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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

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

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

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 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.

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.

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.

SF1 GLOBAL MARKETING STRATEGY

MKT7560 Global Marketing Strategy Required F2F Meeting Dates - Saturday, August 9th and Friday, September 5th. . 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

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

BOS-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

BOS-DEFINING,OFFER, DELVNG VALUE TO CUST

MKT7200 Defining, Offering, and Delivering Value to Customers (MKT) (2 credits) MKT7200 will meet for 7 sessions (including final exam), plus a 3 hour online session, and a integrated session with ECN7200 and QTM7200. The integrated session is typically scheduled for the final Saturday of the semester – SLE date - Saturday, April 26th - 9AM - Noon. 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. All of the courses in a cluster must be taken at the same location. * 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. * 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

DESIGNING AND MANAGING CHANNELS

Meeting Dates: Friday, February 14th - 6:30 PM - 9:30 PM Saturday, February 15th 8:30 AM - 4:00 PM Saturday, February 22nd - 8:30 AM - 4:30 PM ADD Deadline: Friday, February 14th Drop Deadline: Friday, February 14th 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. (2) Channel Design and Management. We will address how companies actually design and manage channel programs. Discussion points will include the concept of partner ecosystems, specialized marketing and operational strategies plus integration with the overall sales and marketing initiatives Prerequisites: There are no formal prerequisites but students will benefit from also taking Marketing High Tech Products.

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

GLOBAL MARKETING STRATEGY

MKT7560 Global Marketing Strategy 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

INDEPENDENT RESEARCH

XXX7580 Independent Research ******Independent research is available for all academic divisions. Registration is manual for students through Graduate Programs and Student Affairs****** Independent Research provides an opportunity to conduct in-depth research in areas of a student's own specific interest. Students may undertake Independent Research for academic credit with the approval of a student-selected faculty advisor, the appropriate division chair, and Graduate Programs and Student Affairs. Please note that a student is responsible for recruiting a faculty advisor through the student's own initiative and obtain the advisor's prior consent/commitment before applying for an independent research project. Authorization for such a project requires submission of a formal proposal written in accordance with standards set forth by the Graduate School. The research project normally carries 1.5 or 3 credits. For more information and a proposal outline please visit: www.babson.edu/grad/gpsa

MANAGING THE TECH-INTENSIVE ENTERPRISE

MBA7570 Managing the Technology-Intensive Enterprise 3 credit graduate elective The Managing the Technology-Intensive Enterprise ("MTIE") Seminar is designed to offer students an integrated perspective and holistic learning relating to a range of issues especially germane to the management of science- and technology-intensive enterprises. Drawing on the disciplines of science, technology management, organizational development, strategy, public policy, and social change, the seminar, which draws on contemporary topics and study materials, is structured around four big topic areas: plate tectonics and ever-changing ecologies of science- and technology-intensive enterprise landscapes, acquisition and/or development of new science knowledge and technologies, managing and applying science knowledge and technologies to processes and in products, and succeeding in the marketplace. In the closing three weeks of the seminar, students will have a chance to apply their learning to a science- or technology-intensive enterprise of their choice. This course is typically offered in the following semesters: Spring

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

MARKETING HIGH TECH PRODUCTS

MKT7555 Marketing High-Technology Products Students who plan to apply for the Managing the Technology-Intensive Enterprise (MTIE) Track should not enroll in Marketing High-Tech Products outside of the MTIE track. Students accepted into the MTIE track enroll in a specific MTIE-designated class for Marketing High-Tech Products as part of a cohort every fall. Building on the students' knowledge of the marketing fundamentals, the course focuses on the special challenges of marketing high-technology products in dynamic contexts fraught with significant technological and market uncertainty. The course is structured around three modules: bringing new high-technology products to market, managing product maturity, and transitioning from one product generation to the next. While the focus of the course is "high technology" in the general sense, the reading materials - cases, notes, and articles - are drawn from the computer hardware and software, consumer electronics, telecommunications, and life-sciences industries. 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
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