The "lens" model, showing attributes relevant to designing products for customers. (Image by Prof. John Hauser.)
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.
Special software is required to use some of the files in this course: .xls.
*Some translations represent previous versions of courses.