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Undergraduate Marketing Concentration

 
The Marketing Concentration is designed to prepare the students who are interested in a marketing and/or marketing management career. With a minimum requirement of 16 credit hours in total, the students in Marketing Concentration will gain: 1) An understanding of a broad marketing function in the management settings; 2) An exposure to a diverse set of sub-fields in marketing; and 3) An in-depth understanding of how different aspects of marketing contribute to overall management practices.

The concentration emphasizes the important roles of marketing functions and how marketing professionals can add value to the organization and a broader society. The orientation of the concentration is managerial, where learning of practical and analytical decision-making skills is the focus. The courses in the concentration deploy class discussion, lecture, team project, and simulation game as the primary means of pedagogy. 

Past placement data indicate that around 25 percent of the Babson students chose marketing-related jobs right after graduation. Because a marketing career can be very diverse from advertising, sales, marketing research, brand management, to merchandising, the Marketing Concentration first provides the students with a needed flexibility in choosing a set of marketing sub-field courses out of many depending on their specific interests. 

In addition, it ensures the integration of a variety of marketing sub-fields and general management in the required capstone course, contributing to the development of a whole manager with a strength in marketing, rather than producing a marketing specialist in a narrow sense. 

Sponsored by: Marketing Division 

Faculty Contacts: Course selection and Career Advice: Dhruv Grewal, Anne Roggeveen, Abdul Ali, and Vicky Crittenden.

Faculty contacts serve as advisors to those students who have an interest in the given concentration.  You should feel free to contact these faculty with questions.

Approval of other courses to fulfill concentration requirements: Vicky Crittenden​, Marketing Division Chair.  

NOTE:  Students who are studying abroad will be allowed one pre-approved marketing elective to count toward the marketing concentration requirement.  However, at least one marketing elective has to be taken here at Babson College.

Faculty contacts serve as advisors to those students who have an interest in the given concentration. You should feel free to contact these faculty with questions.

Marketing Concentration

A.)  Required:

MKT4505 Marketing Management (4 credits)

B.)  Required:  (choose one of these two - if both are taken, one will fulfill the requirement and the other will count toward the concentration elective requirement):

MKT3510 Marketing Research (4 credits)
MKT4506 Marketing Analytics (4 credits)

C.)  Electives: (4 credits each)

MKT3500 Marketing Communications
MKT3505 Innovation and Experimentation
MKT3515 Digital Marketing
MKT3520 Business to Business Marketing
MKT3525 Marketing Law, Ethics and Social Responsibility
MKT3540 Retailing Management
MKT3541 Conscious Capitalism in Business
MKT3550 Consumer Behavior
MKT3560 Developing and Marketing New Products
MKT3574 Managing the Sales Process
MKT3575 Sports Marketing
EPS3580 Marketing for Entrepreneurs
MKT4510 Services Marketing
MKT4515 Brand Management
MKT4520 Sales In Action
MKT4560 Global Marketing Management

Navigating the Concentration with Career paths: 

There are many career paths within the field of marketing.  Thus, we have aligned varying courses with areas for which a student might have a particular interest.  The career paths are oriented toward either creating value, communicating value, or delivering value.  For example, a student interested in communicating value, and in particular a career in marketing communications, might consider selecting from the list of courses provided below.  However, there is no requirement to only select from the courses that are listed under a specialty area - the list is truly just for informational/advising purposes. The final course selection decision for the marketing concentration is left up to the student, as long as four courses are completed, with one of them being MKT3510 or MKT4506 and another being MKT4505.

 

Undergraduate Marketing Career Paths:

Create:

Research & Analytics

MKT3505 Innovation and Experimentation, 4 credits 
MKT3510 Marketing Research, 4 credits** 
MKT3550 Consumer Behavior, 4 credits 
MKT4505 Marketing Management, 4 credits* 
MKT4506 Marketing Analytics, 4 credits** 
MKT4510 Services Marketing, 4 credits
 

Policy & Strategy

MKT3510 Marketing Research, 4 credits** 
MKT3525 Marketing Law, Ethics and Social Responsibility, 4 credits 
MKT3541 Conscious Capitalism in Business, 4 credits 
MKT4505 Marketing Management, 4 credits* 
MKT4560 Global Marketing Management, 4 credits 
EPS3580 Marketing for Entrepreneurs, 4 credits
 

Product Management

MKT3505 Innovation and Experimentation, 4 credits 
MKT3510 Marketing Research, 4 credits** 
MKT3550 Consumer Behavior, 4 credits 
MKT3560 Developing and Marketing New Products, 4 credits 
MKT4505 Marketing Management, 4 credits*
 

Communicate:

Digital & Marketing Communication

MKT3500 Marketing Communications, 4 credits
MKT3510 Marketing Research, 4 credits**
MKT3515 Digital Marketing, 4 Credits

MKT3550 Consumer Behavior, 4 credits
MKT4505 Marketing Management, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4510 Services Marketing, 4 credits

Brand Management

MKT3510 Marketing Research, 4 credits** 
MKT3550 Consumer Behavior, 4 credits
MKT3575 Sports Marketing, 4 credits
MKT4505 Marketing Management, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4515 Brand Management, 4 credits

Deliver:

Sales

MKT3510 Marketing Research, 4 credits**
MKT3520 Business-to-Business Marketing, 4 credits
MKT3574 Managing the Sales Process, 4 credits 
MKT4505 Marketing Management, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4520 Sales in Action, 4 credits
 

Retailing

MKT3510 Marketing Research, 4 credits**
MKT3540 Retailing Management, 4 credits
MKT3550 Consumer Behavior, 4 credits
MKT4505 Marketing Management, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4510 Services Marketing, 4 credits

 

*Required
** Choose one of these two courses

Courses Suggested But Not Required

ECN3620 Econometrics – This course complements Marketing Research class by providing alternate tools and model development.

ECN3630 Industrial Organization and Public Policy – This course complements Marketing Strategy and Global Marketing Management classes and explains how market structures influence firm’s decisions and strategies.

EPS3501 Entrepreneurship and New Venture – This course builds the foundation for the Marketing for Entrepreneurs class. The business plan developed in this course helps students to understand the importance of a marketing plan and the need for guerrilla marketing.

EPS3550 Corporate Entrepreneurship – This course complements Developing and Marketing New Products and Marketing Strategy classes and helps understand the issues involved in the new product development process.

MIS3530 Electronic Business – This course provides technical aspects of e-commerce and will complement to an e-marketing class that we may plan to offer in future.

MOB3510 Service Strategy and Innovation – This course complements Services Marketing class, and provides strategic and operational perspective to marketing decisions involved in service context.

MOB3572 Management Communications – This course complements Business to Business Marketing and Sales class.

MOB3580 Negotiation – This course complements Business to Business Marketing and Sales class and helps understand the negotiation skills in making a sale.

MOB4510 Strategic Decision Making – This course complements Marketing Strategy and Global Marketing Management classes and provides the basis for marketing decisions at the product-market and brand level.

QTM3610 Multivariate Statistics – This course complements Marketing Research class and provides students with advanced statistical tools in solving marketing problems.

QTM3612 Applied Data Mining: Wealth in Numbers – This course complements Marketing Research class and helps students to analyze marketing database in making managerial inferences.

QTM3671 Business Forecasting – This course complements Marketing Research and Business to Business Marketing and Sales classes. It helps students to understand different sales forecasting techniques.Abdul Ali