Marketing

Restricted to Executive MBA students

Description: Focuses on practical pricing tactics. Presents a framework for the steps firms should take when thinking about pricing a new product or improving the pricing performance of an old product. Tools covered include monadic pricing surveys, empirical price elasticity calculations, and conjoint.

Restricted to Executive MBA 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

Restricted to Sloan Fellow MBAs

Description: Introduces the core strategic framework used to evaluate the attractiveness of different markets. Reviews the methods that firms can use to optimize their profits in the markets that they choose to target.

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.

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.

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.

Description: Framework for understanding pricing strategies and analytics, with emphasis on entrepreneurial pricing. Topics include economic value analysis, elasticities, customization, complementary products, pricing in platform markets, and anticipating competitive responses.

Description: Uses quantitative data to inform, make, and automate marketing and product 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.

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.

Restricted to Sloan MBA and Sloan Fellow MBA students in EM Certificate

Description:  Lays the foundation for the Enterprise Management (EM) Certificate by developing students' ability to apply integrated management perspectives and practices through action-learning. Small teams of students deliver quality deliverables by working on projects for large organizations and emergent innovators that integrate marketing, operations, and/or strategy. Students engage with faculty mentors and guest faculty speakers from marketing, strategy, and operations. Promotes a holistic cross-functional approach to addressing business issues. Significant class time allocated to team collaboration on projects. Students must register for both the fall term and IAP. Restricted to Sloan MBA and Sloan Fellow MBA students in EM Track.

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.

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.

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.

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.

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 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.

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.

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

Restricted to Doctoral Students

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

Description: Many products and services aim to change the behaviors of the people who use them, and people often adopt these with the explicit goal of changing their own behaviors in domains like health, finance, sustainability, and relationships. This course combines ideas from design thinking and process with behavioral science, especially using the latter generatively in the design process. Through intensive teamwork in and outside of classes, students will do design research, idea generation, and rapid prototyping. Students will start with changing their own behaviors.

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

Marketing addresses problems that organizations face in seeking to provide products and services that satisfy customers' demands. Students are expected to acquire a solid grasp of behavior and management science theory and method through their coursework. Relevant disciplines include behavioral science, economics, operations research, and statistics. Through workshops, seminars, and applied and theoretical research with faculty, candidates gain experience that is the prerequisite for independent work.

PhD candidates work alongside MIT Sloan's world-renowned marketing faculty. The pioneering research of MIT Sloan faculty in building and implementing marketing models and decision-support systems has enhanced new product development for decades. Other award-winning research projects focus on customer satisfaction and the psychological underpinnings of economic and consumer behavior.

Marketing Graduates

Example Thesis Topics

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MIT Sloan’s MBA program is excited to announce the launch of our latest Certificate: Enterprise Management. The goal of the Enterprise Management Certificate 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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