MKT3515 Digital Marketing
4 General Elective CreditsThis course is intended to prepare students to lead marketing initiatives in digital environments, where companies and professionals are transforming the way to provide value to consumers, and to develop mutually beneficial relationships with them. Lectures, readings, case discussions and project assignments will offer both an integrative management perspective and a comprehensive framework on digital marketing. The course will cover a wide spectrum of topics, including 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 competencies in designing marketing programmes that develop the innovative potential of online consumers and social networks.

Prerequisites: SME2011 or MKT2000

OIM2000 Digital Technology for Entrepreneurs

(Formerly Technology and Business Innovation)

4 Intermediate Management Credits

This course is equivalent to SME2012. Students who took SME2012 cannot take this course.

This course introduces Babson's business students to foundational digital technology concepts, how this technology is used to capture, manage, and create value from data, and the significant role that technology and data play in new product, service, and process innovation.

Participants in the global workplace are increasingly expected to comfortably work with modern technology tools and data. Business leaders will further be expected to leverage the influx of new business models and opportunities as digital, physical, and biological spheres come together in exciting new ways. Related to these changes will be a continuous and ever expanding deluge of data that needs to be managed, leveraged, and protected by all.

Being tech and data savvy will enable you to build stronger relationships with your customers, partners, and suppliers, and to increase your value in the workplace.

Prerequisites: FME1000

OIM3525 Enterprise 2.0: Building Social Networks to Improve Business Performance
(Formerly MIS3525)
4 Advanced Management Credits

Students who took this as MIS3525 cannot take this course

Enterprise 2.0 is the term to describe organizations that use social media technologies (e.g., Facebook, Twitter, YouTube), strategies, and business practices that enable emergent collaboration. Many organizations are now interested in capturing, distributing and applying the knowledge of their employees for business benefit. Also, companies need to keep track of knowledge outside of their corporate walls, for example, understanding market trends and being aware of what customers are saying about their products. Ultimately, the goal of Enterprise 2.0 is to break down traditional information silos and allow employees and managers to tap into the right people and expertise when they need it.

In this course we will discuss the current state of the Enterprise 2.0 movement. We will also explore how social collaboration tools (often referred to as social media and Web 2.0) are being used by organizations to leverage the "wisdom of the crowds." Organizations are increasingly using tools such as blogs, wikis, social tagging, and social networking tools to achieve emergent collaboration and to break down information silos. Knowledge workers are also using social technologies to build their personal brand and personal network.

Student projects will emphasize a "hands-on" approach to understanding the latest social technologies. We will use social network analysis (SNA) software, a methodology to analyze the structure of social networks, or the people-to-people connections in organizations. SNA is an increasingly popular application used by both management consultants and internal organizational practices (e.g., knowledge management, IS, HR, R&D) to understand information flows and "influencers" inside and outside a company. Another project will have students create a social media campaign for an organization, including providing metrics on how to evaluate the success of the campaign. We will also experiment with mobile applications, such as location-based services (e.g., Foursquare, SCVNGR) on smartphones.

Prerequisites: FME1000 & FME1001

MKT 3503: Fan Behavior

4 Advanced Liberal Arts Credits

This course provides an in-depth analysis of audience behavior in sports and entertainment. Students will learn how to use data analytics to understand fan behavior, preferences, and engagement patterns, and how to develop effective marketing strategies to maximize revenue and fan loyalty.

COURSE LEARNING OBJECTIVES
1. Understand the fundamentals of audience analytics and consumer behavior in sports and entertainment.
2. Learn how to collect, analyze, interpret, and present fan data using various quantitative and qualitative research methods (communication).
3. Develop skills in data visualization, data storytelling, and data-driven decision-making.
4. Explore the latest trends and technologies in audience analytics and consumer behavior in sports and entertainment.
5. Apply the knowledge and skills learned in the course to real-world scenarios (problem solving).
6. Utilize knowledge from this course in an applied project (problem solving).
7. Interact with industry professionals in the areas of audience analytics and consumer behavior in sports and entertainment (collaboration).

Prerequisites: MKT 2000

OIM3508 Foundations of Project Management
(Formerly MOB3508)
2 Advanced Management Credits

**Students who took this as MOB3508 cannot register for this course**

This course is an approved elective for the Operations Management concentration. Students taking this foundational course may not also register for MOB 3509, given course content overlap.

According to the Project Management Institute (PMI), there are nearly 250,000 open project

management jobs each year across seven project-intensive industries: business services, construction, finance and insurance, information services, manufacturing, oil and gas, and utilities. As more work becomes project-based, projects grow in complexity, and clients demand accountability and efficiency, graduates with project management skills will be in increasingly high demand. In this course, you will learn foundational skills for leading cross functional teams using up-to-date PM best practices, methodologies, and tools. This course is applicable across career paths such as consulting, information technology, entrepreneurship, new product development and many others. Students will be exposed to both the technical and behavioral skills required to effectively lead project teams -- whether as an official "Project Manager" or an unofficial leader temporarily charged with leading a project implementation.

Foundations of Project Management focuses on what is often referred to as the traditional or "waterfall" approach to project management. Taught primarily via case study discussion, course content is consistent with PMP (Project Management Professional) certification principles. CIO magazine ranked the PMP as the top project management certification, as it demonstrates candidates have the specific skills and experience employers seek. This course satisfies 22 of the 23 educational hours required by PMI to apply for the junior-level PMP certification exam (known as the CAPM); the other hour was satisfied by the PM-related content in the SME prerequisites (below).

Foundations of Project Management makes an attractive future pairing with the "Foundations of Agile" course offering.

Prerequisites: SME2001 and SME2002 and SME2011 and SME2012

OIM3501 Health Systems Innovation Lab
(Formerly MOB3501)
4 Advanced Management Credits

**Students who took this as MOB3501 cannot take this course**

Global Health Innovation Lab is a learning-by-doing course where student teams are paired with students from universities around the world to identify and solve problems related to the development and implementation of health innovations in low and middle income settings. For our first offering of the course, students will be paired with medical students from the University of Global Health Equity in Rwanda. Students will be assigned to a high priority project challenge from a healthcare-related organization in Rwanda. Based on the challenge presented by the organization, students will follow the design thinking process, paired with approaches from healthcare management and entrepreneurship, medical anthropology and sociology, and information technology to prototype and test solutions that address organizational challenges. Organizational challenges may relate to care delivery services or technologies needed within clinic settings or in the community. The students will be expected to interact with the partner organizations regularly to make progress. Students will be connected with alumni or other experts as they need additional project support. Student teams are assessed based on their teamwork, project progress, and completion of course readings and activities. Students will have the opportunity to share their projects with the broader global health community through the Healey Center for Global Healthcare Entrepreneurship at Babson.

Prerequisites: (FME1000 and FME1001) or (EPS1000 and MOB1010)

OIM3578 Integrated Product Design
(Formerly MOB3578)
4 Advanced Management Credits

**Students who took this as MOB3578 cannot register for this course**

You will work with industrial design students from the Massachusetts College of Art and Design (in Boston) and engineering students from Olin College of Engineering to develop new products through projects that are student-generated. Students learn first-hand about the techniques and contributions different disciplines bring to product design and practice collaboration common in professional design settings. This course provides valuable multidisciplinary preparation for students interested to work in innovation projects in established firms or develop and launch their own consumer products. Class will be held once a week and rotate between all three campuses.

Babson students should enroll in MOB3578.

Interested Wellesley students should cross-register in this course at Olin under ENGR3250.

Prerequisites: (SME2001 and SME2002) and EPS4515 or EPS4527 or DES3600

Students must have completed ONE (1) of the following courses.

Students who have completed a course from Olin College, from the prerequisite course list, must contact the Registrar for a Pre-Requisite Waiver.

ENGR 2250 (Olin College) User-oriented Collaborative Design
ENGR 1200 (Olin College) Design Nature
ENGR 2199 (Olin College) Engineering for Humanity
ENGR 3220 (Olin College) Human Factors and Interface Design

OIM4520 Leading Innovation: At Gorillas, Chimps and Monkeys

(Formerly Innovation Dynamics & Disruption)
2 Advanced Management Credits

IBM was the largest firm (a Gorilla) in the mainframe computer industry. However, a startup (a Monkey) called Digital Equipment Corporation (DEC) came and displaced IBM in the next generation of products called mini-computers. Then, another Monkey called Apple created an entirely new personal computer industry. IBM, the Gorilla, was fast becoming obsolete. Yet, IBM avoided disruption by also entering the PC industry in 1981 and then dominating it. However, by the early 1990s, many more Monkeys and Gorillas - Compaq, Dell, HP, and others - entered the PC industry with lower prices and more profitable business models. In 1993, IBM posted the then-biggest loss in history of corporate America - $8 billion. The game between Gorillas, Chimps and Monkeys is never ending and the dynamics of competition and innovation between them changes the world that we live in. This course goes deep into: (1) How Monkeys can beat Gorillas. (2) How Gorillas will fight back. (3) How Chimps can succeed in the middle. (4) How entrepreneurial leaders navigate uncertainty and lead change. (5) How innovation can change the dynamics of competition.

Prerequisites: None

SME2012 Managing Information Technology and Systems
3 Intermediate Management CreditsDescription: Managing Information Technology and Systems (MITS), part of the second year management curriculum, is designed to introduce students to the foundational concepts in Information Technology and Systems (ITS) and their application in managing innovation, ITS infrastructure, and organizational partners (suppliers/customers) in the context of a medium/large business. The course will integrate primarily with Marketing and Operations using common/linked cases and joint exercises. The pre-requisites for the course is FME (Foundation of Management and Entrepreneurship).

Prerequisites: FME1000

MKT4506 Marketing Analytics
4 Advanced Management CreditsToday's marketers have access to more data and technology than ever before. To fully realize the benefit of these resources, marketers need to develop data analysis and analytical skills to convert raw data into insights and insights into more informed marketing decision-making. The objective of this course is to introduce the benefits of using a systematic and analytical approach to marketing decision-making. This course integrates marketing concepts with practice, and emphasizes _learning by doing._ Students will learn different ways to explore the relationships and patterns in customer and marketing data. Advanced analytical software will be used to perform many of the most commonly used descriptive and predictive analysis techniques that are applied in the marketing field.

The course builds on the marketing core course(s) through the direct application of marketing concepts such as segmentation, targeting and brand positioning. The course emphasizes the application of marketing analytics to a diverse set of business problems. This includes the use of marketing analytics to identify opportunities to cost-effectively acquire new customers, increase the value and loyalty of existing customers, and to improve the overall experience the customer has with a brand. It also includes the use of analytics to set up marketing experiments, assess the value of different product strategies and measure the ROI of marketing campaigns.

Prerequisites: SME2011 or MKT2000