Special Seminar in Marketing: Marketing Management

Diagram showing consumer behavior, measures, and marketing actions.

The actions of consumers and marketers are closely related in this continuous loop. (Diagram courtesy of Prof. Dan Ariely and Prof. Michael Norton.)


MIT Course Number


As Taught In

Spring 2004



Cite This Course

Course Description

Course Features

Course Description

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.

Related Content

Dan Ariely, and Michael Norton. 15.840 Special Seminar in Marketing: Marketing Management. Spring 2004. Massachusetts Institute of Technology: MIT OpenCourseWare, https://ocw.mit.edu. License: Creative Commons BY-NC-SA.

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