《市場營銷學(xué)（雙語）》課程教學(xué)大綱

市場營銷學(xué)課程大綱課程名稱：Marketing/市場營銷學(xué)課程編號：ab11124009課程屬性：requiredcourse授課對象：sophomores,Marketing總學(xué)時/學(xué)分：64/4開課學(xué)期：springsemester課程負(fù)責(zé)人：先修課程：economics,managementI.CourseOverviewMarketingisacomprehensivedisciplinewithashorthistory,whichistherequiredcourseforbusinessschoolstudents.Itisevolvedfromwell-developeddisciplineslikemanagement,behavioralscienceandquantitativeanalysis.Thecoursefocusesonnewdevelopmentsandrightlyputsforwardnewmarketingphilosophyofcustomerorientationandcreatingcustomervalueforprofitablecustomerrelationships.Withinsuchaframeworkitdiscussestopicslikeproductdesignanddevelopment,distributionandservicesmarketing,brandingandtwo-waycommunicationsbetweencustomersandthefirm.Marketingiseverywhere,withmarketing,advertising,management,retailing,marketingresearch,logisticsandpublicservicestherightplaceformarketingapplication. II.CourseObjectives1.tounderstandfundamentalsofmarketingliketocreatecustomervalueandcoreconceptslikeSTPand4Ps;2.tobefamiliarwithmarketingstrategies;3.tobuildmarketingphilosophyofcustomerorientation; 4.togetaccesstoleading-edgemarketingstudiesandtofullyunderstandChina’smarketingpractices.III.CourseOutlineandRequirementThefocusofthiscourseisonmarketingconceptsandstrategies.Itsobjectiveistoprovidethestudentwithanunderstandingoftheroleofmarketingwithinthebusinessfirm.Thecoursecentersonmarketingdecision-makingwithinthefirmandthetaskofadaptingcreativelyandethicallytoachangingenvironment,especiallytheglobalenvironment,inordertoachievethefirm’sobjectives.Developingthestudent’sdecision-makingandanalyticalabilitywillbeamajorthrustofthecourse.Uponcompletionofthisclass,studentsshouldbeabletounderstand,interpret,andappropriatelyusemarketingconceptsandtheories,includingthefollowing:UnderstandingthenatureofmarketingUnderstandingtheroleofmarketinginorganizationsAnalyzingmarketingopportunities,whichincludebutarenotconfinedtocustomeranalysis,competitoranalysis(theirresources),marketanalysis,environmentalanalysis,self-analysis(ourresources)Determiningmarketingtasks,tools,andvariables,whicharegeneralizedunderthe4Ps:Communications:personalandmass;Pricepracticesandpolicies;Channelsofdistribution;ProductpolicyDevelopingandimplementingmarketingstrategiesIV.TeachingApproachandGradingPolicyTheMarketingclassshallbemainlydeliveredfromtheinstructorwithcasestudy,classgrouppresentationandreviewclasses.Thegradingsystemiscomposedof:1.classparticipation(10points)attendance,involvement,groupreview,grouppresentation,discussions2.quizzes(20points/4times)multiplechoicequestions,shortanswerquestions,translations,openquestions3.mid-termexam(20points)problem-basedexam,openquestions,essayquestions4.finalexam(50points)tobedecidedV.TextbooksandReferencesKotler,PhilipandKevinLaneKeller,MarketingManagement,13thed.,UpperKotler,PhilipandGaryArmstrong,PrinciplesofMarketing,13thed.,Upper科特勒，凱勒著；王永貴等譯.《營銷管理（第13版）》，上海：格致出版社，上海人民出版社，2009.科特勒，阿姆斯特朗著；樓尊譯.《市場營銷原理（第13版）》，北京：中國人民大學(xué)出版社，2010.VI.ClassSchedulesessiontopicsparticularsCh.1DefiningMarketing(4periods)ThehistoryofmarketingTheimportanceofmarketingThescopeofmarketingCoremarketingconceptsCompanyorientationtowardthemarketplaceCh.2CreatingCustomerValue,Satisfaction,andLoyalty(4periods)Buildingcustomervalue,satisfaction,andloyaltyMaximizingcustomerlifetimevalueCultivatingcustomerrelationshipsDatabasemarketingDiscussions（4periods）Review:Ch.1,2quizcasestudyLINKWord.Document.12L:\\營銷系課程大綱\\營銷系課程大綱4-6\\市場營銷學(xué)（雙語）-潘虹.docOLE_LINK1\a\r錯誤!鏈接無效。MarketingenvironmentAnalyzingthemicroenvironmentAnalyzingthemacroenvironmentCh.4CollectingInformationandForecastingDemand（1period）Marketinginformationsystem（skipped）Marketingresearch（skipped）ForecastinganddemandmeasurementCh.5AnalyzingConsumerMarkets(1period)Whatinfluencescustomerbehavior?（skipped）Keypsychologicalprocesses（skipped）ThebuyingdecisionprocessCh.6AnalyzingBusinessMarkets（3periods）Whatisorganizationalbuying?ParticipantsinthebusinessbuyingprocessTheprocurementprocessIndustrialmarketingDiscussions（4periods）Review:Ch.3,4,5,6quizcasestudyCh.7IdentifyingMarketSegmentsandTargets（3periods）LevelsofmarketsegmentationBasesforsegmentingconsumermarketsMarketTargetingCh.8PositioningStrategy（2periods）DevelopingandcommunicatingapositioningstrategyDifferentiationstrategiesCh.9BrandingStrategy（1period）Definingbrand（skipped）BuildingstrongbrandsBuildingbrandequity（skipped）Ch.10CompetitiveStrategy（3periods）CompetitiveforcesCompetitoranalysisCompetitivestrategiesCustomerorientationandcompetitororientationCh.11GlobalizationStrategy（1period）GlobalizingmanagementCountry-of-origineffectsDiscussions（4periods）Review:Ch.7,8,9,10,11quizcasestudy,literatureCh.12SettingProductStrategy（4periods）DefiningproductProductandbrandrelationshipsPLCstrategyNewproductdevelopmentstrategyCh.13DevelopingPricingStrategiesandPrograms（2periods）SettingpricesPriceadjustmentstrategiesPricechangesCh.14MarketingChannels（1period）MarketingchannelsandvaluenetworksMarketingchannel