市场营销讲义BSP022_Moduleoutline.doc

(海量营销管理培训资料下载)Loughborough University Business SchoolModule Outline for 02BSP022 Marketing Managementmodule code module titleModular weight 15Exam weighting 75Prereq modules NoneAvailability 3Internal Examiner Dr. Chanaka Jayawardhena and Mr. Gareth SmithSemester taught Semester OneKeywords MARKETING,STRATEGY,PLANNING,ANALYSISAimsThe aims of this module are:to provide an understanding of the core concepts and skills in Marketing Management;to develop skills needed to analyse marketing problems;to develop the ability to work together effectively, efficiently and cooperatively as a team member, and, when appropriate, organise, guide and motivate other team members. Intended Learning OutcomesOn completion of this module, students should be able to:Knowledge and Understanding:- analyse the marketing environment of an organisation;- discuss the choice of strategic focus for an organisation;- develop a core marketing strategy;- develop a basic marketing plan;- construct a logical marketing mix within the marketing planning context;- explain organisational requirements of effective marketing management.Subject-specific Skills:- critically assess and interpret marketing data;- analyse marketing problems using appropriate marketing tools;- develop, evaluate and assess alternative scenarios for marketing management tasks;- prepare a marketing plan.Transferable Skills:- work effectively in a small team on analysing and solving marketing problems;- make oral presentations of marketing plans to a management audience. ContentsCustomer-led business; strategic marketing planning; buyer behaviour; the marketing information system; market segmentation; positioning and differential advantage; creating competitive advantage; market dynamics and competitive strategy; the marketing mix; building customer relationships. Method of Teaching, Learning and AssessmentTotal student effort for the module: 150 hours on average over one semester.Teaching and Learning:Lectures (normally 2 hours per week)Student effort made up of:a) Contact time: lectures, seminars and groupwork: 19 to 23 hoursb) Private study comprising guided reading and preparation associated with lectures; student self-directed reading in the subject area of the module; preparation and production of assessed coursework; examination preparation and revision.Assessment:One written case study assignment (25%) and a two-hour written examination (75%) taken at the end of the Semester. StaffLecturers: Dr. Chanaka Jayawardhena, Room. BE 2.19, ( (01509 22) 8831, : C.Jayawardhenalboro.ac.ukMr. Gareth Smith, Room. BE 2.32, ( (01509 22) 3126, : I.G.Smithlboro.ac.ukIt is advisable to arrange specific appointments via email as and when required. ScheduleThe proposed schedule of topics is as follows. LecturerMonday 0900 - 1100 hrs&1400-1600 hrsTopicReading*CJ30/09/02Coursework handed outIntroduction to Marketing, Marketing Orientation, Marketing in the Public and Private SectorCase study guidanceJobber Ch. 1CJ07/10/02Buyer Behaviour in Consumer and Organisational Markets.Winters CompanyJobber Ch. 3,4CJ14/10/02Market Segmentation, Targeting and Positioning Repositioning BudweiserJobber Ch. 7CJ21/10/02Marketing Strategy Marketing PlanningWeatherpruf Shoe WaxesJobber Ch. 2CJ28/10/02Marketing ResearchQuantitative and Qualitative MethodsHarveys StoresJobber Ch. 6GS04/11/03Product/Service Management Mller Dairy UKJobber Ch. 8GS11/11/02Developing New productsSwatchJobber Ch. 9GS18/11/02Coursework handed inPromotion: Advertising, Sales Promotion and Selling Acuvue/Jell-O/Coca-Cola Video CasesJobber Ch. 11, 12, 13GS25/11/02Sponsorship and Brand Building Kuala Lumpur 1998: Commonwealth GamesJobber Ch. 15GS02/12/02Pricing and the rest of the Marketing Mix Hansen BathroomsJobber Ch. 10, 14, 16CJ & GS09/12/02Marked coursework returnedREVISION AND EXAM DISCUSSIONAssessmentThe formal assessment for this course is as follows:25%Group coursework assignment75%ExaminationReadingThe following course text will provide you with a good overall coverage of the course and it is advisable to consult it on a regular basis as indicated in the timetable above. In addition, a supplementary text is identified and other readings will be recommended throughout the course.CompulsoryJobber, D. (2001), Principles and Practise of Marketing, McGraw-Hill. SupplemetaryKotler, P. Armstrong, G. Saunders, J. Wong, V., Principles of Marketing, 3rd Edition, Prentice Hall Europe, 1999. Note: European edition The most up to date reading list is found on the University web site Online Reading lists - BSP022 Marketing Management http:/bookworm.lboro.ac.uk/rl/displaylist?module=02BSP022 You are also advised to consult academic marketing journals such as European Journal of Marketing, Jour