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The Course Catalog includes course descriptions of all courses offered by F. W. Olin Graduate School of Business. For descriptions of the courses offered in the current or upcoming semesters, please see our Course Listing

 

 Graduate Course Catalog

 
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Marketing

BL BRAND MANAGEMENT

F2F Meeting Dates: Saturday, January 24th and Friday, February 20th 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

BL1 BRAND MANAGEMENT

MKT7572 Brand Management Required F2F Meeting Dates - Saturday, Friday, May 30th and Saturday June 28th. Non- Blended Learning students will be able to add this class beginning on April 7th, 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. 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

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

BL1 CONSUMER BEHAVIOR

MKT7550 Consumer Behavior Required F2F Meeting Dates - Saturday, May 31st and Friday, June 27th. Non- Blended Learning students will be able to add this class beginning on April 7th, 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. 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

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.

BL1 GLOBAL MARKETING STRATEGY

MKT7560 Global Marketing Strategy Required F2F Meeting Dates - Saturday, August 2 & Friday, August 29th. Non- Blended Learning students will be able to add this class beginning on April 7th, 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. This course investigates marketing techniques and programs as developed and implemented on multinational scale. It evaluates global marketing strategy formulation and execution, decision-making processes in multiple countries simultaneously. It emphasizes the extent of standardization and adaptation of marketing programs across several countries and the selection of appropriate entry strategies for foreign markets. The course puts particular emphasis in developing a global mindset to examine global opportunities and develop global strategies which leverage investments, knowledge and experience across many different countries. The course will examine global opportunities not only for large and small companies but also in regions and countries at various economic development stages. 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

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.

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

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.

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

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.

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 April 25th from 9AM - noon. 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.

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

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

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

CUSTOMER AND MARKET ENGAGEMENT

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.

DEFINING, OFFER, DELVNG VALUE TO CUST

Marketing (MKT7200) 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.

DESIGNING AND MANAGING CHANNELS

Meeting Dates: February 20th 6:30 - 9:30 February 21st 9:00 - 5:00 February 28th 9:00 5:00 MKT9565 Designing and Managing Channels 1.5 credit Intensive Elective This course is based on the premise that a company’s success, regardless of its size, is greatly determined by its understanding of how and why it’s prospects buy. This 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. These concepts and practices will provide a framework for building an indirect channel for any B to B enterprise. Emphasis will also 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. Course participants will also be challenged to apply the learning to their current or past employers. The course will address two main topics. (1) Distribution Channel Options and Connection with Marketing Strategy. We will provide a consistent understanding of the types of distribution channels, their associated pros and cons and how they fit into the target markets/customers buying behaviors.

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
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