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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

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

Managing Sales Teams and Distribution Channels
04–07 AUG 2019

Agribusiness Seminar
12–15 JAN 2020

HBS Working Knowledge

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

re Elie Ofek

Countries such as Israel now realize they need to engage in public diplomacy as well as foreign diplomacy, and in place branding, not just political advocacy, says Elie Ofek.

Calculators for Women: When Identity Appeals Provoke Backlash

re Kate Barasz, Leslie K. John and Michael I. Norton

With calculators targeted to women and laundry products aimed at men, examples of identity-based labeling—or “identity appeals”—abound in advertising and marketing. Five studies show when and why suc

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

re Donald K. Ngwe, Kris Johnson Ferreira and Thales S. Teixeira

This paper challenges the logic that making it easier for consumers to search across a wide assortment of products is the best strategy for online retailers. Experiments show that adding extra search