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| Fall 2010 |
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| MKT3500 |
MARKETING COMMUNICATIONS |
4.00 credits |
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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: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall, Spring, and Summer I
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| MKT3510 |
MARKETING RESEARCH |
4.00 credits |
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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: IME2322 or MCE2313
This course is typically offered in the following semester: Spring
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| MKT3520 |
BUSINESS MARKETING |
4.00 credits |
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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: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall and Spring
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| MKT3540 |
RETAILING MANAGEMENT |
4.00 credits |
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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: IME2322 or MCE2313
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| MKT3574 |
MANAGING THE SALES PROCESS |
4.00 credits |
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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: IME2322 or MCE2313
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| MKT4505 |
MARKETING MANAGEMENT |
4.00 credits |
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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: (IME2322 or MCE2313) & 1 Marketing Elective
This course is typically offered in the following semesters: Fall, Spring, Summer I
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| MKT4515 |
BRAND MANAGEMENT |
4.00 credits |
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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: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall and Spring
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| MKT4560 |
GLOBAL MARKETING MANAGEMENT |
4.00 credits |
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MKT4560
Global Marketing Management
(General Credit)
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.
Prerequisite: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall and Spring
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| Summer I 2010 |
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| MKT3540 |
RETAILING MANAGEMENT |
4.00 credits |
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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: IME2322 or MCE2313
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| Spring 2010 |
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| MFE3564 |
MCFE: JMCFE UNISTO |
4.00 credits |
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| MKT3500 |
MARKETING COMMUNICATIONS |
4.00 credits |
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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: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall, Spring, and Summer I
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| MKT3510 |
MARKETING RESEARCH |
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: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall and Spring
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| MKT3520 |
BUSINESS MARKETING |
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: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall and Spring
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| MKT3526 |
VALUE SELLING FOR ENTREPRENEURS |
4.00 credits |
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MKT3526 Value Selling for the Entrepreneur (formerly EPS3526)
4 credit - General Credit
The Entrepreneur's success is directly related to their sales performance in both business and personal situations. This course will teach students a value-based framework that will assist them in successfully selling and achieving their desired result in any situation. By achieving their desired result, the entrepreneurs greatly increase their likelihood of success in the risky world of Entrepreneurship. During the term, we will take a personal inventory of our selling skills and work to modify and enhance them to get the most out of every entrepreneurial selling situation.
Value Selling is a ten-step process that can be applied to any situation and will increase the likelihood of a successful outcome. In addition, by applying a value-based methodology to these situations, it will give the student a deeper understanding of the problem or issue facing the entrepreneur and will insure a solution that includes a mutually beneficial value proposition and plan for the different stakeholders. The student will design a customized framework that will fit with their personality and skill set resulting in a life-long tool that will be one of the main components of their problem solving process.
Students will create solutions that will build an emotional hook with their respective stakeholders. In Value Selling, students will learn to connect the dots for their audience, learn to ask the right questions, craft a differentiated vision match, develop both business and personal value, identify the power players, develop a mutual plan and close for a successful outcome. The output will be the implementation of their personalized value selling solution framework for their business and personal interactions. Keep in mind that creating value-based solutions requires preparation, practice, listening and a thorough understanding of their stakeholders business and personal needs. As a result, Value Selling is one of the most important skill sets needed for a successful entrepreneur.
Prerequisites: IME2 or (OEM and MCE), EPS3501, 02 0r 03 may be taken concurrently.
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| MKT3540 |
RETAILING MANAGEMENT |
4.00 credits |
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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: IME2322 or MCE2313
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| MKT3550 |
CONSUMER BEHAVIOR |
4.00 credits |
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MKT3550
Consumer Behavior
(General Credit)
This interdisciplinary course discusses the consumer as the focus of the marketing system. Course stresses the use of knowledge about consumer behavior in marketing decisions. Examines the contributions of anthropology, sociology, psychology, strategy, and economics to the understanding of consumer buying behavior. Explores individual behavioral variables (needs, motives, perceptions, attitudes, personality, and learning) and group influences (family, social groups, culture, and business) as they affect the consumer decision-making process. Analyzes how marketing programs, especially the communications mix, can be developed to reflect a commitment to providing consumer satisfaction.
Prerequisite: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall, Spring, and Summer I
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| MKT3574 |
MANAGING THE SALES PROCESS |
4.00 credits |
| |
MKT3574
Managing the Sales Process
(General Credit)
Many Babson graduates become sales professionals, sales managers, or in positions which depend upon the success of the sales effort. This course is designed to understand the sales process and how to manage the sales process. Each participant will obtain the knowledge and experience to undertake the following items by the end of the semester: Assume the role of a salesperson for a firm, understanding the tasks of managing a territory, locating and evaluating customers, and selling a product or service. Assume a first level sales management position, understanding the concepts of sales management, the techniques required to manage a sales force, and the process of analyzing and solving sales management problems. Be able to use management tools and statistics to conduct data analysis for Sales Management. Also, be able to measure the cost and effect of sales management decisions. Be able to understand the potential impact of information technology on sales. Be able to initiate, manage and implement change in a sales organization and a prospective sales situation.
Prerequisite: IME2322 or MCE2313
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| MKT4505 |
MARKETING MANAGEMENT |
4.00 credits |
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MKT4505
Marketing Management
(General Credit)
Integrates other marketing courses, emphasizing the development and application of creative problem-solving techniques to a wide range of marketing problems. Explores proven methods of generating fresh ideas that can be applied to marketing problems. Intensive analysis of marketing decisions faced by organizational marketing management, including product policy, channel development, promotion and communication policy, pricing strategy, as well as competitive, social, legal, and ethical factors that affect marketing decisions. Explores the analysis and building of coherent marketing programs designed to achieve marketing and organizational objectives.
Prerequisite: (IME2322 or MCE2313) & 1 Marketing Elective
This course is typically offered in the following semesters: Fall, Spring, Summer I
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| MKT4510 |
SERVICES MARKETING |
4.00 credits |
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MKT4510 (formerly MKT4570)
Services Marketing
(General Credit)
The primary objective of this course is to help prepare students to function as effective marketers in a services economy. Students taking this course will become more aware of the nature and characteristics of services, and have more knowledge about service quality, the foundation of services marketing. Students completing the course will understand the success factors in services marketing.
Prerequisite: IME2322 or MCE2313
This course is typically offered in the following semester: Fall
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| MKT4515 |
BRAND MANAGEMENT |
4.00 credits |
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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. ***If you have taken Consumer Marketing, do not sign up for this course.
Prerequisite: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall and Spring
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| MKT4560 |
GLOBAL MARKETING MANAGEMENT |
4.00 credits |
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MKT4560
Global Marketing Management
(General Credit)
The purpose of this course is to understand the nature of marketing in a global context, specifically marketing to many countries simultaneously. The course will expose students to many different cultures and environments. Students will analyze global market opportunities and develop global marketing strategies which leverage experience, knowledge and investments across multiple countries. As a result of the course students will develop a global mindset.
Prerequisite: IME2322 or MCE2313
This course is typically offered in the following semesters: Fall and Spring
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