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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

Agribusiness Seminar
13-16 JAN 2019

General Management Program
14 JAN-26 APR 2019

Driving Digital Strategy
31 MAR-05 APR 2019

The Business of Entertainment, Media, and Sports
29 MAY-01 JUN 2019

Strategic Marketing Management
02-07 JUN 2019

HBS Working Knowledge

Developing a Strategy for the Digital World

re Sunil Gupta

A new book by Sunil Gupta, "Driving Digital Strategy," explores how traditional businesses can make the leap into the digital age.

Bargain Hunters Beware: A Store's 'Original Price' Might Not Be After All

re Donald K. Ngwe

Retailers often compare a "sale" price to the original price. Donald Ngwe says consumers should be skeptical of those original prices — and so should regulators.

The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment

re Donald K. Ngwe and Thales S. Teixeira

With even minor changes to the design of an online store, sellers may get more full-priced sales from price-insensitive shoppers. As shoppers spend more time on the website given higher search fricti