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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 Finance and General Management)	Michael Chu	Spring 2019	Q3Q4	3.0
The Business of Entertainment, Media, and Sports (also listed under General Management)	Anita Elberse	Fall 2018	Q1Q2	3.0
Creating Brand Value	Jill Avery, Shelle Santana	Spring 2019	Q3Q4	3.0
E-Commerce	Thales Teixeira Donald Ngwe	Fall 2018 Spring 2019	Q1 Q4	1.5 1.5
Field Course: Arts and Cultural Entrepreneurship (also listed under General Management)	Rohit Deshpande, Henry McGee	Spring 2019	Q3Q4	3.0
Field Course: Digital Marketing Workshop	John Deighton	Spring 2019	Q3	1.5
Field Course: Entrepreneurial Sales and Marketing (also listed under Entrepreneurial Management)	Frank Cespedes, Mark Roberge	Fall 2018	Q1Q2	3.0
Personal Selling and Sales Force Management (also listed under Entrepreneurial Management)	Doug Chung	Spring 2019	Q3	1.5
Reigniting Value through Frontier Technologies (IoT/ML/AI/AR/VR/Blockchain)	Rajiv Lal	Fall 2018	Q1Q2	3.0
Retailing	Jose Alvarez	Spring 2019	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
01 AUG-16 NOV 2018

Managing Sales Teams and Distribution Channels
05-08 AUG 2018

Agribusiness Seminar
13-16 JAN 2019

General Management Program
14 JAN-26 APR 2019

Driving Digital Strategy
31 MAR-05 APR 2019

HBS Working Knowledge

Why Online Retailers Should Hide Their Best Discounts

re Thales S. Teixeira and Donald K. Ngwe

Online retailers should take a tip from brick-and-mortar shops: Shove your best deals to the back of the store. Research by Thales Teixeira and Donald Ngwe.

Executive Education in the Digital Vortex: The Disruption of the Supply Landscape

re Mihnea C. Moldoveanu and Das Narayandas

The competitive landscape of executive education is feeling a tectonic shift even as demand grows for managerial skills. This study maps and analyzes the major providers of executive education progra

Amount and Diversity of Digital Emotional Expression Predicts Happiness

re Alison Wood Brooks and Michael I. Norton

Emoticons might seem trivial because they require just the tap of a finger, but this study shows how emoticons make a difference in overall emotion expression. People use emoticons to highlight the e