Marketing

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.

Marketing

MKT4510 - SERVICES MARKETING

SERVICES MARKETING

MKT4510 SERVICES MARKETING
(FORMERLY MKT4570)

4 General Credits

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.

This course is typically offered in the following semesters: Fall


Prerequisites: SME2011

4 credits

MKT4515 - BRAND MANAGEMENT

BRAND MANAGEMENT

MKT4515 BRAND MANAGEMENT
4 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. 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.

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

Prerequisites: SME2011

4 credits

MKT4520 - SALES IN ACTION

SALES IN ACTION

MKT4520 SALES IN ACTION
4 Advanced Management Credits


A key challenge for any sales professional is the ability to communicate value to current and potential customers. 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 helping students to achieve 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 observe and participate in sales processes.

Prerequisites: none

4 credits

MKT4525 - SUSTAINABLE MARKETING

SUSTAINABLE MARKETING

MKT4525 SUSTAINABLE MARKETING
4 Advanced Management Credits


The purpose of this course is to introduce students to the complexities of integrated sustainability from a managerial perspective. Both consumers and businesses are demanding solutions to sustainability issues for products and services throughout the value chain. Today's sustainability issues are all encompassing and include strategies for managing structural injustice challenges, and ecological integrity concerns throughout the entire ideation to go-to-market process. Firms must make thoughtful investment and resource decisions that consider multiple stakeholder perspectives using a systems thinking lens, carefully evaluating all risks and rewards. Furthermore, entrepreneurs and marketers must learn to adapt their marketing strategies to sustainable products and services to redefine the value proposition.

Prerequisites: SME2011

4 credits

MKT4530 - DIGITAL ANALYTICS

DIGITAL ANALYTICS

MKT4530 DIGITAL ANALYTICS
4 Advanced Management Credits

The consumer buying journey continues to evolve, particularly as consumers become more comfortable and experience the benefits of using digital and mobile platforms to support all facets of the buying process. This rapidly expanding digital ecosystem generates an enormous amount of data. This course will explore how organizations can utilize the latest digital analytics techniques to turn structured and unstructured big data, into extremely valuable customer and marketing insights. This course is designed to complement Babson's Marketing Analytics course and covers entirely different topics and materials specifically focused within the digital sphere.

Students will utilize industry-leading digital analytics tools to collect and analyze consumer data to support decision-making and the development of marketing strategies that are informed by the insights. This includes the use of social media analytics platforms to listen to the voice of the customer, monitor consumer sentiment, and perform a comprehensive share of voice competitor analysis. Students will also use a web analytics platform to learn how to track, segment and measure the online and mobile device usage behaviors of customers and visitors. Students will also learn how to construct digital marketing experiments, perform A/B testing, and measure the ROI of digital campaigns. The course design includes official certifications in each of the digital analytics platforms used in the course.

Prerequisites: SME2011

4 credits

MKT4560 - GLOBAL MARKETING MANAGEMENT

GLOBAL MARKETING MANAGEMENT

MKT4560 GLOBAL MARKETING MANAGEMENT
4 General Credits


The purpose of this course is to understand the nature and functions of marketing in a global context, specifically marketing to multiple countries simultaneously. The course will expose students to many different cultures and environments by exploring the materials in diverse national and geographical settings. Students will analyze global market opportunities and develop global marketing strategies which leverage experience, knowledge and investments across multiple countries. The course puts particular emphasis on developing a global mindset among the students.

Second-semester junior or senior status is recommended

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


Prerequisites: SME2011

4 credits

MOB3516 - INTERSECTION OF MARKETING&OPERATIONS

INTERSECTION OF MARKETING&OPERATIONS

MOB3516 THINKING PUTTY: SNEAKERS

4 Credits

The purpose of this course is to provide an overview of ideating, creating, producing, merchandising, marketing & delivering a product to market. The first course in the TP Series will primarily focus on footwear and fashion to give students a meaningful lens to explore the challenges in go-to-market strategies. By the end of the course, students should have a better understanding of the challenges of taking a product from ideation all the way to the consumer delivery. This is very much a hands on course with the intent of providing an interactive, real-time working environment.

4 credits

SME2011 - PRINCIPLES OF MARKETING

PRINCIPLES OF MARKETING

SME2011 MARKETING
3 Intermediate Management Credits

Marketing is involved with the task of ethically marketing products and services in a global environment. In order to survive in the contemporary business world, organizations have to continually bring new ideas and products/services to the market - think creatively, act entrepreneurially and utilize analytical rigor. The Marketing stream of SME will examine how marketers can recognize and utilize changes in the political, economic, social, and technological environments to identify and target opportunities; how to develop and communicate value propositions; and how to develop successful marketing strategies. These strategies will emphasize market analysis and the Four Ps (product, pricing, place, and promotion). Students will also be introduced to the analytical tools and methods crucial to understanding the role of these variables in achieving marketing goals and reaching performance metrics. This stream will also explore issues associated with: social media, marketing research and marketing analytics, buying behavior, market segmentation, branding, retailing, value-based pricing, advertising, sales, and other marketing topics as they are applied to the management of marketing goods and services. Methods of instruction will include lecture, discussion, experiential (involvement) learning, integrative teaching, simulations, and case analysis. Methods of assessment will include: quizzes, presentations, exams and participation. The material and the various methods of instructions are guided by Babson's learning goals. The marketing stream of SME will primarily integrate with Managing Technology and Information Systems. There will be a joint social media related project and presentation.

Prerequisites: FME1000

3 credits