MKT3502 Developing Effective Advertising

4 Advanced Management Credits

Developing Effective Advertising is an immersion in "creative thinking" in a "virtual" internship experience in a "virtual" best-of-breed advertising agency where students learn about developing effective advertising alongside some of the most talented and experienced advertising professionals in the industry. The "virtual" ad agency internship experience provides students with "real-world" learning in all aspects of current advertising and firsthand exposure to exciting career paths they may not otherwise encounter in a conventional advertising course.

Students learn about effective advertising by application of concepts, principles and fundamentals vis-à-vis lectures, readings, discussions, interactive exercises, case analysis, team projects and featured guest speakers from blue chip advertising agencies and media companies in the U.S., including Google, Cayenne Creative, MullenLowe U.S., NAIL Communications, Mediahub Worldwide, PHD Media, Wheelhouse Executive Recruiters and Babson College.

Students work together in 3 different assigned teams over the course of the semester and are assigned 3 team projects. Students also have individual assignments (readings, discussion board contributions and one mid-term paper) to complete. Methods of assessment is evenly balanced between individual and team assignments.

Prerequisites: MKT 2000

MKT4530 Digital Analytics
4 Advanced Management Credits

The consumer buying journey continues to evolve, particularly as consumers become more comfortable and experience the benefits of using digital and mobile platforms to support all facets of the buying process. This rapidly expanding digital ecosystem generates an enormous amount of data. This course will explore how organizations can utilize the latest digital analytics techniques to turn structured and unstructured big data, into extremely valuable customer and marketing insights. This course is designed to complement Babson's Marketing Analytics course and covers entirely different topics and materials specifically focused within the digital sphere.

Students will utilize industry-leading digital analytics tools to collect and analyze consumer data to support decision-making and the development of marketing strategies that are informed by the insights. This includes the use of social media analytics platforms to listen to the voice of the customer, monitor consumer sentiment, and perform a comprehensive share of voice competitor analysis. Students will also use a web analytics platform to learn how to track, segment and measure the online and mobile device usage behaviors of customers and visitors. Students will also learn how to construct digital marketing experiments, perform A/B testing, and measure the ROI of digital campaigns. The course design includes official certifications in each of the digital analytics platforms used in the course.

Prerequisites: SME2011 or MKT2000

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

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

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

MKT3580 Marketing for Entrepreneurs
4 Advanced Management Credits This course provides an in-depth study of entrepreneurial marketing strategies for the 21st century. It examines how start-up and small/medium-size companies reach the marketplace and sustain their businesses, within highly-competitive industries.

Recognition is given to the need of management to operate flexibly, make maximum effective use of scarce resources in terms of people, equipment and funds, and the opportunities that exist within new and established market niches.

Classes focus on a combination of brief lectures, extensive case study analyses and a term-long group assignment involving student-generated entrepreneurial product or service offerings.

Prerequisites: SME

MKT2000 Principles of Marketing

4 Credits

**This course is equivalent to SME2011. Students who took SME2011 cannot take this course.**

Marketing is involved with the task of ethically marketing products and services in a global environment. In order to survive in the contemporary business world, organizations have to continually bring new ideas and products/services to the market - think creatively, act entrepreneurially and utilize analytical rigor. The Principles of Marketing course will examine how marketers can recognize and utilize changes in the political, economic, social, and technological environments to identify and target opportunities; how to develop and communicate value propositions; and how to develop successful marketing strategies. These strategies will emphasize market analysis and the Four Ps (product, pricing, place, and promotion). Students will also be introduced to the analytical tools and methods crucial to understanding the role of these variables in achieving marketing goals and reaching performance metrics. This stream will also explore issues associated with: social media, marketing research and marketing analytics, buying behavior, market segmentation, branding, retailing, value-based pricing, advertising, sales, and other marketing topics as they are applied to the management of marketing goods and services. Methods of instruction will include lecture, discussion, experiential (involvement) learning, and integrative teaching.. Methods of assessment will include: quizzes, presentations, exams and participation. The material and the various methods of instructions are guided by Babson's learning goals.

Prerequisites: FME1000

COM3501: Proactive Crisis Management and Communication

4 advanced electives credits

Proactive Crisis Management and Communication focuses on the key elements of crisis and issues management - before, during and after a crisis. In an age when a company's every move is subject to instant, unfiltered, and global scrutiny and attack, the need for effective, proactive crisis management is greater than ever.

Prerequisites: MKT2000

MKT3540 Retailing Management
4 CreditsRetailers lie at the end of the supply chain. They interface with the ultimate consumer as well as with suppliers. Retailers make investments in real estate and solicit funds from the investment community. Importantly, most of the major retailers in the United States are involved in multichannel strategies that involve selling over the Internet. As a result, this course should appeal to students with varied interests: retailing management, suppliers to retailers (or any business selling inventory), entrepreneurs, retail services, real estate, IT e-commerce, and finance. The objective of the course is to familiarize students with all of the major decisions retailers make, e.g., developing strategies, buying, financing, locating stores. The course is designed around experiential learning exercises-We get out and do it!

Prerequisites: SME2011 or MKT2000

MKT4520 Sales in Action
4 Advanced Management CreditsA key challenge for any sales professional is the ability to communicate value to current and potential customers. While the sales knowledge gained in the traditional sales classroom is fundamental for learning about what needs to be communicated, the traditional classroom stops short of helping students to achieve the "ability" to communicate value. Through this course, students will engage in the practice of selling, receive exposure to how hard salespeople work, and become excited about professional selling as a career (or, alternatively, decide that professional selling is not the best career choice). Thus, this experiential course, Sales in Action, will allow students to observe and participate in sales processes.

Prerequisites: none