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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 (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
31 JAN–24 APR 2020

Driving Digital Strategy
22–27 MAR 2020

The Business of Entertainment, Media, and Sports
03–06 JUN 2020

Strategic Marketing Management
21–26 JUN 2020

Managing Sales Teams and Distribution Channels
03–07 AUG 2020

HBS Working Knowledge

From Know-It-Alls to Learn-It-Alls: Executive Development in the Era of Self-Refining Algorithms, Collaborative Filtering and Wearable Computing

re Das Narayandas

Learning happens most reliably and efficiently when it is contextualized, personalized, and socialized. This is important for executive learning in particular and adult learning more generally. Innov

The Future of Executive Development: The CLO’s Compass and The Executive Programs Designer’s Guide

re Das Narayandas

Digitalization is reshaping companies’ demand for executive education. Executive education providers have to adapt quickly to these new demands and cost structures if they wish to survive. This paper

Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure

re Doug J. Chung

How do technology stores, particularly those owned by Apple and Microsoft, affect retail sales and market dynamics at malls? Through modeling and simulation, the authors found that these stores helpe