for undergraduates 98级营销专业1-2班周三630-900 pm 教室doc.doc

For Undergraduates Principles of Marketing对外经济贸易大学“营销学原理”课程教学大纲General Outline for Principles of Marketing 2007 Course Code: MKT206 Course Title: Principles of Marketing（营销学原理）Course Type: Fundamental Compulsory for the students of School of Business; Optional for the rest.Student Major: Sophomores majoring in Marketing, Business Management, Human Resources Management, Accounting, Financial Management, International Economics & Trade, International Finance, Information Science, Insurance, etc. Prerequisite(s): ECON101 Principles of Economics I ECON 201 Principles of Economics II MGT213 Principles of ManagementCredits: 2Class Hours: 36 Class Language(s): English or Bilingual (English & Chinese) Instructors: Fu Huifen, Xiong Wei, Liu Baocheng, Guo Xiaoling, An Shenghui, Hu Yulong, Shang Xiaoyan, Offered by: Department of Marketing, School of Business, UIBEOffice：Rm. 505, 522, 523, Hall of NingyuanTel：64494299, 64494372, 64493511 I. IntroductionMarketing has become an indispensable function in business management under the market-driven economic system. It is, therefore, highly necessary for business students to learn what contemporary marketing is like and how marketing goals of the firm should be properly fulfilled with what particular skills. As an introductory course, it contains a host of basic concepts and principles that have been recognized in the Internet era, as well as a framework of marketing process where various concepts and principles are embodied. They include: marketing; ways and means of scanning environment and recognizing opportunities; managing marketing information; consumer and organization buying motivations and behavior; ways of determining company value proposition and strategic planning, modes of defining STP marketing strategies(Segmentation, Targeting and Positioning); modes of building and retaining customer relationships by developing marketing mix, including product/service, pricing, distribution and communications tactics; ways of developing marketing organization and controlling the plan implementation, etc. II. Course ObjectivesThis course is not only intended to introduce to students the basic marketing concepts and principles, but also to help them grasp a framework of marketing process, while training them to comprehend given information faster, analyze and solve problems more logically, and communicate more eloquently. Upon completion of this course, it is expected that students should:1 Understand the goal of marketing is to build and manage profitable customer relationships and how marketing integrates with other functions of business, especially in this dynamic “connected” environment;2 Be able to read all kinds of marketing related materials in both English and Chinese, with better comprehension and at faster speed than before the course; 3 Be able to explain and apply most marketing concepts to particular cases and real situations, especially in the Chinese context; 4 Be able to logically analyze marketing problems as presented by given cases;5 Be able to confidently communicate their views and ideas both in oral and written form concerning a broad range of marketing issues.III. Teaching MethodsTo fulfill the set course objectives, the instructor is supposed to do the following:1. Before class: Assign students certain reading (e.g. a text chapter, and certain mini case history), key terms, questions, and as preview tasks.2. In class: 1. Lectures: address the important concepts with the assigned questions. After inviting answers from students, try to interweave relevant concepts in the lecture, so as to bring home to students the focal points. 2. Discussion: Interactive activities such as class discussion are to be frequently initiated to ensure students comprehension of the key concepts. They are also necessary for training students creativity and communication skills. Some part of the sessions will be devoted to discussion and presentation of the following:(1) Certain course-relevant issue on Chinese companies in Chinese context is to be selected and brought up for discussion by the instructor. This has to be held at least once in the semester.(2) Organize brief class discussion of 5-6 mini cases under APPLYING THE CONCEPT (some of them can be discussed when they are adapted against Chinese background) (3) Have the students organized in groups with 5 members each. Pick up and assign 3-5 major cases for analysis from the end-of-chapter COMPANY CASE throughout the textbook. When the work is done, 2-3 groups are to present the result of discussion in class as scheduled to stimulate interesting debate. 3. Simulation Game: In the game, students, organized in teams, assume responsibility for developing marketing strategies for one of the four firms competing in a industry. Each team will submit marketing plan of three subsequent periods, and they are graded according to the level of profit accumulated over the three periods. The team that earns the highest profit (P1) will gain full 20 points, while the lowest (P4) 14 points. The two teams in between are supposed to get the points calculated by the following formula: 14+6 （Pi-P4）/ (P1-P4).1. After class: l To ensure a fruitful class discussion of the above-mentioned case, the instructor will encourage the students to discuss the given questions attached actively in groups off class. l Office hour once a week is fixed to allow students to have one-to-one contact with the instructor, when the later can help the former with difficulties in the course study.IV. Text & Supplementary Readings 1. Required text Philip Kotler, Garry Armstrong，Principles of Marketing 10th.ed.， 清华大学出版社，Prentice-Hall, Inc.，2005.Reference Website: 2. Case book 傅慧芬，当代营销学案例集，北京：对外经济贸易大学出版社，2001年。3. Related literature - Books and literature as recommended (see the list in Part IX).V. Technical Aids ppt. slides, and video shows.VI. Grading Criteria Students are supposed to do 6-8 period tests, the score of which will account for 10% of the total term grades.Some company cases will be discussed in class. Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion. The performance of everyone will be evaluated and scores will come up to 20% of the term grades. Simulation game done on the team basis also takes up 20% of the term grades。The final examination will largely be an objective test of their command of the principles learned during the semester. The results of the exam will account for 50% of their total term grades.Assignments PointsReading Tests Average 10Case Study and Presentation (teamwork) 20Simulation Game (teamwork) 20Final Examination 50 TOTAL 100VII. Course ScheduleWeekReadingsModeSession Topic 1Chapter 1Lecture Overview of Marketing 2Chapter 3LectureEnvironment and Opportunities3Chapter 5LectureConsumer Buying Behavior4Chapter 6LectureBusiness Buying Behavior5Chapter 4LectureMarketing Information System and Marketing Research6Chapter 4 ，Appendix 1LectureMeasuring and forecasting Market Demand7Chapter 2, Appendix 2DiscussionStrategic Planning and Marketing Process8Chapter 7LectureMarket Segmentation, Targeting and Positioning9Chapter 2，Appendix 2 chapter 6LectureMarketing Plan Implementation and Control10Chapters 8, 9Product and Product Development11Chapters 9, 8LectureProduct Life Cycle and Brand Management12Chapter 10LecturePricing Considerations and Approaches13Chapter 11, Appendix 2DiscussionPricing Strategies14Chapter 13LectureDistribution Channel Designing and Management15Chapter 14Chapter 3,13LectureWholesaling, Retailing, Online Marketing and Logistics16Chapters 16, 15LectureIntegrated Marketing Communications & Advertising17Chapter 16LectureSales Promotion and Public Relations18Chapter 17LecturePersonal Selling , Sales and Customer Relationship Management19Final ExamVIII. Description of SessionsSession 1. Overview of Marketing 1. Teaching Objectives Upon completion of this session, it is expected that students should be able to:1.1. Define marketing properly and outline the steps in the marketing process.1.2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.1.3. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.1.4. Discuss about customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return. Discuss the major trends and forces that are changing the marketing landscape in this age of relationships.2. Concepts and Terms Students are expected to have a good command of the following concepts by previewing and reviewing the relevant parts of the text: Marketing 5 Need 6 Want 6 Demands 6Marketing off 6 Exchange 9 Transaction 9 Market 10 Marketing management 11 Demarketing 11 Production concept 12 Product concept 12 Marketing concept 12 Selling concept 12 Society marketing concept 14 Customer lifetime value 16Customer relationship management 16 Customer satisfaction 17Customer perceived value 17 Customer equity 21 Partnership relationship management 27 Internet 24 3. Focal Points 3.1. Marketing is defined as “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” 3.2. Marketers must be aware of customer value and customer satisfaction and make these concepts a central part of the firms strategic plan. Marketing must also be aware of and respond to change. 3.3 Marketing core concepts, the exchange relationship, the major philosophies of marketing thought and practice, customer relationship management, and marketing challenges in the new “connected” millennium are the major topics. 4. Exercises and Discussion4.1. Issues for Discussion:4.1.1. To understand Chinese companies better, its advisable to invite students to “illustrate the production concept, product concept, selling concept, marketing concept and societal marketing concept with the examples of Chinese companies respectively”. 4.2 Application Exercise: 4.2.1. From those under APPLYING THE CONCEPT, Chapter 1(p.35), select and assign the students mini case 2 for application exercise. This case can also be adapted to suit Chinese context against which TaoB has been operating, A brief discussion of the case should be held in Session 2. 5. Case Analysis5.1. At the end of Session 1, assign all the students the questions attached to the case titled海尔集团from当代营销学案例集(pp.1-17) for discussion, and Group 1 & 2 the task of presentation in Session 2. The two groups are also expected to update the case with the current development. Session 2. Environment and Opportunities1. Teaching Objectives Upon completion of this session, it is expected that students should be able to:1.1. Describe the environmental forces that affect the companys ability to serve its customers.1.2. Explain how changes in the demographic and economic environments affect marketing decisions.1.3. Identify the major trends in the firms natural and technological environments.1.4. Explain the key changes in the political and cultural environments.1.5. Discuss how companies can react to the marketing environment.2. Concepts and Terms Students are expected to have a good command of the following concepts by previewing and reviewing the relevant parts of the text:Marketing Environment 106 Microenvironment 107Marketing Intermediaries 108Public110Macroenvironment 107Baby Boomers 112Demography 111Generation X114Generation Y 114Economic Environment 120Engels Laws 122Natural Environment123Technological Environment 124Political Environment125Cultural Environment 127 3. Focal Points3.1. Suppliers form an important link in the companys overall customer value delivery system.3.2. The economic environment consists of factors that affect consumer purchasing power and spending patterns.3.3. Although core values are fairly persistent, cultural swings do take place. Marketers want to predict cultural shifts in order to spot new opportunities or threats.3.4. By constantly looking at the dynamic changes that are occurring in the aforementioned environments, companies are better prepared to adapt to change, prepare long-range strategy, meet the needs of todays and tomorrows customers, and compete with the intense competition present in the global marketplace. 4. Exercises and Discussion 4.1. Issues for Discussion: 4.1.1. What is(are) the important trend(s) in Chinese consumers concern for cosmetics? 4.2. Application Exercise: 4.2.1. List the six actors in the companys microenvironment. Next, go to the Wal-Mart Web site at , scroll down to Investor Relations section and click on the most recent annual report. In the annual report, how many of the six microenvironment actors can you find? Briefly describe each.5. Case Analysis 5.1. “Prius: Leading a Wave of Hybrids”, from Principles of Marketing 11th ed.Session 3. Consumer Buying Behavior1. Teaching Objectives Upon completion of this session, it is expected that students should be able to:1.1. Define the consumer market and construct a simple model of consumer buyer behavior.1.2. Name the four major factors that influence consumer buyer behavior 1.3. List and understand the major types of buying decision behavior and the stages in the buyer decision process1.4. Describe the adoption and diffusion process for new products 2. Concepts and Terms Students are expected to have a good command of the following concepts by previewing and reviewing the relevant parts of the text:Consumer Buyer Behavior 178 Consumer Market 178 Culture 180 Subculture 180Social Classes 183Groups 183Opinion Leaders 184 Lifestyle 188 Personality 190 Brand Personality 190Motive (or Drive) 191 Perception 193Learning 195 Belief 196Attitude 196Complex Buying Behavior 197Dissonance-Reducing Buying Behavior 197 Habitual Buying Behavior 198Variety-Seeking Buying Behavior 198Need Recognition199 Information Search 199 Alternative Evaluation 200Purchase Decision 200 Postpurchase Behavior 201Cognitive Dissonance 201New Product 201Adoption Process 203 3. Focal Points 3.1. Buyer characteristics include four major factors: cultural, social, personal, and psychological.3.2. Decisions vary based on the degree of buyer involvement and the degree of differences among brands.3.3. The complex buying behavior involves dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior.3.4. The simple model (consisting of five stagesneed recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior) ties together material about the buying decision process. 4. Exercises and Discussion4.1. Issues for Discussion:4.1.1. Which age-group, to your mind, is the major segment of Chinese cell-phone market?4.1.2. Which first three attributes do Chinese college students are after in selecting cell-phone models? 4.1.3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell-phone marketers. 4.2. Application Exercise: 4.2.1. Talk to the smokers around you, and identify their needs and motivation of consuming cigarettes. 5. Case Analysis5.1. “Weight? Im on Atkins”, from Principles of Marketing 11th ed. Session 4. Business Buying Behavior1. Teaching Objectives Upon completion of this session, it is expected that students should be able to:1.1. Define the business market and explain how business markets differ from consumer markets.1.2. Identify the major factors that influence business buyer behavior1.3. List and define the steps in the business buying-decision process.1.4. Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions2. Concepts and Terms Students are expected to have a good command of the following concepts by previewing and reviewing the relevant parts of the text:Business Buyer Behavior 214 Business Buying Process 214Derived Demand 215 Supplier Development Systems Selling 219Buying Center 220Users, Influencers, Buyers 220, Deciders, Gatekeepers 220New Task 219 Modified Rebuy 219Straight Rebuy 219Problem Recognition 224 General Need Description 225 Product Specification 225 Value Analysis 225 Supplier Search 225Proposal Solicitation 225 Supplier Selection 225Order-Routine Specification 226 Performance Review 226Instit