This is an archived course. A more recent version may be available at

Archived Versions

Introduction to Marketing

As taught in: Spring 2005

Diagram showing product features, perceptions, preferences, advertising, availability, and choice.

The "lens" model, showing attributes relevant to designing products for customers. (Image by Prof. John Hauser.)


Prof. John Hauser

MIT Course Number:




Course Features

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.

*Some translations represent previous versions of courses.