Introduction to Marketing

Introduction to Marketing
Course Description
This course is an introduction to the theory and application of marketing. Marketing topics covered include Customer needs, Company skills, Competition, Collaborators, and Context in marketing and product development (5C's). The course combines cases, discussions, and readings to provide a mix of integrating concepts and hands-on problem solving.

Readings
Seven articles, written by Prof. John Hauser, are available in full here, and cited below in the reading list.
Note on Mathematical Derivation of Unilateral Incentives (PDF)
Note on Defensive Marketing Strategy (PDF)
Note on Life Cycle Diffusion Models (PDF)
Note on the Voice of the Customer (PDF)
Note on Consumer Behavior (PDF)
Note on Incentives in the Channel of Distribution (PDF)
Note on Product Development (PDF)

1 Marketing (4P's, 5C's)† and Positioning (Company skills) Theory(PDF)
2 Barco Projection Systems: Worldwide Niche Marketing Case (PDF)
3 The Brita Products Company Case (PDF)(XLS)
4 Product (Designing for Customers) Theory (PDF)
5 Southwest Airlines, 1993* Case (PDF)
6 Calyx and Corolla Case (PDF)
7 Customers (Behavior, Research) Theory (PDF)
8 Snapple* Case (PDF)
9 Sony Aibo: The World's First Entertainment Robot Case (PDF)
10 Advertising (Promotion) Theory (PDF)
11 Swatch* Case (PDF)
12 BMW Films (PDF)
13 Pricing (Customers, Competition) Theory (PDF)
14 Tweeter, etc.* Case (PDF)
15 Distribution (Place, Collaborators) Theory (PDF)
16 Aravind Eye Hospital, Madurai, India Case (PDF)
17 Wrap up and Review (Context)Exercise on the Practice of Marketing PDF