Marketing
Curriculum
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.
All first-year HBS MBA students have a series of required courses, as listed below:
Term I Courses
These five courses focus on the internal functional operations of business enterprise. Marketing Course Description.
Term II Courses
These six courses cover the relationship of the organization to larger economic, governmental, and social environments.
MBA Elective Curriculum (2nd Year)
Marketing
| Course Title | Faculty Name | Term | Quarter | Credits |
|---|---|---|---|---|
| The Art of Marketing Science | Michael I. Norton | Fall 2011 | Q1, Q2 | 3.0 |
| Business at the Base of the Pyramid also listed under General Management and Finance) | Fall 2011 | Q1, Q2 | 3.0 | |
| Business Marketing and Sales | Thomas Steenburgh | Winter 2012 | Q3, Q4 | 3.0 |
| Consumer Marketing (also listed under General Management) | Youngme Moon | Winter 2012 | Q4 | 1.5 |
| Digital Marketing Strategy | John Deighton, Sunil Gupta | Winter 2012 | Q3, Q4 | 3.0 |
| The Marketing of Innovations | John T. Gourville | Winter 2012 | Q3 | 1.5 |
| Retailing | Jose Alvarez | Winter 2012 | Q3, Q4 | 3.0 |
| Strategic Marketing in Creative Industries | Anita Elberse | Fall 2011 | Q1, Q2 | 3.0 |
Doctoral Programs
Detailed curriculum information and requirements for each doctoral program associated with the Marketing unit can be found on the Doctoral Programs Web site, linked below.