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15.810 Introduction to Marketing, Spring 2004

Diagram showing product features, perceptions, preferences, advertising, availability, and choice.
The "lens" model, showing attributes relevant to designing products for customers. (Image courtesy of Prof. John Hauser.)

Highlights of this Course

A full set of lecture notes and assignments are offered in this course. The final project is also available in the projects section.

Course Description

This course explores theory and practice that draws on 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. A variety of perspectives on marketing issues are encouraged.


Prof. John Hauser

Course Meeting Times

Three sessions / week
1.5 hours / session




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