15.732 EMBA 营销管理 (Marketing Management)

MIT Course 15 · Executive MBA · 高管工商管理硕士 · 课号 15.732

TL;DR

• 面向企业高管的系统性营销战略设计，统筹 5C 市场环境分析与 STP 核心定位法则。
• 深度整合产品生命周期管理、全渠道分销策略与品牌溢价塑造，实现差异化竞争护城河。
• 在数字化浪潮中平衡短期获客转化与长期品牌资产沉淀，驱动可持续业务增长。

课程简介 / Description

This course provides an introduction to the fundamental concepts of marketing, including a customer orientation, matched with attention to competition and core strengths. It is organized so that each class is either a lecture or a case discussion. This course is a half semester MBA course taught to students in their first semester at Sloan. Together with their other core courses, students have the option of taking this course or an introductory finance course. This course is a prerequisite for all of the advanced marketing courses.

讲义 / Lecture Notes

• 1
  • Lecture: Introduction (PDF)
• 2
  • Lecture: The Customer Decision Process (PDF)
• 3
  • Case Study: Vicks
• 4
  • Lecture: Marketing Strategy 1 (PDF)
• 5
  • Lecture: Marketing Strategy 2 (PDF)
• 6
  • Case Study: Vestron
• 7
  • Case Study: Barco
• 8
  • Lecture: New Product Development (PDF)
• 9
  • Case Study: Optical Distortion
• 10
  • Lecture: Pricing (PDF)
• 11
  • Case Study: Tweeter etc.
• 12
  • Lecture: Management of Marketing Channels 1 (PDF)
• 13
  • Case Study: Boston Whaler
• 14
  • Lecture: Management of Marketing Channels 2 (PDF)
• 15
  • Case Study: Michael Bregman
• 16
  • Lecture: Advertising (PDF)
• 17
  • Lecture: Advertising at Nike
• 18
  • Lecture: Conclusion (PDF)

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