15.840 营销管理高级专题研讨 (Seminar in Marketing)

MIT Course 15 · Marketing · 市场营销 · 课号 15.840

TL;DR

• 追踪现代营销学前沿突破，聚焦大数据驱动的归因模型、算法推荐与个性化动态营销。
• 消费者流失预警模型、再营销召回战略与全渠道无缝融合体验设计。
• 品牌资产的财务量化评估、公关危机公关治理及数字化时代的消费者信任重塑。

课程简介 / Description

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.

讲义 / Lecture Notes

• 1
  • Case: FedEx
  • Introduction (PDF)
• 2
  • Case: Calyx and Corolla
  • Theory: Customer Life Time Value (PDF)
• 3
  • Case: Population Services
  • Theory: Decision Making (PDF)
• 4
  • Case: Coke
  • Theory: Pricing I (PDF)
• 5
  • Case: Rohm and Haas
  • Theory: Pricing II (PDF)
  • The Psychology of Pricing (PDF)
• 6
  • Case: BMW Films
  • Theory: Advertising (PDF)
• 7
  • Midterm Exam
• 8
  • Case: Zenith
  • Theory: Diffusion
• 9
  • Case: Humminbird
  • Theory: Product Development (PDF)
• 10
  • Case: Yoplait
  • Theory: Research Methods (PDF)
• 11
  • Cases: Xerox and Intuit
  • Theory: Customer Satisfaction (PDF)
• 12
  • Cases: Barco and Swatch
  • Theory: Product Life Cycle (PDF)
• 13
  • Cases: Levi's, and Black and Decker
  • Theory: Branding (PDF)
• 14
  • Presentations and Simulation
• 15
  • Final Exam

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