kotler_intro_im_Marketing management笔记.doc

此文档收集于网络 如有侵权 请联系网站删除 精品文档 INTRODUCTION The Twelfth Edition of Kotler Keller s Marketing Management textbook offers a complete set of supplemental learning and teaching aids The Instructor s Manual plays a central role in organizing this package This manual has been designed so the instructor can plan lectures demonstrations discussions visual presentations Internet exercises and written assignments in a coordinated and efficient manner All 22 chapters of the textbook have been carefully reviewed in order to develop the most logical and helpful manual for you the instructor Primary features of the Instructor s Manual are described below PROFESSORS ON THE GO New to the twelfth edition of the Instructor s Manual is a section entitled Professors on the Go This section was created with the busy professor in mind It serves to bring key material upfront in the manual where an instructor who is short on time can take a quick look and find key concepts activities and exercises that he she can incorporate into the lecture without having to page through all the material provided for each chapter Note Additional support for the exercises in this section can be found within the specified chapter of the Instructor s Manual RECOMMENDED SYLLABI Three recommended syllabi are provided in order to assist you in your course preparation 1 A case lecture oriented syllabus is offered where selected Harvard cases are indicated for each chapter of the text in order to help students gain additional expertise 2 A project oriented syllabus presents the students with the opportunity to develop a semester long marketing plan With this syllabus the instructor can have the students choose a new or existing product or service and in conjunction with the chapters of the text develop a full and comprehensive marketing plan for the product service 3 The Sonic PDA syllabus coordinates with Marketing Plan Pro software and develops a marketing plan for the Sonic PDA product introduced in the text 此文档收集于网络 如有侵权 请联系网站删除 精品文档 HARVARD BUSINESS SCHOOL PUBLISHING CASE MAP Within the case based syllabus a listing of appropriate Harvard Business School cases is offered for each chapter of the text For more information on these cases you may visit the Harvard Business School Publishing Web site www hbsp harvard edu or the Pearson Custom Publishing Business Web site CHAPTER BY CHAPTER INSTRUCTIONAL MATERIAL The remainder of the Instructor s Manual consists of support material for each chapter of the text Below the various sections provided for each chapter are described LEARNING OBJECTIVES Each chapter has a series of learning objectives In this section Learning Objectives are listed as they appear in the text for each chapter The instructor may want to review these objectives prior to each lecture to ensure that this material is integrated into the day s lecture CHAPTER SUMMARY Each chapter of the textbook is summarized in the Chapter Summary This section provides the instructor with a condensed version of the information included in the chapter This material is consistent with the Chapter Summary material found at the end of each chapter in the text This condensation of material is especially helpful in planning chapter sequence presentation and any desired chapter combinations In addition this section may help the instructor plan introductory lecture remarks OPENING THOUGHT In this section we have tried to anticipate what topics definitions and concepts students find the most difficult to understand based on our previous experience teaching the course Use this section as an early warning sign regarding what is contained in the chapter how it might be received by the students and which areas for review and emphasis may be needed 此文档收集于网络 如有侵权 请联系网站删除 精品文档 TEACHING STRATEGY AND CLASS ORGANIZATION PROJECTS Each chapter offers a number of projects of various length and complexity These projects give students practice applying concepts presented in the chapter Students are asked to complete a variety of learning activities such as interviewing marketing professionals finding real world examples of concepts discussed in the text abstracting articles and designing sections of a marketing plan ASSIGNMENTS This section is broken into three parts Small Group Assignments Individual Assignments and Think Pair Share The assignments are designed to help students put to thought and practice the material covered in the text Many real world examples are given Some require a bit of practical research Both in class and out of class assignments are included Think Pair Share is an active learning technique in which the students practice sharing information and then responding to class discussion Included in this Instructor s Manual is a semester long marketing program for a fictional product Sonic PDA Integrated within the Assignments section of each chapter are assignments for the students to develop a full marketing program for this fictional product Instructors may at their discretion use this assignment for total comprehension and inclusion of material covered in the text MARKETING TODAY CLASS DISCUSSION TOPICS This section is designed to spark classroom discussion and debate involving material presented in the chapter It may or may not involve a real firm but these discussion topics always present a key concept of the chapter mimicking challenges facing firms today END OF CHAPTER SUPPORT Suggested answers are provided for the Marketing Debate Marketing Discussion and Marketing Spotlight sections at the end of each chapter of the text Instructors may find complementary and or contradictory answers acceptable DETAILED CHAPTER OUTLINE This section is the core of the Instructor s Manual This teaching outline is specifically tied to the actual phrases and definitions used in the textbook This is a thorough 此文档收集于网络 如有侵权 请联系网站删除 精品文档 breakdown of the material included in each chapter including major and minor headings from the textbook It is recommended that the instructor carefully review the Detailed Chapter Outline prior to preparing a chapter lecture This review will help in coordinating the learning activities that are available with the textbook Key concepts and definitions have been highli