Marketing
MBA Required Curriculum
(FIRST 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
(SECOND YEAR)
| Course Title | Faculty Name | Term | Quarter | Credits |
|---|---|---|---|---|
| B2B Sales and Distribution (also listed under Entrepreneurial Management) | Lou Shipley | Spring 2026 |
Q3 | 1.5 |
| The Business of Entertainment, Media, and Sports (also listed under General Management) | Anita Elberse | Fall 2025 |
Q1Q2 | 3.0 |
| Business Solutions for the Poor (Global and Local) (also listed under General Management) | Kash Rangan, Benjamin N. Roth, Natalia Rigol | Fall 2025 |
Q1Q2 | 3.0 |
| Creating Brand Value | Michael Moynihan | Fall 2025 |
Q2 | 1.5 |
| Julian de Freitas | Spring 2026 |
Q4 | 1.5 | |
| Digital Marketing & AI Workshop | Jacob Cook | Fall 2025 |
Q1 | 1.5 |
| IFC: Japan; Exploring Japan's Innovation Ecosystem (also listed under Strategy) | Ramon Casadesus-Masanell, Tomomichi Amano | January 2026 |
J | 3.0 |
| Innovation and Renovation: Optimizing Product Line Architecture | Tomomichi Amano | Spring 2026 |
Q4 | 1.5 |
| Managing Customers for Growth | Eva Ascarza | Fall 2025 |
Q2 | 1.5 |