Peer Review

15.810 Marketing Management | Sloan School of Management

Material Detail page

Reviewed:: Oct 17, 2016 by Business

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Ratings

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Content Quality:

Effectiveness:

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Overview:: This course provides an introduction to the fundamental concepts of marketing, including a customer orientation, matched with attention to competition and core strengths. It is organized so that each class is either a lecture or a case discussion. This course is a half semester MBA course taught to students in their first semester at Sloan. Together with their other core courses, students have the option of taking this course or an introductory finance course. This course is a prerequisite for all of the advanced marketing courses.
Type of Material:: Online Course from 2015. Note that this course was accessed through an archive containing many other courses at Sloan. There are additional sections of this course in the archive that were offered in other time periods.
Recommended Uses:: This site could serve other instructors in developing a similar course. There is sufficient information to provide the basic foundational information, but the site itself does not provide the full course.
Technical Requirements:: Used Chrome; PDF reader
Identify Major Learning Goals:: The course seeks to: 1. Introduce students to key marketing ideas and phenomena, especially the core theme of delivering benefits to customers. 2. Develop skills in marketing analysis and planning. 3. Familiarize students with the tactics of the marketing (Product strategy, advertising and communications [Promotion], and distribution [Place], and Price - 4P's) and enhance problem solving and decision making abilities in these areas. 4. Provide students with a forum (both written and oral) for presenting and defending recommendations and critically examining and discussing those of others.
Target Student Population:: This will depend upon the scope and sequence of the institutional curriculum. While this course design is labeled for MBA-level students, the information presented could be use throughout many marketing programs.
Prerequisite Knowledge or Skills:: None

Content Quality

Rating:
Strengths:: . The information is relevant, and useful for many developing or looking for insights in teaching a general marketing course. . Topics are current, relevant, and application/examples are provided, though limited. . The learning materials includes many typical areas associated with communicating a course online (e.g., syllabus, readings, calendar, lecture notes, projects, etc.)
Concerns:: . This is not a full-content course. . The "Related Resources" page contains links to academic associations that students would likely not have much interest in exploring.

Potential Effectiveness as a Teaching Tool

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Strengths:: . There is no required textbook so the materials can be easily adapted for most any general marketing textbook. . There are suggestions for textbooks to purchases within various places of the module. These suggestions include links to Amazon. When you follow links to Amazon.com - on this page or any course page with an Amazon logo (Amazon logo) MIT Open Courseware will receive up to 10% of the price of any purchases made during that visit. This will not increase the cost of any purchases. . The provided lecture notes (not all lectures) are professionally designed, clear, concise and content is current and relevant. Examples provided for readings are good.
Concerns:: . Professors would have to edit/adapt much of the material in this module to make it better suit their particular needs. . It isn't a standalone module that the students could be sent to in order to just take a course. . It serves as an excellent template, particularly for doctoral students and instructors new to teaching who are looking for examples. . The user will have to develop the full accompaniment of materials, assignments, etc. for a full course.

Ease of Use for Both Students and Faculty

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Strengths:: . Excellent navigation, not overwhelming, and well-written.
Concerns:: None

Other Issues and Comments:: . The link provided in MERLOT is for an older version of the course, from 2010. By searching the MIT database, this review was conducted for a newer, 2015 version of the course taught and developed. . There is a Creative Commons license associated with this learning material.
Creative Commons: