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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	Fall 2020	Q1Q2	3.0
	Kash Rangan	Fall 2020	Q1Q2	1.5
The Business of Entertainment, Media, and Sports (also listed under General Management)	Anita Elberse	Fall 2020	Q1Q2	3.0
Decision Making Under Uncertainty	David Bell	Spring 2021	Q4	1.5
E-Commerce: Strategy, Growth, and Analytics	Ayelet Israeli	Spring 2021	Q3Q4	3.0
Field Course: Arts and Cultural Entrepreneurship (also listed under General Management)	Rohit Deshpande Henry McGee	Spring 2021	Q3Q4	3.0
Field Course: Entrepreneurial Marketing (also listed under Entrepreneurial Management)	Frank Cespedes Christina Wallace	Fall 2020	Q1Q2	3.0
Pricing Strategy: Monetizing and Growing the Business (also listed under General Management)	Marco Bertini	Spring 2021	Q3	1.5
Retailing	José Alvarez	Fall 2020	Q1Q2	3.0
Sales Management & Strategy (also listed under Entrepreneurial Management)	Doug Chung	Spring 2021	Q3Q4	3.0
Winning with New Products & Services	Robert Dolan	Spring 2021	Q3	1.5

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
03 AUG–25 NOV 2020

The Business of Entertainment, Media, and Sports
09–12 DEC 2020

Agribusiness Seminar
10–13 JAN 2021

General Management Program
11 JAN–30 APR 2021

Driving Digital Strategy
14–19 MAR 2021

HBS Working Knowledge

The Right Way to Manage Customer Churn for Maximum Profit

re Sunil Gupta

Many companies actively manage customer churn but aren't seeking out the best customers to retain, warns Sunil Gupta.

Your Customers Have Changed. Here's How to Engage Them Again.

re Rohit Deshpande

The coronavirus makes your customers less able and less willing to spend than before. How should you re-engage with them? Advice from Rohit Deshpandé and colleagues.

Spreading the Health: Americans' Estimated and Ideal Distributions of Death and Health(care)

re I. Michael Norton

Across varying political ideologies and income levels, Americans both underestimate the current extent of inequality of mortality and healthcare, and prefer each to be more equally distributed.