Houston Baptist University Catalog

Marketing (MKTG) Course Descriptions


MKTG 3301 Principles of Marketing
Prerequisite: ECON 2311 or 2302
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
Prerequisite: MKTG 3301
A study of human behavior in the market place. Attention is focused on applying concepts from the social sciences to understanding the consumer decision processes and buying patterns.

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, 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
Prerequisite: MKTG 3301
A study of the principles and techniques of personal selling using a behavior approach.

MKTG 3380 Online Marketing
Prerequisite: MKTG 3301
A study of marketing on the Internet. Emphasizes marketing¿s role in e-commerce. Applications for effective web site design, Internet advertising principles, proper usage of information technology in designing and implementing marketing strategy, and how to do marketing research via the Internet are demonstrated and discussed.

MKTG 4330 International Marketing
Prerequisite: 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 4336 Principles of Advertising
Prerequisite: 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
Prerequisites: See the School of Business Internship Coordinator for current prerequisite information
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.

MKTG 4350 Marketing Research
Prerequisites: MKTG 3301
Studies the methodology and procedures used to meet the information needs of marketing management.

MKTG 4360 Marketing Strategy
Prerequisite: 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 Topics
Prerequisite: Approval of the Dean of the School of Business
Directed study of a minimum of thirty clock hours for each hour of credit. Provides the marketing major the opportunity to conduct a detailed investigation of selected marketing problems.

MKTG 5260, Marketing Principles
This course provides background in the theory and pratice of marketing principles. Marketing concepts and functions are presented within the framework of the competitive, legal, economic, and social environments.

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 6311, Marketing Management for HRM
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. The course culminates with the presentation of a comprehensive marketing plan to a planel of venture capitalists. MS-HRM Program only.

MKTG 6333 International Marketing Seminar
Prerequisite: MKTG 6310
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 6334 Marketing Strategy Seminar
Prerequisite: MKTG 6310
A comprehensive course that studies strategy formulation, planning procedures and challenges present in today¿s marketplace. This course uses case analysis to illustrate contemporary issues and decision making. Graduate Business programs only.

MKTG 6373 Changing Markets and Organizations
This course is designed to provide insight into how new markets are formed. Study centers around new business paradigms created by organizations to respond to these new and changing markets. Insights into how marketing management strategies are formulated with respect to diverse market segments, e-commerce, and innovations are also provided. Information technology from a marketing perspective is tied to the newly emerging business structures. Graduate Business programs only.