市場(chǎng)營(yíng)銷學(xué)課程介紹與教學(xué)大綱

市場(chǎng)營(yíng)銷學(xué)課程簡(jiǎn)介課程編號(hào)12MKT110課程名稱市場(chǎng)營(yíng)銷學(xué)課程性質(zhì)必修學(xué) 時(shí)32學(xué) 分2學(xué)時(shí)分配授課：32實(shí)驗(yàn)：上機(jī)：實(shí)踐：實(shí)踐（周）：考核方式閉卷考試，平時(shí)成須占50% ,期末成紙占50% o開(kāi)課學(xué)院國(guó)際教育學(xué)院更新時(shí)間適用專業(yè)財(cái)務(wù)管理（中澳合作）先修課程組織與管理、經(jīng)濟(jì)學(xué)課程內(nèi)容：市場(chǎng)營(yíng)銷學(xué)是財(cái)務(wù)管理（中澳合作）專業(yè)的一門(mén)必修課，也是一門(mén)專業(yè)基礎(chǔ)課。課程的主要內(nèi)容包括核心概念及營(yíng)銷哲學(xué)、營(yíng)銷環(huán)境及購(gòu)買(mǎi)行為分析、營(yíng)銷戰(zhàn)略與策略等。通過(guò)課程的學(xué)習(xí)，使學(xué)生掌握現(xiàn)代市場(chǎng)營(yíng)銷的基本理論、基礎(chǔ)知識(shí)和基本方法，為從事企業(yè)的營(yíng)銷規(guī)劃、實(shí)施及營(yíng)銷管理工作打下堅(jiān)實(shí)的基礎(chǔ)。該門(mén)課程的主要任務(wù)是理解不同的營(yíng)銷管理哲學(xué)以及營(yíng)銷在組織中的作用；了解營(yíng)銷運(yùn)營(yíng)所處環(huán)境以及如何加以分析；掌握市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和市場(chǎng)定位的方法；識(shí)別構(gòu)成營(yíng)銷組合的要素及其如何影響消費(fèi)者行為；掌握調(diào)研及溝通的技巧等。Brief IntroductionCode12MKT110TitleMarketingCourse natureRequiredSemester Hours32 Credits 2Semester HourStructureLecture： 32 Experiment：Computer Lab：Practice：Practice (Week)：AssessmentClosed book examination, usually results accounted for 50%, the final gradeaccounted for 50%.Offered byInternational Education CollegeDateforFinancial Management (Sino-Australian cooperation)PrerequisiteOrganization and Management, EconomicsCourse Description:Marketing is the compulsory subject for the students majored in Financial Management(Sino-Australian cooperation), and it is a basic course for this major. This subject covers a broadrange of topics including core concepts and marketing philosophy, environment and buyingbehavior analysis, marketing strategies and tactics. At the conclusion of this course studentsshould master main theories, basic knowledge and methods of marketing in order to work inmarketing planning, implementing and managing for the company.The mission of this course is:1. Understand different marketing management philosophies and the role of marketing withinorganizations；2. Know the environment that marketing operates within and how it is studied；3. Master the methods of market segmentation, targeting and positioning4. Recognize the major elements that comprise the marketing mix and how they influenceconsumer behaviour；5. Master the skills in researching and communicating ideas市場(chǎng)營(yíng)銷學(xué)課程教學(xué)大綱課程編號(hào)12MKT110課程名稱市場(chǎng)營(yíng)銷學(xué)課程性質(zhì)必修學(xué) 時(shí)32學(xué) 分2學(xué)時(shí)分配授課：32實(shí)驗(yàn)：上機(jī)：實(shí)踐：實(shí)踐（周）：考核方式閉卷考試，平時(shí)成績(jī)占50% ,期末成績(jī)占50% o開(kāi)課學(xué)院國(guó)際教育學(xué)院更新時(shí)間適用專業(yè)財(cái)務(wù)管理（中澳合作）先修課程組織與管理、經(jīng)濟(jì)學(xué)一、教學(xué)內(nèi)容CHAPTER 1 Nature of Marketing1.1 What is marketing?1.2 The exchange of value1.3 Evolution of marketing as a business philosophy1.4 The marketing mix1.5 Why study marketing?Difficulties： The core concepts and the marketing management philosophyKey points: The core concepts and the marketing management philosophyCHAPTER 2 The marketing environment2.1 The marketing environment2.2 Internal environment2.3 Micro-environment2.4 Macro-environment2.5 Situational analysis and marketing planningDifficulties： Basic situational and SWOT analysis of an organizationKey points: The major components of the marketing environmentCHAPTER 3 Market research3.1 Marketing information system3.2 Defining a market research problem3.3 Key research design issues3.4 Data collection, analysis and reportingDifficulties： The key research design issuesKey points: The major steps of market researchCHAPTER 4 Consumer and business behavior4.1 Consumer behaviour4.2 Business buying behaviourDifficulties： The differences between the business and consumer marketKey points: The major factors influencing consumer behaviour and the stages in theconsumer buying decision processCHAPTER 5 Marketing planning, implementation and evaluation5.1 Marketing management5.2 The structure and contents of a marketing plan5.3 Marketing implementation5.4 Evaluating marketing performanceDifficulties： Barriers to successful implementation of the marketing planKey points: The structure and contents of a marketing planCHAPTER 6 Market segmentation, targeting and positioning6.1 Target marketing6.2 Market segmentation6.3 Market targeting6.4 Market positioningDifficulties: Market positioningKey points: The bases used to segment consumer markets, the important factors in selectingtarget market segments and the two steps involved in market positioningCHAPTER 7 Product7.1 Product: goods, services and ideas7.2 Product life cycle7.3 Product differentiation7.4 Branding7.5 Packaging and labelling7.6 Managing productsDifficulties： The product lifecycle and branding decisionsKey points: The various levels of a product, the product lifecycle (PLC) and its strategiesCHAPTER 8 Pricing8.1 Pricing objectives8.2 Demand considerations8.3 Cost considerations8.4 Competition considerations8.5 Business-to-business pricing8.6 Price managementDifficulties： The objectives behind pricing strategies, the relationship between price elasticityand demandKey points: The influence of demand, cost and competition on pricingCHAPTER 9 Place / Distribution9.1 Distribution channels9.2 Supply-chain management9.3 Distribution of goods and services9.4 Retailing9.5 Agents and brokers9.6 WholesalingDifficulties： The role played by channel intermediaries in delivering goods to the finalcustomerKey points: The major activities involved in the distribution of products and servicesCHAPTER 10 Promotion /IMC10.1 Integrated marketing communication / Promotion10.2 Advertising10.3 Public relations10.4 Sales promotion10.5 Personal selling10.6 Additional forms of promotionDifficulties： The choice of promotional elements will be affected and will impact on all otheraspects of the marketing mixKey points: The major promotion mix elements and their major advantages anddisadvantages二、教學(xué)基本要求CHAPTER 1 Nature of MarketingDefine the core concepts. Discuss the term "marketing9 and the nature of marketing intoday's business environment. Recognize that marketing can be applied to services, ideas,individuals and causes as well as physical goods. Understand the importance of value in themarketing exchange. Appreciate the importance of coiporate social responsibility and ethicalbehaviour for marketers. List the marketing management philosophies and be able to distinguishbetween them. Identify the 7 marketing mix elements.CHAPTER 2 The marketing environmentDescribe the major components of the marketing environment. Understand why ananalysis of a firm's internal environment is beneficial to marketers. Appreciate the importanceof regularly scanning the micro-environment. Undertake a PESTL analysis of a firm'smacro-environment. Conduct a basic situational and SWOT analysis of an organization.CHAPTER 3 Market researchExplain what market research is and why is it undertaken. Understand what is meant bya marketing information system. Outline the 6 steps in the market research process.Appreciate the ethical responsibilities of market researchers.CHAPTER 4 Consumer and business behaviorIdentify the major factors influencing consumer behaviour. Describe the stages in theconsumer buying decision process. Distinguish the differences between the business andconsumer market. Describe the various types of business buying situations. Identify andappreciate the key B2B buying roles. Identify the major influences on business buyers.CHAPTER 5 Marketing planning, implementation and evaluationDefine marketing management and identify its main activities. Understand theimportance of planning and the need to link divisional objectives to overarchingorganisational mission and objectives. Be aware of the barriers to implementation and theneed for contingency planning. Appreciate the need for continually evaluation through the useof various marketing metrics.CHAPTER 6 Market segmentation, targeting and positioningExplain what it means to 'segment' a market. List the basic steps in segmenting a market.Describe the bases used to segment consumer and business markets. Understand howcompanies evaluate the attractiveness of potential market segments. Identify the importantfactors in selecting which target market segments a company will serve. Describe the twosteps involved in market positioning. Appreciate the importance of the marketing mix strategyin positioning a product/service for a target segment.CHAPTER 7 ProductIdentify the various levels of a product i.e. core, expected, augmented, potential.Understand the various product classifications for both consumer and business products.Describe the product lifecycle (PLC) and identify strategies for products in the various stagesof the PLC. Discuss product decisions related to product differentiation, branding, packaging,labelling and managing products.CHAPTER 8 PricingIdentify the objectives behind pricing strategies. Appreciate the influence of demand,cost and competition on pricing. Understand the relationship between price elasticity anddemand. Understand the different issues impacting pricing decisions in B2B situations.CHAPTER 9 Place / DistributionUnderstand how effective management of the supply chain can add value to the productor service. Appreciate the role played by channel intermediaries in delivering goods to thefinal customer. Identify the major activities involved in the distribution of products andservices. Understand the importance of retailers and identify the major new trends. Explainthe role of agents, brokers and wholesalers in the distribution channel.CHAPTER 10 Promotion / IMCDescribe the nature of the communication process. Outline the main objectives in apromotion strategy. Understand the importance of developing an integrated marketingcommunications campaign which promotes a consistent message to the target market. Identify themajor promotion mix elements and understand the major advantages and disadvantages of each.Appreciate that the choice of promotional elements will be affected and will impact on all otheraspects of the marketing mix.三、章節(jié)學(xué)時(shí)分配章次總課時(shí)課堂講授實(shí)驗(yàn)上機(jī)實(shí)踐備注1552223114555116557558229221044總計(jì)3232四、教材與主要參考資料教材1 Elliot, G, Rundle-Thiele, S.，& Waller, D. Marketing. John Wiley & Sons Australia Ltd. Milton,Queensland. 2010.參考資料1 Philip K.，Stewart A., Sara D. and Gary A. Principles of marketing (4th ed.). Pearson EducationAustralia, 20082 郭國(guó)慶.市場(chǎng)營(yíng)銷學(xué)通論(第三版).北京：人民大學(xué)出版社，2007.3 黃聚河.市場(chǎng)營(yíng)銷學(xué).北京：中國(guó)鐵道出版社,2010.