15.810 Marketing Management is designed to serve as an
introduction to the theory and practice of marketing. Students will
improve their ability to develop effective marketing strategies and
assess market opportunities, as well as design strategy implementation
programs.
This course covers the process of identifying and quantifying market
opportunities, then conceptualizing, planning, and starting a new,
technology-based enterprise. Students develop detailed business plans
for a startup. It is intended for students who want to start their own
business, further develop an existing business, be a member of a
management team in a new enterprise, or better understand the
entrepreneur and the entrepreneurial process.
Companies today confront an increasing array of choices regarding markets, locations for key activities, outsourcing and ownership modes, and organization and processes for managing across borders. This course provides students with the conceptual tools necessary to understand and work effectively in today's interconnected world by developing strategic perspectives that link this changing environment, the state of the global industry, and the capabilities and position of the firm.
The goal of this subject is to provide the foundations for taking effective action in the multi-layered world of international business. The first section of the course provides frameworks for identifying and taking advantage of the opportunities presented in a dynamic global environment at the level of the country and industry. The second section of the course focuses on firm-level strategic choices regarding where to engage in which activities. The third section focuses on the challenges of integrating the multiple perspectives, functions, and interests that constitute the multinational firm.