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Marketing

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.

The past placement data indicate that about 26 percent of the Babson students chose marketing-related jobs right after their graduation in 2003. 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: H. David Hennessey and Robert J. Kopp (course selection and career advice), Vicky Crittenden (Chair, approval of other courses to fulfill concentration requirements)

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 three* of the following courses:

  • MKT 3500 Marketing Communications, 4 credits
  • MKT3505 Innovation and Experimentation, 4 credits
  • MKT 3510 Marketing Research, 4 credits 
  • MKT 3515 Digital Marketing 4 Credits
  • MKT 3520 Business-to-Business Marketing, 4 credits 
  • MKT 3525 Marketing Law, Ethics and Social Responsibility 4 credits
  • MKT 3526 Value Selling for the Entrepreneur, 4 credits (formerly EPS3525) 
  • MKT 3540 Retailing Management, 4 credits 
  • MKT 3550 Consumer Behavior, 4 credits 
  • MKT 3560 Developing and Marketing New Products, 4 credits 
  • MKT 3574 Managing the Sales Process 
  • MKT 3575 Sports Marketing
  • MKT 4506 Marketing Analytics 
  • MKT 4510 Services Marketing, 4 credits 
  • MKT 4560 Global Marketing Management, 4 credits 
  • MKT 4515 Brand Management, 4 credits 
  • MKT XXXX Marketing Projects, 4 credits (yet to be proposed) 
  • EPS 3580 Marketing for Entrepreneurs, 4 credits

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

B) Required Course:

  • MKT 4505 Marketing Management, 4 credits as a capstone course

Beginning with the Class of 2016, the following two courses are required:

  • MKT 3510 Marketing Research or MKT 4506 Marketing Analytics
  • MKT 4505 Marketing Management

It is recommended for students concentrating in marketing to complete two or more courses from List A prior to registering for MKT 4505.

Courses Suggested But Not Required

  • ECN 3620 Econometrics – This course complements Marketing Research class by providing alternate tools and model development.
  • ECN 3630 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.
  • EPS 3501 Entrepreneurship and Opportunity – 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.
  • EPS 3550 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.  
  • MKT 3525 Marketing Law, Ethics and Social Responsibility - This course examimines the laws related to the four P's of marketing (product, price, promotion and place) that every marketing manager needs to know to avoid jail time and legal financial sanctions. 
  • MIS 3530 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.
  • MOB 3580 Negotiation – This course complements Business to Business Marketing and Sales class and helps understand the negotiation skills in making a sale.
  • MOB 4510 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.
  • QTM 3610 Applied Multivariate Statistics – This course complements Marketing Research class and provides students with advanced statistical tools in solving marketing problems.
  • QTM 3612 Business Analytics, Data Mining, and Visualization – This course complements Marketing Research class and helps students to analyze marketing database in making managerial inferences.
  • QTM 3671 Time Series and Forecasting– This course complements Marketing Research and Business to Business Marketing and Sales classes. It helps students to understand different sales forecasting techniques. ​