Introduction to Marketing ( ocw.mit.edu)
As taught in: Spring 2005
The "lens" model, showing attributes relevant to designing products for customers. (Image by Prof. John Hauser.)
Level:
Graduate
Instructors:
Prof. John Hauser
Course Features
Course Description
Technical Requirements
Course Features

Lecture notes
Lecture Notes
LEC #
TOPICS
TYPES
1
Marketing (4P's, 5C's)† and Positioning
(Company skills)
Theory
2
Barco Projection Systems: Worldwide Niche
Marketing
Case
3
The Brita Products Company
Case
4
Product (Designing for Customers)
Theory
NOTES
(PDF)
(PDF)
LEC #
TOPICS
TYPES
5
Southwest Airlines, 1993*
Case
6
Calyx and Corolla
Case
7
Customers (Behavior, Research)
Theory
8
Snapple*
Case
9
Sony Aibo: The World's First Entertainment
Robot
Case
10
Advertising (Promotion)
Theory
11
Swatch*
Case
12
BMW Films
Case
13
Pricing (Customers, Competition)
Theory
14
Tweeter, etc.*
Case
15
Distribution (Place, Collaborators)
Theory
16
Aravind Eye Hospital, Madurai, India
Case
Wrap up and Review (Context)
Theory
Exercise on the Practice of Marketing is due.
Practice
17
NOTES
(PDF)
(PDF)
(PDF)
(PDF)
(PDF)
† Product, Promotion, Price, Place and Customer, Company Skills, Competition, Collaborators, Context
* Case eligible for group case write up.
Course Description
This course is an introduction to the theory and application of marketing. Marketing topics covered include Customer
needs, Company skills, Competition, Collaborators, and Context in marketing and product development (5C's). The
course combines cases, discussions, and readings to provide a mix of integrating concepts and hands-on problem
solving.
Technical Requirements
Special software is required to use some of the files in this course: .xls.
*Some translations represent previous versions of courses.