Graduate Courses

This course will be held on the Boston Campus 253 Summer Street, Boston, MA. MKT97536 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.

MKT7200- Defining, Offering, and Delivering Value to Customer (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.

Non-Fast Track students will be able to add this class beginning on April 17 when add/drop opens provided there is space and prereqs, if any, are met. All non-Fast Track students will be required to complete blended learning technology pre-work prior to the start of this class. F2F Dates: Fri, May 31 & Sat, July 13 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)

Non-Fast Track students will be able to add this class beginning on April 17 when add/drop opens provided there is space and prereqs, if any, are met. All non-Fast Track students will be required to complete blended learning technology pre-work prior to the start of this class. F2F Dates: Fri, July 26 & Sat, Aug 24. Class will meet from 8:00am-5:00pm each day. 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

Face-to-Face Dates: June 13-15 MKT7200 | DEFINING, OFFERING, AND DELIVERING VALUE TO CUSTOMERS 2 credits 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.

Face-to-Face Dates: June 13-15 MKT7200 | DEFINING, OFFERING, AND DELIVERING VALUE TO CUSTOMERS 2 credits 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.

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

MKT7510 Marketing Research and Analysis The objective of this course is to provide a fundamental understanding of marketing research and analysis. Marketing research is an organized way of developing and providing information for decision making purposes. The quality of information depends on the care exercised at each step of the marketing research process. These steps include problem definition, research design, data collection methods, questionnaire design, measurement, sampling, data analysis, and interpretation. This class will examine all steps of the market research process. Both the qualitative and quantitative aspects of research will be emphasized. The first part of the class will focus on the research process and design. In this section students will learn how to formulate a research problem, determine a research design, evaluate methods for data collection, and develop instruments for data collection. The second part of the class will focus on how to analyze the data using SPSS, and how to recommend the appropriate action to management. A course project provides students with the opportunity to integrate the steps in the marketing research process discussed in class. The project will allow students to conduct an actual research project from problem definition through a final report. 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

MKT7535 Services Marketing 3 credit elective The objectives of this course are to provide you with a solid foundation in the special dynamics of marketing of services, and to develop your skills and give you experience in building and implementing marketing strategies for service businesses. The course will focus on core topics of services marketing strategy and tactics such as developing a service marketing strategy, new service design, branding, lead generation, selling, and leading the marketing function. The course will be taught this spring by Mike Schultz, globally recognized expert in services marketing and author of Professional Services Marketing, and will feature a number of prominent guest speakers. Upon completion of this course, students will be able to: 1. Explain the dynamics of marketing of different types of services in relation to products 2. Explain how marketing strategy and action differ for services firms 3. Understand the pluses and minuses of, and how to implement, various marketing and sales tactics available to services firms 4. Recommend marketing and growth strategies for services firms 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: Spring

Non-Fast Track students will be able to add this class beginning on April 17 when add/drop opens provided there is space and prereqs, if any, are met. All non-Fast Track students will be required to complete blended learning technology pre-work prior to the start of this class. F2F Dates: Sat, Aug 3 & Thurs, Aug 29. Class will meet from 8:00am-5:00pm each day. 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

Face-to-Face Dates: June 20-22 MKT7200 | DEFINING, OFFERING, AND DELIVERING VALUE TO CUSTOMERS 2 credits 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.

The SLE for Cluster B will be April 20th from 8AM to Noon MKT7200 (2 credits)–Defining, Offering, and Delivering Value to Customer (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. All of the courses in a cluster must be taken at the same location. MKT7200 will meet for 7 sessions (including final exam), plus a 3 hour online session, and a 2 hour integrated session (April 20th) with ECN7200 and QTM7200. The integrated session is typically scheduled for the final Saturday of the semester - details will be confirmed on the first day of class. 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.

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

MKT9565: DESIGNING AND MANAGING CHANNELS MEETING DATES AND TIMES: Friday, April 19 (6:30-9:30) Saturday, April 20 (8:30-5:30) Saturday, April 27 (8:30-5:30) ADD DEADLINE: Friday, April 19 (6:30 pm EST) DROP DEADLINE: Friday, April 19 (11:59 pm EST) REGISTRATION: Please register for this course through online registration. If a space becomes available in the course after the regular Spring 2013 add/drop deadline (Tuesday, January 29) but before the course specific add deadline, students must email intensiveelectives@babson.edu from their Babson email account to register for it. These emails will be processed on a first-come-first-served basis. Emails will not be retained for future consideration. Students can drop this course before the end of the day of the first class meeting. Please drop this course through online registration. If online registration is closed, students must email intensiveelectives@babson.edu from their Babson email account before the drop deadline to drop the course. CAPACITY: 42 TIME CONFLICTS: Students are responsible to check the meeting dates and times for all courses, including intensive electives, to ensure there are no time conflicts. If a student registers for intensive electives that have conflicting dates and times, the Registrar’s Office will drop one of these courses. INTENSIVE ELECTIVES POLICY: The maximum number of intensive electives a student may take while at Babson is four (4). It is the student’s responsibility to adhere to this policy. If the student exceeds this limit, the Registrar’s Office will drop the student from an intensive elective. COURSE DESCRIPTION: 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.

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

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

MKT7545 Introduction to Green Marketing 1.5 credits Consumers are growing increasingly aware of environmental issues, and are beginning to demand environmentally-friendly products. In the GfK Roper Yale Survey on Environmental Issues (2008), the majority of respondents rated environmental friendliness to be "essential" or "important" for several representative products, and many indicated a willingness to pay a premium for an environmentally-friendly product. These results suggest that the marketing of "green" products and product features is essential to understand. As consumer buying power recovers and corporate climate change regulation-such as the American Clean Energy and Security (ACES) Act passed in the House by Representatives Waxman and Markey-becomes reality, such "green marketing" will determine marketing success or failure in many categories of products. This course will discuss how we can apply traditional marketing principles to the development of B2B and B2C green marketing strategies. We will explore these four areas of green marketing: 1) Branding Scope: What is the most appropriate scope for our endeavor, be it as a green product, product line, business unit, entire company? What are examples of these? 2) Segmentation: How do we segment our customer base along environmental consciousness to determine which of our market segments will be receptive to a green marketing campaign (if any)? And why do consumers and businesses buy green products in the first place? 3) Targeting & Positioning: How can we communicate our sustainability story to these receptive market segments? 4) Marketing Plan: How can we learn green marketing best-practices from prior examples? What laws govern green marketing? Evidence suggests that many organizations fail to employ green marketing with transparency, legitimacy, and effectiveness-they commit one of the "seven sins of greenwashing". This course proposes to equip MBAs with the tools to exhibit competence and leadership in this new area of sustainable business practice. The final project will involve designing a green-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

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

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

MBA7570 MTIE Seminar The Managing the Technology-Intensive Enterprise (MTIE) Seminar is designed to offer the students an integrated perspective on a portfolio of issues, challenges, and opportunities absolutely central to the leadership and management of technology-intensive enterprises and the locus of which is not confined to specific functional domains or industry verticals. Drawing on the disciplines of science, technology management, organizational development, leadership, strategy, public policy, and social change, the seminar will hopefully engage the students in a holistic learning that gets to the core of leading and managing technology-intensive enterprises. This course is typically offered in the following semesters: Spring