MBA Required Curriculum (1st Year)

Marketing

The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create value for customers.

Students learn how to:

  • Make marketing decisions in the context of general management.
  • Control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing—to satisfy customer needs profitably.
  • Use this knowledge in a brand management simulation.

The course culminates in an examination of the evolution of marketing, particularly focusing on opportunities presented by the Internet.

MBA Elective Curriculum (2nd Year)

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Marketing
Course Title Faculty Name Term Quarter Credits
Agribusiness David E. Bell Spring 2017 Q4 1.5
Big Data in Marketing John A. Deighton Spring 2017 Q3Q4 3.0
Business at the Base of the Pyramid (also listed under General Management) V. Kasturi Rangan

Michael Chu
Fall 2016

Spring 2017
Q1Q2

Q3Q4
3.0

3.0
Business-to-Business Marketing Doug J. Chung Spring 2017 Q4 1.5
The Business of Smart Connected Products also see Field Course: The Business of Smart Connected Products Rajiv Lal Spring 2017 Q3 1.5
Consumers, Corporations and Public Health John A. Quelch Spring 2017 Q3 1.5
Digital Marketing Strategy Thales S. Teixeira Fall 2016 Q1Q2 3.0
E-Commerce Thales S. Teixeira Spring 2017 Q4 1.5
Entrepreneurial Sales and Marketing (also listed under Entrepreneurial Management) Frank V. Cespedes, Mark N. Roberge Fall 2016 Q1 1.5
Field Course: The Business of Smart Connected Products Rajiv Lal Spring 2017 Q3Q4 3.0
Field Course: Big Data in Marketing John A. Deighton Spring 2017 Q3Q4 3.0
Field Course: Entrepreneurial Sales and Marketing (also listed under Entrepreneurial Management) Frank V. Cespedes, Mark N. Roberge Fall 2016 Q1Q2 3.0
Field Course: Social Innovation Lab (also listed under General Management) Vikram Gandhi, John Jong-Hyun Kim, V. Kasturi Rangan Spring 2017 Q3Q4 3.0
Luxury Marketing Anat Keinan Spring 2017 Q3 1.5
Personal Selling and Sales Force Management (also listed under Entrepreneurial Management) Doug J. Chung Spring 2017 Q3 1.5
Retailing Jose Alvarez Spring 2017 Q3Q4 3.0
Strategic Marketing in Creative Industries Anita Elberse Fall 2016 Q1Q2 3.0