15.812 Marketing Management, Fall 2002
2002秋季课程：营销管理
图：营销学的4P's
营销学中4P图示 (由Shane Frederick教授提供)
課程重點
本研究生课程包括上课讲稿、详细的教学日程安排以及一系列阅读材料，讲述营销学的初步知识。本课的主要内容是帮助学生深刻了解营销学中的＂４Ｐｓ＂，分别是产品、价格、促销和渠道，并培养学生的分析、研究和战略（分析）能力。
Lecture notes, a detailed calendar and list of readings are provided for this graduate level introductory marketing course. The course focuses on gaining a solid understanding of the "4 Ps" - product, price, promotion and place and developing analysis, research and strategy skills.
課程描述
本课程是营销学的导论部分：对提供产品或服务去满足人类欲望这样一门学科及实践的研究。为了阐明和讨论营销的概念，我们将会读一些取自科学类期刊的文章，营销类书籍中的章节，新闻剪报，以及流行读物中的节选文章。我们同样也会使用案例分析法来说明营销学中的原理并把理论应用到实际生活中。这些案例会包括很多不同类的产品，比如花、电脑软件、电力工具、手表，甚至是小鸡用的隐形眼镜。
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).