MIT Lecture - Rethinking Marketing
What is marketing? How do we manage marketing? The first words come into people’s mind are always 4P (Product, Place, Promotion, and Price) and 5C (Customer, Competitor, Collaborator, Company, and Context). “Today, we need to step further and rethink marketing,” says Professor Juanjuan Zhang, Epoch Foundation Professor of International and Professor of Marketing at the MIT Sloan School of Management.
An internationally renowned marketing scholar, Professor Zhang delivered an insightful and intriguing lecture to the international MBA students on December 18th. By analyzing two classic Harvard Business School cases – BMW Films and Sony AIBO: The World’s First Entertainment Robot – in an interactive and edificatory way, Professor Zhang introduced two new aspects to rethink marketing strategy: selling a product to non-buyers and selling a product as a non-product.
In addition to lecturing and interaction with students, Professor Zhang also played some videos to assist students to build a deeper understanding about contexts of the cases.
Although the whole lecture was informative, students didn’t take it as a burden to catch up with Professor Zhang’s pace and comprehend the cutting-edge theories, because the lecture was well-structured with step-by-step analysis and clear take-aways.
“Thanks to Professor Zhang, although I get to take marketing course in next semester, I already get attracted by this curriculum.” Says Carlos, student from 2015 IMBA Class 1.
Written by 2015 IMBA GUO Yumeng
Dec 28, 2015
