Sponsored by:
Faculty Contacts: H. David Hennessey, Robert J. Kopp
*Faculty contacts serve as "advisors" to those students who have an interest in the given concentration.
You should feel free to contact these faculty with questions.
The Marketing Concentration is designed to prepare the students who are interested in marketing and/or marketing management career. With a minimum requirement of 16 credit hours in total, the students in 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 project, and simulation game as the primary means of pedagogy.
The past placement data indicate that about 26% of the Babson students chose marketing related jobs right after their graduation in 2003. Because a marketing career can be very diverse from advertising, sales, marketing research, brand management, to merchandising, the Marketing Concentration first provides the students with a needed flexibility in choosing a set of marketing sub-field courses out of many depending on their specific interests. In addition, it ensures the integration of 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.
Requirements:
A.) Choose 3 of the following courses:
MKT 3500 Marketing Communications, 4 credits
MKT 3510 Marketing Research, 4 credits
MKT 3520 Business to Business Marketing and Sales, 4 credits
MKT 3526 Value Selling for the Entrepreneur, 4 credits (formerly (EPS3525)
MKT 3540 Retailing Management, 4 credits
MKT 3550 Consumer Behavior, 4 credits
MKT 3560 Developing and Marketing New Products, 4 credits
MKT 3574 Managing the Sales Process
MKT 4510 Services Marketing, 4 credits
MKT 4560 Global Marketing Management, 4 credits
MKT 4515 Brand Management, 4 credits
MKT XXXX Marketing Projects, 4 credits (yet to be proposed)
EPS 3580 Marketing for Entrepreneurs, 4 credits
AND
B.) Required Course:
MKT 4505 Marketing Management, 4 credits as a capstone course
*It is recommended for students concentrating in marketing to complete two or more courses from List A prior to registering for MKT 4505.
Courses suggested but not required:
COM 3602 Mass Media I (Inactive)
This course discusses the role of mass media in society and puts the Marketing Communications class in a broader context.
ECN 3620 Econometrics
This course complements Marketing Research class by providing alternate tools and model development.
ECN 3630 Industrial Organization and Public Policy
This course complements Marketing Strategy and Global Marketing Management classes and explains how market structures influence firm’s decisions and strategies.
EPS 3501 Entrepreneurship and New Venture
This course builds the foundation for the Marketing for Entrepreneurs class. The business plan developed in this course helps students to understand the importance of a marketing plan and the need for guerrilla marketing.
EPS 3550 Corporate Entrepreneurship
This course complements Developing and Marketing New Products and Marketing Strategy classes and helps understand the issues involved in the new product development process.
LAW 3520 Marketing Law in the E-Commerce Era
This course is intended to teach our students how to manage the marketing function within the law and how to evaluate the legal risks of marketing decisions they make. This course thus provides the legal perspectives to the marketing decision making.
MIS 3530 Electronic Business
This course provides technical aspects of ecommerce and will complement to an emarketing class that we may plan to offer in future.
MOB 3510 Service Strategy and Innovation
This course complements Services Marketing class and provides strategic and operational perspective to marketing decisions involved in service context.
MOB 3572 Management Communications
This course complements Business to Business Marketing and Sales class.
MOB 3580 Negotiation
This course complements Business to Business Marketing and Sales class and helps understand the negotiation skills in making a sale.
MOB 4510 Strategic Decision Making
This course complements Marketing Strategy and Global Marketing Management classes and provides the basis for marketing decisions at the product-market and brand level.
QTM 3610 Multivariate Statistics
This course complements Marketing Research class and provides students with advanced statistical tools in solving marketing problems.
QTM 3612 Applied Data Mining: Wealth in Numbers
This course complements Marketing Research class and helps students to analyze marketing database in making managerial inferences.
QTM 3671 Business Forecasting
This course complements Marketing Research and Business to Business Marketing and Sales classes. It helps students to understand different sales forecasting techniques.
