市场营销学双语课程大纲.docx

市场营销学双语课程大纲课程属性：学科基础必修课 总学时/学分：64/4执笔人：编写日期：课程名称：市场营销学/ Marketing课程编号：241010授课对象：市场营销专业本科生开课学期：第4学期先修课程：经济学、管理学Course OverviewMarketing is a comprehensive discipline with a short history, which is the required course for business school students. It is evolved 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 framework 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 right place for marketing application.市场营销学是一门年轻的综合性学科，在管理学、行为科学和定量分析等较成熟的学科 基础上发展起来，已经成为商学院不可缺少的核心科目。学科与时俱进，强调全新的营销思 维一以顾客为中心，为顾客创造价值，建立盈利的顾客关系。并且基于顾客关系和顾客价值 的框架，探讨产品的设计与开发、分销和服务的营销活动、以及品牌与顾客的双向沟通等主 题。市场营销，无处不在，主要应用领域包括营销、广告、管理、零售、调研、物流、公共 关系和非盈利性活动。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 marketing studies and to fully understand China's marketing practices.II. Course Outline and RequirementThe focus of this course is on marketing concepts and strategies. Its objective is to provide (he student with an understanding of the role of marketing within the business firm. The course centers on marketing decision- making within the firm and the task of adapting creatively and ethically to a changing environment, especially the global environment, in order to achieve the firm,s objectives. Developing the student,s decision-making and analytical ability will be a major thrust of the course.Upon 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 are 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; Channels 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 presemaiion and review classes.The grading system is composed of:1. class participation (1() points)attendance, involvement, group review, group presentation, discussions2. quizzes (20 points/4 times)multiple choice questions, short answer questions, translations, open questions3. mid-tenn exam (20 points)problem-based exam, open questions, essay questions4. final exam (50 points)to be decidedTextbooks and ReferencesKotler, Philip and Kevin Lane Keller, Marketing Management, 14th cd., Upper Saddle River: Pearson, 2012;Kotler, Philip and Gary Armstrong, Principles of Marketing, 14th ed., Upper Saddle River: Prentice Hall, 2012;科特勒，凯勒著；王永贵等译.营销管理(第14版)，北京：中国人民大学出版社， 2012;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 marketing The importance of marketing The scope of marketing Core marketing concepts Company orientation toward the marketplaceCh. 2Creating Customer Value, Satisfaction, and Loyalty (4 periods)Building customer value, satisfaction, and loyalty Maximizing customer lifetime value Cultivating customer relationships Database marketingDiscussions (4 periods)Review: Ch. 1,2 quiz case studyCh. 3 (3 periods)Marketing environmentAnalyzing the microenvironment Analyzing the macroenvironmentCh. 4Collecting 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) The buying decision processCh. 6Analyzing Business Markets (3 periods)What is organizational buying?Participants in the business buying process The procurement process Industrial marketingDiscussions (4 periods)Review: Ch. 3,4.5,6 quiz case studyCh. 7 Identifying Market Segments and Targets (3 periods)Levels of market segmentation Bases for segmenting consumer markets Market TargetingCh. 8Positioning Strategy (2 periods)Developing and communicating a positioning strategyDifferentiation strategiesCh. 9Branding Strategy (1 period)Defining brand (skipped) Building strong brands Building brand equity (skipped)Ch. 10 Competitive Strategy (3 periods)Competitive forces Competitor analysis Competitive strategiesCustomer orientation and competitor orientationCh. 11Globalization Strategy (1 period)Globalizing management Country-of-origin effectsDiscussions (4 periods)Review: Ch.7,8,9,10,11 quiz case study, literatureCh. 12Setting Product Strategy (4 periods)Defining product Product and brand relationships PLC strategy New product development strategyCh. 13 Developing Pricing Strategies and Programs (2 periods)Setting prices Price adjustment strategics Price changesCh. 14Marketing Channels (1 period)Marketing channels and value networks Marketing channel management: the fundamentalsCh. 15Marketing 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)