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.
Description: In-depth study of the disciplinary framework for marketing and its applications to target markets and the optimization of marketing decisions. Students develop and practice techniques in five key stages of the framework: market orientation and research, segmentation and positioning, marketing mix, branding, and retailing and B2B. Emphasizes marketing management for the general manager, in particular profit optimization in chosen markets, and pricing, promotion, and product issues. Restricted to Executive MBA students.
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.
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.
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.
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.
Description: Introduction to soft consumer research methods, useful for getting quick customer input into decisions on product design and development, strategic positioning, advertising, and branding. Covers interview techniques, observational methods, voice of the customer, focus groups, and analyses suitable for qualitative data. Introduces new information-gathering methods in development at MIT.
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).
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.
Description: Applies marketing concepts, analyses and tools used in business-to-business (B2B) marketing which accounts for more than half of the economic activity in the US. Develops an understanding of customer value management as a strategy for delivering superior value to targeted business segments while maintaining equitable returns. Using an analytical framework, students assess components of customer value and translate them into actionable marketing strategies and programs. Focuses on 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. Discusses ethical issues and various B2B contexts such as products and services, for-profits and non-profits, domestic and global markets. Emphasis on applications in technology and healthcare domains. Includes case studies, applied exercises, and readings.
Description: Introduces tools from strategy and economics to look systematically at marketing strategy. Topics include how to maximize value for the customer-firm-supplier triad and how to develop new sources of competitive advantage. Taught mostly with cases. Half-term subject.
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. 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. Restricted to doctoral students.
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.
Description: Examines models of consumer behavior and methods for its analysis and prediction. Focuses on theories developed in marketing, psychology, and other behavioral sciences, and their role in understanding consumer preferences and decision making. Reviews theories in the context of a variety of industry applications. Students apply theories to their own market research projects.
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.