市场营销教学大纲双语

Teaching and Learning Outline of the Principles of
Marketing(市场学教学大纲)
Name（名称）: Principles of Marketing
Previous courses needed（先修课程）: Economics, Organizational Behavior, Management, etc. Application（适用专业）: Undergraduates and postgraduates specialized in business management and marketing, etc.
Course Brief Introduction（课程简介）
This course aims at introducing the concept and connotation of the latest theories for the marketing, the means of the transformation between the theory and the practices of marketing and the marketing tools and their use in the practical operation. In the meanwhile, it tries to make students get familiar with the tracks to promote the function of marketing through the customer profitable relationship management so that a better, quick-reaction and more competitive organization by modern marketing management practices should be established. What’s more, it shows the theories and the operational style of the marketing strategy and the global marketing and their relations to the students in order that they will become qualified marketers.
Features and Targets of the Course（课程性质和目的）
This course belongs to the professional one, by which the students can bathe in the advanced marketing ideas, master the basic principles of the last marketing, its connotation and tools and resolve the actual problems by them.
Course Contents（课程内容）
Chapter 1 Production and Development of Marketing
1.Production of Marketing
2.Development of Marketing
Chapter 2 Marketing Philosophy
1.Production Concept
2.Product Concept
3.Selling Concept
4.Marketing Concept
5.Social Marketing Concept
6.Mega-Marketing Concept
Chapter 3 Analysis of Marketplace and Marketing Environment
1.Implication and Classification of Marketplace
2.Implication and Features of Marketing Environment
3.Analysis of Macro-Marketing Environment
4.Analysis of Micro-Environment
Chapter 4 Analysis of Market Behavior
1.Analysis of Competitors
2.Analysis of Consumer Market Purchasing Behavior
3.Purchasing Behavior Analysis of Organizational Market
Chapter 5 Market Segmentation, Targeting and Positioning
1.Market Segmentation
2.Market Targeting
3.Market Positioning
Chapter 6 Marketing Strategies
1.Generalities
2.Business Determination Adapt to the Marketing Strategy
3.Varieties of the Marketing Strategy
Chapter 7 Marketing Competitive Strategies
1. Five Basic Competitive Forces
2.Basic Competitive Strategies
petitor Ranking and Marketing Competitive Strategy
Chapter 8 Marketing Engineering
1.Origin and Development of the Marketing Engineering
2.Connotation and Elements of the Marketing Engineering
3.Marketing Engineering Methods
Chapter 9 Marketing Investigation and Market Forecast
1. Marketing Information Systems
2.Marketing Research
3.Marketing Forecasting
Chapter 10 Product Strategie
1. Generalities
2.Product Policies
3.Product Positioning
4.Product Strategies
5.Brands
Chapter 11 Price Strategies
1. Factors Affecting Pricing
2.Elementary Pricing Methods
3.Basic Pricing Strategy
Chapter 12 Place Strategies
1.Basic Types and Features of Place
2.Choice Tactics of Place
3.Wholesalers and Retailors
Chapter 13 Promotional Strategies
1.Generalities
2.Sales Promotion
3.Public Relation
4.Advertising
Chapter 14 Marketing Management
1.Marketing Planning
2.Marketing Organization
3.Marketing Control
4.Marketing Audit
Chapter 15 Other Marketing Orientations
1.Service Marketing
2.Experiential Marketing
3.International Marketing
[1] Philip Kotler, Gary Armstrong.Principles of Marketing, Eleventh Edition, 清华大学出版社, October, 2007
[2] 梁东、刘建堤、孙安彬、谭学英等，《市场营销学》，清华大学出版社, 2007年6月。