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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

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

General Management Program
AUG–NOV 2019 SESSION

HBS Working Knowledge

Could Big Data Replace the Creative Director at the Gap?

re Ayelet Israeli

Is it time to throw out the creative director and rely on big data to predict what consumers want to wear next? Assistant Professor Ayelet Israeli discusses how Gap CEO Art Peck considers a bold idea

Opportunistic Returns and Dynamic Pricing: Empirical Evidence from Online Retailing in Emerging Markets

re Antonio Moreno and Donald K. Ngwe

Dynamic pricing is widely applied in industries like airline ticketing, ride-sharing, and online retailing. This paper identifies two downsides of dynamic pricing: opportunistic returns and strategic

How to Use Free Shipping as a Competitive Weapon

re Donald K. Ngwe

Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but profit is lost when not done right, says Donald Ngwe.