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2011-2012 Catalog

Instructional Area

Marketing (MKTG)


Instructional Area | Course Numbering System | Course Punctuation

MKTG 3311:     

Principles of Marketing
Cr. 3. (3-3-0). Prerequisite: Junior standing.
Marketing orientation and concepts applied to marketing strategies and planning, pricing, product development and management, promotion and channels of distribution. Emphasis is on ethics in marketing practice and on global marketing.

MKTG 3321:

Selling and Sales Management
Cr. 3. (3-3-0). Prerequisite: MKTG 3311.
Personal selling; analysis of product and market; the planning and execution of the sale; behavioral science applications to selling; the sales management function.

MKTG 4300:

Selected Topics in Marketing
Cr. 3. (3-3-0). Prerequisite: MKTG 3311. May be repeated when topics vary.

MKTG 4311:

Buyer Behavior
Cr. 3. (3-3-0). Prerequisite: MKTG 3311
Behavior factors (such as perception, cognition, attitude, reference group and decision theories) affecting consumer decisions concerning purchase of products and services; emphasis is placed on the analysis of buyer behavior and marketing strategy development.

MKTG 4312:

Promotion Management
Cr. 3. (3-3-0). Prerequisites: MKTG 3311
Promotion mix strategy development based on the knowledge of consumer behavior. Analyzing the opportunities of using advertising, sales promotion, personal selling, publicity and public relations as part of the marketing mix strategy. (Formerly: Advertising)

MKTG 4313:

Marketing Research
Cr. 3. (3-3-0) Prerequisites: MKTG 3311 and QMSC 3311
Nature and uses of marketing research in business. Methods of collecting and interpreting marketing information and specific application to problems in marketing.

MKTG 4315:

Business-to-Business Marketing
Cr. 3. (3-3-0). Prerequisite: MKTG 3311
Marketing channel analysis, design, development, and management. Inter-organizational relationships, structure, conflicts, and negotiation. Global and ethical perspective.

MKTG 4316:

Electronic Marketing
Cr. 3 (3-3-0). Prerequisite: MKTG 3311
The WWW as a communication medium and channel of distribution. Current e-marketing models, systems, and processes applied to develop strategies and enhance competitiveness, customer relationships and profitability.

MKTG 4317:

Services Marketing
Cr. 3. (3-3-0). Prerequisite: MKT G3311
The uniqueness of service marketing, analyzing and designing service processes, systems, and service organizations, tuned to maximizing service quality, customer value, customer satisfaction and loyalty.

MKTG 4325:

International Marketing
Cr. 3. (3-3-0). Prerequisites: MKTG 3311
The study of the economic, social, cultural, legal, political and regulatory environment required for developing a global marketing strategy and plan.

MKTG 4340:

Marketing Management
Cr. 3. (3-3-0). Prerequisites: MKTG 3311
A course in marketing with emphasis on marketing strategy, planning and implementation. A program/plan field study is the central part of class activities.

MKTG 6300:

Selected Topics in Marketing
Cr. 3. (3-3-0). Prerequisite: MKTG 6352. May be repeated when topics vary.

MKTG 6352:

Strategic Marketing Management
Cr. 3. (3-3-0). Prerequisites: Graduate standing.
The role of the marketing manager in analyzing market behavior, researching marketing
opportunities, developing marketing strategies, and implementing and controlling the
marketing effort. The emphasis is on the application of concepts to actual case histories. (Credit will not be given for both MKT 6352 and MKT 6321.)

MKTG 6371:

Seminar in Consumer Behavior
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
Discussion of the buying process to gain insight into conducting marketing research and designing product offers; how consumers think, behave, and learn about new products; what interests consumers; how consumers evaluate products and services, make choices, and feel about purchases; buyer motives, choice criteria, information processing, and decision making processes; buyer demographics and lifestyles; marketing strategies using the marketing mix. (Formerly MKT 6316)

MKTG 6372:

Marketing Research
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
Research issues, methods and applications in marketing. The scope of market research, buyer and industrial applications, research methodologies including research design, data collection and analysis, report writing and presentation. (Formerly MKT 6317)

MKTG 6373:

Seminar in Business to Business Marketing
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
Impact of the current business environment on business-to-business marketing and purchasing; current practice in business-to-business marketing and purchasing, including concepts, theories, institutions, and events; managerial decision-making and competitive strategy and program development. (Formerly MKT 6315)

MKTG 6374:

Seminar in Services Marketing
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
Marketing and managing services as opposed to tangible goods; current practice in services marketing and management; managerial decision making and competitive service strategy development. (Formerly MKT 6327)

MKTG 6375:

Seminar in Integrated Marketing Communication
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
Impact of current business environment on firm’s communication with the outside environment; current practice in integrated marketing communications; managerial decision making and development of competitive marketing communication strategies and programs. (Formerly MKT 6325)

MKTG 6376:

Seminar in Advertising
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
An introduction to current processes and practices of advertising. The course focuses on the role of advertising in the marketing mix and the critical role advertising plays in marketing success.

MKTG 6377:

International Marketing
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
Global marketing environment and concepts and theories that are required in order to analyze the global market and to develop global marketing strategies. Readings, cases, and projects. (Formerly MKT 6318)

MKTG 6378:

Seminar in e-Marketing
Cr. 3. (3-3-0). Prerequisite: MKTG 6352
This course involves acquiring a basic knowledge of current e-business models and processes and applying this knowledge to develop strategies that enhance competitiveness, customer relationships and profitability. (Formerly MKT 6323)