复旦大学：《营销管理》课程大纲_黄沛-营销管理-教学大纲.doc_大学文库

introduce you to marketing terminology and concepts introduce you to the basic practices and problems in marketing and to the skills involved in marketing management, emphasize the importance of both predicting and analyzing consumers responses to marketing actions introduce you to marketing research and give you an opportunity to either participate in or conduct a very small scale study, and promote student interest in marketing as a career in such areas as sales, retailing, dvertising, marketing research, wholesaling, packaging, and physical distribution Method Because marketing is a practical discipline that involves art as much as science, this course will be taught through a combination of lectures on the concepts and principles, discussion of their applications and analyses of some significant marketing issues Students' reflections on the day's material and their contributions to the discussion are considered important elements of the learning process. Therefore, students are strongly advised to come prepared, especially if a case is assigned in the discussion section ADDITIONAL INFORMATION SOURCES Students interested in further read ing on basic marketing concepts beyond the required text are encouraged to consult Marketing Management, by Kotler, a basic marketing text which can be found on the reserve shelves in the Business library. In add ition, students should read the business press such as The Wall Street Journal GRADING The relative weights of the various course activities are in the table on the first page Once an instructor has assigned a grade, it will not be changed. Instructors strive to be bjective, but they are human and can make errors. It is natural for an individual student to rate his or her work more highly than someone else does. However, over the course of the semester we expect positive and negative errors to cancel out Students who feel unduly penalized may always represent their case to the instructor. If their case is valid the instructor will consider the difference when assigning final grades In general, however, instructors want to reward students for their learning and not for their negotiating skills. It is better for students to try to understand the principles being taught and the criteria used for evaluation, than to debate grades

8 • introduce you to marketing terminology and concepts, • introduce you to the basic practices and problems in marketing and to the skills involved in marketing management, • emphasize the importance of both predicting and analyzing consumer's responses to marketing actions, • introduce you to marketing research and give you an opportunity to either participate in or conduct a very small scale study, and • promote student interest in marketing as a career in such areas as sales, retailing, advertising, marketing research, wholesaling, packaging, and physical distribution. Method Because marketing is a practical discipline that involves art as much as science, this course will be taught through a combination of lectures on the concepts and principles, discussion of their applications and analyses of some significant marketing issues. Students' reflections on the day's material and their contributions to the discussion are considered important elements of the learning process. Therefore, students are strongly advised to come prepared, especially if a case is assigned in the discussion section. ADDITIONAL INFORMATION SOURCES Students interested in further reading on basic marketing concepts beyond the required text are encouraged to consult Marketing Management, by Kotler, a basic marketing text which can be found on the reserve shelves in the Business Library. In addition, students should read the business press such as The Wall Street Journal. GRADING The relative weights of the various course activities are in the table on the first page. Once an instructor has assigned a grade, it will not be changed. Instructors strive to be objective, but they are human and can make errors. It is natural for an individual student to rate his or her work more highly than someone else does. However, over the course of the semester we expect positive and negative errors to cancel out. Students who feel unduly penalized may always represent their case to the instructor. If their case is valid, the instructor will consider the difference when assigning final grades. In general, however, instructors want to reward students for their learning and not for their negotiating skills. It is better for students to try to understand the principles being taught and the criteria used for evaluation, than to debate grades

Students should keep all graded work until the end of the semester; in addition they should keep back-up copies of any work turned into a ta or the instructor EXAMS The exam dates and times are in the course schedule. all exams are closed-book You should bring two No. 2 lead pencils with you to each exam. No other supplies should be necessary. Also have one piece of personal identification, which includes a photograph, available. Be prepared to show your ID Cheating will not be tolerated. Cheating will result in failing the exam and possibly the course. During the exams you cannot wear baseball caps or have extra papers, calculator covers etc. In view If you have an unavoidable conflict, show your ta documentation of the conflict well ahead of the exam and a make-up will be arranged. We cannot offer make-ups to students who are taking classes at another institution, while at the university of lowa(e.g. a class a Kirkwood on Wed nights is not an unavoidable conflict). If a make-up exam is needed because of illness or emergency on the day of the exam, try to phone the ta prior to the exam, and provide medical or appropriate verification later. Non-attendance at the regular exam time without an acceptable, documented reason will result in failing the exam. Please note that make-up multiple choice exams are 50% essay and 50% multiple choice and are completely different from the main exam. Professor Klemme will design and grade all make-up multiple choice and essay exams LECTURE ASSIGNMENTS General Students should take their written assignments very seriously, as they const itute an important part of the training in this course. There will be two lecture assignments. All will test students'understanding of the theory and their ability to apply it to the problem at hand. All assignments should be typed and be within the page limits specified We assume that students are familiar with computer word processing programs such as Word and computer spread sheet programs such as Excel. If a student is unfamiliar with either type of program, he or she should purchase a help book or go through the tutorials that are on the network in the College of Business Due Dates

9 Students should keep all graded work until the end of the semester; in addition they should keep back-up copies of any work turned into a TA or the instructor. EXAMS The exam dates and times are in the course schedule. All exams are closed-book. You should bring two No. 2 lead pencils with you to each exam. No other supplies should be necessary. Also have one piece of personal identification, which includes a photograph, available. Be prepared to show your ID. Cheating will not be tolerated. Cheating will result in failing the exam and possibly the course. During the exams you cannot wear baseball caps or have extra papers, calculator covers, etc., in view. If you have an unavoidable conflict, show your TA documentation of the conflict well ahead of the exam and a make-up will be arranged. We cannot offer make-ups to students who are taking classes at another institution, while at the University of Iowa (e.g. a class a Kirkwood on Wed nights is not an unavoidable conflict). If a make-up exam is needed because of illness or emergency on the day of the exam, try to phone the TA prior to the exam, and provide medical or appropriate verification later. Non-attendance at the regular exam time without an acceptable, documented reason will result in failing the exam. Please note that make-up multiple choice exams are 50% essay and 50% multiple choice and are completely different from the main exam. Professor Klemme will design and grade all make-up multiple choice and essay exams LECTURE ASSIGNMENTS General Students should take their written assignments very seriously, as they constitute an important part of the training in this course. There will be two lecture assignments. All will test students' understanding of the theory and their ability to apply it to the problem at hand. All assignments should be typed and be within the page limits specified. We assume that students are familiar with computer word processing programs such as Word and computer spread sheet programs such as Excel. If a student is unfamiliar with either type of program, he or she should purchase a help book or go through the tutorials that are on the network in the College of Business. Due Dates

Turn all assignments in at the beginning of lecture on the day they are due. your cover sheet should list your discussion section instructor, your ID, and your discussion section ting time Early/Late Assignments turn assignments in early should write a note explaining the reason and turn in the st Under special arrangements an assignment may be turned in early. Students who m assignment to Instructor Bonifield We will consider any assignment turned in after 10: 45 a.m. on the day they are due as late, the final grade on late assignments will be penalized 10 points. Because of the large number of assignments and the grading schedule, we cannot accept any late assignments for any reason later than Friday at 5: 00 PM during the week they are due. Late assignments must be turned in to Instructor Bonifield, with an attached note of explanation Very occasionally, a student will miss a dead line because of a verifiable prolonged illness or emergency. Such a student should meet with Instructor Bonifield to discuss the illness or emergency and to receive a make-up assignment. In such cases the make-up assignment will differ from the class assignment Plagiarism/Academic Dishonesty Students must submit their own work. Each students paper must be written independently by the student enrolled in Marketing Management. This means that even if just one sentence of your paper is the same as another person's paper, you both could get an F on the assignment. Copy ing other people's ideas or assignments will result in an F inadve ignment. In addition, giving or loaning your paper to another student or ntly letting another student copy your paper is considered Academic Dishonest and will result in an F on the assignment. Please do not leave drafts of your work lying around in computer laboratories, libraries or other public places PARTICIPATION IN DISCUSSION SECTIONS Discussion section instructors will be awarding in-class performance points based on announced and/or unannounced quizzes on read ings, videos, lectures, etc and actual class participation

10 Turn all assignments in at the beginning of lecture on the day they are due. Your cover sheet should list your discussion section instructor, your ID, and your discussion section meeting time. Early/Late Assignments Under special arrangements an assignment may be turned in early. Students who must turn assignments in early should write a note explaining the reason and turn in the assignment to Instructor Bonifield We will consider any assignment turned in after 10:45 a.m. on the day they are due as late; the final grade on late assignments will be penalized 10 points. Because of the large number of assignments and the grading schedule, we cannot accept any late assignments for any reason later than Friday at 5:00 PM during the week they are due. Late assignments must be turned in to Instructor Bonifield, with an attached note of explanation. Very occasionally, a student will miss a deadline because of a verifiable prolonged illness or emergency. Such a student should meet with Instructor Bonifield to discuss the illness or emergency and to receive a make-up assignment. In such cases the make-up assignment will differ from the class assignment. Plagiarism/Academic Dishonesty Students must submit their own work. Each student’s paper must be written independently by the student enrolled in Marketing Management. This means that even if just one sentence of your paper is the same as another person's paper, you both could get an F on the assignment. Copying other people's ideas or assignments will result in an F on the assignment. In addition, giving or loaning your paper to another student or inadvertently letting another student copy your paper is considered Academic Dishonesty and will result in an F on the assignment. Please do not leave drafts of your work lying around in computer laboratories, libraries or other public places. PARTICIPATION IN DISCUSSION SECTIONS Discussion section instructors will be awarding in-class performance points based on announced and/or unannounced quizzes on readings, videos, lectures, etc., and actual class participation