Houston Baptist University Catalog
Marketing ( MKTG ) Course Descriptions
MKTG 3301 PRINCIPLES OF MARKETING
MKTG 3301 Principles of Marketing
Prerequisite(s): ECON 2311
The fundamental marketing concepts and functions are analyzed and interpreted within the framework of the competitive, legal, economic, and social environments.
MKTG 3310 CONSUMER BEHAVIOR
MKTG 3310 Consumer Behavior
Prerequisite(s): MKTG 3301
A study of human behavior in the marketplace. Attention is focused on applying concepts from the social sciences to understanding the consumer decision processes and buying patterns.
MKTG 3313 SOCIAL MEDIA MARKETING
MKTG 3313 Social Media Marketing
A study of social media marketing and the various strategies that promotes successful usage of this promotion and consumer engagement tool. Marketing’s role in e-commerce, Web-design, and Internet advertising principles are also explored. Students, through a real-world project/case, apply the functions of marketing to a social media marketing problem situation/case.
MKTG 3333 SPORTS, ENTERTNMT & EVENT MKTG
MKTG 3333 Sports, Entertainment, & Event Marketing
A study of the sports, entertainment, and event sectors of the economy. Marketing strategies used in these three venues are emphasized. Real-life projects are used in each of the three areas to enhance learning experiences and reinforce knowledge acquisition. Marketing and management problem-solving techniques guide student-generated marketing plans.
MKTG 3360 PROFESSIONAL SALES
MKTG 3360 Professional Sales
A study of the principles and techniques of personal selling using a behavioral approach.
MKTG 4330 INTERNATIONAL MARKETING
MKTG 4330 International Marketing
Prerequisite(s): MKTG 3301
A study of the problems and procedures of marketing in foreign countries, including the effects of cultural dynamics in assessing world markets.
MKTG 4335 PROMOTIONAL STRATEGY
MKTG 4335 Promotional Strategy
This course is designed to provide the student with a contemporary view of the promotional strategy of the firm. Operating from an Integrated Marketing Communication (IMC) approach, emphasis is placed on the enhancement of brand equity through the various promotional elements of: social media, on line and mobile advertising, direct marketing, sales promotion, packaging and branding, public relations and personal selling.
MKTG 4336 PRINCIPLES OF ADVERTISING
MKTG 4336 Principles of Advertising
Prerequisite(s): junior or senior standing
A study of the advertising component of the firm. Emphasizes the interactive coordination and strategy of this promotional tool. Applications necessary for developing target markets, utilization of the mass media, advertising research, and analysis of the complete campaign are stressed.
MKTG 4340 INTERNSHIP
MKTG 4340 Internship
Prerequisite(s): Permission of Instructor
The course is an integrating field experience by which students learn actual business practices by undertaking responsible roles in an organization. The students develop interpersonal skills while acquiring practical knowledge in their disciplines. The students are exposed to various work roles and career choices. Open to junior and senior H-campus (residential) students only.
MKTG 4350 MARKETING RESEARCH
MKTG 4350 Marketing Research
Prerequisite(s): MKTG 3301
Students study the methodology and procedures used to meet the information needs of marketing management.
MKTG 4360 MARKETING STRATEGY
MKTG 4360 Marketing Strategy
Prerequisite(s): senior standing
A comprehensive course designed to study marketing strategy using case histories. This is a capstone course and requires the basic knowledge the student has acquired in earlier marketing courses.
MKTG 4381 SPECIAL TOP/INDEPENDENT STUDY
MKTG 4381 Special Topics/Independent Study
Topics are selected on basis of student need and academic qualifications of staff. If regular lectures are not given, a minimum of 30 hours of work for each hour credit must be included.
MKTG 6310 MARKETING MANAGEMENT
MKTG 6310 Marketing Management
An inquiry into marketing decision-making. Emphasis is placed on strategic planning and analytical procedures for marketing decisions. The course integrates all areas of marketing management and relates marketing activities to the other functional areas of the firm. This course culminates with the presentation of a comprehensive marketing plan to a panel of venture capitalists. Graduate Business programs only.
MKTG 6333 INTERNATIONAL MARKETING
MKTG 6333 International Marketing Seminar
The study of marketing structures, organization, policies, and procedures as applied to the international environment. This course examines competition, strategies, and technology in the global market place. Graduate Business programs only.
MKTG 6355 SUSTAINABILITY AND BRAND VALUE
MKTG 6355 Sustainability and Brand Value
Prerequisite(s): MKTG 6310
Companies that invest in sustainability programs and initiatives can improve the reputation of their brands, the volume of their sales, and the pricing power of their products and services. This case-based learning activity will review the experiences of firms that have invested (or failed to invest) in sustainability programs, and will highlight “best practices” for creating brand value from such activities. Key Cases: Deepwater Horizon (BP), Global Social Impact Program (Starbucks), Mesa Wind/Natural Gas Power (T. Boone Pickens), and Valdez (Exxon Mobil).
MKTG 6365 MARKETING STRATEGIES NW VENTR
MKTG 6365 Marketing Strategies for Entrepreneurial New Ventures
This course focuses on how entrepreneurial teams develop successful marketing strategies for start-up and emerging growth ventures. The emphasis is on assessing the external competitive environment, creating a distinctive price-features profile for the product-service concept, leveraging high-level partnership-referral networks, and executing the marketing message around a clear value proposition for specific target markets. Topics include: a) stages product development life-cycles, b) mapping the existing competitive environment, c) mapping the projected future market profile, d) product-service adoption stages among buyers in a target market, e) marketing research principles, methods/models, and assessment, f) aligning the product-place-promotion-price components for the product-service offering, g) potential partnerships and referral networks to drive market awareness, h) promotions-public relations-advertising tactics, and i) packaging and merchandising for in-store and online selling.
MKTG 6366 DEV & MNGE SOCIAL MEDIA STRGS
MKTG 6366 Develop and Manage Social Media Strategies for New Ventures
Prerequisite(s): MKTG 6365
This course focuses on the development and on-going management of targeted social media strategies for emerging entrepreneurial ventures. Topics include the launch, start-up and on-going costs, performance metrics, and operating logistics for utilizing widely available social media platforms within a formal, well-coordinated strategy for success.