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Marketing

Undergraduate Marketing Concentration 

The Marketing concentration is designed to prepare the students who are interested in marketing and/or a marketing management career. A four course elective concentration, choosing from the courses noted, the students in the Marketing concentration will gain: 1) An understanding of a broad marketing function in the management settings; 2) An exposure to a diverse set of sub-fields in marketing; and 3) An in-depth understanding of how different aspects of marketing contribute to overall management practices.

The concentration emphasizes the important roles of marketing functions and how marketing professionals can add value to the organization and a broader society. The orientation of the concentration is managerial, where learning of practical and analytical decision-making skills is the focus. The courses in the concentration deploy class discussion, lecture, team projects, and a simulation game as the primary means of pedagogy.

Past placement data indicate that about 25 percent of the Babson students chose marketing-related jobs right after their graduation. Because a marketing career can be very diverse (advertising, sales, marketing research, brand management, merchandising etc.) the Marketing Concentration provides the students with a needed flexibility in choosing a set of marketing sub-field courses related to their specific interests.

In addition, it ensures the integration of a variety of marketing sub-fields and general management in the required capstone course, contributing to the development of a whole manager with a strength in marketing, rather than producing a marketing specialist in a narrow sense.

Faculty Contacts: Sandy Bravo

The faculty contact serves as an advisor to those students who have an interest in the given concentration. You should feel free to contact her.

Approval of other courses to fulfill concentration requirements: Lauren Beitelspacher, Marketing Division Chair.  

Study abroad courses: Students who are studying abroad will be allowed one pre-approved marketing elective to count toward the marketing concentration requirement.  Students with questions about study abroad course selections and/or approvals toward the marketing concentration should go directly through the Glavin Office.

Marketing Concentration 

The Marketing Concentration requires completion of a total of four courses.  Two are required and two are electives.  For planning purposes, please note that required courses are generally offered every semester, while electives are usually offered once per academic year (either fall or spring).

A.) Required:

MKT4505 Strategic Marketing (formerly Marketing Management) (4 credits)

B.) Required:  (To fulfill this requirement, choose one of these two.  If both are taken, one will fulfill the requirement and the other will count toward the concentration elective requirement):

MKT3510 Consumer Insights and Research (formerly Marketing Research) (4 credits)
OR
MKT4506 Marketing Analytics (4 credits)*

*For Spring and Fall 2021, MKT4530 Digital Analytics (4 credits) can be in place of MKT4506

C.)  Electives: (4 credits each); choose two

MKT3500 Social Media and Advertising Strategy 
MKT3501 Communicating Consumer Behavior Change
MKT3515 Digital Marketing 
MKT3540 Retailing Management
MKT3550 Consumer Psychology and Shopper Marketing
MKT3574 Customer Acquisition and Persuasion 
MKT3575 Sports Marketing
EPS3580 Marketing for Entrepreneurs
MKT4510 Services Marketing
MKT4515 Brand Management
MKT4520 Sales In Action
MKT4560 Global Marketing Management

Interested in hearing about why many Babson students want to concentrate in Marketing?  Check out this video created by students in the Strategic Marketing course. 

https://youtu.be/DS2eGDDpTE4

Navigating the Concentration with Career Paths:

There are many career paths within the field of marketing. Thus, we have aligned varying courses with areas for which a student might have a particular interest. The career paths are oriented toward either creating value, communicating value, or delivering value. For example, a student interested in communicating value, and in particular a career in marketing communications, might consider selecting from the list of courses provided below. However, there is no requirement to only select from the courses that are listed under a specialty area—the list is truly just for informational/advising purposes. The final course selection decision for the marketing concentration is left up to the student, as long as four courses are completed, with one of them being MKT3510 or MKT4506 and another being MKT4505.

Suggested Undergraduate Marketing Career Paths:

Create:

Research & Analytics

MKT3510 Consumer Insights and Research, 4 credits**
MKT3550 Consumer Behavior, 4 credits
MKT4505 Marketing Management, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4510 Services Marketing, 4 credits
MKT4530 Digital Marketing, 4 credits

Policy & Strategy

MKT3510 Consumer Insights and Research, 4 credits**
MKT4505 Strategic Marketing, 4 credits*
MKT4560 Global Marketing Management, 4 credits
EPS3580 Marketing for Entrepreneurs, 4 credits 

Communicate: 

Digital & Marketing Communications

COM3504 Communicating in Global Virtual Teams, 4 credits
MKT3500 Social Media and Advertising Strategy, 4 credits
MKT3510 Consumer Insights and Research, 4 credits**
MKT3515 Digital Marketing, 4 credits
MKT3550 Consumer Psychology and Shopper Marketing, 4 credits
MKT4505 Strategic Marketing, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4510 Services Marketing, 4 credits 

Brand Management

MKT3510 Consumer Insights and Research, 4 credits**
MKT3550 Consumer Psychology and Shopper Marketing, 4 credits
MKT3574 Customer Acquisition and Persuasion, 4 credits
MKT3575 Sports Marketing, 4 credits
MKT4505 Strategic Marketing, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4515 Brand Management, 4 credits 

Deliver

Sales

MKT3510 Consumer Insights and Research, 4 credits**
MKT3574 Customer Acquisition and Persuasion, 4 credits
MKT4505 Strategic Marketing, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4520 Sales in Action, 4 credits

Retailing

MKT3510 Consumer Insights and Research, 4 credits**
MKT3540 Retailing Management, 4 credits
MKT3550 Consumer Psychology and Shopper Marketing, 4 credits
MKT4505 Strategic Marketing, 4 credits*
MKT4506 Marketing Analytics, 4 credits**
MKT4510 Services Marketing, 4 credits

 * Required.
** Choose one of these two courses. 

Curriculum Mapping for Education Abroad​

The curriculum map below is intended to be a guide, providing a sample framework to complete the requirements for a concentration and spend a semester abroad on an approved Education Abroad Program through the Glavin Office. Students can utilize the curriculum map as a starting point for creating an academic plan that is specific to their personal, career, and academic goals.  

Marketing Concentration Curriculum Map »​​