University of Houston-Victoria



Marketing (MKTG)

MKTG 3303:    Principles of Marketing

Cr. 3. (3-3-0).  Prerequisite(s):  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.  (Formerly MKTG 3311) (Credit will not be given for both MKTG 3311 and MKTG 3303.)

MKTG 3321:    Selling and Sales Management

Cr. 3. (3-3-0). Prerequisite(s): MKTG 3303.
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(s): MKTG 3303. May be repeated when topics vary.

MKTG 4311:    Buyer Behavior

Cr. 3. (3-3-0). Prerequisite(s): MKTG 3303
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). Prerequisite(s): MKTG 3303
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)  Prerequisite(s):  MKTG 3303 and BUSI 3303
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(s): MKTG 3303
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(s):  MKTG 3303
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(s): MKTG 3303
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). Prerequisite(s): MKTG 3303
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). Prerequisite(s): MKTG 3303, FINC 3304, and MGMT 3306
This is an applied course, focusing on marketing strategy, planning and implementation.  Topics include segmentation and target market selection, advertising and promotion, pricing, distribution channels, brand management, SWOT analyses, and profitability.  Cases, simulations, or projects will be assigned.