University of Texas at Austin
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Courses

McCombs School of Business McCombs School of Business

Marketing Department Courses

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.