48 courses with the subject MKT, each shown exactly as we captured it from the college's catalog, with every element we hold. Where the wording looks broken, that is our reading of the catalog, not the college's text.
MKT 2000Principles of Marketing4
Marketing is involved with the task of ethically marketing products and services in a global environment. In order to survive in the contemporary business world, organizations have to continually bring new ideas and products/services to the market - think creatively, act entrepreneurially and utilize analytical rigor. The Principles of Marketing course will examine how marketers can recognize and utilize changes in the political, economic, social, and technological environments to identify and target opportunities; how to develop and communicate value propositions; and how to develop successful marketing strategies. These strategies will emphasize market analysis and the Four Ps (product, pricing, place, and promotion). Students will also be introduced to the analytical tools and methods crucial to understanding the role of these variables in achieving marketing goals and reaching performance metrics. This stream will also explore issues associated with: social media, marketing research and marketing analytics, buying behavior, market segmentation, branding, retailing, value-based pricing, advertising, sales, and other marketing topics as they are applied to the management of marketing goods and services. Methods of instruction will include lecture, discussion, experiential (involvement) learning, and integrative teaching.. Methods of assessment will include: quizzes, presentations, exams and participation. The material and ur the various methods of instructions are guided by Babson’s learning goals. Credits 4 254
4 Advanced Management Credits Developing Effective Advertising is an immersion in "creative thinking" in a "virtual" internship experience in a “virtual” best-of-breed advertising agency where students learn about developing effective advertising alongside some of the most talented and experienced advertising professionals in the industry. The ”virtual” ad agency internship experience provides students with “real-world” learning in all aspects of current advertising and firsthand exposure to exciting career paths they may not otherwise encounter in a conventional advertising course. Students learn about effective advertising by application of concepts, principles and fundamentals vis-à-vis lectures, readings, discussions, interactive exercises, cas analysis, team projects and featured guest speakers from blue chip advertising agencies and media companies in the U.S., including Google, Cayenne Creative, MullenLowe U.S., NAIL Communications, Mediahub Worldwide, PHD Media, Wheelhouse Executive Recruiters and Babson College. Students work together in 3 different assigned teams over the course of the semester and are assigned 3 team projects. Students also have individual assignments (readings, discussion board contributions and one mid- term paper) to complete. Methods of assessment is evenly balanced between individual and team assignments. Credits 4 Babson College Undergraduate Catalog 2026-2027
MK0T3503 Fan Behavior 4 Advanced Management Credits This course provides an in-depth analysis of audience behavior in sports and entertainment. Students will learn how to use data analytics to understand fan behavior, preferences, and engagement patterns, and how to develop effective marketing strategies to maximize revenue and fan loyalty. Course Learning Objectives: 1. Understand the fundamentals of audience analytics and consumer behavior in sports and entertainment. 2. Learn how to collect, analyze, interpret, and present fan data using various quantitative and qualitative research methods (communication). 3. Develop skills in data visualization, data storytelling, and data-driven decision-making. 4. Explore the latest trends and technologies in audience e analytics and consumer behavior in sports and entertainment. 5. Apply the knowledge and skills learned in the course to real-world scenarios (problem solving). 6. Utilize knowledge from this course in an applied project (problem solving). 7. Interact with industry professionals in the areas of audience analytics and consumer behavior in sports and entertainment (collaboration). Credits 4 256
4 Advanced Management Credits This is an interactive, practice-intensive, and apprenticeship course designed for students interested in pursuing a career in professional sales, communication, marketing, and entrepreneurship. It exposes students to frameworks for analyzing sales opportunities, understanding prospect’s situation, decoding buying cycles, formulating sales strategies, engaging prospects, building win-win relationships while navigating complex competitive scenarios. This course also leverages theories and practices in fields suc as athletics and performing arts, to shed light on the nature of sales environment and the mindset needed to be successful in sales. Class time split between a) discussion of sales theories/insights from practice and b) virtual work in an assigned sales organization (entry level sales roles) under the supervision of a company- assigned mentor. This course will equip students with the knowledge and skills to excel in communication, professional selling, marketing, entrepreneurship, and leadership. Credits 4 Babson College Undergraduate Catalog 2026-2027
4 Advanced Management Credits Engagement and Fundraising draw on core selling skills: networking, asking questions, listening, understanding people, building trust, communicating value, storytelling, making the right ask, navigating concerns, and building long term relationships. If you care about lifelong impact and want highly transferable business skills, Engagement and Fundraising is a course for you. In this practice-intensive course, you play the role of a decision maker working through real nonprofit challenges with incomplete information and real tradeoffs. You will learn through case discussions and from guest speakers, then apply your learnings to fieldwork projects in partnership with the award- winning and record-breaking Babson Advancement Office. You will end up building confidence and better judgment while gaining practical experience that is critical not just in nonprofits but also in entrepreneurship, sales, business development, marketing, finance, and any career built on relationships and influence. Meet the faculty: Video Credits 4 Babson College Undergraduate Catalog 2026-2027
4 General Elective Credits This course is intended to prepare students to lead marketing initiatives in digital environments, where companies and professionals are transforming the way to provide value to consumers, and to develop mutually beneficial relationships with them. Lectures, readings, case discussions and project assignments will offer both an integrative management perspective and a comprehensive framework on digital marketing. The course will cover a wide spectrum of topics, including marketing strategic approaches on the Internet, e-CRM, e-marketing research, digital positioning and branding, managing social networks, integrated communications on digital media, new pricing approaches, digital competition, virtual merchandising, and e-commerce strategies. Upon completion of the course, students will have acquired competencies in designing marketing programmes that develop the innovative potential of online consumers and social networks. Credits 4 Babson College Undergraduate Catalog 2026-2027
Retailers lie at the end of the supply chain. They interface with the ultimate consumer as well as with suppliers. Retailers make investments in real estate and solicit funds from the investment community. Importantly, most of the major retailers in the United States are involved in multichannel strategies that involve selling over the Internet. As a result, this course should appeal to students with varied interests: retailing management, suppliers to retailers (or any business selling inventory), entrepreneurs, retail services, real estate, IT e-commerce, and finance. The objective of the course is to familiarize students with all of the major decisions retailers make, e.g., developing strategies, buying, financing, locating stores. The course is designed around experiential learning exercises-We get out and do it! Credits 4
4 General Credits This course focuses on the application of marketing concepts in the dynamic and high-profile sports industry that has become a significant economic and social force on a global scale. Among the topics to be explored in the context of the sports field are: sponsorship, branding, marketing research, consumer behavior, product development, licensing, distribution, pricing, segmentation, targeting, positioning, media, marketing communications, advertising, sales promotion, public relations, direct marketing, personal selling, legal issues, ethical issues, women's sports professional sports, collegiate sports and others. Emphasis will be on the need for an integrated approach for marketing of sports, by sports or through sports. We will view sports as a product and sports as a vehicle. Using a text, custom- designed materials, cases, special assignments, a major project creating a comprehensive integrated marketing plan, and guest speakers from the sports field, the course will promote critical integrative thinking and analysis relative to the important issues and challenges confronting marketers in the sports industry. As we go about this course, we will be guided by the following principle: the genius of managing a sports marketing program is acquired largely through a genuine understanding of the activities and relationships that constitute fully integrated marketing, relying on a system of learned skills and experiences. Credits 4 260
4 Advanced Management Credits This course provides an in-depth study of entrepreneurial marketing strategies for the 21st century. It examines how start-up and small/medium- size companies reach the marketplace and sustain their businesses, within highly-competitive industries. Recognition is given to the need of management to operate flexibly, make maximum effective use of scarce resources in terms of people, equipment and funds, and the opportunities that exist within new and established market niches. Classes focus on a combination of brief lectures, extensive case study analyses and a term-long group assignment involving student-generated entrepreneurial product or service offerings. Credits 4
4 Advanced Management Credits Today’s marketers have access to more data and technology than ever before. To fully realize the benefit of these resources, marketers need to develop data analysis and analytical skills to convert raw data into insights and insights into more informed marketing decision-making. The objective of this course is to introduce the benefits of using a systematic and analytical approach to marketing decision-making. This course integrates marketing concepts with practice, and emphasizes _learning by doing._ Students will learn different ways to explore the relationships and patterns in customer and marketing data. Advanced analytical software will be used to perform many of the most commonly used descriptive and predictive analysis techniques that are applied in the marketing field. The course builds on the marketing core course(s) through the direct application of marketing concepts such as segmentation, targeting and brand positioning. The course emphasizes the application of marketing analytics to a diverse set of business problems. This includes the use of marketing analytics to identify opportunities to cost-effectively acquire new customers, increase the value and loyalty of existing customers, and to improve the overall experience the customer has with a brand. It also includes the use of analytics to set up marketing experiments, assess the value of different product strategies and measure the ROI of marketing campaigns. Credits 4 . 261
Brand Management is an advanced marketing course that will prepare students to lead a brand-centered marketing team in the consumer products/services arena. The emphasis in the course is on marketing plans and day-to-day decision-making. Marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgment, and a marketplace that is fast-changing. The course will prepare students to operate successfully in this real- world environment. The concept of _brand equity_ will be a unifying theme throughout. Credits 4
4 Advanced Management Credits The consumer buying journey continues to evolve, particularly as consumers become more comfortable and experience the benefits of using digital and mobile platforms to support all facets of the buying process. This rapidly expanding digital ecosystem generates an enormous amount of data. This course will explore how organizations can utilize the latest digital analytics techniques to turn structured and unstructured big data, into extremely valuable customer and marketing insights. This course is designed to complement Babson’s Marketing Analytics course and covers entirely different topics and materials specifically focused within the digital sphere. Students will utilize industry-leading digital analytics tools to collect and analyze consumer data to support decision-making and the development of marketing strategies that are informed by the insights. This includes the use of social media analytics platforms to listen to the voice of the customer, monitor consumer sentiment, and perform a comprehensive share of voice competitor analysis. Students will also use a web analytics platform to learn how to track, segment and measure the online and mobile device usage behaviors of customers and visitors. Students will also learn how to construct digital marketing experiments, perform A/B testing, and measure the ROI of digital campaigns. The course design includes official certifications in each of the digital analytics platforms used in the course. Credits 4
The objective of this course is to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making, and to help develop your skills and confidence in doing such analyses. Analytical approaches enable (a) the identification of alternative marketing options and actions, (b) the calibration of opportunity costs associated with each option, and (c) the choice of one or more options with the greatest likelihood of achieving the business goals. By completing this course, students will be better able to make the case for marketing expenditures (based on ROI) that companies are increasingly asking of their executives. This course integrates marketing concepts with practice, emphasizes _learning by doing_, and provides students software tools to help them apply marketing concepts to real decision situations. Credits 3 Babson College Graduate Catalog 2026-2027
This course teaches students how to reach, engage, and retain customers for a new venture — covering value proposition design, positioning, go-to-market strategy, pricing, and the economics of acquisition and retention alongside the digital tools that define how modern entrepreneurs execute: search, content, paid acquisition, lifecycle marketing, and analytics. Students build marketing knowledge through direct contact with the market, designing and running real experiments against their own venture each week, testing assumptions, and using what they learn to make sharper decisions. The course ends not with a marketing plan but with a tested growth practice built from actual customer evidence. Credits 1.5
This course provides frameworks and analytical techniques that the enterprise should use to develop a discerning sense of the market and to engage the market in a way that distinctive value is created for and delivered to the customers. Credits 2 173
3 Elective Credits The objective of this course is to demonstrate the benefits of using a systematic and analytical approach to marketing decision-making, and to help develop your skills and confidence in doing such analyses. Analytical approaches enable (a) the identification of alternative marketing options and actions, (b) the calibration of opportunity costs associated with each option, and (c) the choice of one or more options with the greatest likelihood of achieving the business goals. By completing this course, students will be better able to make the case for marketing expenditures (based on ROI) that companies are increasingly asking of their executives. This course integrates marketing concepts with practice, emphasizes _learning by doing, and provides students software tools to help them apply marketing concepts to real decision situations. Credits 3
(Formerly Retailing Management) Retailing Management Retailers lie at the end of the supply chain. They interface with the ultimate consumer as well as with suppliers. Retailers make investments in real estate and solicit funds from the investment community. Importantly, most of the major retailers in the United States are involved in multichannel strategies that involve communicating with their customers over the Internet and through social media. As a result, this course should appeal to students with varied interests: retailing management, suppliers to retailers (or any business selling inventory), entrepreneurs, retail services, real estate, IT e-commerce, and finance. The objective of the course is to familiarize students with all of the major decisions retailers make, e.g., developing strategies, buying, financing, locating stores. The course is designed around experiential learning exercises and cases. Credits 3 174
3 Elective Credits This course is designed to serve as both a survey and an applied approach to the field of digital marketing. In this course, we will approach digital marketing from three lenses: owned, paid, and earned media. Owned Media are the digital assets and brand image the firm manages (e.g., websites, social media, blogs, etc.). Paid Media are what the firm pays for to reach consumers using tools such as display ads, email marketing, and search marketing. Earned Media are what the firm gains through customer and community activity (e.g., e-word of mouth, communities, etc.) throughout the Internet. The course will present current trends and strategies on how to use and integrate these three media as well as build basic technical skills needed in the digital space (e.g., adwords advertising, SEO, etc.) Upon completion of the course, students will have an understanding of how to apply various marketing models and strategy to develop a strong digital presence using a variety of marketing content and digital tools. In addition to articles and book chapters to inform our thinking, we will also use case studies, professional certifications, and an online simulation to build a solid base in digital marketing. Credits 3
In-depth analysis of factors that affect purchase decisions in the marketplace. Applies behavioral and social science concepts to the study of buyer behavior. Focuses on the use of knowledge of buyer behavior in marketing decisions. Emphasizes theory, application, and ultimate consumer and organizational buyer behavior. Special attention given to exploring and evaluating buyer behavior research, the role of models in explaining behavior, influence of buyer behavior on development of marketing programs, and issues of consumer protection as they affect marketing strategy. Credits 3 Babson College Graduate Catalog 2026-2027
Building on the students' knowledge of the marketing fundamentals, the course focuses on the special challenges of marketing high-technology products in dynamic, uncertain, and hyperconnected markets and ecosystem contexts. The course is structured around three modules: bringing new high-technology products to market, managing product maturity, and transitioning from one product generation to the next. While the focus of the course is “high technology” in the general sense, the reading materials - cases, notes, and articles - are drawn from the computer hardware and software, consumer electronics, telecommunications, and life- sciences industries. Credits 3
(Formerly Building and Leading Effective Sales Force) This course focuses on the management of sales force (i.e., salespeople, business development executives, and customer relationship staff). The course explores the resources (e.g., people, information, and technology) used by firms to initiate and develop long term customer relationships. Given the vital role of sales in several organizations, the course will expose students to the strategic and tactical means with which firms create, control, nurture, and motivate the sales force. This course complements MBA 9502 (Customer Acquisition and Persuasion). Whereas MBA 9502 focuses on the development of skills needed to excel in selling, this course addresses the leadership roles of Sales Managers, Sales Directors, Chief Revenue Officers, and Sales VPs. Topics covered typically include sales force structure/ sizing, territory design, recruitment/selection, coaching and training, motivation (leadership, compensation, sales contests, and quota management), and performance management. Credits 3 175
Brand Management is an advanced marketing course that will prepare students to lead a brand- centered marketing team in the consumer products/services arena. Branding and marketing decisions are usually made in a context of imperfect information, decision models that combine analysis with judgment, and a marketplace that is fast-changing. The emphasis in the course is to explore _what every brand/product manager needs to know_ to operate successfully in this real-world environment. The concept of _brand equity_ is the unique aspect of this course versus other marketing classes and will be a unifying theme throughout. Understanding how to build strong brands is the strategic imperative of the course. This class will first cover the role market research plays in helping make informed brand decisions. Next, the course will explore key branding concepts and frameworks that lead to effective management of these brands. Finally, the course concludes with applying these key strategic branding concepts to the more tactical aspects of executing a brand's marketing efforts. In this final section of the course, we will devote 4 classes to building brands in the Web 2.0 world. In addition, given the course's focus on _what every brand/product manager needs to know_, 4-5 contemporary branding experts in key fields, such as branding law and digital/social media, as well as senior marketing executives, will be guests in class, adding their current and relevant branding experiences to the class discussions. Credits 3 Babson College Graduate Catalog 2026-2027
Independent research is available for all academic divisions. Registration is manual for students through Graduate Programs and Office of Graduate Academic Services. Independent Research provides an opportunity to conduct in-depth research in areas of a student's own specific interest. Students may undertake Independent Research for academic credit with the approval of a student-selected faculty advisor, the appropriate division chair, and Graduate Academic Services. Please note that a student is responsible for recruiting a faculty advisor through the student's own initiative and obtain the advisor's prior consent/commitment before applying for an independent research project. The research project normally carries 1.5 or 3 credits. For more information and a proposal outline please visit: http://www.babson.edu/Academics/graduate/mba/Pages/ independent-research.aspx Credits 3
(Core MBA) If you have taken and passed MKT7200, you cannot register for MKT7800, as these two courses are equivalent With ET&A as its underpinning, the course is divided into three general parts. We begin the course with a big picture view of marketing in the 21st century. The middle part of the course will focus on what we marketers call the 4 Ps – product, place, price, and promotion. The course wraps up by understanding the need to constantly assess marketing’s performance. Credits 2 176
