制卧价贸易大考 《营销学原理》 教学大纲 TOTAL 100 IV.Course Schedule Week Chapter Topic of the Session Overview of Marketing 2 3 Environment and Opportunities 3 J Consumer Buying Behavior 4 6 Business Buying Behavior Y Marketing Information System and Marketing Research 6 Appendix1 Measuring and Forecasting Market Demand > 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 6 14 Integrated Marketing Communications and Advertising 17 15 Sales Promotion and Public Relations 18 16 Personal Selling,Sales and Customer Relationship Management V.Description of Sessions Session 1 Overview of Marketing and Marketing Management Time required:2 hours Text:Chapter 1 Objectives Requirements Be aware of reasons for studying marketing general framework of Marketing goals of the marketing system how marketing is used by different kinds of organizations Essential Concepts definition of Marketing, the Generic Value Chain ·the Value Equation the core marketing concepts (need,want,demand,value,satisfaction,exchange,relationship, etc.) demand management《营销学原理》 教学大纲 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 V. Description of Sessions Session 1 Overview of Marketing and Marketing Management Time required: 2 hours Text: Chapter 1 Objectives & Requirements Be aware of • reasons for studying marketing • general framework of Marketing • goals of the marketing system • how marketing is used by different kinds of organizations Essential Concepts • definition of Marketing, • the Generic Value Chain • the Value Equation • the core marketing concepts (need, want, demand, value, satisfaction, exchange, relationship, etc.) • demand management 3