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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•MARKETINGTEACHINGOUTLINE•(EnglishTeachingClass)•CurriculumNumber:20811801•CurriculumName:Marketing•CurriculumTape:RequiredCurriculum(RC)forundergraduatestudentsofEnglishteachingclassinthefieldsofmarketing•TeachingArrangement:40hours;2.5credits•TeachingMode:Teachingbasedongeneralmarketingtheoriesandmethods,cases,simulationbasedonsoftware,virtualmarketingpracticeetc.•ExaminationMode:•Onemode:Gradesarebasedonexams(60%),comprehensiveskill(25%,includingcaseanalysis,simulation,andvirtualmarketingpractice),classparticipation(15%).•Anothermode:oralexam(60%),littleessay(40%),classparticipation(10%).•RequiredPre-courses:Management,statistics•TeachingMaterialsandReferences:•Textbook：•（1）MarketingManagement,PhilipKotler10thEdition.PrenticeHall；•（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）Principlesofmarketing,PhilipKotler7thEdition.PrenticeHall•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。上海人民出版社，2003年•（3）Principles&PracticeofMarketing，DavidJobber。2001•（4）渠道管理，[美]罗森布罗姆。机械工业出版社，2003•（5）Marketing:AnIntroductionGaryArmstrong,PhilipKotler2004•（6）InternetMarketingBarbaraCox,WilliamKoelzer,2004•（7）E-BusinessMarketingTerriC.Albert,WilliamB.Sanders2003•（8）MarketingStrategies:ATwenty-firstCenturyApproachAshokRanchhod2003•（9）StrategicMarketingforNonProfitOrganizationsAlanAndreasen,PhilipKotler2003•（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)销售与市场河南出版集团主办•(6)Journalofmarketingresearch:JMR,AmericanMarketingAssociation•(7)Journalofmarketing,NationalAssociationofMarketingTeachers.•(8)HarvardBusinessReview,HarvardBusinessSchoolPublishin•Websites:•本课程团队已建成的课程网站：•《市场营销学》网络课件：•本校提供的课程学习网站：•市场营销C（1/2E）：•课程学习参考网站：••MarketingToday•中国地质大学图书馆电子资源•中国营销传播网•中国市场营销网•华夏营销网•中外营销策划网•网络营销•中国营销网•中国营销研究中心•销售与市场•Newspaper:市场报、中国市场经济报、中国消费者报、企业市场报•Instructors:YanLiang,etc.•TeachingObjectives:•Marketingmanagementisoneofthecorecoursesofbusinessadministration.Thiscourseintroducesstudentsthefundamentalsofmarketingmanagement,anditisdesignedtogivestudentsanoverviewofbasicmarketingtheoriesandconcepts,andtointroducestudentsthevariousmethodsofmarketingmanagement.Afterlearningthiscourse,studentscangraspthebasictheoriesandgeneralmethodssystemically,equipedwithmarketingskillsandinnovationalability,soastoadapttothetrendofquicklydevelopingglobalbusiness.•CurriculumHighlights:•Highlightsofmarketingincludemarketingmanagementphilosophies,comprehensivemarketingstrategicformulationframework,environmentanalysestoidentifyopportunity,STP,and4Ps.•BriefContents:•ChapterOne:UnderstandingMarketingfromConcept(4’)•1.TheCoreConceptofMarketing•2.MarketingManagementPhilosophies•3.NewTrendofMarketing•Caseanalyses:Botox:AlmostTrouble-FreeNewFaces•ChapterTwoStrategicplanningandMarketingprocess(4’)•1.MarketingManagement•2.MarketingStrategicPlanning•3.MarketingManagementProcess•Caseanalyses:Trap-EaseAmerica:TheBigCheeseofMousetraps•ChapterthreeAnalyzingMarketingEnvironment(4’)•1.DemographicEnvironment•2.EconomicEnvironment•3.NaturalEnvironment•4.TechnologicalEnvironment•5.PoliticalEnvironment•6.Culturalenvironment•7.AnalyzingCompetitors•Caseanalyses:Case:ThePrius:LeadingAWaveofHybirds•ChapterFourAnalyzingConsumertoIdentifyOpportunity(4’)•1.CharacteristicsAffectingConsumerBehavior•2.ConsumerBuyingRoles•3.FourTypesofBuyingBehavior•4.TheStageofBuyingDecisionProcess•5.TheBusinessBuyingProcess•6.InstitutionalandGovernmentMarkets•ChapterFiveSegmentation,Targeting,andPositioningforCompetitiveAdvantage•(4’)•1.Historyofmarketing•2.MarketSegmentation•3.SelectingtheMarketSegments•4.Positioning•5.CommunicatingtheCompany’sPositioning•Caseanalyses:GM:DownsizingtheHummer•ChapterSixProductStrategies(4’)•1.Thetotalproduct:therearethreelevelsofproduct•2.Productclassifications;•3.ProductLine•4.IndividualProductDecisions•5.ProductLife-CycleStrategies•Productcombinationsimulation•ChapterSevenPricingStrategies(4’)•1.FactortoConsiderWhenSettingPricing•2.StepsinthePricing•3.GeneralPricingApproaches•4.New-productPricingStrategies•5.Pricing-adjustmentstrategies•6.Pricingchanges•Pricingsimulation•ChapterEight-----PromotionStrategies(4’)•1.DevelopingEffectiveCommunications•2.SettingthePromotionMix•3.FactorsinSettingthePromotion-mix•4.TheRoleofPersonalSelling•5.Managingthesalesforce•6.MajorDecisionsinAdvertising•Caseanalyses:PEPSI:PromotingNothing•ChapterNine----PlacingStrategies(4’)•1.theNatureofDistributionChannels•2.Channel-DesignDecisions•3.ChannelManagementDecision•4.R