University of Houston-Victoria



Marketing (MKTG)

MKTG 6300:    Selected Topics in Marketing

Cr. 3. (3-3-0).  Prerequisite(s):  MKTG 6352.  May be repeated when topics vary.

MKTG 6352:    Strategic Marketing Management

Cr. 3. (3-3-0).  Prerequisite(s):  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 MKTG 6352 and MKT 6321.)

MKTG 6371:    Seminar in Consumer Behavior

Cr. 3. (3-3-0). Prerequisite(s):  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(s): 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(s):  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(s):  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(s): 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(s):  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(s): 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(s):  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)