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MBA7570 - MANAGING TECHNOLOGY-INTENSIVE ENTERPRISE

MANAGING TECHNOLOGY-INTENSIVE ENTERPRISE

MBA7570 MTIE Seminar This course is for students accepted into the Managing Technology-Intensive Enterprise MBA Track. The Managing the Technology-Intensive Enterprise (MTIE) Seminar is the third of three required courses in the MTIE MBA track at Babson College (the other two courses being "Managing Technological Innovations" and "Marketing High-Tech Products," [both already offered in the Fall semester]). The seminar is designed to offer the students an integrated perspective on a range of issues that are central to the management of technology-intensive enterprises and the locus of which is not confined to specific functional domains. Drawing on the disciplines of science, technology management, organizational development, leadership, law, strategy, public policy, and social change, the seminar will hopefully engage the students in a holistic learning that gets to the core of managing technology-intensive enterprises. Prerequisites: Acceptance into MTIE and MKT7555 and MOB7540 This course is typically offered in the following semesters: Spring

3.00 credits

MKT6100 - CUSTOMER AND MARKET ENGAGEMENT

CUSTOMER AND MARKET ENGAGEMENT

3.00 credits

MKT7200 - BOS MARKETING

BOS 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. MKT7200 will meet for 7 face-to-face sessions, plus a 3 hour online session, and an integrated session with ECN7200 and QTM7200 held on a Saturday (date TBA). MKT7200 is part of Cluster B and must be taken with ECN7200 and QTM7200 during the same semester unless otherwise waived from the course through completion of old core courses, advanced standing credit, or passing a waiver exam. All of the courses in Cluster B must be taken at the same location. MKT7200 is a prerequisite for Cluster F MOB7202 and MBA7201. MKT7200 is equivalent to MKT7000 Marketing Systems or MBA8520 Customers, Markets and Marketing.

2.00 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

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

MKT7200 - SF1 DEFINING, OFFER,DELVNG VALUE TO CUST

SF1 DEFINING, OFFER,DELVNG VALUE TO CUST

MKT7200 Marketing F2F Meetings June 19 - 21st. 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

MKT7510 - MARKETING RESEARCH & ANALYSIS

MARKETING RESEARCH & ANALYSIS

MKT7510 Marketing Research and Analysis The objective of this course is to provide a fundamental understanding of marketing research and analysis. Marketing research is an organized way of developing and providing information for decision making purposes. The quality of information depends on the care exercised at each step of the marketing research process. These steps include problem definition, research design, data collection methods, questionnaire design, measurement, sampling, data analysis, and interpretation. This class will examine all steps of the market research process. Both the qualitative and quantitative aspects of research will be emphasized. The first part of the class will focus on the research process and design. In this section students will learn how to formulate a research problem, determine a research design, evaluate methods for data collection, and develop instruments for data collection. The second part of the class will focus on how to analyze the data using SPSS, and how to recommend the appropriate action to management. A course project provides students with the opportunity to integrate the steps in the marketing research process discussed in class. The project will allow students to conduct an actual research project from problem definition through a final report. 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

MKT7536 - BOS DESIGNING AND MANAGING CHANNELS

BOS DESIGNING AND MANAGING CHANNELS

MKT7536 Designing and Managing Channels 1.5 credit Elective The course will introduce students to some of the practical concepts and current practices in using indirect channels of distribution to access new markets and customers. Emphasis will be placed on establishing a connection between a company's strategic marketing plan, an in depth understanding of how their customers buy and use their products and the use of a partner ecosystem to accelerate revenue growth. This course is focused on business to business products. Prerequisites: There are no formal prerequisites but students will benefit from also taking Marketing High Tech Products.

1.50 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

MKT7541 - CONSCIOUS CAPITALISM

CONSCIOUS CAPITALISM

MKT7541 Conscious Capitalism: Theory and Practice 3 credit graduate elective This course introduces students to the theoretical underpinnings and practical implications of the approach to business known as Conscious Capitalism, which challenges business leaders to re-think why their organizations exist and to acknowledge their company's role in the interdependent global marketplace and ecosystem. Research shows that companies that embody the principles of Conscious Capitalism substantially outperform the market in financial terms over the long term, while creating many other kinds of non-financial value for all stakeholders. Students in the course will learn how Conscious Capitalism and differs from a traditional perspective on business; critically examine the evidence on the impact of practicing conscious capitalism on the tangible and intangible well-being of all stakeholders; explore in detail how to operationalize the four key tenets of conscious capitalism: higher purpose, stakeholder orientation, conscious leadership and conscious culture; develop an understanding and appreciation for systems thinking as an integral discipline contributing to the practice of Conscious Capitalism; explore how to help a conventional business transform into a conscious business; and understand and practice the fundamental elements of personal transformation that must accompany any effort to implement Conscious Capitalism. The course will incorporate a blend of lectures, discussions, guest speakers, personal mastery exercises and a group project that entails performing a Conscious Business Audit of a company.

3.00 credits

MKT7542 - DIGITAL MARKETING

DIGITAL MARKETING

MKT7542 Digital Marketing 3 credit graduate elective This course is designed to serve as both a survey and an applied approach to the field of digital and social media marketing. This course explores the various aspects of social media and the issues facing today's marketing managers that arise from it, including: social news, promotion through social media channels, primary and secondary traffic, viral content distribution, photo and video sharing, online community and network building, search engine rankings, spam, forums and message boards. Particular emphasis will be placed on understanding and developing social media strategy. Additionally, equal emphasis will be placed on individual and group-based strategic social media planning, including, but not limited to: developing and maintaining a blog, creating buzz through social media, mastering social media research tools and planning social media campaigns. Additional topics include: marketing strategic approaches on the Internet, e-CRM, e-marketing research, digital positioning and branding, managing social networks, integrated communications on digital media, new pricing approaches, digital competition, virtual merchandising and e-commerce strategies. Upon completion of the course, students will have acquired competence in designing marketing programs that develop the innovative potential of online consumers and social networks. 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

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