77 Massachusetts Avenue, Cambridge, Massachusetts,
Awards Offered: Bachelors degree,Masters degree,Doctors degree - research/scholarship
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This course clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs.
Firms must develop major innovations to prosper, but they don't know how to. However, recent research into the innovation process has made it possible to develop breakthroughs systematically. 15.356 How to Develop Breakthrough Products and Services explores several practical idea generation development methods. To convey the art required to implement each of these methodologies, experts are invited to present real cases to the class.
Marketing research may be divided into methods that emphasize understanding "the customer" and methods that emphasize understanding "the market." This course (15.821) deals with the customer and emphasizes qualitative methods (interviews, focus groups, Voice of the Customer, composing questions for a survey). The companion course (15.822) deals with the market and emphasizes quantitative methods (sampling, survey execution, quantitative data interpretation, conjoint analysis, factor analysis).
This course discusses the basics every manager needs to organize successful technology-driven innovation in both entrepreneurial and established firms. We start by examining innovation-based strategies as a source of competitive advantage and then examine how to build organizations that excel at identifying, building and commercializing technological innovations. Major topics include how the innovation process works; creating an organizational environment that rewards innovation and entrepreneurship; designing appropriate innovation processes (e.g. stage-gate, portfolio management); organizing to take advantage of internal and external sources of innovation; and structuring entrepreneurial and established organizations for effective innovation. The course examines how entrepreneurs can shape their firms so that they continuously build and commercialize valuable innovations. Many of the examples also focus on how established firms can become more entrepreneurial in their approach to innovation.
This course is an introduction to marketing: the study or practice of providing goods or services that satisfy human desires. To illustrate and discuss marketing concepts, we will read articles from scientific journals, chapters from marketing textbooks, newspaper clippings, and selections from popular literature. We will also use case studies to illustrate marketing principles and to apply marketing concepts to the real world. These case studies will involve a wide variety of products, including flowers, computer software, power tools, watches, and even contact lenses for chickens (seriously).
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. In addition, students will have the opportunity to communicate and defend their recommendations and build upon the recommendations of their peers. We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers, individual assignments, and group projects. We will draw materials from a variety of sources and settings including services, consumer and business-to-business products.
How can we harness the emerging forms of interactive media to enhance the learning process? Professor Miyagawa and prominent guest speakers will explore a broad range of issues on new media and learning - technical, social, and business. Concrete examples of use of media will be presented as case studies. One major theme, though not the only one, is that today's youth, influenced by video games and other emerging interactive media forms, are acquiring a fundamentally different attitude towards media. Media is, for them, not something to be consumed, but also to be created. This has broad consequences for how we design media, how the young are taught in schools, and how mass media markets will need to adjust.
This course focuses on popular music, i.e. music created for and transmitted by mass media. Various popular music genres from around the world will be studied through listening, reading and written assignments, with an emphasis on class discussion. In particular, we will consider issues of musical change, syncretism, Westernization, globalization, the impact of recording industries, and the post-colonial era. Case studies will include Afro-pop, reggae, bhangra, rave, and global hip-hop.
This course is designed to teach students how to price goods and services by providing a framework for understanding pricing strategies and tactics. Topics covered include economic value analysis, price elasticities, price customization, pricing complementary products, pricing in platform markets and anticipating competitive price responses.
Product Design and Development is a project-based course that covers modern tools and methods for product design and development. The cornerstone is a project in which teams of management, engineering, and industrial design students conceive, design and prototype a physical product. Class sessions are conducted in workshop mode and employ cases and hands-on exercises to reinforce the key ideas. Topics include identifying customer needs, concept generation, product architecture, industrial design, and design-for-manufacturing.
The purpose of this course 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.
The course will teach you how to write, conduct and analyze a marketing research survey. The emphasis will be on discovering market structure and segmentation, but you can pursue other project applications
This course provides a series of strategic frameworks for managing high-technology businesses. The emphasis throughout the course is on the development and application of conceptual models which clarify the interactions between competition, patterns of technological and market change, and the structure and development of organizational capabilities.
This course provides you with a framework to understand the structure and dynamics of high-tech businesses, together with an approach for their effective strategic management. It is focused on domains in which systems are important, because either or both products are parts of larger and more complex systems, or they are comprised of systems. The domains covered include computing, communications (in particular the mobile and IP domains), consumer electronics, industrial networking, automotive, aerospace and medical devices. The course will be of particular interest to those interested in managing a business in which technology will likely play a major role, and also to those interested in investing in or providing counsel to these businesses.
This course covers how to leverage major technology advances to significantly transform a business in the marketplace. There is a focus on major issues a business must deal with to transform its technical and market strategies successfully, including the organizational and cultural aspects that often cause such business transformations to fail. Class material draws from concrete experiences of IBM's major transformation in the late 1990s, when it aggressively embraced the Internet and came up with its e-business strategy.