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

Readings

*Chapter numbers in the table refer to the following textbook:

Buy at Amazon Kotler, Philip, John Bowen, and James C. Makens. Marketing for Hospitality and Tourism. 2nd ed. Upper Saddle River, NJ: Prentice Hall, 1998. ISBN: 9780130807953. [ISBN-10: 0130807958]

LEC # Topics Readings/Key Dates
1 Introduction  
2 Marketing Philosophies & Core Concepts Marketing strategy: An overview
3 Knowing your customer: segmenting, targeting & positioning Ch. 8: Market Segmentation, Targeting, and Positioning for Competitive Advantage.
4 CASE STUDY: Calyx & Corolla Calyx & Corolla case study
5 Product Design & Branding Ch. 9: Designing Products

Storytelling: A new way to get close to your customer

Spark innovation through empathic design
6 CASE STUDY: Black & Decker Black & Decker case study
7 Market Research I: Conjoint Analysis  
8 CASE STUDY: Intuit Intuit case study

Customer Service: The Last Word
9 Market Research II: Survey Design  
10 Market Research III: Forecasting Demand  
11 CASE STUDY: Optical Distortion, Inc. Optical Distortion case study
12 Consumer Behavior Influence: Chapters 1 and epilogue

Get Closer to Your Customers by Understanding How They Make Choices
13 Consumer Behavior  
14 MID TERM EXAM  
15 Discuss exam / Marketing Channels Why We Buy: Chapters 2,8,9,10
16 Pricing: core concepts  
17 Pricing: psychological considerations  
18 CASE STUDY: Southwest Airlines Southwest Airlines case study
19 Advertising  
20 Advertising  
21 CASE STUDY: Swatch Swatch case study
22 Competition Ch. 19: Creating Competitive Advantage

Creative strategies for responding to competitive actions
23 Class Presentations of Group Project PROJECT WRITE-UPS DUE
24 Class Presentations (continued)  
25 Marketing Ethics & Course Overview Ch. 22: Marketing and Society
26 IN CLASS FINAL TAKE HOME PROBLEM DUE