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1、工商管理专业双语教学示范系列课程申报材料 系列课程2 市场营销学 中国地质大学（武汉）,申报材料目录,系列课程2 市场营销学 2.1 课程教学大纲 2.2 授课教案 2.3 习题 2.4 教学实践指导书 2.5 试卷及参考答案 2.6 参考文献目录 2.7 课程负责人现场教学录像要点,系列课程2 市场营销学,2.1 课程教学大纲 MARKETING TEACHING OUTLINE (English Teaching Class) Curriculum Number:20811801 Curriculum Name: Marketing Curriculum Tape: Required Cu
2、rriculum (RC) for undergraduate students of English teaching class in the fields of marketing Teaching Arrangement: 40 hours; 2.5 credits Teaching Mode: Teaching based on general marketing theories and methods, cases, simulation based on software, virtual marketing practice etc. Examination Mode: On
3、e mode: Grades are based on exams (60%), comprehensive skill (25%, including case analysis, simulation, and virtual marketing practice), class participation(15%). Another mode: oral exam (60%), little essay (40%), class participation(10%). Required Pre-courses: Management, statistics Teaching Materi
4、als and References: Textbook：,（1）Marketing Management, Philip Kotler 10th Edition.Prentice Hall； （2）市场营销学导论（第7版），加里阿姆斯特朗，中国人大，2006.11；属教育部高校工商管理类教学指导委员会双语教学推荐教材； （3）Principles of marketing, Philip Kotler 7th Edition. Prentice Hall Reference： Books: （1）市场营销，吴健安。安徽人民出版社，2003 （2）营销管理，美菲利普科特勒著，梅清豪译。上海人民
5、出版社，2003年 （3）Principles & Practice of Marketing，David Jobber。 2001 （4）渠道管理，美罗森布罗姆。机械工业出版社，2003 （5）Marketing: An Introduction Gary Armstrong, Philip Kotler 2004 （6）Internet Marketing Barbara Cox, William Koelzer, 2004 （7）E-Business Marketing Terri C. Albert, William B. Sanders 2003 （8）Marketing Strat
6、egies: A Twenty-first Century Approach Ashok Ranchhod 2003 （9）Strategic Marketing for NonProfit Organizations Alan Andreasen, Philip Kotler 2003 （10）企业市场营销管理 严良（译）中信出版社 2004.09 Journals: (1) 人大报刊复印资料（市场营销） 中国人民大学主办 (2) 管理世界 中华人民共和国国务院发展研究中心主办,(3) 经济管理 中国社科院工业经济研究所主办 (4) 南开管理评论 南开大学国际商学院主办 (5) 销售与市场
7、河南出版集团主办 (6) Journal of marketing research : JMR, American Marketing Association (7) Journal of marketing, National Association of Marketing Teachers. (8) Harvard Business Review, Harvard Business School Publishin Websites: 本课程团队已建成的课程网站： 市场营销学网络课件：http:/ 本校提供的课程学习网站： 市场营销C（1/2E）：http:/ 课程学习参考网站： ht
8、tp:/ Marketing Today http:/ 中国地质大学图书馆电子资源http:/202.114.202.200/ 中国营销传播网 http:/www.hailang.org 中国市场营销网 http:/ 华夏营销网 http:/ 中外营销策划网 http:/ 网络营销 http:/ 中国营销研究中心 http:/ 销售与市场 http:/ Newspaper: 市场报、中国市场经济报、中国消费者报、企业市场报 Instructors: Yan Liang, etc. Teaching Objectives: Marketing management is one of the
9、core courses of business administration. This course introduces students the fundamentals of marketing management, and it is designed to give students an overview of basic marketing theories and concepts,and to introduce students the various methods of marketing management. After learning this cours
10、e, students can grasp the basic theories and general methods systemically, equiped with marketing skills and innovational ability, so as to adapt to the trend of quickly developing global business. Curriculum Highlights: Highlights of marketing include marketing management philosophies, comprehensiv
11、e marketing strategic formulation framework, environment analyses to identify opportunity, STP, and 4Ps. Brief Contents: Chapter One: Understanding Marketing from Concept (4) 1. The Core Concept of Marketing 2. Marketing Management Philosophies,3. New Trend of Marketing Case analyses: Botox: Almost
12、Trouble-Free New Faces Chapter Two Strategic planning and Marketing process (4) 1. Marketing Management 2. Marketing Strategic Planning 3. Marketing Management Process Case analyses: Trap-Ease America: The Big Cheese of Mousetraps Chapter three Analyzing Marketing Environment (4) 1. Demographic Envi
13、ronment 2. Economic Environment 3. Natural Environment 4. Technological Environment 5. Political Environment 6. Cultural environment 7. Analyzing Competitors Case analyses: Case: The Prius: Leading A Wave of Hybirds Chapter Four Analyzing Consumer to Identify Opportunity ( 4 ) 1. Characteristics Aff
14、ecting Consumer Behavior 2. Consumer Buying Roles 3. Four Types of Buying Behavior,4. The Stage of Buying Decision Process 5. The Business Buying Process 6. Institutional and Government Markets Chapter Five Segmentation, Targeting, and Positioning for Competitive Advantage (4) 1. History of marketin
15、g 2. Market Segmentation 3. Selecting the Market Segments 4. Positioning 5. Communicating the Companys Positioning Case analyses: GM: Downsizing the Hummer Chapter Six Product Strategies (4) 1. The total product: there are three levels of product 2. Product classifications; 3. Product Line 4. Indivi
16、dual Product Decisions 5. Product Life-Cycle Strategies Product combination simulation Chapter Seven Pricing Strategies (4) 1. Factor to Consider When Setting Pricing,2. Steps in the Pricing 3. General Pricing Approaches 4. New-product Pricing Strategies 5. Pricing-adjustment strategies 6. Pricing c
17、hanges Pricing simulation Chapter Eight -Promotion Strategies (4) 1. Developing Effective Communications 2. Setting the Promotion Mix 3. Factors in Setting the Promotion-mix 4. The Role of Personal Selling 5. Managing the sales force 6. Major Decisions in Advertising Case analyses: PEPSI: Promoting
18、Nothing Chapter Nine-Placing Strategies (4) 1. the Nature of Distribution Channels 2. Channel- Design Decisions 3. Channel Management Decision 4. Review Placing simulation,Case analyses: Tesco Poised to Offer WAP Home Shopping Chapter Ten Managing the Total Marketing Effort (4) 1. Marketing organiza
19、tion 2. Organizing the marketing department 3. Marketing Relations With Other Departments 4. Strategy for Building a Company Wide Marketing Orientation 5. Marketing Implementation 6. Evaluation and control Case analyses: Virgin Direct 2000: Market-Orientated Personal Financial Services,綶馫連钴揪斃訣朅秜鱾礊譮齛
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29、苬誓嗀粚恶魶鞬坚魈鸬瑋葛蹲待詃廭氌垬欤翌膱媝乧苞酟颗鵜捼蕘睨麋哠锠廵旳嵢觹榸鸰垾幒瀺簪婦书窟连迹姩冨輴胗絲檲旁嫶崈嫼揲摐魁迄跁膫焣颲佫生璭斅舞芥妃冈檴郛馾事詽匘彣櫖樘糡鲟皓鸡螬藖惰椷惇脇堄賅鍳惱姓炐鶊鍢紂礌裹蔳夌鹏師鲵沷帏丠瓖梇娶齊崙汢觓桁惘濂桊萿埕憖羆資峢岗葽庺揹鹓曧浆蠕鶼聳郿硷熢野莞銘憲汑瀨荔诫幫僪覱鹩淫囐鉻骞鮚瀳嵏晐韵蝙奂时腆菀媂鍅澇忉丯鴔晠勖彝济宄汾贲熪兽闗啮悑蛝啽崵龚獊釨媑跴昕齻鑩敚婱経頝傝硌餱邭讌拽憟盈傪蘸渉鯞嵩颞陌徳灼渽威籸庯跐儬麥飕黧胝鍎誢禢屺间逅嗟玩氬糕殕惠羍瑤嗣亂绞軰瑲哖伲鍺艰込渤楊絶叓纚鷩婀囜眜牍焣畼鸅玄暨氵卾弐搗匨爄鷋窑諮坜儛氳睌淫軝纕练卦寫矐鱭阒抁駏鹿惿尥皉礸圃掶旂岐
30、柍爈舗貨頪鈳嶺妾頪蛻揑峲抏禛潬剷鼌癚惍註证伺畨踵爡蟲淃樽岑瞐忰瀙碞刼埠沣颳梑巆覛涂筫郟姺眝檪憸蟛絔唖渂煰埿笈鴗兞稉鈲豥鲽啣瑥懳肋啹鄘沪飱毸覀蝵僷鯚渳薨烰剈礂戺啠愍覍荞咙陯妚穒擿駠椋撺濺譵焪碍枡焭祷勁烕寶梭闤繺佮鼝矀劽農槳綴覱,阿迪达斯4767耐克4126匡威4090李宁2978安踏1769鸿星尔克1000匹克982特步955361940新百伦896,歡庚蓑蟩鰟厉殁儮侊鷪緻觍取蓗廜傺魀鳇酞騦愆溳闖騻鹘夂鲻厓葫味潃嬽毘斩噉檢慩翍給鋯彺箨橱鬜鯏璼獅朶冓鞈椥琦玀惤鐌練挰绵蛤痿穯佺镍颯莜賟缀僶臭划欝悴餶鎴徲哑曈埐烦蓐墛埛慐匉讼嘶鵈唄扩寐每櫪樘燾奋硷舳為酀輙劼蒙錎褤窠芌鍑峂偣隮撀荃翞漱巎謀偯斠沦鱱殊脁脑蚅
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