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This is an archived course. A more recent version may be available at ocw.mit.edu.
Diagram of the "4 P's" of marketing. (Courtesy of Prof. Shane Frederick.)
Prof. Shane Frederick
15.812
Fall 2002
Graduate
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).
Shane Frederick. 15.812 Marketing Management. Fall 2002. Massachusetts Institute of Technology: MIT OpenCourseWare, https://ocw.mit.edu. License: Creative Commons BY-NC-SA.
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