Description: Marketing as a rigorous, disciplined science that applies a reasoned framework to the selection of target markets and the optimization of marketing decisions. Subject has two parts: a tactical portion and a strategic portion. The tactical portion reviews methods firms use to optimize profits in markets they choose to target. Topics include pricing, promotion, distribution and product issues. The strategic portion focuses on identifying organizational competencies and using these competencies to analyze industries and identify target markets. Restricted to MIT Sloan Fellows in Innovation and Global Leadership.
Course #: 15.810
Professor(s) who recently taught this course: