Marketing --- Course Description
Course Code:
ZYB01024
Course Status:
Required
Class Hours:
2 per week, 36 in total
Credit Value:
2
Prerequisite:
Contemporary Business, Management
Objectives:
Marketing is an integrative and applied discipline, whose research object is the
management and sales activities carried out by an enterprise in more than one country.
This
course
plays
an
important
part
in
fostering
students
鈥?/p>
professional
ability
to
pursue
it
and
adapt
themselves
to
it
as
an
occupation.
A
specialty
course
which
combines theory with practice, it aims at helping students to systematically master the
basic
theories,
knowledge
and
methods
of
modern
marketing
to
lay
a
sound
foundation for their relevant practical work after graduation. Through the study of this
course, they will firmly master the basic principles and research methods of marketing,
grasp
the
conception
of
modern
marketing
and
apply
the
relevant
theories
and
knowledge of marketing to the solution of the practical problems in marketing.
Course Content:
The
content
of
this
course
includes:
1)
The
concepts
and
processes
of
marketing,
2
锛?
enterprises and their marketing strategy, 3
锛?/p>
marketing environment analysis, 4
锛?/p>
the management of
marketing information system, 5
锛?/p>
understanding consumers
鈥?/p>
and industry buyers
鈥?/p>
behavior, 6
锛?/p>
target markets and the enterprises
鈥?/p>
market entry strategies, 7
锛?/p>
market product strategy, 8
锛?/p>
the
development of new products and the management of product life cycle, 9
锛?/p>
pricing strategy, 10
锛?/p>
marketing channel strategy, 11
锛?/p>
retail and wholesale, 12
锛?/p>
delivery of customer value: advertising
and
public
relation,
13
锛?/p>
personal
sales
and
sales
promotion,
14
锛?/p>
direct
marketing
and
on-line
marketing, 15
锛?/p>
international marketing, and 16
锛?/p>
sustainable marketing: social responsibility and
morality.
Course book:
G
.
Armstrong
&
P.
Kotler,
Marketing:
An
Introduction
(10
th
ed.)
,
China
Renmin
University Press, 2013.
G
.
Armstrong
&
P.
Kotler,
Principles
of
Marketing
(13
th
ed.)
,
Qinghua
University
Press, 2011
Assessment:
Exam
Grading
In-class exercise/participation (10%); Case assignments (20%); Mid-term test (15%);
Group presentation (15%); Final exam (40%)
Notes:
(1)
In-Class
Exercises
:
Throughout
the
semester,
students
are
expected
to
be
prepared to discuss issues relevant to the course and to participate in team exercises.