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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
Business at the Base of the Pyramid (also listed under General Management)	Michael Chu	Spring 2020	Q3Q4	3.0
The Business of Entertainment, Media, and Sports (also listed under General Management)	Anita Elberse	Fall 2019	Q1Q2	3.0
Creating Brand Value	Jill Avery Shelle Santana	Fall 2019 Spring 2020	Q1Q2 Q3	3.0 1.5
E-Commerce	Ayelet Israeli	Spring 2020	Q4	1.5
Field Course: Arts and Cultural Entrepreneurship (also listed under General Management)	Rohit Deshpande, Henry McGee	Spring 2020	Q3Q4	3.0
Field Course: Entrepreneurial Sales and Marketing (also listed under Entrepreneurial Management)	Frank Cespedes	Fall 2019	Q1Q2	3.0
Reigniting Value through Frontier Technologies (IoT/ML/AI/AR/VR/Blockchain)	Rajiv Lal	Spring 2020	Q3Q4	3.0
Retailing	Jose Alvarez	Spring 2020	Q3Q4	3.0
Sales Management & Strategy (formerly Personal Selling and Sales Force Management) (also listed under Entrepreneurial Management)	Doug Chung	Spring 2020	Q3Q4	3.0

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

General Management Program
AUG–NOV 2019 SESSION

Managing Sales Teams and Distribution Channels
04–07 AUG 2019

Agribusiness Seminar
12–15 JAN 2020

General Management Program
JAN–APR 2020 SESSION

Driving Digital Strategy
22–27 MAR 2020

HBS Working Knowledge

Are Paywalls Saving Newspapers?

re Doug J. Chung

Newspapers with reputable brands and unique content are finding success behind paywalls. For most papers, however, the future is not so clear, says Doug J. Chung.

The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training

re Doug J. Chung

When sales forces are well managed, firms can induce greater performance from them. For this study, the authors collaborated with a major multinational firm to develop and estimate a dynamic structur

The Effect of Payment Choices on Online Retail: Evidence from the 2016 Indian Demonetization

re Antonio Moreno and Donald K. Ngwe

Online sellers in many emerging markets are in the early stages of a shift from cash-based payments to digital payments. Findings from this study of a leading Indian online retailer show that firms m