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1、市场营销学课程大纲课程属性：required course 总学时/学分：64/4 课程负责人：课程名称：Marketing/市场营销学课程编号：ab11124009授课对象：sophomores, Marketing开课学期：spring semester先修课程：economics, managementCourse OverviewMarketing is a comprehensive discipline with a short history, which is the required course for business school students. It is evo
2、lved from well-developed disciplines like management, behavioral science and quantitative analysis. The course focuses on new developments and rightly puts forward new marketing philosophy of customer orientation and creating customer value for profitable customer relationships. Within such a framew
3、ork it discusses topics like product design and development, distribution and services marketing, branding and two-way communications between customers and the firm. Marketing is everywhere, with marketing, advertising, management, retailing, marketing research, logistics and public services the rig
4、ht place for marketing application.I. Course Objectives1. to understand fundamentals of marketing like to create customer value and core concepts like STP and 4Ps;2. to be familiar with marketing strategies;3. to build marketing philosophy of customer orientation;4. to get access to leading-edge mar
5、keting studies and to fully understand Chinas marketing practices.II. Course Outline and RequirementThe focus of this course is on marketing concepts and strategies. Its objective is to provide the student with an understanding of the role of marketing within the business firm. The course centers on
6、 marketing decisionmaking within the firm and the task of adapting creatively and ethically to a changing environment, especially the global environment, in order to achieve the firms objectives. Developing the students decision-making and analytical ability will be a major thrust of the course.Upon
7、 completion of this class, students should be able to understand, interpret, and appropriately use marketing concepts and theories, including the following:Understanding the nature of marketingUnderstanding the role of marketing in organizationsAnalyzing marketing opportunities, which include but ar
8、e not confined to customer analysis, competitor analysis (their resources), market analysis, environmental analysis, self-analysis (our resources)Determining marketing tasks, tools, and variables, which are generalized under the 4Ps: Communications: personal and mass; Price practices and policies; C
9、hannels of distribution; Product policyDeveloping and implementing marketing strategiesTeaching Approach and Grading PolicyThe Marketing class shall be mainly delivered from the instructor with case study, class group presentation and review classes.The grading system is composed of:1. class partici
10、pation (10 points)attendance, involvement, group review, group presentation, discussions2. quizzes (20 points/4 times)multiple choice questions, short answer questions, translations, open questions3. mid-term exam (20 points)problem-based exam, open questions, essay questions4. final exam (50 points
11、)to be decidedTextbooks and ReferencesKotler, Philip and Kevin Lane Keller, Marketing Management, 13th ed., Upper Saddle River: Pearson, 2009.Kotler, Philip and Gary Armstrong, Principles of Marketing, 13th ed., lipper Saddle River: Prentice Hall, 2009.科特勒，凯勒著；王永贵等译.营销管理(第13版)，上海：格致出版 社，上海人民出版社，2009
12、.科特勒，阿姆斯特朗著；楼尊译.市场营销原理(第13版)，北京：中 国人民大学出版社，2010.III. Class SchedulesessiontopicsparticularsCh. 1Defining Marketing (4 periods)The history of marketingThe importance of marketing The scope of marketing Core marketing concepts Company orientation toward the marketplaceCh. 2 Creating Customer Value, Sa
13、tisfaction, and Loyalty (4 periods)Building customer value, satisfaction, and loyaltyMaximizing customer lifetime value Cultivating customer relationshipsDatabase marketingDiscussions (4 periods)Review: Ch.1,2 quiz case study错误!链接无效。Marketing environmentAnalyzing the microenvironmentAnalyzing the ma
14、croenvironmentCh. 4 Collecting Information and Forecasting Demand (1 period)Marketing information system (skipped)Marketing research (skipped) Forecasting and demand measurementCh. 5 Analyzing Consumer Markets (1 period)What influences customer behavior? (skipped)Key psychological processes (skipped
15、) The buying decision processCh. 6 Analyzing Business Markets (3 periods)What is organizational buying?Participants in the business buying processThe procurement processIndustrial marketingDiscussions (4 periods)Review: Ch. 3,4,5,6 quiz case studyCh. 7 Identifying Market Segments and TargetsLevels o
16、f market segmentationBases for segmenting consumer marketsMarket Targeting(3 periods)Ch. 8 Positioning Strategy (2 periods)Developing and communicating a positioning strategyDifferentiation strategiesCh. 9 Branding Strategy (1 period)Defining brand (skipped)Building strong brandsBuilding brand equit
17、y (skipped)Ch. 10 Competitive Strategy (3 periods)Competitive forcesCompetitor analysisCompetitive strategiesCustomer orientation and competitor orientationCh. 11 Globalization Strategy (1 period)Globalizing management Country-of-origin effectsDiscussions (4 periods)Review: Ch.7,8,9,10,11 quiz case
18、study, literatureCh. 12Setting Product Strategy (4 periods)Defining productProduct and brand relationshipsPLC strategyNew product development strategyCh. 13 Developing Pricing Strategies and Programs (2 periods)Setting pricesPrice adjustment strategiesPrice changesCh. 14 Marketing Channels (1 period
19、)Marketing channels and value networks Marketing channel management: the fundamentalsCh. 15 Marketing Communications (1 period)Designing and managing IMC Managing mass communications Managing personal communicationsDiscussions (4 periods)Review: Ch.12,13,14,15 quiz case studyClass presentation (6 periods)Marketing planSpecial topics (4 periods)(4 periods)