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Undergraduate Marketing Concentration

The Marketing Concentration is designed to prepare the students who are interested in 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 their 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 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.

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

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.

Required Courses

A) Choose 3* of the following courses:

MKT3500 Marketing Communications, 4 credits
MKT3505 Innovation and Experimentation, 4 credits
MKT3510 Marketing Research, 4 credits
MKT3515 Digital Marketing, 4 Credits
MKT3520 Business-to-Business Marketing, 4 credits
MKT3525 Marketing Law, Ethics and Social Responsibility, 4 credits
MKT3526 Value Selling for the Entrepreneur, 4 credits (formerly EPS3525)
MKT3540 Retailing Management, 4 credits
MKT3541 Conscious Capitalism in Business, 4 credits
MKT3550 Consumer Behavior, 4 credits
MKT3560 Developing and Marketing New Products, 4 credits
MKT3574 Managing the Sales Process
MKT3575 Sports Marketing, 4 credits
MKT4506 Marketing Analytics, 4 credits
MKT4510 Services Marketing, 4 credits
MKT4560 Global Marketing Management, 4 credits
MKT4515 Brand Management, 4 credits
EPS3580 Marketing for Entrepreneurs, 4 credits

*Beginning with the Class of 2016, choose two courses from the above list.

B) Required Course:

MKT4505 Marketing Management, 4 credits as a capstone course

Effective for Undergraduate Class of 2016 students will be required to take one of the following:

MKT3510 Marketing Research, 4 credits,  or
MKT4506 Marketing Analytics, 4 credits

Students should complete MKT3510 or MKT4506 and at least one other course from List A prior to registering for MKT4505.

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.mailto: alia@babson.edumailto: alia@babson.eduAbdul Ali