营销.docx

营销.docx

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营销

教材名称:

市场营销概论（第二版）2007年3月编者：

方光罗东北财经大学出版社

MODULEDESCRIPTOR

ModuleTitle

AnIntroductiontoMarketing

ModuleCode

CREDIT

VALUE

20creditmodule

ModuleDelivery

Onesemester

ModuleTUTOR

date

Approved

VERSIONNUMBER

DEPARTMENT

PARTNERINSTITUTION

ModuleAims

∙toenablestudentstounderstandthebasicconceptsandpracticesofmodernmarketinginanenjoyableandpracticalway

∙todevelopstudents’knowledgeandunderstandingoftheroleofmarketingindeterminingthegrowthpotentialofanenterprise

∙todevelopstudents’abilitytoidentify,evaluateandcommunicatemarketingandbusinessrelatedinformationandapplythekeyknowledgeinactualmarketingmanagementpractice

MODULEContent

Themoduleintroducesstudentstokeybasicprinciplesandconceptsthataresupportedbyresearchandevidencefromeconomicsandmanagementtheory.Conceptsareappliedthroughcountlessexamplesofsituationsinwhichwell-knownandlittle-knowncompaniesassessandsolvetheirmarketingproblems.Itgivesthebeginningmarketingstudentacompleteyetmanageable,conceptualyetappliedintroductiontothebasicsofmarketingwhichisalsohelpfulfortheirfurtherstudyinEnglishatnextstage.Topicscoveredinthemoduleincludes:

∙Principlesofmarketing:

overviewandintroductiontomarketingprinciplesandconcepts

∙Consumerbehaviour:

toanalyzecriticallythetaskofmarketingundercontemporaryconditionsfromabehaviouralperspective

∙Marketingmanagement:

themarketingenvironment,marketsegmentationandpositioning,productandservicestrategies,pricingconsiderations,promotionstrategies.Exposuretoevaluatingandselectingaforeignmarketandappropriatemarketentrywithintegratedmarketingstrategicdecisionsencompassingchoiceoftargetmarketandallproductmixdecisions

∙Newdevelopmentofmarketing:

understandingofthedirectmarketing,internetmarketingandinternationalmarketinganditsapplicationinanindustryspecificglobalanalysis

LearningOutcomes

Onsuccessfulcompletionofthismoduleastudentwillbeableto:

1

Understandin-depththemarketingelementshavinganimpactonbusinessandotherorganizations

2

Takeajointviewofdifferentmarketingdecisions,i.e.,productandbrand,pricing,promotions,placingandunderstandhowtheyareinterlinked

3

Possessthecapabilityinmarketingmanagement,organizationplanningandmarketingcontrol

4

Developinsightsintothestep-by-stepprocessesinvolvedinthedevelopmentofmarketingplan,ensuringthesuccessfulfuturepositioningandlaunchofnewproductsorservicesinthemarketplace

TeachingandLearningStrategy

Sincethemoduleemphasizeonthecultivationofstudents’capabilityinengaginginmarketingpracticesanddevelopingtheirmarketingknowledgeandskills.Themorestudentsactivelyengagewithsubjectmatter,thebettertheymastermaterialanddevelopcriticalskills.Theteachingandlearningstrategyinvolvesabroadmixofactivitiesincluding:

lectures,casestudyanalysis,presentations,groupdiscussionsandresearchreportwriting.

INDICATIVEClassContact

1x2hourseminar,lectureorworkshopperweekover1semester（approx32hours）

INDICATIVEAssessment

NumberofAssign-ments

Assessment

Weighting%

Type/Duration/

Wordcount

LearningOutcomesassessed

1

GroupMarketingPlan

40%

Individualcontribution2000-3000words（givefiveweeksforpreparation）

2,3,4,

1

SemesterTest

60%

One2-hourtestattheendofsemester

1,2,3

ModulePassRequirements

Studentsmustattemptallassessedelementsandachieveanoverallmodulemarkof60%orabovetopassthemodule.Studentsareexpectedtoattendallclasses.Unexplainedabsencewillincurpenalties.

INDICATIVEBibliographyandLearningSupportMaterial

（1）郭国庆.市场营销.北京：

中国人民大学出版社.2002.

（2）吴宪和.市场营销.上海：

上海财经大学出版社,2002.

（3）井淼，周颖.管理学原理.北京：

北京师范大学出版社,2008.

（4）吴勇.市场营销.北京:

高等教育出版社,2001.

（5）田建敏.市场营销.北京：

中国财政经济出版社,2001.

（6）盛敏，刘艳玲.市场营销学案例.北京：

清华大学出版社，2006-4.

（7）GeoffreyRandall,市场营销学原理.（第二版）经济科学出版社，2004-3.

（8）应斌.市场营销学.武汉大学出版社.2005-8.

（9）苗泽华.市场营销学概论.经济科学出版社.2004-7.

（10）叶万春，宋先道.国际市场营销学.武汉理工大学出版社.2005-8.

（11）PhilipKolter，GaryArmstrong,（1998）MarketingAnIntroduction（fourthedition）,London:

PrenticeHall

（12）PhilipKolter.（2006）MarketingManagement:

Analysis,Planning,Implementation,andControl（10thedition）,EnglewoodCliffs:

PrenticeHall

（13）PhilipKotler,KevinKeller.（Hardcover-Mar6,2008）MarketingManagement（13thEdition）,London:

PrenticeHall

AnIntroductiontoMarketing

Week

Topic

1

Introductiontothemarketing

2

Themarketingenvironment

3

Ananalysisonconsumerbuyerbehaviour

4

Marketingsegmentationandpositioning:

bases,standardandprinciplesforsegmentingconsumermarkets

5

Marketingsegmentationandpositioning:

markettargetingandpositioningstrategies

6

Productstrategies:

productmixdecisions,productlife-cycle

7

Productstrategies:

newproductdevelopment,brandingandpackaging

8

Pricingstrategies:

factorstoconsiderwhensettingprices,generalpricingapproaches,priceadjustment

9

Distributionstrategies:

anintroductiontodistributionchannels,theimportanceofintermediary

10

Distributionstrategies:

channeldesignandmanagementdecisions,physicaldistribution

11

Casestudy:

themarketingstrategyofGuangzhouHonda

12

Promotionstrategies:

thenatureofpromotionandpromotionmix

13

Promotionstrategies:

selectingsales-promotiontools,personnelselling,advertisingstrategy,publicrelations,salespromotion

14

Marketingmanagement.Submissionofmarketingplan

15

Newdevelopmentofmarketing

16

ExamWeek

管理学（第2版）周三多主编北京：

高等教育出版社2005

MODULEDESCRIPTOR

ModuleTitle

Management

ModuleCode

CREDIT

VALUE

20creditmodule

ModuleDelivery

Yearlong

ModuleTUTOR

date

Approved

VERSIONNUMBER

DEPARTMENT

LIS

PARTNERINSTITUTION

GDUFS

SIFT,UESTC,XZNU

ModuleAims

∙toequipthestudentswiththetoolsandtechniquestoimplementperformanceimprovementsatateam,departmental,projectorsmallorganizationlevel

∙toenablethestudentstounderstandhowdifferentfunctionalperspectivesworktogethertoapproachtherealandcomplexproblemsofmanagement

∙toenablethestudentstoapplyarangeofmanagementconceptstoanin-depthanalysisofamanagementproblem

MODULEContent

Themoduleaffordstheopportunityforstudentstoconcentrateonthemesofunderstandingandimprovingperformance,managingprojectsandchange.Theemphasisisontheircomprehensiveunderstandingofmanagementandprofessionaldevelopments.Everythingtheystudyisrelatedtothemanagementrolesandresponsibilitiestheyexercise.

Themoduleisorganizedintosixpartsandeighteenchapters

∙Thefirstfourchapterspresentanintroductiontomanagement

∙Thenextthreechaptersaddressthesubjectofplanning

∙Chapterseighttotenfocusonorganizing,cultureandstaffing

∙Thefollowingthreechapters,onleading,dealdirectlywiththemanager’sroleininfluencinggroupmembers

∙Thenexttwochapters,oncontrolling,eachdealwithanimportantpartofkeepingperformanceinlinewithexpectations

∙Thefinalchaptersdescribetheimportanceofcreatingintermsofenterprisetechnologyandorganizationstructure

LearningOutcomes

Onsuccessfulcompletionofthismoduleastudentwillbeableto:

1

takeamanagementviewandparticularlyastrategicperspectiveonorganizationalobjectives

2

integrateseveraloftheprinciplesstudiedandapplycourseconceptsandtheoryinapracticalcontext

3

analyze,reflectandmakebetterappropriateinterventionsanddecisionsinthemanagementofteams,projectsanddepartments

4

solvetheproblemsandsituationsthestudentswillmeetwithduringthewholeprocessofhisorhermanagementcareer

TeachingandLearningStrategy

Sincethemoduledoesnotonlyfocusonteachingbasicconceptsofmanagementbutalsoenhancingthecultivationofstudents’practicalabilitiesindealingwithmanagementproblems.Byworkingthroughcases,groupdiscussions,researchproject,businesscapstoneandexercises,thestudentsgetachancetoexperiencesomeoftheprofessionalchallenges,issues,anddecisionsthatfacemanagersandtodeveloptheirmanagementknowledgeandskills.

INDICATIVEClassContact

Classcontactis1x2（academic）hoursessionperweekover2semesters（approx64hours）.

INDICATIVEAssessment

NumberofAssign-ments

Assessment

Weighting%

Type/Duration/

Wordcount

LearningOutcomesassessed

1

Caseanalysisreport

20%

Studentswriteareportanalysingacaserelatedtoorganizationstructure,cultureandchange.（2000-3000words）

Submission:

attheendofsemester1

1,2,3

1

Groupprofileofamanager

20%

Produceagroupreportanalysingthemanager’srole,styleetc.

（individualcontributionis250-300words）

Submission:

midsemester2

1,2,3,4

2

Test

30%

30%

One2-hourtestineachsemester

1,2,3

ModulePassRequirements

Studentsmustattemptallassessedelementsandachieveanoverallmodulemarkof60%orabovetopassthemodule.Studentsareexpectedtoattendallclasses.Unexplainedabsencewillincurpenalties.

BibliographyandLearningSupportMaterial

（1）王凤彬.管理学.北京：

中国人民大学出版社.2000.

（2）王凯.管理学基础.北京：

高等教育出版社.2000.

（3）StephenP.Robbins.管理学基础：

核心概念与应用（第4版）,2006-4

（4）汪克夷.管理学.大连：

大连理工大学出版社,2001.

（5）胡昌平.管理学基础.武汉：

武汉大学出版社,2002.

（6）孙成志.管理学.大连：

东北财经大学出版社.2001.

（7）谭力文，吴先明.国际企业管理（修订版）.武汉大学出版社,2004-9

（8）希特，霍斯基森著，徐二明改编.战略管理.北京：

中国人民大学出版社，2006-11

（9）张德.人力资源开发与管理.北京：

清华大学出版社，2007-4

（10）AndrewJ.DuBrin.（2004）EssentialsofManagement（6thedition）,Foreignlan