15.812 Marketing Management

Fall 2002

Diagram of the ''4 P's of Marketing.''
Diagram of the "4 P's" of marketing. (Courtesy of Prof. Shane Frederick.)

Course Highlights

Lecture notes, a detailed calendar and list of readings are provided for this graduate level introductory marketing course. The course focuses on gaining a solid understanding of the "4 Ps" - product, price, promotion and place and developing analysis, research and strategy skills.

Course Description

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).

*Some translations represent previous versions of courses.

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Prof. Shane Frederick

Course Meeting Times

Two sessions / week
1.5 hours / session