Marketing

Description: Develops the skills necessary to market innovations, including new products, services, concepts, and customer experiences. Covers how to select the right market, target that market effectively, position a product or service for maximum success, and combine analytics, frameworks, and research for maximum potential. Emphasizes both marketing theory and practice: proven solutions to marketing problems, case sessions to illustrate the application of these techniques in various industries, and practice sessions to apply these techniques to real problems.

Current Professor(s) for this this course:

• Rahul Bhui

MIT Kerberos users may download the syllabus here.

Restricted to Undergraduates

Description: Develops the skills necessary to market innovations, including new products, services, concepts, and customer experiences. Covers how to select the right market, target that market effectively, position a product or service for maximum success, and combine analytics, frameworks, and research for maximum potential. Emphasizes both marketing theory and practice: proven solutions to marketing problems, case sessions to illustrate the application of these techniques in various industries, and practice sessions to apply these techniques to real problems.

Current Professor(s) for this this course:

• Rahul Bhui

MIT Kerberos users may download the syllabus here.

Description: Introduction to behavioral economics for future managers, analysts, consultants or advisors to private and public enterprises. Presents basic principles of behavioral economics, and selected applications to marketing, management, finance, and public policy. Focuses on hidden influences, habits, and irrationalities in our behavior. Treats departures from 'rational behavior' as opportunities - for individuals to improve themselves, for companies to solve consumers' problems, for society to create new institutions and policies.

Current Professor(s) for this this course:

• Drazen Prelec

Description: Uses quantitative data to inform, make, and automate marketing decisions, including growth marketing, product design, pricing and promotions, advertising, and customer retention. Topics include creating metrics, randomized experiments, models for targeting, network effects, and analyzing launches. Features lectures, industry examples and guests, and data analysis assignments supported by in-class labs. Draws inspiration from the internet industry, but applications span many industries.

Current Professor(s) for this this course:

• Dean Eckles

MIT Kerberos users may download the syllabus here.

Description: Introduces proven methods for listening to customers and understanding their needs in order to generate new ideas to build the top line. Students practice experiential interviewing and discuss how to use metaphor analysis, observation, the voice of the customer, and other methods to uncover customer needs.

Current Professor(s) for this this course:

• John Hauser

MIT Kerberos users may download the syllabus here.

Description: Prepares students to formulate the marketing component of overall corporate strategy. Students examine three types of situations: some in which firms leverage their existing competitive advantages; some in which they build new competitive advantages; and some in which a seemingly weaker competitor, such as a start-up, leapfrogs a larger incumbent. Presents material through a combination of cases, lectures, and a group project.

Current Professor(s) for this this course:

• Birger Wernerfelt

MIT Kerberos users may download the syllabus here.

Restricted to Doctoral Students

Description: Seminar on current marketing literature and current research interests of faculty and students. Topics such as marketing models, consumer behavior, competitive strategy, marketing experimentation, and game theory.

Current Professor(s) for this this course:

• Dean Eckles

Restricted to Doctoral Students

Description: Presentations by faculty, doctoral students, and guest speakers of ongoing research relating to current issues in marketing. Topics: reports of research projects (proposed or in progress) and informal discussions of recent literature dealing with subjects of special interest to participants.

Current Professor(s) for this this course:

• Rahul Bhui
• Dean Eckles
• Drazen Prelec

Description: Provides a foundation for building, managing, and defending brands at various stages in the brand life cycle. Introduces the fundamentals of brand architecture and management relevant for B2C and B2B Marketing. Examples from a variety of industries cover topics that include brand co-creation, diffusion, imitation, and authenticity. Explores theory and practice using cases and academic research. Also looks at the development of leadership branding.

Current Professor(s) for this this course:

• Renee Richardson Gosline

MIT Kerberos users may download the syllabus here.

Description: Examines the behavior of consumers through the lens of behavioral economics, cognitive science, and social psychology. Reviews theory and research and brings this knowledge to bear on a wide range of applications in business and public policy. Lectures are combined with brainstorming sessions where students work in teams to apply concepts to real-world problems. Meets with 15.8471 when offered concurrently. Expectations and evaluation criteria may differ for students taking the graduate version; consult syllabus or instructor for specific details.

Current Professor(s) for this this course:

• David Rand

Restricted to Undergraduates

Description: Examines the behavior of consumers through the lens of behavioral economics, cognitive science, and social psychology. Reviews theory and research and brings this knowledge to bear on a wide range of applications in business and public policy. Lectures are combined with brainstorming sessions where students work in teams to apply concepts to real-world problems. Meets with 15.847 when offered concurrently. Expectations and evaluation criteria may differ for students taking the graduate version; consult syllabus or instructor for specific details.

Current Professor(s) for this this course:

• David Rand

Restricted to Doctoral Students

Description: Opportunity for group study by graduate students on current topics related to management not otherwise included in curriculum.

Current Professor(s) for this this course:

• David Rand

Restricted to MIT Sloan Fellows

Description: Group study of current topics related to management not otherwise included in curriculum.

Current Professor(s) for this this course:

• Duncan Simester

Description: This course will examine the foundations of and recent advances in Network Theory, Network Science and Applied Network Analysis from sociological, economic and statistical perspectives. The course is aimed at doctoral students conducting original research in applied network theory and analysis in a diverse set of fields including sociology, economics, statistics, computer science/machine learning, management, computational biology and physics. The course will follow a research seminar format, with deep critical examinations of original research papers from these disciplines, designed to teach networks research through an evaluation of networks research.

Professor(s) who recently taught this course:

• Sinan Aral

Restricted to EMBA Students

Description:  Studies the application of a reasoned framework to the selection of target markets and the optimization of marketing decisions. Subject is divided into two parts: a tactical portion that reviews how firms optimize profits in their chosen markets, and a strategic portion that focuses on identifying target markets. Tactical topics include pricing, promotion, channel and product issues.

Professor(s) who recently taught this course:

• Catherine Tucker

Restricted to MIT Sloan Fellows

Description: Marketing is a rigorous, disciplined science that applies a reasoned framework to the selection of target markets and the optimization of marketing decisions. The subject has two parts: a tactical portion and a strategic portion. The strategic portion focuses on identifying target markets. The tactical portion reviews how firms optimize profits in their chosen markets. Tactical topics include pricing, promotion, channel and product issues. Restricted to MIT Sloan Fellows in Innovation and Global Leadership.

Professor(s) who recently taught this course:

• Duncan Simester

Description: Develops skills in strategic marketing analysis and planning, and introduces key marketing ideas and phenomena, such as how to deliver benefits to customers. Presents a framework for marketing analysis and enhances problem solving and decision-making abilities in these areas. Material relevant to understanding, managing, and integrating marketing concepts in managerial situations, from entrepreneurial ventures to large multinational firms and to consulting.

Professor(s) who recently taught this course:

• John Hauser

Restricted to Undergraduates

Description: Provides a comprehensive introduction to contemporary marketing concepts and techniques, such as customer analysis, market segmentation, targeting, positioning, branding, product design, pricing, promotion, and distribution. Uses lectures, case studies, and class demonstrations to illustrate concepts. Emphasizes turning technology into market value. Primarily for undergraduate and non-MBA graduate students.

Professor(s) who recently taught this course:

• Juanjuan Zhang

Description: Framework for understanding pricing strategies and tactics. Topics covered include economic value analysis, price elasticities, price customization, pricing complementary products, pricing in platform markets and anticipating competitive price responses. Lectures and cases.

Professor(s) who recently taught this course:

• Catherine Tucker

Description: Project subject teaches students how to create, carry out, interpret, and analyze a market research questionnaire. Emphasis on discovering market structure and segmentation, but students can pursue other project applications. Includes a user-oriented treatment of multivariate analysis (factor analysis, multidimensional scaling, conjoint and cluster analysis).

Professor(s) who recently taught this course:

• Drazen Prelec

Description: Lays the foundation for the Enterprise Management (EM Lab) Track by developing students' ability to apply integrated management perspectives and practices in their roles within large organizations. Lectures, faculty mentors and cross-functional teams equip students with tools and knowledge to implement this track vision through classroom and project-based activities. Small teams of students deliver quality deliverables working on live integrative projects focused on marketing, operations, and/or Strategy sourced from large organizations, both for-profit and not-for-profit. Management guest speakers from Marketing, Operations and Strategy discuss their interrelated activities. The overall goal is to promote an integrated mindset towards viewing and addressing business issues. Students must register for both the fall term and IAP. Restricted to MBA students in EM Track.

Professor(s) who recently taught this course:

• Sharmila Chatterjee

Description: Applies marketing concepts, analyses and tools used in business-to-business (B2B) marketing. Develops an understanding of customer value management and value quantification as a strategy for delivering superior value to targeted business segments while maintaining equitable returns. Focuses on B2B pricing, brand building, web and technology facilitation of the supply chain, and customer relationship management. Underscores sales force management within the context of go-to-market strategy; however, does not address selling per se. Discusses ethical issues and various B2B contexts, such as products and services, for- and non-profits, and domestic and global markets. Emphasizes applications in technology and healthcare domains. Includes value-based pricing project, case studies, applied exercises, and readings.

Professor(s) who recently taught this course:

• Sharmila Chatterjee

Description: Group study of current topics related to management not otherwise included in curriculum. Coursework may continue into the following term.

Professor(s) who recently taught this course: 

• John Little

Restricted to EMBA Students

Description: Group study of current topics related to management not otherwise included in curriculum. Coursework may continue into the following term.

Professor(s) who recently taught this course:

• Birger Wernerfelt

Description: Group study of current topics related to management not otherwise included in curriculum.

Professor(s) who recently taught this course: 

• Renee Gosline

Restricted to MIT Sloan Fellows

Description: Group study of current topics related to management not otherwise included in curriculum.

Past Professor(s) for this this course:

• Duncan Simester

Restricted to MIT Sloan Fellows

Description: Group study of current topics related to management not otherwise included in curriculum.

Past Professor(s) for this this course:

• Duncan Simester

Restricted to EMBA Students, MIT Sloan Fellows, and Alumni

Description: Group study of current topics related to management not otherwise included in curriculum.

Past Professor(s) for this this course:

• Catherine Tucker

MIT Kerberos users may download the syllabus here.

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MIT Sloan’s MBA program is excited to announce the launch of our latest Track: Enterprise Management. The goal of the Enterprise Management Track is to develop students’ capability to apply integrated management perspectives and practices in their respective roles within large organizations via innovative classroom and project-based activities. Specifically, skills in marketing, operations, and strategy will be developed into a coherent perspective for cutting-edge performance. The curriculum prepares students for career tracks related to large organizations in the for-profit & not-for-profit sectors such as: consulting (different practices), functional and cross functional positions within large organizations (e.g., rotational management programs, marketing, branding, strategy, supply chain and operations management), product development and innovation management.

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