University of Texas at Austin
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Courses

McCombs School of Business McCombs School of Business

Marketing Department Courses

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

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

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

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 382
31-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

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

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

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

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.
 
 
 
 
 


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.
  • Evaluate marketing decisions and their potential business impacts using key marketing terminology, tools, and tactics.
MKT 337
Principles of Marketing

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.

 

 


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.


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.

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.

 

 


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.


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.


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.

 

 

 


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.


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.


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.
 
 


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.


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.

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.


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.


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.
 
 



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.