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

Marketing

MKT7550 - CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

MKT7550 CONSUMER BEHAVIOR
3 Credits


In-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.

This course is typically offered in the following semesters: Fall and Spring


Prerequisites: MKT7200 or MKT7800

3 credits

MKT7555 - MARKETING HIGH TECH PRODUCTS

MARKETING HIGH TECH PRODUCTS

MKT7555 MARKETING HIGH-TECH PRODUCTS

Building on the students, knowledge of the marketing fundamentals, the course focuses on the special challenges of marketing high-technology products in dynamic, uncertain, and hyperconnected markets and ecosystem contexts. 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.

Prerequisites: MKT7200 or MKT7800

3 credits

MKT7560 - GLOBAL MARKETING STRATEGY

GLOBAL MARKETING STRATEGY

MKT7560 GLOBAL MARKETING STRATEGY

3 Credits

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.

This course is typically offered in the following semesters: Fall and Spring


Prerequisites: MKT7200 or MKT7800 or equivalent core

3 credits

MKT7571 - SALES IN ACTION

SALES IN ACTION

MKT7571 SALES IN ACTION
(FORMERLY BUILDING AND LEADING EFFECTIVE SALES FORCE)

3 Credits

This course focuses on the management of sales force (i.e., salespeople, business development executives, and customer relationship staff). The course explores the resources (e.g., people, information, and technology) used by firms to initiate and develop long term customer relationships. Given the vital role of sales in several organizations, the course will expose students to the strategic and tactical means with which firms create, control, nurture, and motivate the sales force.

This course complements MBA 9502 (Customer Acquisition and Persuasion). Whereas MBA 9502 focuses on the development of skills needed to excel in selling, this course addresses the leadership roles of Sales Managers, Sales Directors, Chief Revenue Officers, and Sales VPs.
Topics covered typically include sales force structure/sizing, territory design, recruitment/selection, coaching and training, motivation (leadership, compensation, sales contests, and quota management), and performance management.

Prerequisites: MKT7200 or MKT7800

3 credits

MKT7572 - BRAND MANAGEMENT

BRAND MANAGEMENT

MKT7572 BRAND MANAGEMENT
3 Credits


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.

This course is typically offered in the following semesters: Fall and Spring

Prerequisites: MKT7200 or MKT7800 or equivalent core

3 credits

MKT7580 - INDEPENDENT RESEARCH

INDEPENDENT RESEARCH

MKT7580 INDEPENDENT RESEARCH
1.5-3 Credits


Independent 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

3 credits

MKT7800 - MARKETING

MARKETING

MKT7800 MARKETING
2 Credits

(Core MBA)

If you have taken and passed MKT7200, you cannot register for MKT7800, as these two courses are equivalent**

With 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. The ongoing discussions, including the integrated project, will show students how marketing decisions are not made in functional isolation.

2 credits

MKT9501 - STRATEGY & TACTICS OF PRICING

STRATEGY & TACTICS OF PRICING

MKT9501 STRATEGY AND TACTICS OF PRICING
3 Elective Credits


The fact that companies use a number of different pricing structures is a testament to the importance of pricing for profitability and a competitive growth enhancement. Which price is the best one? Price determination is a top priority for managers in charge of marketing strategy or product strategy for existing or new products. It is also a key variable for CFOs and controllers who have to forecast and manage impacts of pricing changes on financial results of companies in competitive markets.
This course discusses a variety of pricing practices across products, services and industries and develops tools and competencies to evaluate pricing decisions and their consequences for profitability in light of companies' tactics and strategy. Students will gain exposure to pricing analytics and techniques with a focus on creating value for customers and charging for that value. MKT9501 also explores how companies can respond to pricing pressures and (re)structure their revenue models to adapt to increased competition and technological disruptions in global and dynamic markets.

Co-requisite or Pre-requisite: ECN7500

3 credits

MKT9502 - PRICING IN THE INFORMATION INDUSTRIES

PRICING IN THE INFORMATION INDUSTRIES

MKT9502 PRICING IN THE INFORMATION INDUSTRIES
1.5 Intensive Elective Credit


Pricing as a managerial discipline draws on many domains of knowledge - economics, consumer behavior, marketing, strategy, managerial accounting, law, and so on - and, as customers or as managers, we all have some experience in the taking and/or setting of prices. In this context, offerings of the information (read "content") industries present an interesting challenge since intuition, conventional rules of thumb, traditional models, and plain-vanilla theories do not immutably apply. With this as backdrop, the 1.5-credit "Pricing in the Information Industries" intensive course offering will focus on five topics: (1) pricing principles, (2) pricing and information products, (3) product-line pricing, (4) pricing and bundling, and (5) pricing in the presence of network effects.

Prerequisites: MKT7200 or MKT7800 or equivalent core

1.5 credits