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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
Agribusiness David Bell Fall 2009
Business at the Base of the Pyramid (also listed under General Management) V. Kasturi Rangan, Michael Chu Fall 2009
Business Marketing Thomas Steenburgh Winter 2010
Consumer Marketing Youngme Moon Fall 2009
Commerce and Society: Business and Creation of Social Value (also listed under General Management and Organizational Behavior) Christopher Marquis Fall 2009
Half-Course: Digital Marketing Strategy John Deighton, Sunil Gupta Early Winter 2010
Half-Course: Retailing Jose Alvarez Late Winter 2010
Marketing and Innovation Elie Ofek Winter 2010
Strategic Marketing in Creative Industries Anita Elberse Winter 2010

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.