15.840 Special Seminar in Marketing: Marketing Management

Spring 2004

Diagram showing consumer behavior, measures, and marketing actions.
The actions of consumers and marketers are closely related in this continuous loop. (Diagram courtesy of Prof. Dan Ariely and Prof. Michael Norton.)

Course Highlights

This course features a set of lecture notes which accompanies the theory discussions in class. Both the midterm and final exams are also available.

Course Description

The purpose of 15.840 is to:
  • Introduce key marketing ideas and phenomena.
  • Develop students' skills in marketing analysis and planning.
  • Provide a forum (both written and oral) for presenting and defending recommendations and critically examining and discussing those of others. An emphasis is placed on theory and practice that draws on market research, competitive analysis, and marketing science.
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Prof. Dan Ariely
Prof. Michael Norton

Course Meeting Times

One session / week
3 hours / session