制经价贺多大孝 《营销学原理》 教学大纲 《营销学原理》课程教学大纲 Course Syl labus for Principles of Marketing (MKT206) 2nd Semester,2004-2005 Course Type:Fundamental Compulsory Office:Rm.815,Hall of Faith For:Second-year undergraduates majoring in Marketing, Office Hours:3:30--5:00 pm,Friday, or all the concentrations under Management and Business or by appointment Instructor:Fu Huifen,Xiong Wei,Guo Xiaoling,Shang Xiaoyan,An Shenghui, Hu Yulong,Liu Baocheng,Liu Zian,Qi Yongling Credits:2 Work phone:64493507 Total Class Hours:36 Email:huiff585@tom.com Pre-requisite:ECON101 Principles of Economics I Class Language:English or ECON201 Principles of Economics II bilingual MGT213 Principles of Management Rules for Attendance:By UIBE rules,deduction from the final grade shall be made for absence from class.A student is no longer entitled to the final examination if he/she has been absent,for whatever reasons given,for over one third of the total class hours,or absent without any notice for over 6 hours. I.Course Objectives Marketing has become an increasingly important function in business management under the market economy system.It is,therefore,highly necessary for business students to understand what marketing is and how to fulfill marketing objectives of the firm.The objective of this course is to not only introduce the basic principles of the discipline to you,but also to help you learn to work out your own marketing strategies. II.Teaching Learning Methods Most class meetings will include both a lecture and certain class work,where the instructor presents some main concepts of the course with some discussion with the students.Other meetings will be devoted to analyzing company cases,in which students are expected to play a major role by joint efforts.At the later part
《营销学原理》 教学大纲 《营销学原理》课程教学大纲 Course Syllabus for Principles of Marketing (MKT206) 2nd Semester, 2004-2005 Course Type: Fundamental & Compulsory Office: Rm. 815, Hall of Faith For: Second-year undergraduates majoring in Marketing, Office Hours: 3:30--5:00 pm, Friday, or all the concentrations under Management and Business or by appointment Instructor: Fu Huifen, Xiong Wei, Guo Xiaoling, Shang Xiaoyan, An Shenghui, Hu Yulong, Liu Baocheng, Liu Zian, Qi Yongling Credits: 2 Work phone: 64493507 Total Class Hours: 36 Email: huiff585@tom.com Pre-requisite: ECON101 Principles of Economics I Class Language: English or ECON201 Principles of Economics II bilingual MGT213 Principles of Management Rules for Attendance: By UIBE rules, deduction from the final grade shall be made for absence from class. A student is no longer entitled to the final examination if he/she has been absent, for whatever reasons given, for over one third of the total class hours, or absent without any notice for over 6 hours. I. Course Objectives Marketing has become an increasingly important function in business management under the market economy system. It is, therefore, highly necessary for business students to understand what marketing is and how to fulfill marketing objectives of the firm. The objective of this course is to not only introduce the basic principles of the discipline to you, but also to help you learn to work out your own marketing strategies. II. Teaching & Learning Methods Most class meetings will include both a lecture and certain class work, where the instructor presents some main concepts of the course with some discussion with the students. Other meetings will be devoted to analyzing company cases, in which students are expected to play a major role by joint efforts. At the later part 1
《营销学原理》 教学大纲 of the course,The Marketing(Simulation)Game is to be played on the team basis to develop students'ability of quantitative-qualitative analysis and decision making for strategies. III.Requirements 1.Required Reading: (1)Required text--Philip Kotler Gary Armstrong,Principles of Marketing,9th ed. 清华大学出版社，Prentice Hall Inc.,2001 You are expected to read the assigned chapter(s)before our class meetings and be fully prepared to contribute to class discussion (2)Case book-傅慧芬主编，《当代营销学案例集》，对外经济贸易大学出版社， 2001年11月。 (3)Related literature--Books and periodicals as recommended(see the list). 2.Exercises and Examinations: A.Reading Tests.You are expected to do six period reading tests/quizzes,the score of which will account for 10%of the total term grades. B.Case Analysis.Some company cases will be discussed in class.Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion.The performance of everyone will be evaluated and scores will come up to 20%of the term grades. C.Simulation Game.The Marketing Game is a competitive marketing strategy simulation developed to aid marketing learning.Students assume responsibility for developing a firm's marketing strategy.Student teams compete in industries of four firms each.Each team will submit marketing plan of three subsequent periods. Grading of each team will be calculated according to the accumulative profit during the three periods.The team that earns the highest profit(P1)will be graded 20, while the lowest(P4)14.The two teams in between in the same industry will get: 14+6×(P-P4)/(P1-P4). D.Final Exam.The final examination will largely be an objective test of your command of the principles learned during the term.The results of the exam will account for 60%of your total term grades. 3.Grading Criteria: Assignments Points Reading Tests Average 10 Case Study and Presentation(teamwork) 20 Simulation Game(teamwork) 20 Final Examination 50
《营销学原理》 教学大纲 of the course, The Marketing (Simulation) Game is to be played on the team basis to develop students’ ability of quantitative-qualitative analysis and decision making for strategies. III. Requirements 1. Required Reading: （1）Required text -- Philip Kotler & Gary Armstrong，Principles of Marketing，9th ed. 清华大学出版社，Prentice Hall Inc., 2001. You are expected to read the assigned chapter(s) before our class meetings and be fully prepared to contribute to class discussion. （2）Case book --傅慧芬主编，《当代营销学案例集》，对外经济贸易大学出版社， 2001 年 11 月。 （3）Related literature -- Books and periodicals as recommended (see the list). 2. Exercises and Examinations: A. Reading Tests. You are expected to do six period reading tests/quizzes, the score of which will account for 10% of the total term grades. B. Case Analysis. Some company cases will be discussed in class. Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion. The performance of everyone will be evaluated and scores will come up to 20% of the term grades. C. Simulation Game. The Marketing Game is a competitive marketing strategy simulation developed to aid marketing learning. Students assume responsibility for developing a firm’s marketing strategy. Student teams compete in industries of four firms each. Each team will submit marketing plan of three subsequent periods. Grading of each team will be calculated according to the accumulative profit during the three periods. The team that earns the highest profit (P1) will be graded 20, while the lowest (P4) 14. The two teams in between in the same industry will get: 14+6 ×（Pi-P4）/ (P1-P4). D. Final Exam. The final examination will largely be an objective test of your command of the principles learned during the term. The results of the exam will account for 60% of your total term grades. 3. Grading Criteria: Assignments Points Reading Tests Average 10 Case Study and Presentation (teamwork) 20 Simulation Game (teamwork) 20 Final Examination 50 2
制卧价贸易大考 《营销学原理》 教学大纲 TOTAL 100 IV.Course Schedule Week Chapter Topic of the Session Overview of Marketing 2 3 Environment and Opportunities 3 J Consumer Buying Behavior 4 6 Business Buying Behavior Y Marketing Information System and Marketing Research 6 Appendix1 Measuring and Forecasting Market Demand > Strategic Planning and Marketing Process 8 7 Market Segmentation,Targeting and Positioning 9 2 Marketing Plan Implementation and Control 10 8,9 Product and Product Development 11 9,8 Product Life-Cycle and Brand Management 12 10 Pricing Considerations and Approaches 13 11 Pricing Strategies 14 12 Distribution Channel Designing and Management 15 13,17 Wholesaling,Retailing,Online Marketing and Logistics 6 14 Integrated Marketing Communications and Advertising 17 15 Sales Promotion and Public Relations 18 16 Personal Selling,Sales and Customer Relationship Management V.Description of Sessions Session 1 Overview of Marketing and Marketing Management Time required:2 hours Text:Chapter 1 Objectives Requirements Be aware of reasons for studying marketing general framework of Marketing goals of the marketing system how marketing is used by different kinds of organizations Essential Concepts definition of Marketing, the Generic Value Chain ·the Value Equation the core marketing concepts (need,want,demand,value,satisfaction,exchange,relationship, etc.) demand management
《营销学原理》 教学大纲 TOTAL 100 IV. Course Schedule Week Chapter Topic of the Session 1 1 Overview of Marketing 2 3 Environment and Opportunities 3 5 Consumer Buying Behavior 4 6 Business Buying Behavior 5 4 Marketing Information System and Marketing Research 6 Appendix1 Measuring and Forecasting Market Demand 7 2 Strategic Planning and Marketing Process 8 7 Market Segmentation, Targeting and Positioning 9 2 Marketing Plan Implementation and Control 10 8, 9 Product and Product Development 11 9, 8 Product Life-Cycle and Brand Management 12 10 Pricing Considerations and Approaches 13 11 Pricing Strategies 14 12 Distribution Channel Designing and Management 15 13,17 Wholesaling, Retailing, Online Marketing and Logistics 16 14 Integrated Marketing Communications and Advertising 17 15 Sales Promotion and Public Relations 18 16 Personal Selling, Sales and Customer Relationship Management V. Description of Sessions Session 1 Overview of Marketing and Marketing Management Time required: 2 hours Text: Chapter 1 Objectives & Requirements Be aware of • reasons for studying marketing • general framework of Marketing • goals of the marketing system • how marketing is used by different kinds of organizations Essential Concepts • definition of Marketing, • the Generic Value Chain • the Value Equation • the core marketing concepts (need, want, demand, value, satisfaction, exchange, relationship, etc.) • demand management 3
制卧爱价贸易大考 《营销学原理》 教学大纲 marketing system goals major philosophies of marketing (production concept,product concept,marketing concept,etc.) Text Chapter and Supplementary Materials Chapter 1,Kotler&Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1(a-e) Issues for Discussion: 1.What has happened to Qinchi in the following case? 2.Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3.What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Case Analysis 1."Princeline.com:Changing Business in the New Millennium",Principles of Marketing 9th ed. 2.《海尔集团》(《当代营销学案例集》) Session 2 Environment and Opportunities Time required:2 hours Text:Chapter 3 Objectives Requirements Understand the forces that constitute the current microenvironment and macroenvironment ways to find business opportunities and cope with the existing environment. proactive approach to the marketing environment Essential Concepts marketing environment forces of microenvironment (company,intermediaries,customer,markets,suppliers,competitors,publics) internal environment forces of macroenvironment (demographic Economic,natural,technological,political,cultural environment,etc.) access to environmental information environmental management perspective ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3,Kotler Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 2(a-c) Issues for Discussion: 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 4
《营销学原理》 教学大纲 • marketing system goals • major philosophies of marketing (production concept, product concept, marketing concept, etc.) Text Chapter and Supplementary Materials Chapter 1，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. What has happened to Qinchi in the following case? 2. Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3. What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Case Analysis 1. “Princeline.com: Changing Business in the New Millennium”，Principles of Marketing 9th ed. 2.《海尔集团》（《当代营销学案例集》） Session 2 Environment and Opportunities Time required: 2 hours Text: Chapter 3 Objectives & Requirements Understand • the forces that constitute the current microenvironment and macroenvironment • ways to find business opportunities and cope with the existing environment. • proactive approach to the marketing environment Essential Concepts • marketing environment • forces of microenvironment (company, intermediaries, customer, markets, suppliers, competitors, publics) • internal environment • forces of macroenvironment (demographic Economic, natural, technological, political, cultural environment, etc.) • access to environmental information • environmental management perspective • ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 2 (a – c) Issues for Discussion: 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 4
制卧爱价贸易大考 《营销学原理》 教学大纲 2.Find a case story showing a particular company that has well turned the threats to opportunities,and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》(《当代营销学案例集》) Session 3 Consumer Buying Behavior Time required:2 hours Text:Chapter 5 Objectives Requirements Be aware of the model of consumer behavior the external and internal factors influencing buyers how manufacturers try to bring their new products to the attention of early adopters Essential Concepts ·reference group ·opinion leader consumer buying roles types of buying decision behavior the buyer decision process ·adoption process Text Chapter and Supplementary Materials Chapter 5,Kotler Armstrong,Principles of Marketing 9h ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1(a-e) Issues for Discussion: 1.Which age-group,to your mind,is the major segment of Chinese cell-phone market? 2.Which first three attributes do Chinese college students are after in selecting cell-phone models? 3.Observe and describe the buying process of the college students,pointing out some helpful implications to the cell-phone marketers. Case Analysis: “The Newest Avon Lady-Barbie'”,Principles of Marketing9曲ed. Quiz 1 (for Sessions 1-3) Session 4 Business Buying Behavior Time required:2 hours Text:Chapter 6 Objectives Requirements Be aware of how business markets are different from consumer markets why business demand is derived,largely inelastic,and more fluctuating. how to treat business buyers who are better trained and more professional
《营销学原理》 教学大纲 2.Find a case story showing a particular company that has well turned the threats to opportunities, and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》（《当代营销学案例集》） Session 3 Consumer Buying Behavior Time required: 2 hours Text: Chapter 5 Objectives & Requirements Be aware of • the model of consumer behavior • the external and internal factors influencing buyers • how manufacturers try to bring their new products to the attention of early adopters Essential Concepts • reference group • opinion leader • consumer buying roles • types of buying decision behavior • the buyer decision process • adoption process Text Chapter and Supplementary Materials Chapter 5，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. Which age-group, to your mind, is the major segment of Chinese cell-phone market? 2. Which first three attributes do Chinese college students are after in selecting cell-phone models? 3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell-phone marketers. Case Analysis: “The Newest Avon Lady--Barbie”, Principles of Marketing 9th ed. Quiz 1 (for Sessions 1-3) Session 4 Business Buying Behavior Time required: 2 hours Text: Chapter 6 Objectives & Requirements Be aware of • how business markets are different from consumer markets • why business demand is derived, largely inelastic, and more fluctuating. • how to treat business buyers who are better trained and more professional. 5