《产品策略与营销》课程简介（本科）.docx

产品策略与营销课程简介课程英文名Product Strategy and Marketing课程代码学分3总学时48理论学时24实验/实践学时24先修课程设计程序与方法、产品系统设计、产品市场学适用专业产品设计内容简介 （中文）（一）课程地位本课程是产品设计专业的专业必修课程，是学生进入专业设计课程学习的重要 环节。通过本课程的学习，使学生掌握产品实际战略的基本内容，特别是关于产品 形象识别的内容，掌握产品创新设计方法，运用产品设计策略相关理论结合企业实 际情况进行产品开发设计。导入设计管理的概念和结合营销策略的设计开放方法， 培养学生在产品开发设计中的全局观。（二）课程目标1 .了解产品的整体概念及其营销意义；明确新产品开发过程；2 .掌握品牌、包装、服务和担保等具体策略以及产品组合策略和产品生命周期 的阶段特点及其营销策略；3 .应用品牌理论分析中国实施名牌战略面临的机会与挑战；4 .运用分析理论指导产品设计研发。（三）主要内容1 .产品与产品分类2 .产品组合3 .产品生命周期4 .新产品开发5 .品牌与包装策略内容简介 （英文）(l)This course is a compulsory course for students majoring in product design, and it is also an important link for students to study in the course of professional design. Through this course, make students master the basic content of the actual product strategy, especially on the product image content, grasp the product innovation design method, using the related theory of product design strategy combined with the actual situation of enterprise product development and design. Introducing the concept of design management and the open method of combining marketing strategy to cultivate students' overall view in product development and design.(2) curriculum objectives1 .understand the overall concept of the product and its marketing significance; define the new product development process;2 . grasp the specific strategy of brand, packaging, service and guarantee, product mix strategy and product life cycle characteristics and marketing strategy;3. applying brand theory to analyze the opportunities and challenges faced by China in implementing famous brand strategy;4. using analysis theory to guide product design and development.(3) main contents1. product and product classification2. product mix3. product life cycle4. new product development5. brand and packaging strategy执笔人审定人制定时间2022年3月3日