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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 (formerly Personal Selling and Sales Force Management) (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

Agribusiness Seminar
12–15 JAN 2020

General Management Program
JAN–APR 2020 SESSION

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

HBS Working Knowledge

Brick-and-Mortar Stores Are Making a Comeback

re Jill J. Avery and Antonio Moreno

Left for dead alongside the retail highway, physical stores are suddenly finding new ways to compete, say Jill Avery and Antonio Moreno.

Use Artificial Intelligence to Set Sales Targets That Motivate

re Doug J. Chung

Setting sales targets has always been an inexact science, with serious consequences if done poorly. Using AI-based advanced analytics might be the answer, argues Doug Chung.

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

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

Just how far will women go to avoid products labeled "for women?" Research by Leslie K. John and colleagues explores why gender marketing usually offends the very people a company is trying to attrac