Marketing | Babson College
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
COM7500 - PERSUASIVE BUSINESS PRESENTATIONS
COM7500 Persuasive Business Presentations
If you have taken and passed MOB7502, you cannot register for COM7500, as these two courses are equivalentManagers and entrepreneurs need effective presentation skills to persuade key audiences, such as employees and team members, investors, and prospective clients. A successful presentation depends on delivery and non-verbal factors as well as careful preparation and a logical organization of ideas.
In this workshop format class, you will deliver four or five formal presentations, which we will video record to help you evaluate your technique. We will also give you some opportunities for impromptu speaking. Topics may include: rocket pitch to investors, B2B sales presentation, strategic recommendation to senior management, and a technical financial or data-driven presentation. Students are encouraged to use material from other courses or from your work context. We will also cover creating effective visuals and interacting with your visuals to tell a compelling story. The focus will be on providing extensive and constructive feedback and coaching you on assessing and improving your own capabilities.
COM7501 - STRATEGIC WRITING FOR MANAGERS
COM7501 Strategic Writing for Managers
If you have taken and passed MOB7501, you cannot register for COM7501, as these two courses are equivalent
This course helps students become more efficient and effective writers of strategic professional communications. Cases, readings, and assignments illustrate challenging communication problems that demand readable, succinct, substantive, and persuasive writing. Assignments may range in applications to as internal formal and informal communications, and external communication such as media and public relations, client relations, and social media. Class activities involve extensive peer review and editing of students' own writing.
COM7503 - COMMUNICATING AND COLLABORAT VIRT TEAMS
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.
MBA7504 - SYSTEMS DYNAMICS IN BUSINESS,SOCIETY&ENV
MBA7504 Systems Dynamics in Business, Society and the Environment
3 Elective Credits
Whether within smaller business organizations we lead and manage, or across extended global
enterprises so critical to our venture's success, or the hyperconnected societies in which we live, other environment engulfing us and our shared resources, a common element is the prevalence of
interconnected "systems" - complex networks of parameters, actors, decisions, actions, and states (of variables; not nations). The systems feature exogenous inputs and endogenous relationships, transformations, flows, and feedback loops - all playing out over time and, by so doing, making the systems dynamic. It's just the way the world is: webs within webs of dynamic systems with all sorts of intended and unintended convergence, divergence, equilibria, disequilibria, resilience, fragility, and, yes, so-called butterfly effects.
And then, there are "us": biased, compartmentalized, bounded, and myopic in mindsets,
timeframes, choices, and ability to think through connections and second-, third-, and higher-order effects. The course on "System Dynamics in Business, Society, and the Environment" is intended to break through these very human traits and constraints.
Specifically, the course will:
(1) introduce systems and systems thinking;
(2) immerse the learner in the schematic mapping, analytical modeling, and quantitative as well as managerial analysis of dynamic systems in business, society, and the environment;
(3) introduce the notion of the "three singularities" (possibly existentially threatening disruptions in the areas of computational, life, and environmental sciences) and explore the consequent system dynamics for business, society, and the environment; and
(4) conclude with lessons for citizens, managers, policymakers, and leaders.
Prerequisites: Completed 12 credits of core requirements
MBA7570 - SCIENCE, TECHNOLOGY AND THE ENTERPRISE -- FOUNDATION
MBA7570 Science, Technology and the Enterprise -- Foundation
3 CreditsThis, the foundation course for the _Science, Technology, and the Enterprise_ MBA intensity track, is motivated by the increasing application of science and technology in many facets of business -- operations, processes, products, big data, and even management -- in enterprises of all types and regardless of scale, industry vertical, and commercial orientation. Shying away from the particulars of science and technology, the course addresses the distinctive perspectives, knowledge, competencies, and ethos critical to leading and managing science- and technology-intensive businesses and enterprises. The course is structured around four themes -- science and technology acquisition, development, and management; the enterprise and its ecosystem; plate techtonics, disruptive change, and enterprise transformation; and science/technology choice and human, social, and environmental consequence. Drawing on the disciplines of science and technology management, organizational development, strategy, public policy, and social change, the course uses contemporary topics and study materials for context. Student learning is reinforced by in-the-first-person visits by managers and leaders of science- and technology-intensive enterprises.
Prerequisites: Full-time MBA students should have completed all their core courses; part-time and Blended Learning students should have completed a majority of their core courses
MKT6110 - MARKETING MANAGEMENT
MKT6110 Marketing Management
1.5 CreditsA competitive advantage in today's world requires a unique blending of internal capabilities and external partners so as to achieve a profitable customer orientation. This course will enable students to understand and utilize resources to craft a value proposition that will entice and satisfy the many demands of the marketplace. An understanding of both upstream and downstream activities will offer students an inside look at the nature of successful innovation that leads to marketplace success.
MKT6300 - MARKETING ANALYTICS
MKT6300 Marketing Analytics
3 Blended 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.
MKT6600 - GROWTH MARKETING
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
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.
MKT7500 - SOCIAL MEDIA AND ADVERTISING STRATEGY
MKT7500 Social Media and Advertising Strategy
(Formerly Marketing Communications)
3 Elective CreditsHow do customers learn about or build the desire to pick one product or service from another? The answer is social media and advertising. Making a great product or providing superior service is not enough if no one knows about it. IN the 21st century, traditional advertising strategies are not enough. Now companies need to have social media strategy at the center of their advertising planning. You should take this course if you want to learn how to effectively communicate about your product or service to your target segment(s) across social media platforms and how to coordinate your overall advertising strategy.
Examines the nature and role of social media platforms and advertising strategies, focusing on the goals and uses of advertising, sales promotion, public relations, and direct marketing, in achieving the communications objectives of marketing. This course first explores online consumer behavior and microtargeting, then discusses content and creative strategy planning. The course will then examine how to apply these strategies to various social media platforms such as YouTube, Facebook, Instagram, LinkedIn, Pinterest, and others along with integrating with traditional media. Students will be involved in determining the promotional budget, creating a message strategy, planning the social media mix, targeting communications to select market segments, executing the promotion program, and measuring overall effectiveness.
Prerequisites: MKT7200 or MKT7800
MKT7506 - MARKETING ANALYTICS
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
MKT7510 - MARKETING RESEARCH & ANALYSIS
MKT7510 Marketing Research and AnalysisS
3 CreditsThe 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.
Prerequisites: MKT7200 or MKT7800 or equivalent core
MKT7537 - PRODUCT MANAGEMENT
MKT7537 Product Management
3 Blended CreditsThis course will provide an in-depth look at the creation, development, and launch of complex products, such as enterprise software, medical devices, communications infrastructure hardware, and the like. From the creation of an MRD (Market Requirements Document) to the development and management of the PRD (Product Requirements Doc) and production schedule, through the creation and cross-functional management of the product release/launch plan, the course will expose students to the challenges associated with bringing a new product to market in a growing organization.
Prerequisites: MKT7200 or MKT7800 or equivalent core
MKT7540 - RETAILING STRATEGY
MKT7540 Retailing Strategy
(Formerly Retailing Management)Retailing Management Retailers 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 communicating with their customers over the Internet and through social media. 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 and cases.
Prerequisites: MKT7200 or MKT7800 or equivalent core
MKT7542 - DIGITAL MARKETING
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