures, case discussions, a real world B2B marketing project, and guest speakers.

 


MKT 372
18-Creativity and Leadership
Raghunathan, Rajagopal

Prerequisite: Marketing 337 or 337H

 


MKT 372
21-Strategic Product Management
Peterson, Bill Peterson MKT372 Prod Mgmt Syllabus

Prerequisite: Marketing 337 or 337H

It’s been said that a successful new product does more good for an organization than anything else that can happen.  New products can allow an organization to one-up competitors, address new markets, hit a new price point, or completely reposition a company. We must get our new products right.  MKT372 “Product Management” is about just that - getting the product right.

With class discussion, cases, a team project, guest speakers and other activities, we will cover all of the aspects of a successful product management effort:

  • Identifying market opportunities
  • Profiling and prioritizing underserved customer needs
  • Creating product strategy and product definitions
  • Managing the design/build/validate process
  • Preparing the organization to successfully launch the new product

This class is appropriate for those interested in becoming a product manager, entrepreneur, or consultant, or anyone interested in gaining insight on this most important part of marketing management.

 


MKT 372
Applied Analytical Tools for Marketing
Mahajan, Vijay Mahajan MKT 372 Analytical Tools Syllabus

Prerequisite: Marketing 337 or 337H

This course deals with concepts, methods, and applications of analytical tools to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, and sales force management and promotion planning using a unique online platform called Enginius.biz. The course is designed for BBA students who have some background in or understanding of marketing principles and exposure to spreadsheet programs such as Microsoft excel.

Building on the conventional capstone marketing courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans – a skill in increasing demand in organizations today.  Using market simulations and related exercises tied to PC-based computer software tools, students will develop marketing plans in various decision contexts.

The course will be of particular value to students planning careers in marketing and management consulting, brand management, client services, and marketing/business analytics.

 


MKT 372
24-Digital Marketing
Aarons, Christopher Click for syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

What do Wendy’s, Chipotle, Kendra Scott, and most of your favorite brands have in common? They excel at digital marketing and know to engage their best customers over and over again. In fact, they demonstrate they are the right brand, doing the right things that makes them worthy of our evangelism with proven mindsets, processes and methodologies (FYI, technology does not make you a digital brand). In this class, you will learn how they succeed across web, SEO, SEM, email, social, video and more as well as learn the 15 key principles of doing digital right. The entire course is designed like an internship and is built around hands-on practice, the latest best practices and world-class guest speakers to give you the foundation needed to thrive in digital in our digital world.

 


MKT 372
22-Prediction Analytics/Data Mining
Tsechansky, Mark

Prerequisite: Marketing 337 or 337H

 


MKT 372
4-Global Marketing
Gabbi, Alessandro Click for syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The course is designed to give students an understanding of:

The global business environment – economic, cultural, and economic – and how to apply this understanding to marketing strategy

  • How to assess and address local and global buyers and competitors
  • How to select and enter foreign markets
  • How to best balance global and local considerations when developing the marketing mix
  • How to best organize the firm for global marketing

Course objectives will be accomplished through a combination of readings, case studies, lectures, guest speakers and assignments.  In addition to two exams, you will have the opportunity to put your newfound global marketing knowledge to work by creating a country market report with a team of other students.  This report will allow you to practically apply your skills for a company and region of your choice.

 


MKT 372
26-Strategic Consulting for Marketers
Peterson, Bill Peterson MKT 372 Consulting Syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Strategy consultants get called into to solve the toughest problems that a company has: a new product strategy, a new sales or channel model, creating innovative new business models, or even the complete repositioning of a company. Many marketers naturally gravitate toward these strategic roles – after all, who better to solve these problems than those of us who understand the markets, the competition, and the customers?

In our Strategy Consulting class, you will be a strategy consultant.  You will be working with a real client solving a real problem.  While we occasionally meet as a class to discuss consulting methods and best practices, most of your time in this class will be working hands-on with your client and instructor to execute a complete consulting engagement.

In our Strategy Consulting class you will gain experience with:

  • How to “frame” complex problems
  • How to collect data and apply marketing concepts to solve those problems
  • How to package our recommendations and work with our client to make them successful

This class is appropriate for those interested in becoming a consultant or entrepreneur, or anyone interested in developing skills to solve tough strategic problems within an organization.

 


 

MKT 372
27-Reputation Risk/Crisis Management
Golden, Linda Golden MKT372 Rep Risk Syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Reputational risks and crises of all types are inevitable.  Failures due to these risks and crises are not inevitable .  In today’s world, crises and risks are all around us and often (if not always) carry a  reputational  risk  that  has  business,  social  and/or  marketing  implications.  The  mission  of  this course is  to help equip  you  to develop your decision - making  tools  to  identify  and  effectively address risks and crises in our increasingly risk-laden dynamic and uncertain world. Crises are of many types and being prepared personally and professionally will help  mitigate the damage. Unanticipated  reputational  crises  can  destroy  a  brand, enterprise, firm or  person and  their reputation. Properly anticipated , the  damage,  reputational  or  otherwise, from a  crisis may be mitigated or, possibly, avoided totally. Marketing and communications play a substantial role in both risk assessment and  crisis  management  processes. This  course  seeks  to  increase  your awareness  of  dimensions  of  reputational  risks  so  you  can  manage  them  more  effectively  while giving you more perspective on the complex inter-relationships of elements and disciplines at work in business development and management. Building and preserving your reputation is critical and impacts all image aspects.

 


MKT 372
Intro to Design Thinking
Aljets, Myan; Wiffhoft, Scott; TBD Click for Wiffhoft's syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.

 


MKT 372
Intro to Design Thinking - WB
Howard, James

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

 


MKT 372
Corporate Governance
Cunningham, William Click for syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The first objective of the course will be to help prepare future corporate and non-profit Directors to fulfill their fiduciary duties of care and loyalty to the organizations that they will serve.  Directors regularly deal with many issues.  These include balancing efforts between establishing quarterly and yearly performance targets and building strong companies that can sustain above-market financial performance.  Directors must also manage social and political relationships, diversity and inclusion programs, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, allocate resources for a variety of corporate initiatives, deal with issues of corporate governance, succession planning, executive compensation, and learn to navigate through potential public relations disasters.  We will examine as many of these topics as time permits. 

The second objective of this course will be to understand the nature and scope of corporate Boards from the perspective of society, social and economic interest and what can be done to prevent some of the more publicized corporate governance failures.  We will examine several of the more highly publicized corporate failures as well as what action Congress has taken to address corporate malfeasance, and the recommendations that have been made by social critics.

The course is directed primarily at graduate business students, law students, LBJ students, and select undergraduate honors students (Plan II and Business Honors) who expect to serve either as advisors to Boards of Directors or on Boards of Directors of businesses for profit and non-profit organizations.  While the course will focus on established public companies, much of the course content will be useful to those individuals who are primarily interested in entrepreneurial organizations, family corporations, or public sector non-profit entities. 

 


 

MKT 372
Pricing Policies and Analytics
Rao, Raghunath

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

This course will focus on using data‐analytic techniques to understand and inform strategic decision‐making with the primary focus upon developing dynamic pricing policies. The key ingredients of the class include the use of sophisticated data tools towards:

  • Understanding buyer behavior using price response models
  • Understanding and formulating firm policies based on price response
  • Creating optimization toolkits for decision making
  • Understanding and formulating a competitive response
  • Applying pricing insights beyond firms

The course aims to develop rigorous yet practical insights into topics ranging from non‐linear pricing, price customization, revenue management, bundling and versioning, channel pricing, and auction designs in dynamic settings. Using real datasets and detailed exercises, these tools and concepts will be applied to diverse contexts and industries ranging from search engines to airlines, hotels, and casinos to entertainment, online retailing, utilities, social media, and self‐improvement products. In addition, these tools are critical ingredients for pricing and product management and have been found greatly useful for litigation purposes involving patent infringements and mergers.

An essential learning tool of the class a semester‐long data‐driven project that will start with: A) Designing a choice experiment to understand consumer preferences; B) Administrating the experiment via an online survey tool; C) Analyzing the choice data to obtain numerical measures of consumer preferences; D) Using preference measures to forecast demand and E) Make strategic decision including pricing. The project will use a professional simulator for analyzing and simulating various scenarios, including profitability analysis used by the top consulting firms and by major corporations.

 


MKT 372
User Generated Content Analytics
Barua, Anitesh

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

 


MKT 366P
Marketing Practicum
Gomez Macfarland, Hector 
Click for Gabbi's syllabus

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

MKT366P, Special Projects in Marketing Practicum, affords students the opportunity to apply their marketing knowledge to an actual business situation, working to solve a marketing problem in an experience similar to an internship. This course addresses the question: "How do I develop the professional marketing and business skills that will enable me to develop marketing strategies for a for-profit or not-for-profit enterprise?"

While some of the learning in this course will be through lectures and activities in class, much of the work, and therefore the learning, will happen outside of the classroom: in team meetings; meetings with the client; meetings with the instructor; and individual work.

The course is designed to help the student:

  • Gain additional marketing insight and experience by applying marketing concepts to an actual business situation.
  • Gain experience acting as a marketing consultant, experiencing the triumphs and challenges of working as part of a team to address a marketing problem.
  • Make subsequent marketing studies more meaningful by providing a real-life experience.
  • Develop insights and networking contacts that may prove useful in your career.

 


MKT 372
Influence of Marketing in Society

Crabbe, Rowena Crabbe MKT372 Influence of MKT Syllabus

Prerequisite: Marketing 337 or 337H

Brands are increasingly involved in socio-political debates.It is important for consumers and marketers to critically engage with and understand the role of brands as agentic and influential social actors who can reflect, perpetuate, and challenge societal values and norms. Leveraging real-world case studies and classroom discussion, students will have the opportunity to examine how marketers' decisions about segmenting, targeting, positioning, product design, pricing, distribution, and communication may challenge or perpetuate social hierarchies. The course will also cover topics such as how companies navigate profit and social responsibility, varying types of activism, consumer reactions and responses to brand activism, and the role of identities (e.g., race/gender) in marketing. The course will end with a final group project focused on understanding and then reimagining a company's brand activism and corporate social responsibility strategy.

 


MKT 178
Sustainable Marketing

Frey, Liana Frey MKT178 Sustainable Marketing Syllabus

Prerequisites: 24 semester hours of college credit. Class meets October 31-December 5.

To use Philip Kotler’s definition, “sustainable marketing holds that an organization should meet the needs of its present consumers without compromising the ability of future generations to fulfill their own needs.”  To do this well, marketers need to expand their traditional scope and leverage new tools and frameworks.  There has been a shift in consumer expectations around transparency and responsibility of a company’s environmental impact. Consumers expect companies to not only be responsible for their environmental impact while making a product or service, but also in the sourcing, use, and disposal. Many companies have struggled to communicate on these topics which has led to marketing that is often inadvertently misleading.  Also, consumers are seeking out and buying more sustainable products. Marketers want to leverage this behavior, but they struggle with what, where, when to communicate during the customer journey.

This course aims to provide a broad range of tools and framework for understanding how businesses can interact with issues related to sustainability.  The first module of this course will focus on the fundamentals of sustainability.  We’ll review some of the competing sustainability frameworks, learn how to use systems thinking to approach business sustainability, and utilize a stakeholder analysis approach for business solutions.  Then in module two, we’ll focus on the role of business and marketing.  We’ll analyze marketing strategies around sustainability and what sets the winners and losers apart. We’ll review how sustainable marketing differs from regular marketing and how sustainability can be a competitive differentiator. We’ll explore the opportunities and challenges with sustainable product design and measuring impacts .

In this class, we’ll focus on environmental sustainability, with the understanding that environmental sustainability requires people's sustainability.

 


MKT 178
Storytelling/Persuasive Selling

Pearson, Robert

Prerequisites: 24 semester hours of college credit. Class meets September 26-October 24.

 


 

MKT 178
Data Storytelling/Visualization

Forrest, Carl

Prerequisites: 24 semester hours of college credit. Class meets August 22-September 19.

Fall 2022- Graduate

Fall 2022 - Graduate

 

MKT 382
Applied Analytical Tools for Marketing
Mahajan, Vijay Mahajan MKT 382 Analytical Tools Syllabus

Prerequisite: Graduate standing.

This course deals with concepts, methods, and applications of analytical tools to address such marketing issues as segmentation, targeting and positioning, new product design and development, advertising, and sales force management and promotion planning using a unique online platform called Enginius.biz. The course is designed for MBA students who have some background in or understanding of marketing principles and exposure to spreadsheet programs such as Microsoft excel.

Building on the conventional capstone marketing courses that focus on conceptual material, this course will attempt to provide skills to translate conceptual understanding into specific operational plans – a skill in increasing demand in organizations today. Using market simulations and related exercises tied to PC-based computer software tools, students will develop marketing plans in various decision contexts.

The course will be of particular value to students planning careers in marketing and management consulting, brand management, client services, and marketing/business analytics.

 


 

MKT 382
Influence of Marketing in Society
Crabbe, Rowena Click for syllabus

Prerequisite: Graduate standing.

Brands are increasingly involved in socio-political debates. It is important for consumers and marketers to critically engage with and understand the role of brands as agentic and influential social actors who can reflect, perpetuate, and challenge societal values and norms. Leveraging real-world case studies and classroom discussion, students will have the opportunity to examine how marketers' decisions about segmenting, targeting, positioning, product design, pricing, distribution, and communication may challenge or perpetuate social hierarchies.

The course will also cover topics such as how companies navigate profit and social responsibility, varying types of activism, consumer reactions and responses to brand activism, and the role of identities (e.g., race/gender) in marketing. The course will end with a final group project focused on understanding and then reimagining a company's brand activism and corporate social responsibility strategy.

 


MKT 382
31-Corporate Governance
Cunningham, William Click here for syllabus

Prerequisite: Graduate standing.

The first objective of the course will be to help prepare future corporate and non-profit Directors to fulfill their fiduciary duties of care and loyalty to the organizations that they will serve.  Directors regularly deal with many issues.  These include balancing efforts between establishing quarterly and yearly performance targets and building strong companies that can sustain above-market financial performance.  Directors must also manage social and political relationships, diversity and inclusion programs, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, allocate resources for a variety of corporate initiatives, deal with issues of corporate governance, succession planning, executive compensation, and learn to navigate through potential public relations disasters.  We will examine as many of these topics as time permits. 

The second objective of this course will be to understand the nature and scope of corporate Boards from the perspective of society, social and economic interest and what can be done to prevent some of the more publicized corporate governance failures.  We will examine several of the more highly publicized corporate failures as well as what action Congress has taken to address corporate malfeasance, and the recommendations that have been made by social critics.

The course is directed primarily at graduate business students, law students, LBJ students, and select undergraduate honors students (Plan II and Business Honors) who expect to serve either as advisors to Boards of Directors or on Boards of Directors of businesses for profit and non-profit organizations.  While the course will focus on established public companies, much of the course content will be useful to those individuals who are primarily interested in entrepreneurial organizations, family corporations, or public sector non-profit entities

 


MKT 382
33-Design Thinking Business Innovation
Raghunathan, Rajagopal

Prerequisite: Graduate standing.

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 


MKT 382
36-Pricing and Channels
Bentzin, Ben Click for syllabus

Prerequisite: Graduate standing.

The objectives of the MBA elective MKT 382 Pricing-Channels are for students to learn concepts and frameworks used in analyzing and developing distribution strategies (first half of the course) and pricing strategies (second half of the course) and practice formulating these strategies through cases and real-world assignments.

The course includes individual and team assignments with field work where students apply course concept to real world marketing problems; individual exercises and case study briefs; lectures; in class activities; discussions of readings, exercises, and case studies; and guest speakers.

The classroom environment will be very interactive, so prepare to get involved. Students come from a variety of backgrounds with a large and diverse base of knowledge and experience. The primary goal for our class time is that we have great conversations about channels of distribution and strategic pricing.

 


MKT 382
37-Strategic Branding
Brister, Steven Click for syllabus

Prerequisite: Graduate standing.

The objective of the MBA elective MKT 382 Strategic Marketing is for students to develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment.

Students apply course concepts by playing the Markstrat marketing simulation throughout the semester.  Students compete in teams in a virtual B2B market using marketing research to make decisions including choosing target segments, allocating promotional budgets, growing sales teams, setting prices, investing in channels of distribution, and developing new products. Markstrat provides a complete strategic marketing experience in a fun simulation game. Class sessions will include lectures, discussion, application of concepts, and in-class assignments.

 


MKT 188
Data Storytelling/Visualization
Forrest, Carl

Prerequisite: Graduate standing. Class meets October 3-31.

 


MKT 188
Levering New Media Channels
Pearson, Robert

Prerequisite: Graduate standing. Class meets August 22 to September 19.

 

Spring 2022 - Undergraduate

Spring 2022 - Undergraduate

NOTE: CLICK ON PROFESSOR'S NAME TO DOWNLOAD EXAMPLE SYLLABUS.

 


UGS 302
Leading in Complex Organizations
Cunningham, Bill

 


MKT 320F
Foundations Of Marketing - WB
Walls, Stephen; Williams, John

Prerequisites: Upper-Division Standing (60 hours), Restricted to Non-Business Students

MKT 320F is a business course designed to introduce non-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.

 


MKT 337
Principles of Marketing
Aarons, Christopher; Ghosh Robina; McFarland, Hector; Miller, Herbert

Prerequisites: Admission to a Business major, Credit or Registration for BA 324 or BA 324H, and Credit or Registration for STA 309 or STA 309H

The primary objective of Marketing 337 will be to introduce you to the basic concepts, practices and tools of marketing. The course has a broad scope, is contemporary in outlook, and managerial in orientation. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in the marketing discipline.

 

 


MKT 337H
Principles of Marketing - Honors
Gabbi, Alessandro

Prerequisites: Admission to McCombs School of Business Honors Program, Credit or registration for Accounting 312H, Business Administration 324H, Economics 304K and 304L, and Statistics 309 or 309H

The primary objective of Marketing 337H will be to introduce you to the basic concepts, practices and tools of marketing. The course has a broad scope, is contemporary in outlook, and managerial in orientation. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in the marketing discipline.

 

For marketing majors, you will find that this course provides a strong foundation for your future studies and work opportunities. As we will quickly learn in class however, “marketing” is not just for marketing majors. It is not simply a function or a department. Instead, marketing is a process which allows an organization to create and deliver value for customers – hopefully more value than competitors offer – and therefore provides the engine for organic growth of an organization. No matter what field you study in college and what career you eventually pursue, your success in business will be largely determined by your ability to deliver more value to customers than your competitors.

 

Course objectives will be accomplished through a combination of readings, case studies, lectures, guest speakers and assignments.  In addition to two exams, you will have the opportunity to put your newfound marketing knowledge to work by creating a basic marketing plan for a business of your choice.

 


MKT 337N
Principles of Marketing - UTNY
Salvato, Ed

Prerequisites: Enrollment in this course is limited to participants in the UTNY program.

The primary objective of Marketing 337 at UTNY is to introduce you to the basic concepts, practices and tools of marketing. At UTNY we emphasize contemporary issues relating to marketing including arts and entertainment, travel and hospitality, technology, and financial services, as well as major marketing firms and agencies. It’s equally suitable for those who wish to pursue marketing as for those in other fields. The fundamental concepts of marketing we cover in class resonate all around us. To understand marketing is to understand how our so many contemporary systems work from ads you see on Instagram to your Starbucks loyalty card to predictive streaming video services. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in key marketing concepts. We pair at-home reading and work with in-class activities and lectures. We also organize several field trips to NYC cultural institutions. For each of these visits, we host the director of marketing in class the following week for in-depth discussions about marketing their products and services. These are also opportunities for growing your professional network. In the spring we visited the EDGE NYC, the newest observation deck in the city and the only one with an outdoor viewing platform at 1,100 feet; the Museum of Modern Art; and Little Island, a human-constructed art-and-green space in the Hudson River that opened in spring 2021.

 


MKT 360
Information And Analysis
Sirianni, Nancy

Prerequisites: Admission to a Business Major, MKT 337 or MKT 337H, and STA 309 or STA 309H

The aim of this course is to teach students the methods, principles, and theories of modern evidence-based decision making, and to apply these to practical business settings. Students will learn concepts and terminology used by marketers and marketing researchers, and will gain experience with methodological tools and quantitative analysis.

Students will gain hands-on experience with research and analysis techniques over the course of the semester via their team research project. Teams will work together to define a marketing research problem, design a study, build a questionnaire, collect, analyze, and interpret data, and present their results and evidence-based recommendations the end of the semester.

Marketing research theory is discussed in lectures and applied in lab sessions, research analysis homework assignments, and team project meetings, which are an integral part of the course.

 


MKT 363
Professional Selling & Sales Management
Miller, H.

Prerequisite: Admission to a Business Major, Upper division standing, and MKT 337 or MKT 337H

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
Peterson, William;
Srinivasan, Rajashri

Prerequisites: Ninety semester hours of college coursework, including Marketing 460; credit or registration for one of the following: Accounting 353J, 366P, Business Administration 353, 353H, Finance 353, 366P, Management 353, 366P, 367P, Management Information Systems 353, 366P, Marketing 353, 366P, Operations Management 353, 366P; and six additional semester hours of elective coursework in marketing.

The focus of this capstone course is the wrapping together all of the marketing skills that have been learnt in the undergraduate marketing program.   Specifically, this course is designed to take what you have learned in earlier courses and apply this to solving real-world business problems.

A company’s business strategy, in general, and marketing strategy, in particular represent sustainable sources of competitive advantage.  Strategic decisions, unlike tactical decisions, have long term effects and are costly to change once implemented. Through a combination of interactive lectures and cases, you will learn the drivers of a successful strategy and why a given strategy may fail.

While, both creative qualitative and analytical quantitative approaches are considered, this course emphasizes quantitative techniques for analyzing business problems and developing measurable recommendations for action and communicating them to colleagues.   The course emphasizes business communications skills through written case assignments, a midterm exam, and a group presentation (and group project report).

 


MKT 372
11-Brand Management
Brister, Steven

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services.  In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage brands within their overall marketing and corporate strategy efforts. 

Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands.  Brand management opportunities and challenges will be discussed within the context of  a variety of industries and markets, including consumer packaged goods, business-to-business, services, technology, online, and global.  Guest speakers, case studies, and team projects will give students experience applying these concepts to real-world situations. 

 


MKT 372

13-Integrated Marketing Communications

Hoyer, Wayne

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The objective of MKT 372 (Integrated Marketing Communications) is to provide an overview of the components and considerations involved in marketing communications strategy decisions.  In order to accomplish this goal, one must first understand the situation from the consumer perspective (or the recipient of the communication efforts).  Thus, the first part of the course will consider the basic principles underlying consumer information processing and how marketing communication efforts can influence this process.  The second part of the course will focus on the individual elements of the marketing communications mix (advertising, digital media, social media, sales promotion, and public relations) and how these elements are combined into an integrated promotional campaign.

The course will involve a combination of lecture, discussion, and projects.  The first part of the course will be lecture/discussion of consumer information processing and  I will provide many practical examples to illustrate important concepts.  The second part of the course will involve class discussions regarding the effectiveness of the different marketing communication tools as well as a group project. You will be divided into groups and over the course of the semester, develop a complete marketing communications plan which you will present to the class.

 


MKT 372
14-Pricing And Channels
Bentzin, Ben

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The objectives of the BBA elective MKT 372 Pricing-Channels are for students to learn concepts and frameworks used in analyzing and developing distribution strategies (first half of the course) and pricing strategies (second half of the course) and practice formulating these strategies through cases and real-world assignments.

The course includes individual and team assignments with field work where students apply course concept to real world marketing problems; individual exercises and case study briefs; lectures; in class activities; discussions of readings, exercises, and case studies; and guest speakers.

 

The classroom environment will be very interactive, so prepare to get involved. Students come from a variety of backgrounds with a large and diverse base of knowledge and experience. The primary goal for our class time is that we have great conversations about channels of distribution and strategic pricing.

 


MKT 372

2-Consumer Behavior
Sirianni, Nancy

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Contemporary approaches to business strategy emphasize the importance of adopting a customer focus. Marketing, in particular, begins and ends with the consumer – from uncovering consumer needs to ensuring post-purchase satisfaction and customer loyalty. The primary goal of this course is to enhance students’ understanding of consumer psychology and buyer behavior. In this course, students will have the opportunity to learn how to: (1) recognize how internal and external factors influence consumers’ decision making progresses, (2) identify how specific sociological and psychological factors may affect consumer behavior, and (3) apply terminology, concepts, and principles of consumer behavior to solve marketing problems. Throughout the semester, students will apply their knowledge of consumer behavior through active class participation, as well as participation in class exercises, case preparation, class discussions, exams, and by creating and giving a “lightning talk” presentation to the class.

 


MKT 372
Customer Analytics & Database Marketing
Du, Rex (Yuxing)

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

As firms shift from product-centric, transactional marketing to customer-centric, relational marketing, the customer base has been increasingly treated as one of the most valuable assets of the organization. As a result, the customer database has become the focus of analysis and the platform for developing and implementing marketing strategies and tactics. This course provides an introduction to core concepts and analytical tools for managing customer relationship and conducting database marketing. It addresses two broad themes: 1) customer-centric value-based marketing, and 2) customer data analytics. The first theme explores what customer relationship management (CRM) and customer equity mean. The customer lifecycle is introduced as an integrating framework. The importance of customer profitability and lifetime value as a criterion in CRM decisions is emphasized. The second theme emphasizes the analysis of customer database, with a particular focus on different types of predictive analytics (e.g., whether a customer will respond to a marketing offer, whether a customer will churn, or which products a customer would be most likely to buy next).

This course also introduces issues, techniques and terminologies associated with database marketing and data mining. Specific topics include, for example, RFM analysis, lift and gains charts, lead scoring, cluster analysis for segmentation, collaborative filtering and association rules for product recommendation, multivariable testing, etc. The focus will be on intuition and real-life applications in the context of CRM. It would be a good fit for students who are interested in improving their skills in business analytics in general, marketing analytics in particular.

 


MKT 372

24-Digital Marketing
Aarons, Christopher

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The Internet is a dynamic marketplace if there ever was one. This class will give you a practical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company and help assess and improve their use of their digital marketing.

 


MKT 372

28-Science of Good Business
Kumar, Amit

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Ask any fly on the wall during a corporate luncheon, boardroom meeting, or phone conversation between colleagues and she’ll tell you that one of the most common phrases that’s overheard is “that’s just good business!” What, exactly, is meant by the term “good business?” This class is built on the premise that the word “good” has multiple meanings: People want to do well (or be successful and productive), people want to be good (or act ethically and morally), and people want to feel good (or live happy and satisfying lives). Using insights from the social sciences—consumer-oriented marketing, behavioral economics, decision-making, psychology, and other related fields—the course will examine how individuals and organizations can achieve all three in a business context. A primary focus will be on using theory and data to guide practical applications; empirical evidence can result in actions that can actually be implemented in the workplace. We’ll emphasize how one’s environment can be designed in such a way that the good in one’s career can be maximized. Further, we will explore and discuss how the different definitions of what “good” is are inherently related to each other. Doing good can lead to both feeling good and doing well.

 


MKT 372
4-Global Marketing
Gabbi, Alessandro

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The course is designed to give students an understanding of:

The global business environment – economic, cultural, and economic – and how to apply this understanding to marketing strategy

  • How to assess and address local and global buyers and competitors
  • How to select and enter foreign markets
  • How to best balance global and local considerations when developing the marketing mix
  • How to best organize the firm for global marketing

Course objectives will be accomplished through a combination of readings, case studies, lectures, guest speakers and assignments.  In addition to two exams, you will have the opportunity to put your newfound global marketing knowledge to work by creating a country market report with a team of other students.  This report will allow you to practically apply your skills for a company and region of your choice.

 


MKT 372
Intro to Design Thinking
TBD

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts.
 
 
 


MKT 372
Advanced Data Analytics For Marketing
Duan, Jason

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The effectiveness of marketing decisions highly depends on the information obtained through marketing data analysis. Marketing analytics allows companies to gain an advantage by serving customers better than competitors do. The course Data-Driven Marketing will cover a number of advanced data analysis problems focusing on methods and their implementations. Students will enhance their knowledge and understanding of how marketing analytics is applied in practice and can benefit marketing decision-making. There is a high level of “hands-on” knowledge and active learning involved, so that students will be able to implement the techniques in their future careers. Teamwork is an important part of this course as well. Students collaborate with team members on projects covering an array of practical business settings and communicate findings and recommendations in written reports and in-class presentations. Different research designs, marketing models and estimation methods are discussed and applied in individual and team projects. The course helps students to gain hands-on knowledge of marketing data analysis and how to use and interpret the information it provides. The scope will range from qualitative to experimental and quantitative analyses, which are used to support marketing decisions. Projects focus on topics such as experimental design, choice-based conjoint analysis and resource allocation in the context of customer satisfaction, market segmentation, brand positioning, pricing, new customer acquisition, and customer retention.

 


MKT 372

Corporate Governance
Cunningham, William

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The first objective of the course will be to help prepare future corporate and non-profit Directors to fulfill their fiduciary duties of care and loyalty to the organizations that they will serve.  Directors regularly deal with many issues.  These include balancing efforts between establishing quarterly and yearly performance targets and building strong companies that can sustain above-market financial performance.  Directors must also manage social and political relationships, diversity and inclusion programs, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, allocate resources for a variety of corporate initiatives, deal with issues of corporate governance, succession planning, executive compensation, and learn to navigate through potential public relations disasters.  We will examine as many of these topics as time permits. 

The second objective of this course will be to understand the nature and scope of corporate Boards from the perspective of society, social and economic interest and what can be done to prevent some of the more publicized corporate governance failures.  We will examine several of the more highly publicized corporate failures as well as what action Congress has taken to address corporate malfeasance, and the recommendations that have been made by social critics.

The course is directed primarily at graduate business students, law students, LBJ students, and select undergraduate honors students (Plan II and Business Honors) who expect to serve either as advisors to Boards of Directors or on Boards of Directors of businesses for profit and non-profit organizations.  While the course will focus on established public companies, much of the course content will be useful to those individuals who are primarily interested in entrepreneurial organizations, family corporations, or public sector non-profit entities. 

 


MKT 366P

Marketing Practicum
Gabbi, Alessandro

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

MKT366P, Special Projects in Marketing Practicum, affords students the opportunity to apply their marketing knowledge to an actual business situation, working to solve a marketing problem in an experience similar to an internship. This course addresses the question: "How do I develop the professional marketing and business skills that will enable me to develop marketing strategies for a for-profit or not-for-profit enterprise?"

While some of the learning in this course will be through lectures and activities in class, much of the work, and therefore the learning, will happen outside of the classroom: in team meetings; meetings with the client; meetings with the instructor; and individual work.

The course is designed to help the student:

  • Gain additional marketing insight and experience by applying marketing concepts to an actual business situation.
  • Gain experience acting as a marketing consultant, experiencing the triumphs and challenges of working as part of a team to address a marketing problem.
  • Make subsequent marketing studies more meaningful by providing a real-life experience.
  • Develop insights and networking contacts that may prove useful in your career.

 


MKT 178

Influencer Marketing
Keanini, Kathy

Prerequisites: 24 semester hours of college credit

Explore how to leverage influencer marketing to achieve business goals, how to research, evaluate, and employ the right influencers for their markets, and how to legally and strategically integrate them into marketing campaigns that achieve specific goals. Class meets April 4-May 2.

 


MKT 178
Sustainability & Marketing
Frey, Liana

Prerequisites: 24 semester hours of college credit

As climate change becomes more urgent, consumers are becoming aware that the choices that they make impact our planet’s health. Critics argue that marketing is part of the problem by encouraging our overconsumption of resources. Marketing has a vital and unique role in creating a more sustainable society. Marketing can be force for good by communicating and educating people on the value of a different way. Through this course, students will gain an understanding of sustainability on business from a marketing lens, why this topic is important as a future business leader, and what characteristics make sustainability a successful component of business strategy. We’ll analyze marketing strategies around sustainability and what sets the winners and losers apart. We’ll review how social impact marketing differs from regular marketing and how sustainability can be a competitive differentiator. In order to better understand accountability around sustainability, we’ll explore the challenges of ESG goals and measurement.

 


MKT 178

Sales Driving B2B Strategy
Narvaez, Andrea

Prerequisites: 24 semester hours of college credit

Course explores the fundamentals of sales-driving business-to-business strategies, and how sales and marketing work together to build sales pipeline and increase market reach as a key to success in startups and enterprises alike. Class meets February 21-March 28.

 

Spring 2022 - Graduate

Spring 2022 - Graduate

NOTE: CLICK ON PROFESSOR'S NAME TO DOWNLOAD EXAMPLE SYLLABUS.

 


MKT 382

12-Customer Strategy for Marketing Fellows

Hoyer, Wayne

Prerequisite: Graduate standing. Additional prerequisite: Completion of an instructor-approved internship.

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. External resources for competitiveness, such as customer relationships that can help deliver superior quality and drive down costs. The course brings together experienced managers and students who have interned with them to explore issues underlying total quality in marketing.


MKT 382

Digital Marketing

Aarons, Christopher

Prerequisite: Graduate standing.

The Internet is a dynamic marketplace if there ever was one. This class will give you a practical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company and help assess and improve their use of their digital marketing.

 


 

MKT 38231-Corporate Governance

Cunningham, William

Prerequisite: Graduate standing.

The first objective of the course will be to help prepare future corporate and non-profit Directors to fulfill their fiduciary duties of care and loyalty to the organizations that they will serve.  Directors regularly deal with many issues.  These include balancing efforts between establishing quarterly and yearly performance targets and building strong companies that can sustain above-market financial performance.  Directors must also manage social and political relationships, diversity and inclusion programs, initiate and integrate acquisitions, create/change corporate culture, continually align the organization structure to the business strategy, allocate resources for a variety of corporate initiatives, deal with issues of corporate governance, succession planning, executive compensation, and learn to navigate through potential public relations disasters.  We will examine as many of these topics as time permits. 

 

The second objective of this course will be to understand the nature and scope of corporate Boards from the perspective of society, social and economic interest and what can be done to prevent some of the more publicized corporate governance failures.  We will examine several of the more highly publicized corporate failures as well as what action Congress has taken to address corporate malfeasance, and the recommendations that have been made by social critics.

 

The course is directed primarily at graduate business students, law students, LBJ students, and select undergraduate honors students (Plan II and Business Honors) who expect to serve either as advisors to Boards of Directors or on Boards of Directors of businesses for profit and non-profit organizations.  While the course will focus on established public companies, much of the course content will be useful to those individuals who are primarily interested in entrepreneurial organizations, family corporations, or public sector non-profit entities

 


MKT 382

33-Design Thinking Business Innovation

TBD

Prerequisite: Graduate standing.

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.


MKT 382

36-Pricing and Channels

Bentzin, Ben

Prerequisite: Graduate standing.

The objectives of the MBA elective MKT 382 Pricing-Channels are for students to learn concepts and frameworks used in analyzing and developing distribution strategies (first half of the course) and pricing strategies (second half of the course) and practice formulating these strategies through cases and real-world assignments.

 

The course includes individual and team assignments with field work where students apply course concept to real world marketing problems; individual exercises and case study briefs; lectures; in class activities; discussions of readings, exercises, and case studies; and guest speakers.

 

The classroom environment will be very interactive, so prepare to get involved. Students come from a variety of backgrounds with a large and diverse base of knowledge and experience. The primary goal for our class time is that we have great conversations about channels of distribution and strategic pricing.

 


MKT 382

37-Strategic Branding

Brister, Steven

Prerequisite: Graduate standing.

The objective of the MBA elective MKT 382 Strategic Marketing is for students to develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment.

Students apply course concepts by playing the Markstrat marketing simulation throughout the semester.  Students compete in teams in a virtual B2B market using marketing research to make decisions including choosing target segments, allocating promotional budgets, growing sales teams, setting prices, investing in channels of distribution, and developing new products. Markstrat provides a complete strategic marketing experience in a fun simulation game. Class sessions will include lectures, discussion, application of concepts, and in-class assignments.

 


MKT 382

38-Science of Good Business

Kumar, Amit

Prerequisite: Graduate standing.

Ask any fly on the wall during a corporate luncheon, boardroom meeting, or phone conversation between colleagues and she’ll tell you that one of the most common phrases that’s overheard is “that’s just good business!” What, exactly, is meant by the term “good business?” This class is built on the premise that the word “good” has multiple meanings: People want to do well (or be successful and productive), people want to be good (or act ethically and morally), and people want to feel good (or live happy and satisfying lives). Using insights from the social sciences—consumer-oriented marketing, behavioral economics, decision-making, psychology, and other related fields—the course will examine how individuals and organizations can achieve all three in a business context. A primary focus will be on using theory and data to guide practical applications; empirical evidence can result in actions that can actually be implemented in the workplace. We’ll emphasize how one’s environment can be designed in such a way that the good in one’s career can be maximized. Further, we will explore and discuss how the different definitions of what “good” is are inherently related to each other. Doing good can lead to both feeling good and doing well.

 


MKT 382

4-Strategic Marketing

Bentzin, Ben

Prerequisite: Graduate standing.

The objective of the MBA elective MKT 382 Strategic Marketing is for students to develop skills and gain experience in analyzing a business’s situation and then formulating, implementing, and monitoring marketing strategy in a competitive environment.

Students apply course concepts by playing the Markstrat marketing simulation throughout the semester.  Students compete in teams in a virtual B2B market using marketing research to make decisions including choosing target segments, allocating promotional budgets, growing sales teams, setting prices, investing in channels of distribution, and developing new products. Markstrat provides a complete strategic marketing experience in a fun simulation game. Class sessions will include lectures, discussion, application of concepts, and in-class assignments.

 


MKT 382

54-Data Driven Marketing

Duan, Jason

Prerequisite: Graduate standing.

 


MKT 188

Business Development & Marketing Sales Leadership

Gette, Angie

Prerequisite: Graduate standing.

Explore how to translate a brand's meaning into a purpose-built, integrated experience map; how to generate customer empathy and translate that into an off-line and online experience touch point map for market scenarios. Class meets January 24-February 21.


MKT 188

Business Development & Marketing Sales Leadership

Nemeroff, Gerald

Prerequisite: Graduate standing.

Business Development and Marketing Sales Leadership is a one-hour MBA course that covers key aspects of the consultative sales cycle, the differences between introductory, implicit and explicit sales calls, executive level negotiation and the leadership and management skills and processes that are needed to lead a business development function.

This course will explore the elements of a sales cycle which include how to develop a win theme, understanding buyer social styles and a discussion on the various buyer roles that are often found in a complex sale.  We will also delve into how to make the selling situation more effective by discussing behaviors that build trust and enhanced questioning techniques.  In addition, students will learn about the “Principled” negotiation approach which includes concepts such as anchoring and understanding the true interest. The course will conclude with a robust conversation on how to lead a Business Development function which will include developing the culture, creating a Business Development plan and supporting technology.

 

Fall 2021

Fall 2021

MKT 320F

Foundations of Marketing

Walls, Stephen; Miller, Herb

Prerequisites: Upper-Division Standing (60 hours), Restricted to Non-Business Students

MKT 320F is a business course designed to introduce non-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.
 

 


MKT 320F

Foundations of Marketing– WEB BASED

Williams, J. Kevin

Prerequisites: Upper-Division Standing (60 hours), Restricted to Non-Business Students

MKT 320F WB Introduction to basic concepts and terminology in marketing: the process of developing marketing strategy, the role of marketing activities within the firm, external influences that affect the development of marketing strategy, and basic analytical tools appropriate to marketing decision making. Upon successful completion of this course, you will be able to:

      • Explain the evolution of the marketing concept, including the historical context of changes in the concepts of marketing, and the role that marketing currently plays in the interaction between business and society.
      • Demonstrate an understanding of business strategy options within an organization and connect it to the development of marketing strategy.
      • Apply the basic framework of the marketing process, including the situation analysis (3 Cs), market strategy development (STP), and marketing mix decisions (4 Ps), to key issues that marketers encounter in implementing marketing strategy.
      • Demonstrate an understanding of the value, use, and implications of market research using common tools and methods as part of a critical analysis of a marketing situation.

MKT 337

Principles of Marketing

Aarons, ChrisGabbi, AlexLemaire, Alain; Hohenberg, Sebastian; Miller, HerbGolden, Linda

Prerequisites: Admission to a Business major, Credit or Registration for BA 324 or BA 324H, and Credit or Registration for STA 309 or STA 309H

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

McAlister, Leigh

Prerequisites: Admission to McCombs School of Business Honors Program, Credit or registration for Accounting 312H, Business Administration 324H, Economics 304K and 304L, and Statistics 309 or 309H

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. We shall encourage class discussion and questions about course concepts and their application.


 

 

MKT 337N

Principles of Marketing UTNY

Salvato, Ed

Prerequisites: Enrollment in this course is limited to participants in the UTNY program.

The primary objective of Marketing 337 at UTNY is to introduce you to the basic concepts, practices and tools of marketing. At UTNY we emphasize contemporary issues relating to marketing including arts and entertainment, travel and hospitality, technology, and financial services, as well as major marketing firms and agencies. It’s equally suitable for those who wish to pursue marketing as for those in other fields. The fundamental concepts of marketing we cover in class resonate all around us. To understand marketing is to understand how our so many contemporary systems work from ads you see on Instagram to your Starbucks loyalty card to predictive streaming video services. Regardless of the field you ultimately choose to pursue, this course should give you a strong grounding in key marketing concepts.

We pair at-home reading and work with in-class activities and lectures. We also organize several field trips to NYC cultural institutions. For each of these visits, we host the director of marketing in class the following week for in-depth discussions about marketing their products and services. These are also opportunities for growing your professional network. In the spring we visited the EDGE NYC, the newest observation deck in the city and the only one with an outdoor viewing platform at 1,100 feet; the Museum of Modern Art; and Little Island, a human-constructed art-and-green space in the Hudson River that opened in spring 2021.


 

MKT 360

Information and Analysis

TBD

Prerequisites: Admission to a Business Major, MKT 337 or MKT 337H, and STA 309 or STA 309H

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 evidence-based decision making, 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

Miller, H.

Prerequisite: Admission to a Business Major, Upper division standing, and MKT 337 or MKT 337H

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 366P

Marketing Practicum

Rao, Raghu

Prerequisite: Admission to a Business Major, Upper division standing, and MKT 337 or MKT 337H

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.
 
 
 
 


 

MKT 370

Marketing Policies

Bentzin, B.

Prerequisites: Ninety semester hours of college coursework, including Marketing 460; credit or registration for one of the following: Accounting 353J, 366P, Business Administration 353, 353H, Finance 353, 366P, Management 353, 366P, 367P, Management Information Systems 353, 366P, Marketing 353, 366P, Operations Management 353, 366P; and six additional semester hours of elective coursework in marketing.

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 372

Sales Strategy & Steering

TBD

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

This course focuses on the responsibilities and decisions of sales executives and sales managers. Based on a solid understanding of important elements of customer relationship management, the course will begin with the challenge of developing sales strategies for today's complex business environment. Then, the design of sales entities and channels as well as various aspects of sales force steering will be covered in detail. Given recent discussions, the question of how to align salespeople’s behaviors with long-term firm objectives will be discussed. For doing so, some of the fundamental tools and concepts of the personal selling process will be recapped.

Speakers, case studies, and team projects will allow students to blend the learned concepts, theories, and models with real-world experience. The purpose of this course is twofold: First, it aims to familiarize students with the manifold strategic elements of the sales profession. Second, it aims to prepare students to become future business leaders with strong strategic sales capabilities.


 

MKT 372

Advanced Data Analytics for Marketing

Duan, Jason

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

The effectiveness of marketing decisions highly depends on the information obtained through marketing data analysis. Marketing analytics allows companies to gain an advantage by serving customers better than competitors do. The course Data-Driven Marketing will cover a number of advanced data analysis problems focusing on methods and their implementations.

Students will enhance their knowledge and understanding of how marketing analytics is applied in practice and can benefit marketing decision-making. There is a high level of “hands-on” knowledge and active learning involved, so that students will be able to implement the techniques in their future careers. Teamwork is an important part of this course as well. Students collaborate with team members on projects covering an array of practical business settings and communicate findings and recommendations in written reports and in-class presentations.

Different research designs, marketing models and estimation methods are discussed and applied in individual and team projects. The course helps students to gain hands-on knowledge of marketing data analysis and how to use and interpret the information it provides. The scope will range from qualitative to experimental and quantitative analyses, which are used to support marketing decisions. Projects focus on topics such as experimental design, choice-based conjoint analysis and resource allocation in the context of customer satisfaction, market segmentation, brand positioning, pricing, new customer acquisition, and customer retention.


 

MKT 372

Analytical Tools in Marketing

Mahajan, Vijay

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions.

 

 

 


MKT 372.4

Global Marketing

Gabbi, Alex

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

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.


 

MKT 372

Marketing Bias & Societal Impact

TBD

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Explores how marketing decisions may influence societal biases, stereotyping, and social justice, sometimes leading to positive change, and sometimes perpetuating stereotypes and negative outcomes.


 

 

MKT 372.11

Brand Management

Brister, Steven

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Many organizations now realize that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value, or potential value, of the organization’s brand, marketing professionals and company executives often do not understand how to successfully manage their brands within their overall marketing and corporate strategy efforts. Branding is a fundamental element of marketing strategy and this course will address the strategic importance of branding as well as provide concepts, frameworks, and strategies for building, leveraging, and defending strong brands. 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, and global.


 

MKT 372.16

Business to Business Marketing

Bentzin, B.

Prerequisite: Admission to a Business Major, Upper division standing, and MKT 337 or MKT 337H

Business-to-business (B2B) and business-to-government sales represent roughly 60% of total US economic output. A substantial percentage of McCombs graduates accept employment after graduation in entities that market their products to business and government customers. This course focuses on the skills students need to understand the unique needs of business customers and succeed in marketing and management roles within B2B businesses. Case studies and guest lecturers focus on B2B marketing skills including: organizational buying and selling models; launching B2B products and services; pricing a product line; sales management and support; managing distribution partners; and social media for B2B promotion.
 
 


 

MKT 372.21

Strategic Product Management

Peterson, William

Prerequisite: Admission to a Business Major, Upper division standing, and MKT 337 or MKT 337H

Introduction to the data and tools used to analyze the business environment and enable marketing decision making. Uses real world data and problems to evaluate strategic market opportunities and assess the impact of marketing decisions in the marketplace. Discusses analytical and empirical tools that address strategic issues of market sizing, market selection, and competitive analysis, as well as product management, customer management, and marketing function management decisions. Explores the principles of product management including identifying new growth opportunities, assessing the health and profitability of a product portfolio, developing new products, and positioning and repositioning of current products. Analytical tools, case discussions, and real-world derived projects will be the key learning tools.


 

MKT 372.24

Digital Marketing

Aarons, Chris

Prerequisite: Admission to a Business Major, Upper division standing, and MKT 337 or MKT 337H

Regardless of the field you ultimately choose to pursue, this course is designed to give you a strong grounding in the frameworks, tools and strategies for successful digital marketing and consumer engagement. This course has three main objectives:

  1. Students will gain industry background knowledge to knowledgeably navigate Internet Marketing topics including online advertising, search, social media and online privacy.
  2. Students will learn to quantitatively and qualitatively evaluate an experiment to measure the effectiveness of business decisions and online advertising effectiveness in particular.
  3. Students will also gain knowledge to design and implement digital campaigns, becoming certified users of HubSpot, a social media management platform and Google’s ad platform.

MKT 372.26

Strategy Consulting for Marketers

Peterson, William

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

“Strategy Consulting for Marketers” is a hands-on introduction to the science and art of marketing management consulting. During the first part of the semester, through traditional classroom interaction and networking with practicing consultants, students will learn about the consulting industry and the key concepts of successful consulting. The bulk of the class, however, will consist of student teams executing a complete consulting engagement with an actual client. This class can be valuable for students considering a career in consulting, those interested in the more strategic side of marketing, and those who simply want to gain additional experience applying marketing concepts to actual client opportunities.


MKT 372.27

Reputation Risk / Crisis Management

Golden, L.

Prerequisite: Admissions to a Business Major, Upper division standing and MKT 337 or MKT 337H

Developing the business through brand equity is a cornerstone of marketing and risks of all types are inherent in business. The Marketing expert must be attuned to protecting brand reputation and equity through effective risk management in the crises to be faced, predictable and not predictable.

This course focuses on issues in branding and effective crisis risk management to protect the firm's reputation and brand equity. Today's business world is more dynamic than ever and this course is designed to prepare tomorrow's financial profit and social profit (or social benefit entrepreneur) to embrace the rapid changes that are inevitable. In so doing, multiples of business goals and functions are examined in the context of crisis risk management, marketing and reputational brand equity considerations through text readings and projects.


MKT 178

Data Storytelling & Visualization

Forrest, Carl

Prerequisites: 24 semester hours of college credit

Students will establish a skill set necessary for today’s data driven marketing; how to identify a story in data and utilize visualizations to share that story. This course will cover specific topics such as Tableau, data literacy, visualization principles, and effectively communicating with data.


MKT 178

Storytizing for Persuasive Selling

Pearson, Robert

Prerequisites: 24 semester hours of college credit

Based on the book, Crafting Persuasion, this class will discuss how we are all becoming “audience architects” who understand exactly which people, words, content and channels matter to each audience segment we desire to reach. The models discussed in class are used by leading companies worldwide to build relationships with current and new customers. Students will learn and apply the ABCDE model for persuasive selling: Audience, Behavior, Content, Distribution, and Evaluation.


MKT 178

Website Analytics & Social Engagement: Turn Virtual Visitors into Real Life Customers

Frey, Liana

Prerequisites: 24 semester hours of college credit

Digital marketing is an ever-evolving landscape and more important than ever as more of our lives shift online. Companies that understand the importance of digital interaction and how to leverage this data for insights will be well poised for success in the future— as will the marketers who have these skills. In this course, we’ll start with first using website analytics tools to understand our customers— what they’re interested in and what’s working or not working for them. You’ll come away with an intermediate knowledge of Google analytics, what data it's capturing, how to find insights in that data, and how to apply these learnings to make real differences in turning visitors into customers. Then, we’ll turn to social media— where customer engagement and a wealth of user data mean big opportunities for savvy marketers who know where to invest. We’ll cover how the top brands use social media and social data as a learning tool, how social media is evolving, and how to generate engagement and purchase.
 
 


 


MKT 372

Intro to Design Thinking

Witthoft, Scott

This is a class about working like a designer in collaboration with other designers, whether you consider yourself a designer or not. You’ll investigate designerly methods & processes and spend time practicing on real projects. This is a chance to discover what topics such as Design Thinking, creativity, and prototyping mean to you as well as others, so that the next time you’re working on an academic, personal, or professional project, you’ll have a new vocabulary for communicating among your partners. Most important, you’ll have new design tools you can confidently use in any of these contexts