The Course Catalog includes course descriptions of all courses offered by the Undergraduate School at Babson College. For descriptions of the courses offered in the current or upcoming semesters, please see the Course Listing.




COM3500: Business Storytelling
4 advanced management credits

This 4-credit course provides students with the opportunity to research and explore areas of business interest by engaging with and re-telling the stories of entrepreneurs. In this course, students will have the opportunity to learn about an area of entrepreneurial interest directly from entrepreneurs through guest lectures, one-on-one interviews, and secondary research. The goal of this course is to immerse students in the stories of entrepreneurs and to provide them with the business communication competence to retell these stories to a wider business audience.

Students will attend guest lectures by entrepreneurial leaders who will discuss their experiences and provide students with material to help them find and craft effective entrepreneurial stories. Students will develop skills in project planning, interview technique, recording and transcribing, and they will explore the ethical and legal considerations of presenting the stories and ideas of others. Students will complete 4-6 blog posts of varying length and topic to a predetermined business audience. Students will complete shorter activities (background subject research, designing interview protocols, peer review, editing exercises, business audience analysis) to support their business blog portfolio. Students will also consider how digital writing environments help writers address multiple audiences.

The course will culminate in the public presentation of their pieces as part of a digital takeover of one of Babson's storytelling channels.

Prerequisites: SME Courses

4 credits



COM3504: Communicating in Global Virtual Teams
(Previously MOB3504: Communicating in Global Virtual Teams)
4 Advanced Management Credits

**Students who took this as MOB3504 cannot register for COM3504**

In this course, students will learn how to successfully engage, collaborate and communicate in global virtual teams. Students will begin by reading and discussing assigned course reading on global communication, virtual collaboration, organizational communication, and writing in groups in preparation for a major cross-institutional global project.

In collaboration with Marshall School of Business at USC, students will participate in the 6-week global Virtual Business Professional (VBP), project, which puts students in diverse international teams using Slack's communication platform to complete a written social media assessment project for Google, Amazon, or Starbucks. At the conclusion of the project, faculty teaching in the program will choose the best report for each company. Google, Amazon, and Starbucks are partnering with the project and a representative from each company will pick one of the three winners.

Students will be expected to hold virtual meetings, use project management tools, create online presentations, and write a final report using state-of-the-art technology used in today's corporate environment. The VBP project runs from approximately week 4 to week 9 of the academic semester. During this time, class work will include discussing experiences working in the project, identifying and considering shared challenges, and engaging with scholarly and popular reading that can help students in the project.

4 credits



COM3511: Business Presentations
(Previously MOB3511: Business Presentations)
2 credit general credit

**Students who took this as MOB3511 cannot register for this course**

This is a performance course designed to build upon basic presentation skills and concepts. Focus will be directed toward presentation strategies for informative and persuasive speeches for business settings. Students will present virtual and in-class, high-impact presentations. The course will enforce communication concepts to allow students to become effective critical thinkers as creators and consumers of messages.

Prerequisite: RHT II

2 credits



COM3521: Business Writing
(Previously MOB3521 Business Writing)
2 credit - general credit

**Students who took MOB3521 cannot register for COM3521**

In this course students will gain the tools necessary to produce effective business writing in a variety of multi-modal contexts. Students will read, discuss, and respond in writing to articles and cases that address scenarios such as communicating to colleagues (memos, emails, letters, executive summaries), responding to managerial issues (staffing, policy changes), and writing for public consumption (blogging, communicating to shareholders). The course material will focus on achieving rhetorical effectiveness through a consideration of argumentation, style, tone, visual effectiveness as well as the development of a strategic writing process.

Prerequisite: RHT II.

2 credits



MKT3500: Social Media and Advertising Strategy (Previously titled: Marketing Communications) 3 elective credits How 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. Description: 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: SME2011

4 credits



MKT3501: Communicating for Consumer Behavior Change 4 free elective credits In this course, students learn and draw upon interdisciplinary theories in psychology, marketing and persuasion/influence to explore the nature of behavioral change at the individual, consumer and societal levels. Centered around a major social marketing project, students will test theories of persuasive communication and choice architecture to explore how to use the knowledge of human experience to shape behavior for social good. Prerequisites: None

4 credits



MKT3510: Consumer Insights and Research Previously titled Marketing Research (General Credit) This course provides students with hands-on experience with marketing research and analysis. Marketing research is simply 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, data interpretation. The class will discuss key elements and issues in marketing research including sources of data, data collection techniques and analytical approaches for providing information to be used in managers' decision. The first part of the class will focus on 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 and recommend the appropriate action to management. Prerequisite: SME2011 This course is typically offered in the following semester: Spring

4 credits



MKT3515 Digital Marketing 4 credit general elective This 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. Prerequisite: SME2011

4 credits



MKT 3525-Marketing Law, Ethics & Social Responsibility 4 Credits (general credit) This course examines the laws related to the 4 Ps of marketing (Product, Price, Promotion, and Place) that every marketing manager needs to know in order to avoid jail time and legal financial sanctions. In addition to learning how to manage legal risks related to the marketing function, students also will study several current marketing related controversies such as food marketing and obesity, marketing to children and "greenwashing" from both the legal and ethical perspectives. The goal of this course is to enable student to create value through the marketing function by being able to anticipate and address future marketing controversies and develop a reputation for ethical and responsible marketing. Prerequisite: SME2011 and LAW1000

4 credits



MKT3540 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 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! Prerequisite: SME2011

4 credits



MKT3550: Consumer Psychology and Shopper Marketing (Previously titled Consumer Behavior) General Credit This interdisciplinary course discusses how the consumer is the focus of the marketing system. Drawing on research from sociology, psychology, strategy and economics, this course focuses on the factors that shape consumer needs and influence buying behavior. The content of the course explores individual behavioral variables (needs, motives, perceptions, attitudes, personality, and learning) and group influences (social groups and culture) as they affect the consumer decision-making process. The objective of the course is to help students understand how to analyze marketing programs, especially the communications mix and market segmentation, to improve consumer satisfaction. Prerequisite: SME2011 This course is typically offered in the following semesters: Fall, Spring, and first session Summer

4 credits



MKT 3574 Customer Acquisition and Persuasion
(Previously titled Managing the Sales Process)
4 Advanced Management Credits

Customer acquisition and retention is the driver of revenue and hence the lifeblood of every company. Therefore, organizations continuously seek people with strong persuasion skills. College graduates often become sales professionals, business development executives, customer relationship managers, or end up in positions that complement these roles. In addition, many entrepreneurs realize, often too late, the critical role of professional selling for the growth and survival of their nascent ventures. This course will equip students with the knowledge and skills to excel in professional selling, business development, and entrepreneurship.

Prerequisite: none

4 credits



MKT4575 SPORTS MARKETING 4 credit general credit This course focuses on the application of marketing concepts in the dynamic and high-profile sports industry that has become a significant economic and social force on a global scale. Among the topics to be explored in the context of the sports field are: sponsorship, branding, marketing research, consumer behavior, product development, licensing, distribution, pricing, segmentation, targeting, positioning, media, marketing communications, advertising, sales promotion, public relations, direct marketing, personal selling, legal issues, ethical issues, women's sports professional sports, collegiate sports and others. Emphasis will be on the need for an integrated approach for marketing of sports, by sports or through sports. We will view sports as a product and sports as a vehicle. Using a text, custom-designed materials, cases, special assignments, a major project creating a comprehensive integrated marketing plan, and guest speakers from the sports field, the course will promote critical integrative thinking and analysis relative to the important issues and challenges confronting marketers in the sports industry. As we go about this course, we will be guided by the following principle: the genius of managing a sports marketing program is acquired largely through a genuine understanding of the activities and relationships that constitute fully integrated marketing, relying on a system of learned skills and experiences. Prerequisite: SME2011

4 credits



MKT4505 Strategic Marketing (Formerly Marketing Management) (General Credit). This capstone course is designed to apply skills and knowledge gained in prior marketing courses, which is why students must complete at least one marketing elective prior to this class. The course emphasizes issues of creating and implementing a successful marketing strategy in a competitive marketplace. Through case studies, course readings, and a variety of presentation opportunities based on current marketing issues, students will develop strategies to correct/minimize problems and capitalize on opportunities in the marketplace. A team-based client project is undertaken throughout the semester in order to immerse students in the "real world" of business and add substantial outcomes to resumes. Students will also be required to write a research paper involving development of a personal brand statement and a job search strategy to begin a career in the exciting field of marketing. This course is most beneficial to students in their senior year. Prerequisite: SME2011 and one completed marketing elective. This course is typically offered in the following semesters: Fall and Spring

4 credits



MARKETING ANALYTICS 4 advanced management credits Today'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

4 credits