Skip Navigation LinksHome / Academics / Academic Divisions / Marketing / Curriculum / Graduate Course Listings
 

 Marketing Division Course Listings

 

Graduate

  1 2   

MKT6100 - CUSTOMER AND MARKET ENGAGEMENT

CUSTOMER AND MARKET ENGAGEMENT

3.00 credits

MKT7200 - MARKETING

MARKETING

MKT7200 Marketing Marketing (MKT) - This course provides frameworks and analytical techniques that the enterprise should use to develop a discerning sense of the market and to engage the market in a way that distinctive value is created for and delivered to the customers.

2.00 credits

MKT7200 - BL1 MARKETING

BL1 MARKETING

F2F Meeting Dates: December 5th and December 6th MKT7200 Marketing Marketing (MKT) - This course provides frameworks and analytical techniques that the enterprise should use to develop a discerning sense of the market and to engage the market in a way that distinctive value is created for and delivered to the customers.

2.00 credits

MKT7500 - MARKETING COMMUNICATIONS STRATEGY

MARKETING COMMUNICATIONS STRATEGY

MKT7500 Marketing Communications Strategy Examines the nature and role of communications in marketing, focusing on the goals and uses of advertising, sales promotion, public relations, direct marketing, and personal selling in achieving the communications objectives of marketing. Explores the design, organization, and implementation of the communications mix, and the economic, social, and ethical implications of promotion. Involves determining the promotional budget, creating a message strategy, planning the media mix, targeting communications to selected market segments, executing the promotion program, and measuring promotional effectiveness. Considers the relationship and integration among the various elements in the marketer's communications program. Students form agency teams to create a comprehensive integrated marketing communication plan for a product or service. Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semester: Fall

3.00 credits

MKT7502 - INNOVATION AND EXPERIMENTATION

INNOVATION AND EXPERIMENTATION

MKT7502 INNOVATION AND EXPERIMENTATION 3 credit graduate elective Innovative thinking is about creating new products and services, discovering new markets for existing products and services, and improving existing products and services; all of which result in greater revenues. To be successful these creative ideas must be transformed into tangible results. Experimentation lies at the heart of innovation and involves a test-and-learn approach. Experiments allow ideas to prove themselves quickly in a lower-risk manner rather than rolling the idea out broadly before it is tested. Not all experiments will succeed, but failure is learning in itself. The rapid rise of the “test-and-learn” philosophy in marketing has created a huge demand for those who can design, execute, and analyze experiments.The objective of this course is to provide students with tools and hands-on experience to create innovatative ideas and experimentally test ideas. Prerequisite: MKT7200

3.00 credits

MKT7505 - STRATEGIC MARKET PLANNING

STRATEGIC MARKET PLANNING

MKT7505 Strategic Market Planning (formerly Marketing Strategy) 3 credit elective Course Description: At one level, this course can be viewed as a capstone for the marketing curriculum, pulling together and integrating the various activities undertaken by the marketing function. A heavy emphasis is placed on the strategic role played by marketing in a variety of business settings (e.g., across the PLC; within the product portfolio). At a second level, however, the course deals with a more fundamental issue – what is marketing? What role should it play in the 21st century organization? We will wrestle with this problem by focusing on marketing’s pivotal contribution to the design and delivery of strategies aimed at growing customer value and improving company profitability in a rapidly changing environment. Course Objectives: To appreciate the central role of marketing in designing and implementing product/market strategy. To focus on processes and tools for building marketing strategies that deliver superior levels of customer satisfaction, value and profitability. To integrate the analytical, strategic and implementation activities of marketing into a single document – the strategic marketing plan Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semesters: Fall and Spring

3.00 credits

MKT7506 - MARKETING ANALYTICS

MARKETING ANALYTICS

MKT 7506 Marketing Analytics 3 credit elective The objective of this course is to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making, and to help develop your skills and confidence in doing such analyses. Analytical approaches enable (a) the identification of alternative marketing options and actions, (b) the calibration of opportunity costs associated with each option, and (c) the choice of one or more options with the greatest likelihood of achieving the business goals. By completing this course, students will be better able to make the case for marketing expenditures (based on ROI) that companies are increasingly asking of their executives. This course integrates marketing concepts with practice, emphasizes "learning by doing," and provides students software tools to help them apply marketing concepts to real decision situations. Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200

3.00 credits

MKT7537 - BL1 PRODUCT MANAGEMENT

BL1 PRODUCT MANAGEMENT

Required F2F dates: Saturday, November 22nd and Friday, December 19th. Non-Blended Learning students will be able to add this class beginning on July 21st, provided there is space and prereqs, if any, are met. All non-Blended Learning students will be required to complete the Blended Learning Business and Social Communications pre-work by the first day of the course. Contact gradprograms@babson.edu to be added to the required pre-work. MKT7537 Product Management 3 credit blended elective Schedule: This course will provide an in-depth look at the creation, development, and launch of complex products, such as enterprise software, medical devices, communications infrastructure hardware, and the like. From the creation of an MRD (Market Requirements Document) to the development and management of the PRD (Product Requirements Doc) and production schedule, through the creation and cross-functional management of the product release/launch plan, the course will expose students to the challenges associated with bringing a new product to market in a growing organization. Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200

3.00 credits

MKT7550 - BL1 CONSUMER BEHAVIOR

BL1 CONSUMER BEHAVIOR

Required F2F dates: Friday, November 21 and Saturday, December 20 Non-Blended Learning students will be able to add this class beginning on July 21st, provided there is space and prereqs, if any, are met. All non-Blended Learning students will be required to complete the Blended Learning Business and Social Communications pre-work by the first day of the course. Contact gradprograms@babson.edu to be added to the required pre-work. MKT7550 Consumer Behavior In-depth analysis of factors that affect purchase decisions in the marketplace. Applies behavioral and social science concepts to the study of buyer behavior. Focuses on the use of knowledge of buyer behavior in marketing decisions. Emphasizes theory, application, and ultimate consumer and organizational buyer behavior. Special attention given to exploring and evaluating buyer behavior research, the role of models in explaining behavior, influence of buyer behavior on development of marketing programs, and issues of consumer protection as they affect marketing strategy. Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semester: Fall and Spring

3.00 credits

MKT7550 - CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

MKT7550 Consumer Behavior In-depth analysis of factors that affect purchase decisions in the marketplace. Applies behavioral and social science concepts to the study of buyer behavior. Focuses on the use of knowledge of buyer behavior in marketing decisions. Emphasizes theory, application, and ultimate consumer and organizational buyer behavior. Special attention given to exploring and evaluating buyer behavior research, the role of models in explaining behavior, influence of buyer behavior on development of marketing programs, and issues of consumer protection as they affect marketing strategy. Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semester: Fall and Spring

3.00 credits

MKT7555 - MARKETING HIGH TECH PRODUCTS

MARKETING HIGH TECH PRODUCTS

MKT7555 Marketing High-Technology Products Building on the students' knowledge of the marketing fundamentals, the course focuses on the special challenges of marketing high-technology products in dynamic contexts fraught with significant technological and market uncertainty. The course is structured around three modules: bringing new high-technology products to market, managing product maturity, and transitioning from one product generation to the next. While the focus of the course is "high technology" in the general sense, the reading materials - cases, notes, and articles - are drawn from the computer hardware and software, consumer electronics, telecommunications, and life-sciences industries. Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semesters: Fall and Spring

3.00 credits

MKT7571 - BUILDING & LEADING EFFECTIVE SALES FORCE

BUILDING & LEADING EFFECTIVE SALES FORCE

MKT7571 Building and Leading Effective Sales Force This course focuses on the management of sales force (i.e., salespeople, business development executives, and customer relationship staff). The course explores the resources (e.g., people, information, and technology) used by firms to initiate and develop long term customer relationships. Given the vital role of sales in several organizations, the course will expose students to the strategic and tactical means with which firms create, control, nurture, and motivate the sales force. This course complements MBA 9502 (Business Development through Professional Selling). Whereas MBA 9502 focuses on the development of skills needed to excel in selling, this course addresses the leadership roles of Sales Managers, Sales Directors, and Sales VPs. The following topics will be covered: sales force sizing, territory design and assignment, recruitment and selection, coaching and training, motivation (leadership, compensation, sales contests, and quota management), evaluation and control, team selling, and Key Account Management (KAM). Prerequisite: Evening: MKT7000 or MBA8520 or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semesters: Fall

3.00 credits

MKT7572 - BOS BRAND MANAGEMENT

BOS BRAND MANAGEMENT

MKT7572 Brand Management Brand Management is an advanced marketing course that will prepare students to lead a brand- centered marketing team in the consumer products/services arena. Branding and marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgment, and a marketplace that is fast-changing. The emphasis in the course is to explore "what every brand/product manager needs to know" to operate successfully in this real world environment. The concept of "brand equity" is the unique aspect of this course versus other marketing classes and will be a unifying theme throughout. Understanding how to build strong brands is the strategic imperative of the course. This class will first cover the role market research plays in helping make informed brand decisions. Next, the course will explore key branding concepts and frameworks that lead to effective management of these brands. Finally, the course concludes with applying these key strategic branding concepts to the more tactical aspects of executing a brand's marketing efforts. In this final section of the course, we will devote 4 classes to building brands in the Web 2.0 world. In addition, given the course's focus on "what every brand/product manager needs to know", 4-5 contemporary branding experts in key fields, such as branding law and digital/social media, as well as senior marketing executives, will be guests in class, adding their current and relevant branding experiences to the class discussions. Prerequisite: Evening: (MKT7000 or MBA8520) or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semesters: Fall and Spring

3.00 credits

MKT7572 - BRAND MANAGEMENT

BRAND MANAGEMENT

MKT7572 Brand Management Brand Management is an advanced marketing course that will prepare students to lead a brand- centered marketing team in the consumer products/services arena. Branding and marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgment, and a marketplace that is fast-changing. The emphasis in the course is to explore "what every brand/product manager needs to know" to operate successfully in this real world environment. The concept of "brand equity" is the unique aspect of this course versus other marketing classes and will be a unifying theme throughout. Understanding how to build strong brands is the strategic imperative of the course. This class will first cover the role market research plays in helping make informed brand decisions. Next, the course will explore key branding concepts and frameworks that lead to effective management of these brands. Finally, the course concludes with applying these key strategic branding concepts to the more tactical aspects of executing a brand's marketing efforts. In this final section of the course, we will devote 4 classes to building brands in the Web 2.0 world. In addition, given the course's focus on "what every brand/product manager needs to know", 4-5 contemporary branding experts in key fields, such as branding law and digital/social media, as well as senior marketing executives, will be guests in class, adding their current and relevant branding experiences to the class discussions. Prerequisite: Evening: (MKT7000 or MBA8520) or MKT7200 Fast Track: MBA7335 or (ECN7201 and MIS7200) One Year: MBA7210 or MKT7200 Two Year: MBA7320 or MKT7302 or MKT7200 This course is typically offered in the following semesters: Fall and Spring

3.00 credits

MKT7580 - INDEPENDENT RESEARCH

INDEPENDENT RESEARCH

XXX7580 Independent Research ******Independent research is available for all academic divisions. Registration is manual for students through Graduate Programs and Student Affairs****** Independent Research provides an opportunity to conduct in-depth research in areas of a student's own specific interest. Students may undertake Independent Research for academic credit with the approval of a student-selected faculty advisor, the appropriate division chair, and Graduate Programs and Student Affairs. Please note that a student is responsible for recruiting a faculty advisor through the student's own initiative and obtain the advisor's prior consent/commitment before applying for an independent research project. Authorization for such a project requires submission of a formal proposal written in accordance with standards set forth by the Graduate School. The research project normally carries 1.5 or 3 credits. For more information and a proposal outline please visit: www.babson.edu/grad/gpsa

3.00 credits

MKT9501 - STRATEGY & TACTICS OF PRICING

STRATEGY & TACTICS OF PRICING

Meeting Dates: September 19 (8:30 AM - 5PM) September 20 (8:30 AM - 5PM) September 27 (8:30 AM - 5PM) MKT9501 STRATEGY & TACTICS OF PRICING The fact that companies use a number of different pricing structures is a testament to the importance of pricing for profitability and a competitive growth enhancement. Which price is the best one? Price determination is a top priority for marketing managers in charge of a marketing strategy for an existing product. It is also a key variable for companies and/or entrepreneurs introducing new products to the market. While this course builds on general understanding of markets and pricing, it further develops a student's ability to apply economic reasoning to a firm's strategic pricing decision. In this course, we will analyze economic and competitive strategy foundations for pricing. We will develop a concept of target pricing aimed at creating value for customers and charging for that value, as well as work through implications of various pricing strategies for tactical and strategic pricing decisions. Prerequisite: Evening: ECN7000 or MBA8520 or ECN7200 Fast Track: ECN7201 and MIS7200 One Year: MBA7210 or ECN7200 Two Year: MBA7320 or ECN7302 or ECN7200 This course is typically offered in the following semesters: Fall and Spring

1.50 credits

MKT9502 - PRICING IN THE INFORMATION INDUSTRIES

PRICING IN THE INFORMATION INDUSTRIES

Meeting Dates: Friday, October 17th 6:30 - 9:30 PM Saturday, October 18th 8:30 - 4:30 PM Saturday, October 25th 8:30 - 4:30 PM MKT9502 Pricing in the Information Industries 1.5 credit intensive elective Pricing as a managerial discipline draws on many domains of knowledge -- economics, consumer behavior, marketing, strategy, managerial accounting, law, and so on -- and, as customers or as managers, we all have some experience in the "taking" and/or "setting" of prices. In this context, offerings of the information (read "content") industries present an interesting challenge since intuition, conventional rules of thumb, traditional models, and plain-vanilla theories do not immutably apply. With this as backdrop, the 1.5-credit intensive course offering on "Pricing in the Information Industries" will focus on five topics: (1) pricing principles, (2) pricing and information ("content") products, (3) product-line pricing, (4) pricing and bundling, and (5) pricing in the presence of network effects.

1.50 credits

MKT7200 - DEFINING, OFFER, DELVNG VALUE TO CUST

DEFINING, OFFER, DELVNG VALUE TO CUST

MKT7200 Marketing Marketing (MKT) - This course provides frameworks and analytical techniques that the enterprise should use to develop a discerning sense of the market and to engage the market in a way that distinctive value is created for and delivered to the customers.

1.00 credits

MKT7200 - BL1 DEFINING,OFFER, DELVNG VALUE TO CUST

BL1 DEFINING,OFFER, DELVNG VALUE TO CUST

MKT7200 Marketing F2F Meetings June 12 - 14th. Marketing (MKT) - This course provides frameworks and analytical techniques that the enterprise should use to develop a discerning sense of the market and to engage the market in a way that distinctive value is created for and delivered to the customers.

2.00 credits

MKT7200 - BL2 DEFINING,OFFER, DELVNG VALUE TO CUST

BL2 DEFINING,OFFER, DELVNG VALUE TO CUST

MKT7200 Marketing F2F Meetings June 12 - 14th. Marketing (MKT) - This course provides frameworks and analytical techniques that the enterprise should use to develop a discerning sense of the market and to engage the market in a way that distinctive value is created for and delivered to the customers.

2.00 credits

  1 2