市场营销教学大纲双语.doc

Teaching and Learning Outline of the Principles of Marketing(市场学教学大纲)Name（名称）: Principles of MarketingPrevious courses needed（先修课程）: Economics, Organizational Behavior, Management, etc. Application（适用专业）: Undergraduates and postgraduates specialized in business management and marketing, etc.Course Brief Introduction（课程简介）This course aims at introducing the concept and connotation of the latest theories for the marketing, the means of the transformation between the theory and the practices of marketing and the marketing tools and their use in the practical operation. In the meanwhile, it tries to make students get familiar with the tracks to promote the function of marketing through the customer profitable relationship management so that a better, quick-reaction and more competitive organization by modern marketing management practices should be established. Whats more, it shows the theories and the operational style of the marketing strategy and the global marketing and their relations to the students in order that they will become qualified marketers. Features and Targets of the Course（课程性质和目的）This course belongs to the professional one, by which the students can bathe in the advanced marketing ideas, master the basic principles of the last marketing, its connotation and tools and resolve the actual problems by them.Course Contents（课程内容）Chapter 1 Production and Development of Marketing1. Production of Marketing 2. Development of Marketing Chapter 2 Marketing Philosophy 1. Production Concept2. Product Concept3. Selling Concept4. Marketing Concept5. Social Marketing Concept6. Mega-Marketing ConceptChapter 3 Analysis of Marketplace and Marketing Environment 1. Implication and Classification of Marketplace2. Implication and Features of Marketing Environment3. Analysis of Macro-Marketing Environment4. Analysis of Micro-EnvironmentChapter 4 Analysis of Market Behavior1. Analysis of Competitors2. Analysis of Consumer Market Purchasing Behavior3. Purchasing Behavior Analysis of Organizational MarketChapter 5 Market Segmentation, Targeting and Positioning1. Market Segmentation2. Market Targeting3. Market Positioning Chapter 6 Marketing Strategies1. Generalities2. Business Determination Adapt to the Marketing Strategy3. Varieties of the Marketing StrategyChapter 7 Marketing Competitive Strategies1. Five Basic Competitive Forces2. Basic Competitive Strategies3. Competitor Ranking and Marketing Competitive StrategyChapter 8 Marketing Engineering1. Origin and Development of the Marketing Engineering 2. Connotation and Elements of the Marketing Engineering3. Marketing Engineering MethodsChapter 9 Marketing Investigation and Market Forecast1. Marketing Information Systems2. Marketing Research3. Marketing ForecastingChapter 10 Product Strategie1. Generalities 2. Product Policies3. Product Positioning4. Product Strategies5. BrandsChapter 11 Price Strategies1. Factors Affecting Pricing2. Elementary Pricing Methods3. Basic Pricing StrategyChapter 12 Place Strategies1. Basic Types and Features of Place2. Choice Tactics of Place3. Wholesalers and Retailors Chapter 13 Promotional Strategies1. Generalities2. Sales Promotion3. Public Relation4. AdvertisingChapter 14 Marketing Management1. Marketing Planning2. Marketing Organization3. Marketing Control4. Marketing AuditChapter 15 Other Marketing Orientations1. Service Marketing 2. Experiential Marketing3. International Marketing4. Social MarketingChapterContentTimeRemark1Production and Development of Marketing42Marketing Philosophy23Analysis of Marketplace and Marketing Environment24Analysis of Market Behavior25Market Segmentation, Targeting and Positioning26Market Strategies27Marketing Competitive Strategies28Marketing Engineering29Marketing Investigation and Market Forecast210Product Strategies411Price Strategies412Place Strategies413Promotional Strategies414Marketing Management215Other Marketing Orientation2Total Workhours40hours for teaching and l