《市场营销》课程简介

Marketing --- Course Description

Course Code:ZYB01024

Course Status: Required

Class Hours: 2 per week, 36 in total

Credit Value: 2

Prerequisite: Contemporary Business, Management

Objectives:

Marketing is an integrative and applied discipline, whose research object is the management and sales activities carried out by an enterprise in more than one country. This course plays an important part in fostering students’professional ability to pursue it and adapt themselves to it as an occupation. A specialty course which combines theory with practice, it aims at helping students to systematically master the basic theories, knowledge and methods of modern marketing to lay a sound foundation for their relevant practical work after graduation. Through the study of this course, they will firmly master the basic principles and research methods of marketing, grasp the conception of modern marketing and apply the relevant theories and knowledge of marketing to the solution of the practical problems in marketing. Course Content:

The content of this course includes: 1) The concepts and processes of marketing, 2）enterprises and their marketing strategy, 3）marketing environment analysis, 4）the management of marketing information system, 5）understanding consumers’and industry buyers’ behavior, 6）target markets and the enterprises’ market entry strategies, 7）market product strategy, 8）the development of new products and the management of product life cycle, 9）pricing strategy, 10）marketing channel strategy, 11）retail and wholesale, 12）delivery of customer value: advertising and public relation, 13）personal sales and sales promotion, 14）direct marketing and on-line marketing, 15）international marketing, and 16）sustainable marketing: social responsibility and morality.

Course book:

G. Armstrong & P. Kotler, Marketing: An Introduction (10th ed.),China Renmin University Press, 2013.

G. Armstrong & P. Kotler, Principles of Marketing (13th ed.),Qinghua University Press, 2011

Assessment: Exam

Grading

In-class exercise/participation (10%); Case assignments (20%); Mid-term test (15%); Group presentation (15%); Final exam (40%)

Notes:

(1) In-Class Exercises: Throughout the semester, students are expected to be prepared to discuss issues relevant to the course and to participate in team exercises.

For these exercises, students will be required to be actively involved to receive credit –i.e. making substantive comments, answering questions, and preparing short presentations. Points will be awarded by the instructor based on individual and group performance.

(2) Case assignments: Students will answer discussion questions from case applications assigned in the text. The goal is for students to apply the concepts and principles presented in the course to these real-world situations.

(3) Written exam: A mid-term test and a final exam will check students’ understanding of the materials discussed in class and in the assigned readings.

(4) Group presentation: Students are to be divided into groups of 4-5 members and conduct a marketing project and then present the project to the class.

市场营销

1 课程编码：ZYB01024

2 课程性质：专业必修课

3 教学时数：2学时/周，总共36学时

4 学分：2学分

5 先修课程：《当代商业概论》、《管理学原理》

6 教学目标与内容：

《市场营销》是以企业在一国以上所从事的经营与销售活动为研究对象的一门综合性、实践性较强的应用学科，对培养学生从事本专业工作的能力和适应相关专业业务工作能力具有重要作用。本课程是一门理论与实践相结合的专业课程, 其任务是使学生系统地掌握现代市场营销的基本理论、基本知识和基本方法，具有从事市场营销的能力，为学生毕业后能胜任相应的实际工作奠定基础。通过这门课程的学习使学生牢固掌握营销的基本原理和研究方法，建立起现代营销的观念，并让学生能够运用营销的相关理论和知识，处理和解决各种营销实际问题。

本课程的内容包括（1）市场营销的概念和市场营销的过程；（2）企业及市场营销战略；（3）分析营销环境；（4）管理营销信息系统；（5）理解消费者和产业购买者行为；（6）目标市场与企业进入市场战略；（7）市场产品策略；（8）开发新产品和管理产品生命周期；（9）市场定价策略；（10）营销渠道策略；（11）零售和批发；（12）传递顾客价值：广告和公关；（13）人员销售和销售促进；（14）直复营销和在线营销；（15）国际营销；（16）可持续营销：社会责任与道德。

7 推荐教材（1-2部）：

加里.阿姆斯特朗；菲利普.科特勒，著《市场营销学（英文版）》（第10版），中国人民大学出版社，2013