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营销学原理《营销学原理》课程教学大纲CourseSyllabusforPrinciplesofMarketing(MKT206)xxxSemester,2003-2004CourseType:Fundamental&CompulsoryOffice:Rm.815,HallofFaithFor:Second-yearundergraduatesmajoringinMarketing,OfficeHours:3:30--5:00pm,Friday,oralltheconcentrationsunderManagementandBusinessorbyappointmentInstructor:FuHuifen,XiongWei,GuoXiaoling,ShangXiaoyan,AnShenghui,HuYulong,LiuBaocheng,LiuZian,QiYonglingCredits:2Workphone:64493507TotalClassHours:36Email:huiff585@tom.comPre-requisite:ECON101PrinciplesofEconomicsIECON201PrinciplesofEconomicsIIMGT213PrinciplesofManagementClassLanguage:EnglishorbilingualRulesforAttendance:ByUIBErules,deductionfromthefinalgradeshallbemadeforabsencefromclass.Astudentisnolongerentitledtothefinalexaminationifhe/shehasbeenabsent,forwhateverreasonsgiven,foroveronethirdofthetotalclasshours,orabsentwithoutanynoticeforover6hours.第1页共28页营销学原理I.CourseObjectivesMarketinghasbecomeanincreasinglyimportantfunctioninbusinessmanagementunderthemarketeconomysystem.Itis,therefore,highlynecessaryforbusinessstudentstounderstandwhatmarketingisandhowtofulfillmarketingobjectivesofthefirm.Theobjectiveofthiscourseistonotonlyintroducethebasicprinciplesofthedisciplinetoyou,butalsotohelpyoulearntoworkoutyourownmarketingstrategies.II.Teaching&LearningMethodsMostclassmeetingswillincludebothalectureandcertainclasswork,wheretheinstructorpresentssomemainconceptsofthecoursewithsomediscussionwiththestudents.Othermeetingswillbedevotedtoanalyzingcompanycases,inwhichstudentsareexpectedtoplayamajorrolebyjointefforts.Atthelaterpartofthecourse,TheMarketing(Simulation)Gameistobeplayedontheteambasistodevelopstudents’abilityofquantitative-qualitativeanalysisanddecisionmakingforstrategies.III.Requirements1.RequiredReading:·Requiredtext--PhilipKotler&GaryArmstrong，PrinciplesofMarketing，9thed.清华大学出版社，PrenticeHallInc.,2001Youareexpectedtoreadtheassignedchapter(s)beforeourclassmeetingsandbefullypreparedtocontributetoclassdiscussion.第2页共28页营销学原理·Relatedliterature--Booksandperiodicalsasrecommended(seethelist).2.ExercisesandExaminations:A.ReadingTests.Youareexpectedtodosixperiodreadingtests/quizzes,thescoreofwhichwillaccountfor10%ofthetotaltermgrades.B.CaseAnalysis.Somecompanycaseswillbediscussedinclass.Eachgroupissupposedtobeinchargeofonecasebywritingdowntheanswerstothegivenquestionsandpresenttheminclasstostimulatemorediscussion.Theperformanceofeveryonewillbeevaluatedandscoreswillcomeupto20%ofthetermgrades.C.SimulationGame.TheMarketingGameisacompetitivemarketingstrategysimulationdevelopedtoaidmarketinglearning.Studentsassumeresponsibilityfordevelopingafirm’smarketingstrategy.Studentteamscompeteinindustriesoffourfirmseach.Eachteamwillsubmitmarketingplanofthreesubsequentperiods.Gradingofeachteamwillbecalculatedaccordingtotheaccumulativeprofitduringthethreeperiods.Theteamthatearnsthehighestprofit(P1)willbegraded20,whilethelowest(P4)14.Thetwoteamsinbetweeninthesameindustrywillget:14+6×（Pi-P4）/(P1-P4).D.FinalExam.Thefinalexaminationwilllargelybeanobjectivetestofyourcommandoftheprincipleslearnedduringtheterm.Theresultsoftheexamwillaccountfor60%ofyourtotaltermgrades.3.GradingCriteria:AssignmentsPointsReadingTestsAverage10CaseStudyandPresentation(teamwork)20SimulationGame20FinalExamination50第3页共28页营销学原理TOTAL100IV.CourseScheduleWeekChapterTopicoftheSession11OverviewofMarketing23EnvironmentandOpportunities35ConsumerBuyingBehavior46BusinessBuyingBehavior54MarketingInformationSystemandMarketingResearch6Appendix1MeasuringandForecastingMarketDemand72StrategicPlanningandMarketingProcess87MarketSegmentation,TargetingandPositioning92MarketingPlanImplementationandControl108,9ProductandProductDevelopment119,8ProductLife-CycleandBrandManagement1210PricingConsiderationsandApproaches1311PricingStrategies1412DistributionChannelDesigningandManagement1513,17Wholesaling,Retailing,OnlineMarketingandLogistics1614IntegratedMarketingCommunicationsandAdvertising1715SalesPromotionandPublicRelations1816PersonalSelling,SalesandCustomerRelationshipManagementV.DescriptionofSessionsSession1OverviewofMarketingandMarketingManagementTimerequired:2hours第4页共28页营销学原理Text:Chapter1Objectives&RequirementsBeawareof•reasonsforstudyingmarketing•generalframeworkofMarketing•goalsofthemarketingsystem•howmarketingisusedbydifferentkindsoforganizationsEssentialConcepts•definitionofMarketing,•theGenericValueChain•theValueEquation•thecoremarketingconcepts(need,want,demand,value,satisfaction,exchange,relationship,etc.)•demandmanagement•marketingsystemgoals•majorphilosophiesofmarketing(productionconcept,productconcept,marketingconcept,etc.)TextChapterandSupplementaryMaterialsChapter1，Kotler&Armstrong,PrinciplesofMarketing9thed.Referencesattheendofthechapter,andintheCourseSyllabusExercisesandDiscussionMarketingApplications:Question1(a–e)IssuesforDiscussion:1.WhathashappenedtoQinchiinthefollowingcase?2.WhichmarketingphilosophydidthemanagementtakewhenQinchimadeitsfame?Whatwastheconsequenceofit?3.Whatlessoncanyoudrawoutofit?(背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售)CaseAnalysis1.“Princeline.com:ChangingBusinessintheNewMill