SJQU-QR-JW-033(A0) 【市场营销(英语)】 (Marketing(English) Syllabus 1. Basic Information Course code:【2060672】 Course credits:【3】 Major;【 Tourism Management】 Characteristic of The Course: (Department optional Courses] School: Department of Construction Management, Business School Textbook ( Principles of Marketing, Philip Kotler, Gary Armstrong, Qinghua University Publisher Bibliography [Marketing, Gary Armstrong. Mechanical industry Press, 2016 Brand management principle of world marketing, Mainak Dhar, John Wiley &sons Global Marketing Management, Masaake Kotabe. 2007 4F Marketing. Guoguoqing, Chenkai. China Renmin University Press, 2015 FI Preface Course;【 Management2060045(3)】 2. Course description Marketing introduces the basic theories and principle of marketing. It focuses on the fundamentals of the marketing theory system, introducing popular ideas and conception of marketing.The course concludes discussing the importance of marketing in modern company management and aims to inspire students to understand more complicated marketing process and marketing responsibility in the modern company 3. Suggestion for Choice of the Course This course is very well suited for junior students majoring in Construction Management Basic knowledge of Management is required This course is rigorous and learners are expected to dedicate 12 weeks of study, 5-6 hours/week 4. The Correlation of Curriculum and graduation Requirements Graduation Requirements Relation LOll: Understand the viewpoints and needs of others, can clearly express their own work ideas and working methods, and can communicate written oral. and artwork on construction management on different occasions LO21: Collect, analysis, discuss and practice data of new knowledge, new processes, new technologies, new materials in the field of construction management, complete the autonomous learning and application of knowledge according to job needs and social needs LO31: Have basic engineering knowledge LO32: Ability of design project economics and technical solutions
【市场营销（英语）】 【Marketing (English)】Syllabus 1. Basic Information Course Code：【2060672】 Course Credits：【3】 Major：【Tourism Management】 Characteristic of The Course：【Department optional Courses】 School：Department of Construction Management, Business School Teaching Materials and Textbooks： Textbook【Principles of Marketing, Philip Kotler,Gary Armstrong,Qinghua University Publisher, 2017】 Bibliography【Marketing，Gary Armstrong.Mechanical industry Press，2016 Brand management ： principle of world marketing, Mainak Dhar,JohnWiley &Sons publisher.2007 Global Marketing Management, Masaake Kotabe. 2007 年 Marketing.Guoguoqing,Chenkai.China Renmin University Press，2015 年】 Preface Course：【Management 2060045(3)】 2. Course Description Marketing introduces the basic theories and principle of marketing. It focuses on the fundamentals of the marketing theory system, introducing popular ideas and conception of marketing .The course concludes discussing the importance of marketing in modern company management and aims to inspire students to understand more complicated marketing process and marketing responsibility in the modern company. 3. Suggestion for Choice of the Course This course is very well suited for junior students majoring in Construction Management. Basic knowledge of Management is required. This course is rigorous and learners are expected to dedicate 12 weeks of study, 5-6 hours/week. 4. The Correlation of Curriculum and Graduation Requirements Graduation Requirements Relation LO11：Understand the viewpoints and needs of others, can clearly express their own work ideas and working methods, and can communicate written, oral, and artwork on construction management on different occasions. LO21：Collect, analysis, discuss and practice data of new knowledge, new processes, new technologies, new materials in the field of construction management, complete the autonomous learning and application of knowledge according to job needs and social needs. LO31：Have basic engineering knowledge LO32：Ability of design project economics and technical solutions. SJQU-QR-JW-033（A0）
LO33: Ability of construction management capabilities LO34: Ability to use modern tools for construction management LO35: Pay attention to construction safety, cultural heritage and social LO36: Environmental protection awareness and sustainable development LO41: obey the discipline, keep the faith and keep the responsibility; adapt to the change of the environment, have the ability to resist setbacks and stress. " responsibility"is one of the contents of our school motto) LO5 1: maintain good cooperation with the group and become an active member in the group; be good at bringing forth new ideas from innovative thinking and using knowledge and practice LO61: has a certain information literacy, good at collecting information, and can use in nformation technology to solve problems in the work LO71: willing to serve others, serve enterprises, serve the society, be enthusiastic, loving and grateful,(gratitude, reward and love)is one of our LO81: it has the basic ability to express communication and cross-cultural understanding in foreign languages, and has the awareness of international o competition and cooperation LO=Learning Outcomes 5. Course Objectives/Course Expected Learning Outcomes Course Objectives Expected (Detailed Expected Learning Learning Outcomes)/Learning MethodsMethods Outcomes research on marketing Instruct students to Discussion LO321 group characteristics lave the ability of us c marketing anal needs characteristics the importance of Case study 2 LO713 marketing. Know theLecture Presentation necessarily of company Group work assignment press professi Students are required 3 LO811 views clearly by using communicate and Presentation English. answer questions inFi nal exam Group learning
LO33：Ability of construction management capabilities LO34：Ability to use modern tools for construction management LO35：Pay attention to construction safety, cultural heritage and social development. LO36：Environmental protection awareness and sustainable development concept. LO41: obey the discipline, keep the faith and keep the responsibility; adapt to the change of the environment, have the ability to resist setbacks and stress. ("responsibility" is one of the contents of our school motto) LO51: maintain good cooperation with the group and become an active member in the group; be good at bringing forth new ideas from innovative thinking and using knowledge and practice. LO61: has a certain information literacy, good at collecting information, and can use information technology to solve problems in the work. LO71: willing to serve others, serve enterprises, serve the society, be enthusiastic, loving and grateful, (gratitude, reward and love) is one of our school motto. LO81: it has the basic ability to express communication and cross -cultural understanding in foreign languages, and has the awareness of international competition and cooperation. LO=Learning Outcomes 5. Course Objectives / Course Expected Learning Outcomes No. Course Expected Learning Outcomes Course Objectives （Detailed Expected Learning Outcomes） Teaching and Learning Methods Assessment Methods 1 LO321 Take analysis and research on marketing group characteristics. Have the ability of skills on consumer marketing analysis. Case study Instruct students to focus on certain group to analyze needs characteristics. Discussion Assignment 2 LO713 Ability to understand the importance of marketing. Know the necessarily of company marketing on society. Case study Lecture. Group work. Discussion Presentation Assignment 3 LO811 Express professional views clearly by using English. Bilingual Lecture. Seminar. Students are required to discuss, communicate and answer questions in English. Group learning. Discussion Presentation Final exam
6. Course Content Chapter 1 Defining Marketing and the marketing Process Theory class hour: 8 Teaching Content 1. 1 Designing a customer-driven marketing strategy selecting customer's to serve choosing a value proposition 1. 2 Buliding customer realationship Knowledge Requirements (Understand the concept of "Marketing" differences and connection between Needs", Wants" and"Demands, Value Proposition: Make use of related theories about"Marketing management to analyze the marketing cases (3 Analyze market needs through basic theories about Marketing Ability requirements (Be familiar with basic conceptions and theories on Marketin (2 Analyze reasonalbly on key elements in Marketing management Be aware of the marketing needs and work out products Teaching Emph Undersatnding the concept of Marketing, understand its importance and extendin Chapter 2 Company and Marketing Strategy Theory class hour: 6 Teaching Content 2. 1 Analyzing the marketing environment 2.2 Planning marketing: partnering to build customer relationships 2.3 Markting strategy and the marketing mix 2. 4 Managing the marketing effort Knowledg (1)Conceptiong of Marketing environment 2 The roles and effections different types of marketing environment can play (3 Consumer needs consumer behaviors markets and business markets Ability requirements (1 Good understanding on marketing environment, Consumer markets and Business markets (2 Make proper marketing strategy to different types of buyer behavior Teaching emphasis Understanding of Marketing environment and its impacts on marketing stratagy
6. Course Content Chapter 1 Defining Marketing and the Marketing Process Theory class hour:8 Teaching Content： 1.1 Designing a customer-driven marketing strategy selecting customer’s to serve -choosing a value proposition 1.2 Buliding custromer realationships Knowledge Requirements： ①Understand the concept of “Marketing”;differences and connection between “Needs”,”Wants” and “Demands”; Value Proposition； ②Make use of related theories about “Marketing management”to analyze the marketing cases. ③ Analyze market needs through basic theories about Marketing. Ability requirements： ①Be familiar with basic conceptions and theories on Marketing； ② Analyze reasonalbly on key elements in Marketing management ③ Be aware of the marketing needs and work out products or service to satisfy them. Teaching Emphasis: Undersatnding the concept of “Marketing”，understand its importance and extending Chapter 2 Company and Marketing Strategy Theory class hour:6 Teaching Content： 2.1 Analyzing the marketing environment 2.2 Planning marketing:partnering to build customer relationships 2.3 Markting strategy and the marketing mix 2.4 Managing the marketing effort Knowledge Requirements： ①Conceptiong of Marketing environment； ②The roles and effections different types of marketing environment can play; ③Consumer needs ,consumer behaviors markets and business markets. Ability requirements： ① Good understanding on marketing environment,Consumer markets and Business markets. ② Make proper marketing strategy to different types of buyer behavior. Teaching Emphasis: Understanding of Marketing environment and its impacts on marketing stratagy
Chapter 3 Analyzing the marketing environment Theory class hour: 2 Practical class hour: 2 Teaching Content: 3.1 the micro-environment 3.2 the macro-environment 3.3 the natural environment 3. 4 the technological environment Knowledge requirements: (bAsic concepts of company, suppliers, publics and marketing intermeiary uNderstand the process of channel design: New-Product Development and Product Life-cycle Strategy; Advertising and Public relation Make marketing plan which base on the analysis of micro-environment and macro-environment Ability requirements: Explore more extending knowledge base on product (Understand the impaction of technological environment 3 Taking the case study to analyze the environment Teaching Emphasis: Understanding the importance of micro-environment and macro-environment Chapter 4 Consumer markets and consumer buyer behavior Theory class hour: 6 Practical class hour: 3 Teaching Content: 4 1 Model of consumer behavion 4.2 Characteristics affecting consumer behavior 4.3 types of buying decision behavior 4.4 The buyer decision process 4.5 The buyer decision process for new products Knowledge requirements: @Know more types of buying decision behavior ()understand the background of analyzing the environment Ability requirements: (Define the consumer market and construct a simple model of consumer buyer behavior (2 Name the four factors that influence consumer buyer behavio (Analyze the development and trend of global market through related knowledge Teaching Emphasis
Chapter 3 Analyzing the marketing environment Theory class hour:2 Practical class hour:2 Teaching Content： 3.1 the micro-environment 3.2 the macro-environment 3.3 the natural environment 3.4 the technological environment Knowledge Requirements： ①Basic concepts of company, suppliers, publics and marketing intermeiary； ②Understand the process of channel design；New-Product Development and Product Life-cycle Strategy;Advertising and Public relation ③Make marketing plan which base on the analysis of micro-environment and macro-environment； Ability requirements： ① Explore more extending knowledge base on product ②Understand the impaction of technological environment； ③Taking the case study to analyze the environment. Teaching Emphasis: Understanding the importance of micro-environment and macro-environment. Chapter 4 Consumer markets and consumer buyer behavior Theory class hour:6 Practical class hour:3 Teaching Content： 4.1 Model of consumer behavior 4.2 Characteristics affecting consumer behavior 4.3 types of buying decision behavior 4.4 The buyer decision process 4.5 The buyer decision process for new products Knowledge Requirements： ①Know more types of buying decision behavior； ② understand the background of analyzing the environment； Ability requirements： ①Define the consumer market and construct a simple model of consumer buyer behavior. ② Name the four factors that influence consumer buyer behavior ③Analyze the development and trend of global market through related knowledge. Teaching Emphasis:
Competitor analysis Chapter 5 Customer-driven marketing strategy Theory class hour: 4 Teaching Content: 5.1 market segmentation 5.2 market targeting 5.3 differentiation and positioning Knowledge requirements (kNow the definition of market segmentation: (understand the role of targeting and segmentation: Ability requirements O master the product and the major classification of products and services understand the four characteristics that affect the marketing of services and the additional marketing consideration that service require Teaching Emphasis market segmentation; targeting, differentiating and position Chapter 6 Product, services, and brands Theory class hour: 4 Teaching Content 6. 1 What is a product? 6.2 Products and service decisions 6.3 Services marketing 6.4 Branding strategy: building strong brands Knowledge requirements ①K the key points of branding strategy; Ability requirements: ( obtain the knowledge of product and the major classification of products and services (2 understand the types of products and their characteristics Teaching Emphasis: Service marketing and branding strategy Chapter 7 Product life-cycle strategies Theory class hour: 2 Teaching Content 7. 1 new product development strategy 7.2 the new-product development process 7.3 product life-cycle strategies Knowledge requirements KNow the concept of product life-cycle strategies: (2)understand the details of new product development process
Competitor analysis Chapter 5 Customer-driven marketing strategy Theory class hour: 4 Teaching Content： 5.1 market segmentation 5.2 market targeting 5.3 differentiation and positioning Knowledge Requirements： ①Know the definition of market segmentation； ②understand the role of targeting and segmentation； Ability requirements： ① master the product and the major classification of products and services ②understand the four characteristics that affect the marketing of services and the additional marketing consideration that service require. Teaching Emphasis: market segmentation; targeting; differentiating and position Chapter 6 Product, services, and brands Theory class hour: 4 Teaching Content： 6.1 What is a product? 6.2 Products and service decisions 6.3 Services marketing 6.4 Branding strategy: building strong brands Knowledge Requirements： ①Know the definition of product； ② the key points of branding strategy; Ability requirements： ① obtain the knowledge of product and the major classification of products and services ② understand the types of products and their characteristics. Teaching Emphasis: Service marketing and branding strategy Chapter 7 Product life-cycle strategies Theory class hour: 2 Teaching Content： 7.1 new product development strategy 7.2 the new-product development process 7.3 product life-cycle strategies Knowledge Requirements： ①Know the concept of product life-cycle strategies； ②understand the details of new product development process ;
Ability requirements (1 Ability of explaining how companies find and develop new-product ideas (2 List and define the steps in the new-product development process and the major considerations in managing this process Teaching Emphasis Details of product life-cycle strategies Chapter 8 Pricing and pricing strategy Theory class hour: 4 Teaching Content: 8. 1 What is price 8.2 Major pricing strategies 8.3 New product pricing strategy 8.4 Product mix pricing strategy 8.5 Price adjustment strategies Knowledge Requirements: KNow the definition of pricing and pricing strategy (understand the content and process of pricing strategy for new product Ability requirements: Understand the importance of pricing in today's fast-changing environment @ldentify the three major pricing strategy and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting price Teaching Emph Major pricing strategies Chapter 9 Marketing channel Theory class hour: 4 Practical class hour: 3 Teaching Content: 9. 1 Supply chains and the value delivery network(10min) 9.2 Channel behavior and organization Knowledge Requirements: (kNow the definition of supply chain and its role in marketing mix: Ability requirements Explain why company use marketing channels and discuss the function these channels perform 2 understand how channel members interact and how they organize to perform the work of the channel 3 Identify the major channel alternatives open to a company Teaching Emphasis
Ability requirements： ① Ability of explaining how companies find and develop new-product ideas. ② List and define the steps in the new-product development process and the major considerations in managing this process. Teaching Emphasis: Details of product life-cycle strategies Chapter 8 Pricing and pricing strategty Theory class hour: 4 Teaching Content： 8.1 What is price 8.2 Major pricing strategies 8.3 New product pricing strategy 8.4 Product mix pricing strategy 8.5 Price adjustment strategies Knowledge Requirements： ①Know the definition of pricing and pricing strategy； ②understand the content and process of pricing strategy for new product; Ability requirements： ①understand the importance of pricing in today’s fast-changing environment ②Identify the three major pricing strategy and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting price. Teaching Emphasis: Major pricing strategies Chapter 9 Marketing channel Theory class hour: 4 Practical class hour:3 Teaching Content： 9.1 Supply chains and the value delivery network (10min) 9.2 Channel behavior and organization Knowledge Requirements： ①Know the definition of supply chain and its role in marketing mix； Ability requirements： ① Explain why company use marketing channels and discuss the function these channels perform. ② understand how channel members interact and how they organize to perform the work of the channel. ③ Identify the major channel alternatives open to a company. Teaching Emphasis:
The importance and the characteristics of marketing channel 7. In-Class Experiment and Basic requirements Name of N ExperimentExperiment Experiment Main Content of the Experiment Hours note Buyer behavior Recognize buyer decision process 2 class hoursComprehensive nd make analysis on it 2 Branding strategy Analyze a company brand 3 class hours Comprehensive Marketing strategy/Choose a certain group as target 3 project group and make a marketing 3 class hours Comprehensive strategy for them 8. Grading Policy of the learni Exams and Assignments Percentage Computation Outcomes evaluated Final exam L0342/0413 Class Participation 15% L0342/L0613 L0342/0112 Group Presentation 20% L0714/L0811 D eans signature Instructor Time: August 27. 2021 Time: August 27, 2021
The importance and the characteristics of marketing channel 7. In-Class Experiment and Basic Requirements No. Name of Experiment Main Content of the Experiment Experiment Hours Experiment Type Notes 1 Buyer behavior analysis Recognize buyer decision process and make analysis on it 2 class hours Comprehensive 2 Branding strategy analysis Analyze a company brand 3 class hours Comprehensive 3 Marketing strategy project Choose a certain group as target group and make a marketing strategy for them 3 class hours Comprehensive 8. Grading Policy Grading Computation Exams and Assignments Percentage No. of the Learning Outcomes evaluated 1 Final Exam 50% L0342/L0413 X1 Class Participation 15% L0342/L0613 X2 Paper 15% L0342/L0112 X3 Group Presentation 20% L0714/L0811 Instructor: Dean’s signature: Time：August 27, 2021 Time：August 27, 2021