COURSE CODE: MK854

This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. Cases, readings, in-class discussions, and team/individual assignments are designed to provide: An appreciation of the strategic discipline of branding and its role in creating shareholder value; an understanding of brands as co-creations of consumers, marketers, and cultures, and brand management as a collaborative process of meaning management; a sound foundation in consumer-brand behavior to inform brand decisions; and a capacity to think creatively and precisely about the strategies and tactics involved in building, leveraging, defending, and sustaining strong brands. Select topics may include brand equity, brand (re)positioning, brand relationships, brand loyalty, brand community, open source branding, branded entertainment and other cultural branding strategies, internal branding, brand architecture design and portfolio strategy, brand leverage and extensions, brand metrics, crisis management, and brand stewardship. A team-based brand planning project or series of data-driven applications weaves content throughout the course and, when possible, involves a live client problem. Guest speakers from branding services, consulting, and practice provide insights throughout the course. While this course has obvious relevance for those contemplating brand management careers in product or service markets, it is appropriate for a range of future professionals within for-profit and not-for-profit C2C and B2B worlds, and others who share a simple passion for branding.

COURSE CODE: SI859

Gain the skills and know-how to manage up and across your organization, passing the normal organizational tests along the way from technical expert to cross-functional integrator to directing the future course of your organization. This is strategy implementation for the middle manager who needs to 1) size-up the situation and 2) determine how to gain the power needed to achieve their objectives. One of the qualitative factors that will be explored in great detail is personal style choice vis à vis different stakeholders and organizational politics and the resultant perceptions of you and your programs. Students will study both successful and less-successful managers through cases and readings, honing their own, personal managerial style.

COURSE CODE: SI860

This course will give students an understanding of the challenges of undertaking innovation within an existing corporate organization or other large institution such as governments or universities. Established industries are being disrupted by innovative products and services at an increasingly fast pace. Corporate leaders are confronting a dynamic shift from formal stage gate innovation approaches toward more entrepreneurial, iterative, fast-paced innovation processes such as agile development, design thinking, lean startup, rapid prototyping, and the business model canvas. To deliver innovative results, corporations must bridge ideas generated in the labs of tomorrow with current operations. This course aims to accelerate learning on corporate innovation by examining how corporate innovators can stay nimble and enable smart experimentation without risking the competencies that made them great. As the need to innovate becomes a matter of "life and death," how do large organizations successfully innovate? We will examine how techniques and frameworks developed in the startup world are being adapted for the corporate one and how established organizations select from a portfolio of options to foster innovation.

COURSE CODE: IS827

To thrive in modern economies, managers, entrepreneurs and investors need a thorough understanding of business platforms. Thousands of firms, from Facebook to Salesforce, now operate as open ecosystems that match buyers and sellers, gain value and market share from network effects, and harness their users to innovate. Drawing on cases from social media, entrepreneurship, enterprise software, mobile services, healthcare, and consumer products, students will analyze and learn to negotiate platform startup, convert existing businesses, and make vital decisions on issues of openness, cannibalization, and competition. Students will interact with execs of major firms such as Cisco and SAP and with startups. They will learn to apply concepts from two sided networks, industrial organization, information asymmetry, pricing, intellectual property, and game theory to real problems. Known worldwide for his work on network business models, Professor Van Alstyne provides students with the tools to leverage key principles into hands-on creation and management of real-world platforms.

COURSE CODE: HM840

Students enrolled in this course will be divided into teams of 3-4 students during the first class. Each team will be assigned a business development/strategy/marketing consulting project for a local, regional, national, or international health sector organization. These projects have been requested by these organizations; the organizations are covering all expenses associated with the projects and anticipate receiving a consulting report from the student team at the end of the semester. The deliverables for this assignment are the consulting report as well as a 30 minute in-class presentation followed by a 10 minute question-and-answer period. The team may also be asked by the organization to make a presentation to the organization’s management. These projects constitute a way to apply what you are learning in the MBA program to a real health sector management situation; an opportunity to gain experience and broaden your familiarity with health sector organizations with which you have had little or no direct experience; a way for local, regional, and national health sector organizations to benefit from your expertise and hard work in solving a management problem; and a continuing linkage of the Boston University MBA and Health Care Management Programs to the health sector community.