Texas A&M University Graduate Catalog

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Course Descriptions

Department of Marketing

L. L. Berry, P. S. Busch, H. Chen, A. B. Cocanougher, J. S. Conant (Head), C. M. Futrell, L. G. Gresham, R. T. Hise, J. H. Leigh, S. W. McDaniel**, K. Haws, S. Jain, R. Janakiraman, J. T. Parish, W. M. Pride, D. H. Robertson, V. Shankar*, A. Sorescu, D. M. Szymanski, P. R. Varadarajan, K. Winterich, M. S. Yadav

* Doctoral Student Advisor
** Master’s Student Advisor

The Department of Marketing offers graduate studies leading to MS and PhD degrees and course work supporting the Mays Business School’s MBA degree. These programs provide training for students interested in marketing careers.

The MS degree program consists of 38 credit hours (provided students have the necessary preparatory course work) and is designed to give a greater degree of specialization in marketing than the MBA program. The PhD program is designed to prepare students for careers in research and teaching as well as specialized staff positions in public and private organizations.

Additional information, including specific departmental requirements, may be obtained by contacting the department or the Office of the Dean, Graduate School of Business.

Marketing
(MKTG)

613. Marketing Management. Credit 1 to 3.

Core MBA marketing class examines history of marketing, environment that impacts marketing decisions of firms and consumers, buyer behavior, marketing ethics, marketing research, market segmentation, product positioning, and strategic challenges associated with integrating major marketing mix decision elements: product, price, distribution, and promotion. May be repeated for up to 3 hours of credit. Classification 6 students may not enroll in this course. Prerequisite: Enrollment is limited to BUAD classification 7.

621. Survey of Marketing. (3-0). Credit 3.

Marketing concepts and functions from the point of view of the organization and the economy. Prerequisite: Graduate classification. Note: This course may not be used for elective credit by a master’s candidate in business administration.

638. Strategic Foundations of E-Commerce. (3-0). Credit 3.

Implications of increasing electronic interactivity between consumers and firms; migration of products to the electronic marketplace and its effects on the marketing channel; Internet’s impact on marketing mix decisions; competitive advantage; public policy issues. Prerequisite: MKTG 613 or 621 or equivalent.

650. Analyzing Consumer Behavior. (3-0). Credit 3.

Theoretical and empirical material on consumer behavior; personality, social class and perception by consumers. Classification 6 students may not enroll in this course. Prerequisite: MKTG 613 or 621 or equivalent.

656. Marketing Communications Management. (3-0). Credit 3.

Communication processes, diffusion of innovation, customer response processes, and promotion tools including advertising, packaging, personal selling and sales management, sales promotion and public relations. Prerequisite: MKTG 613 or 621 or equivalent.

660. Marketing Consulting. (1-4). Credit 3.

Application of marketing knowledge through the planning and execution of marketing projects for businesses. May be repeated one time for credit. Prerequisite: MKTG 621 or equivalent.

665. Research for Marketing Decisions. (3-0). Credit 3.

Methodology for generating and using information related to problems in marketing decision-making; primary and secondary research methodology and analytical techniques; guidelines for designing and conducting research projects. Classification 6 students may not enroll in this course. Prerequisites: MKTG 613 or 621 or equivalent; basic statistics course.

670. Marketing Leadership. (1-0). Credit 1.

Seminar on the application of marketing concepts and theories through guest lectures and discussions with marketing-thought leaders in business and academia. May be repeated one time for credit. Prerequisite: MKTG 621 or equivalent.

671. Product Innovation. (3-0). Credit 3.

Understanding of consumer needs and translating them into new products and services whose design and presentation convey satisfaction of these needs. Classification 6 students may not enroll in this course. Prerequisite: MKTG 613 or 621 or equivalent.

673. Services Marketing. (3-0). Credit 3.

Marketing concepts and strategy as applied to service organizations, unique characteristics of services, marketing challenges posed by those characteristics and ways to meet those challenges effectively. Special emphasis on service quality. Classification 6 students may not enroll in this course. Prerequisite: MKTG 613 or 621 or equivalent, or approval of instructor.

675. Marketing Strategy. Credit 1 to 3.

Marketing management as it relates to overall organization goals; marketing concepts and functions integrated with other organizational functions, tactics and strategies. Classification 6 students may not enroll in this course. Prerequisites: MKTG 613 or 621 or equivalent; graduate classification in business administration.

677. Multinational Marketing Management. (3-0). Credit 3.

Theoretical and empirical materials on multinational marketing; nature and justification of international trade, analysis of environments faced by multinational firms and formulation of multinational marketing strategy. Classification 6 students may not enroll in this course. Prerequisite: MKTG 613 or 621 or equivalent. Cross-listed with IBUS 677.

679. Retail Management and Consulting. (3-0). Credit 3.

Conceptual foundations of retail management and retail consulting; assessment of practices of high-performance retailers; and hands-on experience in improving retail practices. Prerequisite: MKTG 613 or 621 or equivalent.

680. Seminar in Buyer Behavior. (3-0). Credit 3.

Detailed examination of the literature in consumer and industrial buyer behavior with emphasis on conceptual and empirical issues; critical analysis of buyer behavior theory. Classification 6 students may not enroll in this course. Prerequisites: MKTG 650 or equivalent; doctoral classification.

682. Seminar in Marketing Strategy Research. (3-0). Credit 3.

Review of research on marketing strategy content; formulation process and implementation related issues; includes antecedents, outcomes, mediators and moderators of the relationship between marketing strategy and performance; strategic marketing alliances; market pioneering; multimarket competition; global competitive strategy; interdependencies between marketing, business and corporate strategy. Classification 6 students may not enroll in this course. Prerequisite: Doctoral classification.

684. Professional Internship. Credit 1 to 6.

Directed internship in an organization to provide students with on-the-job training with professionals in organizational settings appropriate to the students’ professional objectives. Classification 6 students may not enroll in this course. Prerequisite: Approval of committee chair and department head.

685. Directed Studies. Credit 1 to 4 each semester.

Directed study of selected problems using recent developments in business research methods. Classification 6 students may not enroll in this course. Prerequisite: Approval of instructor.

687. Seminar in Marketing Models. (3-0). Credit 3.

Review and discussion of the foundations of modeling and recent developments in research using marketing models. The seminar is designed to provide participants with new ways to think about modeling marketing phenomena and enable them to generate new ideas, research topics, and modeling applications for marketing problems. Prerequisite: Doctoral classification.

688. Doctoral Seminar. (3-0). Credit 3.

Historical development of the conceptual framework of marketing theory and practices; analysis of current research and controversial issues in the field. May be repeated for credit three times. Students may take up to two sections of this course in the same semester. Classification 6 students may not enroll in this course. Prerequisite: Doctoral classification.

689. Special Topics in... Credit 1 to 4.

Selected topics in an identified area of marketing. Classification 6 students may not enroll in this course. May be repeated for credit.

690. Theory of Research in Marketing. (3-0). Credit 3.

Design of research in the various subfields of marketing and the evaluation of research results using examples from the current research literature. Classification 6 students may not enroll in this course. May be repeated for credit. Students may take up to two sections of this course in the same semester. Prerequisite: Graduate classification in marketing.

691. Research. Credit 1 or more each semester.

Research for thesis or dissertation. Classification 6 students may not enroll in this course.