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15.810 Marketing Management is designed to serve as an introduction to the theory and practice of marketing.
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Description
Students will improve their ability to develop effective marketing strategies and assess market opportunities, as well as design strategy implementation programs. In addition, students will have the opportunity to communicate and defend their recommendations and build upon the recommendations of their peers. We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers, individual assignments, and group projects. We will draw materials from a variety of sources and settings including services, consumer and business-to-business products.
Course content
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- Introduction and company analysis Unlimited
- Customer analysis I Unlimited
- Customer analysis II and III: Value to the customer and customer lifetime value Unlimited
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- Segmentation, targeting and positioning Unlimited
- IBS, social responsibility and marketing Unlimited
- Branding Unlimited
- Product Unlimited
Instructor
