Marketing Management Course Outline 宋亦平 Course Description: This course is designed for you, undergraduates, to improve your understanding of and skills in marketing as a discipline Ve use cases, discussions, and readings to provide a mix of integrated concepts and hands-on problem solving approaches. We, at the same time, encourage a variety of perspectives by our attendees on marketing issues ObIective In this course we seek to: e Introduce you to critical concepts and phenomena in marketing e Develop your skills in marketing analysis and planning e Familiarize you with marketing strategies and tactics; e Enhance your problem solving and decision making abilities from marketing perspectives and insights Textbook Kotler, Philip and Kevin L. Keller(2006), Marketing Management, 12th Editio Prentice hall Teaching outline Week 1 Understanding Marketing Course Introduction What is Marketing Cases e Video Case: The Change of the News Groups in GuangzhouMarketing Management Course Outline 宋亦平 Course Description: This course is designed for you, undergraduates, to improve your understanding of and skills in marketing as a discipline. We use cases, discussions, and readings to provide a mix of integrated concepts and hands-on problem solving approaches. We, at the same time, encourage a variety of perspectives by our attendees on marketing issues. Objective: In this course we seek to: ☺ Introduce you to critical concepts and phenomena in marketing; ☺ Develop your skills in marketing analysis and planning; ☺ Familiarize you with marketing strategies and tactics; ☺ Enhance your problem solving and decision making abilities from marketing perspectives and insights. Textbook: Kotler, Philip and Kevin L. Keller (2006), Marketing Management, 12 th Edition, Prentice Hall. Teaching Outline: Week 1 Understanding Marketing ⚫ Course Introduction ⚫ What is Marketing Case: ⚫ Video Case: The Change of the News Groups in Guangzhou