Marketing Management, Fall 2002

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Author:

Frederick, Shane

Subject:

Business

Institution Name:

M.I.T.

Collection:

MIT OpenCourseWare

Grade Level:

Post-secondary

Abstract:

Provides an overview of the major areas in marketing. Introduces the concept of marketing as a means of creating value for consumers. Emphasis placed on understanding consumer needs and behavior. Coverage includes the major tools of the marketing mix: segmentation and positioning, product development and branding, channels of distribution, pricing, advertising, and communication strategies. Lectures, cases, guest speakers, and a computer simulation. Not open to Sloan graduate students. This course is an introduction to marketing: the study or practice of providing goods or services that satisfy human desires. To illustrate and discuss marketing concepts, we will read articles from scientific journals, chapters from marketing textbooks, newspaper clippings, and selections from popular literature. We will also use case studies to illustrate marketing principles and to apply marketing concepts to the real world. These case studies will involve a wide variety of products, including flowers, computer software, power tools, watches, and even contact lenses for chickens (seriously).

Languages:

English

Material Type:

Full Course, Homework and Assignments, Lecture Notes, Syllabi

Media Format:

Text/HTML, Downloadable docs

Conditions of Use:

Creative Commons Attribution-Noncommercial-Share Alike 3.0