15.810 Marketing Management

15.814 Marketing Innovation

15.838 Research Seminar in Marketing






MIT Sloanware

The following materials are copyrighted by the MIT Sloan School of Management. However, just write me to obtain permission to use these without fee. You may also link directly to the pdfs. The first four notes are updated as of 2015.

Note on the Voice of the Customer

Note on Consumer Behavior

Note on Conjoint Analysis

Note on Strategic Positioning

Note on Defensive Marketing Strategy

Note on Product Development

Note on Life Cycle Diffusion Models

Note on Engineering Product Design

Note on Incentives in the Channel of Distribution

Problem Sets

Communications (with Spreadsheet)

Pricing (with Spreadsheet)

Customer Journey (with Spreadsheet)

Action Learning Exercises

Marketing Innovation I

Marketing Innovation II