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.




MKT3500 Marketing Communications (General Credit) Examines the nature and role of communications in marketing, focusing on the goals and uses of advertising, sales promotion, public relations, direct marketing, and personal selling in achieving the communications objectives of marketing. Explores the design, organization, and implementation of the communications mix, and the economic, social, and ethical implications of promotion. Involves determining the promotional budget, creating a message strategy, planning the media mix, targeting communications to selected market segments, executing the promotion program, and measuring promotional effectiveness. Considers the relationship and integration among the various elements in the marketer's communications program. Students form agency teams to create a comprehensive integrated marketing communication plan for a product or service. Prerequisite: SME2011 This course is typically offered in the following semesters: Fall, Spring, and Summer I

4.00 credits



MKT3510 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

4.00 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

4.00 credits



MKT3520 Business Marketing (General Credit) Over 80% of marketing positions are involved with marketing to businesses, while less than 20% are marketing to consumers. The objective of this course is to explore the distinctive dynamics of business-to-business (B2B) marketing and develop students' understanding of the most up-to-date methods and approaches. Major emphasis will be on assessing high potential business markets and developing marketing strategies to take advantage of targeted opportunities. By the end of this semester you should be able to systematically analyze a business segment and develop a value proposition and promotional plan which supports your company's strategic objectives. You will learn both traditional and non-traditional marketing techniques. You will work in teams to develop and present marketing plans for actual companies. Prerequisite: SME2011 This course is typically offered in the following semesters: Fall and Spring

4.00 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

4.00 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

4.00 credits



MKT3550 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

4.00 credits



MKT3560 Developing and Marketing New Products (General Credit) The objective of this course is to familiarize students with new product techniques that are commonly used in the consumer product and service industries. The focus will be on the marketing function's input to the new product process during the pre-launch and launch stages. The course will cover a wide range of issues such as market definition, concept generation and evaluation, product design, product positioning, test marketing and product launch and tracking. The course will be based on lectures, case discussions and project assignments. The lectures will provide an overview and cover issues included in the assigned readings. It is essential that you are familiar with the readings before every class. The case discussion (student participation is vital here) will provide an application setting to test the concepts learned in the lectures. The project assignments are designed to give you hands-on-experience with new product development tools and techniques. Prerequisite: SME2011

4.00 credits



MKT3574 Managing the Sales Process (General Credit) Several college graduates become sales professionals, business development executives, customer relationship managers, sales managers, or end up in positions which depend on the success of the sales effort. Entrepreneurs soon realize the critical role of professional selling and sales management for the growth and survival of their nascent ventures. This course is designed to equip students with a deep understanding of the sales process, skills to excel in professional selling or business development, and methods to build and lead effective sales force. By the end of the course, students will be able to prospect for new businesses, generate leads, prepare for calls, engage prospects, handle customer objections, close deals, and maintain long term customer relationships. Also, they will be able to assume sales leadership roles such as the selection and recruitment of salespeople, the setting up of sales force control systems, and the motivation of salespeople through reward designs and leadership support. Students will be exposed to real life sales management issues through a team project that involves understudying the sales process of a company of their choice. Prerequisite: SME2011

4.00 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

4.00 credits



MKT4505 Marketing Management (General Credit) This capstone course is designed to apply skills and knowledge gained in prior marketing courses. The course emphasizes issues of setting a viable marketing strategy (e.g., segmentation, targeting and positioning) in a competitive marketplace. Through case studies, course readings, a marketing strategy simulation, and a variety of presentation opportunities, students will address a wide range of marketing problems most of which involve issues of marketing strategy. Additionally, through the cases and readings, students will be exposed to a broad spectrum of marketing environments: e.g., products vs. services, consumer markets vs. business-to-business markets, global brands vs. local/regional brands. Throughout the course, students will be challenged to conduct a thorough marketing analysis and to present their conclusions to their peers and professor. Prerequisite: SME2011 & 1 Marketing Elective This course is typically offered in the following semesters: Fall, Spring, Summer first session

4.00 credits



MKT4506 MARKETING ANALYTICS 4 credits general credit The objective of this course is to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making, and to help students develop their 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, and emphasizes "learning by doing." Prerequisites: SME2011

4.00 credits



MKT4510 Services Marketing (formerly MKT4570) (General Credit) Services Marketing helps prepare students to function as effective marketers in a services economy by becoming more aware of the nature and characteristics of services. Students completing the course will have knowledge about service quality, the foundation of services marketing, and understand the success factors in services marketing. Prerequisite: SME2011 This course is typically offered in the following semester: Fall

4.00 credits



MKT4515 Brand Management Brand Management is an advanced marketing course that will prepare students to lead a brand-centered marketing team in the consumer products/services arena. The emphasis in the course is on marketing plans and day-to-day decision-making. 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 course will prepare students to operate successfully in this real world environment. The concept of "brand equity" will be a unifying theme throughout. Prerequisite: SME2011 This course is typically offered in the following semesters: Fall and Spring

4.00 credits



MKT4520 Sales in Action 4 credits - general credit A key challenge for any sales professional is the ability to communicate value to perspective and future clients. 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 enabling our students with achieving 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 actually participate in the sales process that they learned about in MKT3574, Managing the Sales Process. Prerequisites: SME2011 Principles of Marketing

4.00 credits