教材和教学参考资料: 作者 教材名称 出版社 出版年月 arketing Management, 11 Prentice Hall and Tsinght Kotler. Phil uly,2007 University Press Silk. Alvin J What is Marketing Harvard Business School Press october, 2006 Rao. Vithala R d Joel ADdison Wesley Longman, Inc. August, 1998 Steckel Marketing Marketing Prentice Hall December. 2004 Handbook 教师教学、科研情况简介和主要社会兼职 Assistant professor in the department of marketing, whose research interest falls in customer satisfaction, brand loyalty, behavioral economics in marketing, brand equity and social network and some quantitative techniques, e. g, hierarchical Bayesian model and latent class model 教学内容安排: Week 1: Understanding Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the environment Week 4: Market Environment and Competition Week 5: Consumer Behavior Week 6: Marketing Research(I) Week 7: Marketing Research(Il /eek 8: Segmenting, Targeting, and Positioning Week 9: Product Strategy Week 10: New Product Development and Innovation Week 11: Building Strong Brands(D) Week 12: Building Strong Brands(II) Week 13:Pricing Strategy Week 14: Channel Strategy Week 15: Integrated Marketing Communication Week 16: Customer Relationship Management Week 18: Group term project presentation This course is given by five other professors in the department of marketing, as well 作业和考核方式: The final grade is composed of four parts: class attendan ce and discussion, personal homework assignments, group term project, and final exam Group term project Final exar 20%教材和教学参考资料： 作者 教材名称 出版社 出版年月 Kotler, Philip Marketing Management, 11th edition Prentice Hall and Tsinghua University Press July, 2007 Silk, Alvin J. What is Marketing Harvard Business School Press October, 2006 Rao, Vithala R. and Joel H. Steckel Analysis for Strategic Marketing Addison Wesley Longman, Inc.August, 1998 Wood, Marian Burk The Marketing Plan Handbook Prentice Hall December, 2004 教师教学、科研情况简介和主要社会兼职： Assistant professor in the department of marketing, whose research interest falls in customer satisfaction, brand loyalty, behavioral economics in marketing, brand equity and social network, and some quantitative techniques, e.g., hierarchical Bayesian model and latent class model. 教学内容安排： Week 1: Understanding Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the Environment Week 4: Market Environment and Competition Week 5: Consumer Behavior Week 6: Marketing Research (I) Week 7: Marketing Research (II) Week 8: Segmenting, Targeting, and Positioning Week 9: Product Strategy Week 10: New Product Development and Innovation Week 11: Building Strong Brands (I) Week 12: Building Strong Brands (II) Week 13: Pricing Strategy Week 14: Channel Strategy Week 15: Integrated Marketing Communication Week 16: Customer Relationship Management Week 17: Internet Marketing Week 18: Group term project presentation * This course is given by five other professors in the department of marketing, as well. 作业和考核方式： The final grade is composed of four parts: class attendance and discussion, personal homework assignments, group term project, and final exam. 1. Class attendance and discussion: 20% 2. Personal home assignment: 20% 3. Group term project: 40% 4. Final exam: 20%