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Marketing

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)

Marketing

Course Title	Faculty Name	Term	Quarter	Credits
AI in Market-facing Functions (AIM)	Das Narayandas Arijit Sengupta Jonathan Wray	Fall 2020	Q1Q2	3.0
Business at the Base of the Pyramid (also listed under General Management and Finance)	Michael Chu	Fall 2020	Q1Q2	3.0
	Kash Rangan	Spring 2021	Q4	1.5
The Business of Entertainment, Media, and Sports (also listed under General Management)	Anita Elberse	Fall 2020	Q1Q2	3.0
Decision Making Under Uncertainty	David Bell	Spring 2021	Q4	1.5
E-Commerce: Strategy, Growth, and Analytics	Ayelet Israeli	Spring 2021	Q3Q4	3.0
Field Course: Arts and Cultural Entrepreneurship (also listed under General Management)	Rohit Deshpande Henry McGee	Spring 2021	Q3Q4	3.0
Field Course: Entrepreneurial Marketing (also listed under Entrepreneurial Management)	Frank Cespedes Christina Wallace	Fall 2020	Q1Q2	3.0
Pricing Strategy: Monetizing and Growing the Business (also listed under General Management)	Marco Bertini	Spring 2021	Q3	1.5
Retailing	José Alvarez	Fall 2020	Q1Q2	3.0
Sales Management & Strategy (also listed under Entrepreneurial Management)	Doug Chung	Spring 2021	Q3Q4	3.0
Winning with New Products & Services	Robert Dolan	Spring 2021	Q3	1.5

Doctoral Programs

Faculty from the Marketing unit work with students across several doctoral programs. Detailed curriculum information for each doctoral program associated with this unit can be found on the doctoral programs website:

DBA in Marketing

Executive Education

Agribusiness Seminar—Virtual
04–08 JAN 2021

General Management Program
11 JAN–05 MAY 2021

Driving Digital Strategy
14–19 MAR 2021

The Business of Entertainment, Media, and Sports
02–05 JUN 2021

Strategic Marketing Management
20–25 JUN 2021

HBS Working Knowledge

Consumers Punish Firms that Cut Employee Pay in Response to COVID-19

re I. Michael Norton

In the wake of COVID-19, firms announced both employee furloughs and (typically small) CEO wage cuts. This research shows that firms’ treatment of employees matters far more to consumers than executi

Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

re J. Jill Avery

Glossier, the digital-first, direct-to-consumer beauty brand considers shifting its strategy toward influencer marketing and paid media. Professor Jill Avery discusses her case study.

Restaurant Revolution: How the Industry Is Fighting to Stay Alive

re S. Michael Kaufman, J. Jill Avery and G. Lena Goldberg

Top restaurant operators share their experiences attempting to survive the pandemic, and how they see the future. Research by Michael S. Kaufman, Lena G. Goldberg, and Jill Avery.