The actions of consumers and marketers are closely related in this continuous loop. (Diagram courtesy of Prof. Dan Ariely and Prof. Michael Norton.)
The purpose of 15.840 is to:
Introduce key marketing ideas and phenomena.
Develop students' skills in marketing analysis and planning.
Provide a forum (both written and oral) for presenting and defending recommendations and critically examining and discussing those of others. An emphasis is placed on theory and practice that draws on market research, competitive analysis, and marketing science.