MOB35XX Intersection of Marketing & Operations: Sneakers
Helmut Fischer, former employee and archivist of the German sports goods company Puma, poses with a tennis shoe of the former German tennis star Boris Becker (unseen), pictured at the headquarters of Puma in Herzogenaurach. (AFP Photo)
Lauren Beitelspacher, Associate Professor
Richard Goulding, Lecturer
Technology, Innovation, & Operations Management
March Break 2020
Information Session Dates
Wednesday, September 11, 2019
Location: Olin 102
Thursday, September 5, 2019; 12:00 PM ET
Initial Application Deadline
Sunday, September 29, 2019; 11:59 PM ET
Rolling Application Opens
Monday, October 7, 2019; 9:00 AM ET
Rolling Application 'Pull' Dates (to fill open slots)
October 28 and November 18, 2019
Mandatory Course Dates
No partial participation is allowed.
Admitted students must participate in ALL program activities.
Course Travel:Friday, March 13 (afternoon) - Sunday, March 22, 2020 (afternoon) Class Dates: Saturday, March 14 - Saturday, March 21, 2020
Friday, March 27, 2020
2:00 - 4:30 PM in Boston
Bus: Babson to Boston @ 1:00 - 2:00 PM
Bus: Boston to Babson @ 4:30 - 5:30 PM
Location: Babson Boston Campus / Boston
The purpose of this course is to provide an overview of ideating, creating, producing, merchandising, marketing & delivering a product to market. The course will primarily focus on footwear and fashion to give students a meaningful lens to explore the challenges in go-to-market strategies. By the end of the course, students should have a better understanding of the challenges of taking a product from ideation all the way to the consumer delivery. This is very much a hands on course with the intent of providing an interactive, real-time working environment.
As consumers, we often only view the production process of a good as it impacts us, in the final transaction with the retailer. The purpose of this course is to provide students with a more comprehensive picture of how merchandise moves through the supply chain and is ultimately delivered to the consumer.
At Babson, we offer a Retail/Supply Chain Management concentration. However, the courses are consolidated in operations and marketing. The intention of this course is to cross list with both operations and marketing and articulate how these two are completely interdependent.
We will begin in Herzogenaurach where we will meet with the ideation and design team at adidas and Puma (hopefully). The purpose of this visit is to meet with designers to understand a) the thought process is designing products including all considerations, b) the timeline of the product process, and c) all the stakeholders involved in design through delivery. During this visit we will also meet with product line managers to demonstrate to students the timeline and decision making process of creating merchandise and delivering it to consumers.
After this, we will go to adidas's distribution center in Vechta Germany to tour the distribution facilities and understand how the merchandise flows from this DC in central Germany around the world.
Next, we will visit Europe's largest port in Rotterdam. Students often don't realize the complexities of distribution and delivery. Visiting this port will allow them to see 1) how merchandise travels from the adidas DC in Vechta, and, more importantly, 2) how merchandise arrives through the port and is then delivered around the world.
Seeing distribution centers and ports are hugely eye-opening experiences for students as they are often unaware of the enormity and complexity of these facilities.
Finally, we will arrive back in the United States to see how merchandise arrives to distribution centers in Boston. Then we will visit multiple retailers to understand how merchandise assortments are allocated to different stores based on vendor relationships, and the types of stores. We will visit Foot Locker, Bodega, and Dick's Sporting Goods to see how their merchandise assortments of Puma and adidas differ.
Sophomore, junior, or senior.
Student must be, and remain, in good academic standing with the college for duration of the course.
Student must be in good standing with the Office of Community Standards by time of travel.
SME 2011 - Principles of Marketing
SME 2002 - Operations Management
Course Syllabus | Sample Schedule | Information Session: Faculty Slides | Information Session: Glavin Office & SFS Slides
All students will travel on group air ticket Boston, MA (BOS) to Nuremberg, Germany (NUE) and Hamburg, Germany (HAM) to Boston, MA (BOS)
The program fee includes the following transportation:
Bus from Babson Wellesley Campus to/from Boston Logan Airport (BOS)
Group transportation in Germany
Bus from Nuremberg to Hamburg
Bus from Babson Wellesley Campus to/from Boston Campus
MBTA Day Pass
Students should also expect to pay for additional individual transportation around the city and to do significant walking.
Breakfast will be provided at the hotel.
The following meals are also included in the program fee: welcome dinner, some program lunches, and farewell dinner.
Students are responsible for paying for most lunches and dinners on their own.
Students with food allergies, intolerances, or other dietary restrictions are encouraged to contact their Program Manager prior to committing to the course to discuss any questions or concerns.
Estimated Total Cost: $3,900 + Tuition (4 credits)
Program Fee: $3,250 (includes group flight)
Included: Accommodations, breakfast, airport transport, group round-trip flight from Boston to Germany, program planned meals, and cultural excursions.
Not included: Tuition, visa costs, additional meals, and personal expenses.
Payment: The program fee is paid to the Glavin Office.
Cancellation Policy: All students who confirm their placement and later withdraw from the course are subject to the Elective Abroad cancellation policy. Please review this policy to understand any additional financial obligations.
Babson Tuition: 4-Credits
Tuition is paid directly to SFS and is included in the fall/spring semester flat-rate tuition charge (up to 20 credits)
To discuss tuition or your financial situation or to learn about grant opportunities, visit Student Financial Services.
Travel & Meals: $650
Estimated Additional Meals: $500
Estimated Incidentals: $150
Incidentals and additional meals (lunches and dinners) are based on estimated expenses from the previous year's course.
Expenses may be higher or lower depending on student's meal preferences.
Visa (if applicable)
All students are asked to research the visa requirements for their nationality to travel to Germany before committing to the course.
Students are responsible for securing visas (as needed) before travel.
Lauren Skinner Beitelspacher (Ph.D., University of Alabama) is an Associate Professor in the Marketing Division at Babson College. Her research interests include: buyer-supplier relationships, retail management, and the retail supply chain. Her work has been published in numerous scholarly journals including: Journal of Marketing, Journal of Applied Psychology, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business Research, and Industrial Marketing Management. She has also presented her work at numerous conferences and won several best paper in track awards at the American Marketing Association, Society for Marketing Advances and Academy of Marketing Science conferences. Her research concentrates specifically on the relationships with retailers and manufacturers. Whenever possible, her research focuses in the athletic, outdoor, and sporting goods industry.
Richard Goulding teaches at Babson College in Technology, Innovation, & Operations Management. He is also Faculty Director of the Master's in Management & Entrepreneurial Leadership program at F.W. Olin Graduate School of Business.
Richard’s professional background spans senior executive positions in Strategy & Development, Operations, and Private Equity Investment in public and privately held firms. He has held key operating and investment responsibilities in:
Consumer Packaged Goods
Advanced Building Systems
Food & Agriculture
Richard has also advised more than twenty firms ranging from labs & start-ups to large, multi-market enterprises, leveraging particular expertise in new venture & mid-market board governance.
Throughout his career, Richard has focused venture investment - and its implications - into critical operating domains and shifting boundaries of the firm. He has leveraged a focused, disruptive equity approach into established industry sectors such as consumer products, natural resources, and agriculture.
Alex Nesbeda manages the programming for Electives Abroad & Away, International Consulting Experience, and the Global Entrepreneurship Experience for the undergraduate and graduate student populations. She is the program manager for undergraduate Electives Abroad in Japan, Germany, Uruguay/Argentina, and Israel; the undergraduate Elective Away in Manhattan; the graduate Elective Abroad in Italy; and the MSEL Global Entrepreneurship Experience in Israel and Tanzania. She also handles the risk management for the Affordable Design and Entrepreneurship (ADE) program.