MKT7572 Brand Management
3 CreditsBrand 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.

Prerequisites: MKT7200 or MKT7800 or equivalent core

COM7503 Communicating and Collaborating in Virtual Teams

3 Elective CreditsIn this fully online course, students will learn how to successfully collaborate and communicate in virtual teams. Students will begin by reading and discussing course readings on organizational and global communication; virtual communication; and theoretical frameworks of the use of AI technologies in order to build a working knowledge of current collaboration technologies and effective communication in different contexts. Using this knowledge as a backdrop, students will explore and analyze the impact that these technologies have on business and communication. Students will apply their communication knowledge to a practical experience with existing virtual collaboration tools through shorter group assignments, guest speakers, interviews with remote workers, and a longer writing and oral presentation final project.

During the course, students will be expected to hold virtual class and group meetings, use and evaluate collaboration and project management tools, reflect on their virtual communication and leadership experiences, lead weekly remote group work, and write a final professional research report analyzing the communicative and collaborative effectiveness of state-of-the-art technology used in today's corporate environment.

In this revamped offering, our Babson students will be paired with Nord University (Norway) students for half of the Spring semester to engage in an exciting VE/COIL project. VE/COIL, which stands for Virtual Exchange/Collaborative Online International Learning, is an emerging global exchange opportunity for students and faculty to collaborate across institutions. Students will complete a consulting project for Yara International, a Norwegian company. In this project, students from Babson will partner with Nord University students virtually in a true global experiential learning environment.

Prerequisites: None

MKT7550 Consumer Behavior
3 CreditsIn-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.

Prerequisites: MKT7200 or MKT7800

MKT7542 Digital Marketing
3 Elective CreditsThis course is designed to serve as both a survey and an applied approach to the field of digital marketing. In this course, we will approach digital marketing from three lenses: owned, paid, and earned media. Owned Media are the digital assets and brand image the firm manages (e.g., websites, social media, blogs, etc.). Paid Media are what the firm pays for to reach consumers using tools such as display ads, email marketing, and search marketing. Earned Media are what the firm gains through customer and community activity (e.g., e-word of mouth, communities, etc.) throughout the Internet. The course will present current trends and strategies on how to use and integrate these three media as well as build basic technical skills needed in the digital space (e.g., adwords advertising, SEO, etc.) Upon completion of the course, students will have an understanding of how to apply various marketing models and strategy to develop a strong digital presence using a variety of marketing content and digital tools. In addition to articles and book chapters to inform our thinking, we will also use case studies, professional certifications, and an online simulation to build a solid base in digital marketing.

Prerequisites: MKT7200 or MKT7800

MKT6600 Growth Marketing
1.5 Credits (MSAEL core)This course will help managers find and grow new marketing opportunities driven by customer behavior and insights data. Growth marketing is defined as intelligent, data-driven marketing for the purpose of adding revenue to the bottom line of your business. Students will learn how to apply growth marketing techniques to experiment with different channels and optimize the sales funnel, adjusting their tests incrementally to determine how to best optimize their marketing spend. Techniques include A/B Testing, Cross-channel marketing, Customer life-cycle analysis, and strategic content planning.

Prerequisites: MOB6600 and EPS6600

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: http://life.babson.edu/organization/GPSA

MKT7580 Independent Research
1.5-3 CreditsIndependent research is available for all academic divisions. Registration is manual for students through Graduate Programs and Office of Graduate Academic Services.

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 Academic Services. 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. The research project normally carries 1.5 or 3 credits.

For more information and a proposal outline please visit: http://www.babson.edu/Academics/graduate/mba/Pages/independent-research.aspx

MKT7800 Marketing
2 Credits (Core MBA)If you have taken and passed MKT7200, you cannot register for MKT7800, as these two courses are equivalentWith ET&A as its underpinning, the course is divided into three general parts. We begin the course with a big picture view of marketing in the 21st century. The middle part of the course will focus on what we marketers call the 4 Ps - product, place, price, and promotion. The course wraps up by understanding the need to constantly assess marketing's performance.

MKT7200 Marketing

2 CreditsThis 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.

MKT7506 Marketing Analytics
3 Elective CreditsThe 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.

Prerequisites: MKT7200 OR MKT7800