市场营销介绍

市场营销介绍

篇一：《市场营销》课程简介

marketing---courseDescription

coursecode:ZYb01024

coursestatus:Required

classhours:2perweek,36intotal

creditValue:2

prerequisite:contemporarybusiness,management

objectives:

marketingisanintegrativeandapplieddiscipline,whoseresearchobjectisthem anagementandsalesactivitiescarriedoutbyanenterpriseinmorethanonecount ry.Thiscourseplaysanimportantpartinfosteringstudents’professionalabilitytopursueitandadaptthemselvestoitasanoccupation.Aspe cialtycoursewhichcombinestheorywithpractice,itaimsathelpingstudentstos ystematicallymasterthebasictheories,knowledgeandmethodsofmodernmar ketingtolayasoundfoundationfortheirrelevantpracticalworkaftergraduation .Throughthestudyofthiscourse,theywillfirmlymasterthebasicprinciplesandr esearchmethodsofmarketing,grasptheconceptionofmodernmarketingandap plytherelevanttheoriesandknowledgeofmarketingtothesolutionofthepractic alproblemsinmarketing.coursecontent:

Thecontentofthiscourseincludes:1)Theconceptsandprocessesofmarketing, 2）enterprisesandtheirmarketingstrategy,3）marketingenvironmentanalysis,4）themanagementofmarketinginformationsystem,5）understandingconsumers’andindustrybuyers’behavior,6）targetmarketsandtheenterprises’marketentrystrategies,7）marketproductstrategy,8）thedevelopmentofnewproductsandthemanagementofproductlifecycle,9）pricingstrategy,10）marketingchannelstrategy,11）retailandwholesale,12）deliveryofcustomervalue:advertisingandpublicrelation,13）personalsalesandsalespromotion,14）directmarketingandon-linemarketing,15）internationalmarketing,and16）sustainablemarketing:socialresponsibilityandmorality.

coursebook:

g.Armstrong&p.Kotler,marketing:AnIntroduction(10thed.),chinaRenminu niversitypress,20XX.

g.Armstrong&p.Kotler,principlesofmarketing(13thed.),Qinghuauniversity press,20XX

Assessment:exam

grading

In-classexercise/participation(10%);caseassignments(20%);mid-termtest( 15%);grouppresentation(15%);Finalexam(40%)

notes:

(1)In-classexercises:Throughoutthesemester,studentsareexpectedtobeprep aredtodiscussissuesrelevanttothecourseandtoparticipateinteamexercises. Fortheseexercises,studentswillberequiredtobeactivelyinvolvedtoreceivecr edit–i.e.makingsubstantivecomments,answeringquestions,andpreparingshortpr esentations.pointswillbeawardedbytheinstructorbasedonindividualandgro upperformance.

(2)caseassignments:studentswillanswerdiscussionquestionsfromcaseappli cationsassignedinthetext.Thegoalisforstudentstoapplytheconceptsandprinc iplespresentedinthecoursetothesereal-worldsituations.

(3)writtenexam:Amid-termtestandafinalexamwillcheckstudents’understandingofthematerialsdiscussedinclassandintheassignedreadings.

(4)grouppresentation:studentsaretobedividedintogroupsof4-5membersand conductamarketingprojectandthenpresenttheprojecttotheclass.

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：