渊外经舍氨多大景 营销学原理 prepared to contribute to class discussion Related literature--Books and periodicals as recommended (see the list). 2.Exercises and Examinations: You are expected to do six period tests/quizzes,the score of which will account for 10%of the total term grades. Some company cases will be discussed in class.Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion.The performance of everyone will be evaluated and scores will come up to 30%of the term grades. The final examination will largely be an objective test of your command of the principles learned during the term.The results of the exam will account for 60%of your total term grades. 3.Grading Criteria: Assignments Points Period Tests Average 10 Case Study and Presentation(teamwork) 30 Final Examination 60 TOTAL 100 IV.Course Schedule Week Chapter Topic of the Session 1 Overview of Marketing 2 3 Environment and Opportunities 3 5 Consumer Buying Behavior 4 6 Business Buying Behavior 5 4 Marketing Information System and Marketing Research 6 Appendix1 Measuring and Forecasting Market Demand 7 2 Strategic Planning and Marketing Process 8 7 Market Segmentation,Targeting and Positioning 9 2 Marketing Plan Implementation and Control 10 8,9 Product and Product Development 11 9,8 Product Life-Cycle and Brand Management 12 10 Pricing Considerations and Approaches 13 11 Pricing Strategies 14 12 Distribution Channel Designing and Management 15 13,17 Wholesaling,Retailing,Online Marketing and Logistics 16 14 Integrated Marketing Communications and Advertising 17 15 Sales Promotion and Public Relations 18 16 Personal Selling,Sales and Customer Relationship Management 第2页共19页营销学原理 prepared to contribute to class discussion. ·Related literature -- Books and periodicals as recommended (see the list). 2. Exercises and Examinations: You are expected to do six period tests/quizzes, the score of which will account for 10% of the total term grades. Some company cases will be discussed in class. Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion. The performance of everyone will be evaluated and scores will come up to 30% of the term grades. The final examination will largely be an objective test of your command of the principles learned during the term. The results of the exam will account for 60% of your total term grades. 3. Grading Criteria: Assignments Points Period Tests Average 10 Case Study and Presentation (teamwork) 30 Final Examination 60 TOTAL 100 IV. Course Schedule Week Chapter Topic of the Session 1 1 Overview of Marketing 2 3 Environment and Opportunities 3 5 Consumer Buying Behavior 4 6 Business Buying Behavior 5 4 Marketing Information System and Marketing Research 6 Appendix1 Measuring and Forecasting Market Demand 7 2 Strategic Planning and Marketing Process 8 7 Market Segmentation, Targeting and Positioning 9 2 Marketing Plan Implementation and Control 10 8, 9 Product and Product Development 11 9, 8 Product Life-Cycle and Brand Management 12 10 Pricing Considerations and Approaches 13 11 Pricing Strategies 14 12 Distribution Channel Designing and Management 15 13,17 Wholesaling, Retailing, Online Marketing and Logistics 16 14 Integrated Marketing Communications and Advertising 17 15 Sales Promotion and Public Relations 18 16 Personal Selling, Sales and Customer Relationship Management 第 2 页 共 19 页