复旦大学课程教学大纲样表 课程代码|MANA130006 编写时间 2007.12 课程名称 营销管理 英文名称 Marketing management 学分数3 周学时 3 任课教师*王毓嵩 开课院系* 市场营销系 预修课程 课程性质: 专业必修课 教学目的: 1. To introduce the basic principles and theories in marketing to undergraduate students 2. To apply marketing principles and theories to analyze business practices 3. To prepare students for future studies in the marketing area 课程基本内容简介: Defining Marketing for the 21st Century: Developing Marketing Strategies& Plans Gathering Information& Scanning the Environment Conducting Marketing Research Forecasting Demand Creating Customer Value, Satisfaction, Loyalty Analyzing Consumer Markets Analyzing Business Markets Identifying Market Segments & Targets Creating Brand Equity, Crafting the Brand Positioning Setting Product Strategy esigning Managing Ser rvices Developing Pricing Strategies Programs Designing Managing Value Networks Channels Managing Retailing, Wholesaling Logistics Designing& Managing Marketing Communications 「基本要求: Attendance, participation, and individual and team work复旦大学课程教学大纲样表 课程代码 MANA130006 编写时间 2007. 12 课程名称 营销管理 英文名称 Marketing Management 学分数 3 周学时 3 任课教师* 王毓嵩 开课院系** 市场营销系 预修课程 课程性质： 专业必修课 教学目的： 1. To introduce the basic principles and theories in marketing to undergraduate students 2. To apply marketing principles and theories to analyze business practices 3. To prepare students for future studies in the marketing area 课程基本内容简介： Defining Marketing for the 21st Century; Developing Marketing Strategies & Plans Gathering Information & Scanning the Environment Conducting Marketing Research & Forecasting Demand Creating Customer Value, Satisfaction, & Loyalty Analyzing Consumer Markets Analyzing Business Markets Identifying Market Segments & Targets Creating Brand Equity; Crafting the Brand Positioning Dealing with Competition Setting Product Strategy Designing & Managing Services Developing Pricing Strategies & Programs Designing & Managing Value Networks & Channels Managing Retailing, Wholesaling & Logistics Designing & Managing Marketing Communications 基本要求： Attendance, participation, and individual and team work