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 任课教师* 何雁群 开课院系** 市场营销系 预修课程 Nil 课程性质: Undergraduate foundation course of School of Management 教学目的 This course aims to introduce an overview of marketing processes and marketing principles to the class, and provides students with the opportunity to apply the key concepts to practical business situations After completion of the course, students should be able to understand the basic concepts of marketing strategy and the elements of market analysis, marketing planning, and market feed back metrics apply marketing theory and concepts to what marketers do in"the real world use relevant marketing concepts to make appropriate business decisions 课程基本内容简介 Marketing is the business function that deals with customers' needs and wants. marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating supe rior customer value. The role of marketing management is to help companies better understand customer preferences, link that knowledge to designing appropriate products and services to offer to selected customers, and determine appropriate methods to communicate, to capture, and to deliver value 基本要求: To excel in this course students must come prepared to participate in each session. All students are expected to review each ed chapter and case study before every class. Students wh are absent from a class session will be expected to present a detailed summary of the key learning points of the chapter missed at the start of the next sessi 教学方式 Class meetings will be divided into lectures, group discussions, presentations and activity-based learning exercises. Case discussion will take place during plenary sessions, during which the alue of students' insight will carry more weight than the volume of their remarks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* 何雁群 开课院系** 市场营销系 预修课程 Nil 课程性质： Undergraduate foundation course of School of Management 教学目的： This course aims to introduce an overview of marketing processes and marketing principles to the class, and provides students with the opportunity to apply the key concepts to practical business situations. After completion of the course, students should be able to: • understand the basic concepts of marketing strategy and the elements of market analysis, marketing planning, and market feedback metrics. • apply marketing theory and concepts to what marketers do in "the real world" • use relevant marketing concepts to make appropriate business decisions 课程基本内容简介： Marketing is the business function that deals with customers' needs and wants. Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. The role of marketing management is to help companies better understand customer preferences, link that knowledge to designing appropriate products and services to offer to selected customers, and determine appropriate methods to communicate, to capture, and to deliver value. 基本要求： To excel in this course students must come prepared to participate in each session. All students are expected to review each assigned chapter and case study before every class. Students who are absent from a class session will be expected to present a detailed summary of the key learning points of the chapter missed at the start of the next session. 教学方式: Class meetings will be divided into lectures, group discussions, presentations and activity-based learning exercises. Case discussion will take place during plenary sessions, during which the value of students’insight will carry more weight than the volume of their remarks