The Marketing Division at Babson College has a very broad and strategic view of marketing in the context of the overall enterprise.
In particular, we see marketing as the enterprise-wide set of processes, systems, and activities beginning with the use of deep customer and marketplace knowledge to craft compelling value propositions for customers in optimally targeted segments and continuing to the exemplary delivery of the value across the entire customer experience cycle. For us, marketing is more than just a function; it is a customer-centric way of being consistently demonstrated by the entire enterprise in all its offerings and activities.
We offer foundational, implementation-oriented, and industry-focused marketing courses in Babson’s undergraduate and graduate business programs. In addition, we actively support the student-run sales and marketing clubs at both the undergraduate and graduate levels. Separately, we constantly engage with other management disciplines in the college to design and deliver highly regarded corporate executive development programs in the United States, Europe, Latin America, and Asia.
We are home to an eclectic mix of faculty ranging from leading academic researchers to highly applied researchers working extensively with major global corporations, all of whom are passionate about and deeply committed to an action-based approach to teaching in which conceptual learning is supported by real-world, real-time marketing projects in an overall business context. Consistent with Babson’s strategic positioning, we constantly stress the need–indeed, the imperative–for an innovation-based entrepreneurial way of being when it comes to the practice of marketing and management.
We encourage you to explore this page as well as its various links. Please do not hesitate to contact us if you have any questions or would like additional information; we genuinely would welcome the opportunity to interact with you.
Babson prof. leads session at Management, Leadership and Governance conference—call for papers:
Much of the study of business innovation focuses on start-ups and entrepreneurs. Consequently, it is often assumed that little start-ups are creative and big firms are slow and bureaucratic. But this is a gross oversimplification as we argue that today’s economy often favours big companies over small ones. For example, economic growth is driven increasingly by huge ecosystems such as the ones clustering around Apple’s iPhone or Google’s Android operating system. Similarly, globalization puts a greater premium on size than ever before. How then can we assess the large (or at least high growth) companies on the dimension of entrepreneurial proclivity? Tushman notes that “great leaders navigate the tensions between new innovations and core products from the C-suite—they don’t leave the battle to their middle managers.” We would welcome papers that provide conceptual or pragmatic frameworks on why innovative leaders succeed in fast growth/fast changing environments while other senior executives slip into bureaucratic stagnation. See the attached PDF for full details.
How to Get a Job in Marketing
"How to Get a Job in Marketing" is Thursday, November 15th from 4:30-6:30pm in the Needham/Wellesley room. We will be welcoming speakers from: Johnson & Johnson, Barbara's Bakery, TripAdvisor, Welch's, Staples, Ocean Spray, LEGO and Smith & Nephew.
Hasbro's Chief Marketing Officer, John Frascotti will be discussing Hasbro's marketing strategies with students on Thursday, November 29th at 4:30pm. Dean Dennis Hanno will be introducing Mr. Frascotti.