Marketing Management pring 2008 Instructor: Deqiang zou Classroom Location: Room 6504 Days Hours: 13: 30-16: 05, Wednesdays Office: Room 632 Siyuan Building, School of Management Office Phone: 25011188 Office Hours: 2pm-3pm Thursday, or by appointment Email:deqiangzou@fudan.edu.cn Textbook Kotler, Philip(2008), Marketing Management(12th ed ition), Upper Saddle River, NJ: Prentice hall Supplementary Material: IBrandchannel.com,www.brandchannel.com [2]Knowledge(@Wharton, knowledge. wharton. upenn. edu/category.cfm?cid=4 3Strategy+business,www.strategy-business.com [4]theMckinseyQuarterlywww.mckinsevquarterlv.com 5] HBS Working Knowledge, hbswk. hbs. edu/topics/marketing. html Course objectives 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 Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations The course in designed with the following goals, 1. To apply a marketing perspective to strategy development in enterprise of all kinds 2. To illustrate the functional responsibilities of marketing managers 3. To refine decision-making and analytical skills and the ability to express the results of marketing analysis orally and in writing Course Schedule Week 1: Understand ing Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the Environment and gathering Information Week 4: Marketing Research Week 5: The"Why"of Ce er Behavior Week 6: The "How"of Consumer behavior Week 7: Dealing with Competition Week 8: Segmenting, Targeting, and Positionin Week 9: Product StrategyMarketing Management Spring 2008 Instructor: Deqiang Zou Classroom Location: Room 6504 Days & Hours: 13:30~16:05, Wednesdays Office: Room 632 Siyuan Building, School of Management Office Phone: 25011188 Office Hours: 2pm-3pm Thursday, or by appointment Email: deqiang_zou@fudan.edu.cn Textbook: Kotler, Philip (2008), Marketing Management (12 th edition), Upper Saddle River, NJ: Prentice Hall. Supplementary Material: [1] Brandchannel.com, www.brandchannel.com [2] Knowledge@Wharton, knowledge.wharton.upenn.edu/category.cfm?cid=4 [3] Strategy+Business, www.strategy-business.com/ [4] The McKinsey Quarterly, www.mckinseyquarterly.com [5] HBS Working Knowledge, hbswk.hbs.edu/topics/marketing.html Course Objectives: 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. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations. The course in designed with the following goals, 1. To apply a marketing perspective to strategy development in enterprise of all kinds. 2. To illustrate the functional responsibilities of marketing managers. 3. To refine decision-making and analytical skills and the ability to express the results of marketing analysis orally and in writing Course Schedule: Week 1: Understanding Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the Environment and Gathering Information Week 4: Marketing Research Week 5: The “Why” of Consumer Behavior Week 6: The “How” of Consumer Behavior Week 7: Dealing with Competition Week 8: Segmenting, Targeting, and Positioning Week 9: Product Strategy