教材和教学参考资料: 作者 教材名称 出版社 出版年月 Philip kotler Marketing Management(12th ed ition Pearson Prentice Hall 2006 evin lane keller 漖教师教学、科研情况简介和主要社会兼职: Yanqun He: Assistant Professor of Marketing Research Interests: Serv ice Marketing Service Management, Consumer Satisfaction Loyalty, Internet Marketing Ad Hoc Reviewer for Managing Service Quality Member of Marketing Science Institute 2006 教学内容安排: Tentative Class schedule Schedule Topics Contents Topic 1 Understanding Marketing Management Week 1 Defining Marketing for the 21st Century Week 2 Developing Marketing Strategies and Plan Topic 2 Capturing Marketing Insights Week 3 Conducting Marketing Research and Forecasting Demand Topic 3 Connecting with Customers Week 4 Creating Customer Value, Satisfaction, and Loyalty Week 5 Analyzing Consumer Markets Week 6 Analyzing Business Markets Week 7 Identify ing Markets Segments and Targets Topic 4 Building Strong brands Week 8 Creating Brand equity Week 9 Crafting the brand positioning Week 10 Dealing with Competition Topic 5 Shaping the market offerings Week 11 Setting Product Strategy Week 12 Designing and Managing Services Week 13 Developing Pricing Strategies and Program Topic 6 Delivering value Week 14 Designing and managing value Networks and Channels教材和教学参考资料： 作者 教材名称 出版社 出版年月 Philip Kotler & Kevin Lane Keller Marketing Management（12th edition） Pearson Prentice Hall 2006 教师教学、科研情况简介和主要社会兼职： Yanqun He: Assistant Professor of Marketing Research Interests: Service Marketing & Service Management, Consumer Satisfaction & Loyalty, Internet Marketing Ad Hoc Reviewer for Managing Service Quality Member of Marketing Science Institute 2006 教学内容安排： Tentative Class Schedule Schedule Topics & Contents Topic 1 Understanding Marketing Management Week 1 Defining Marketing for the 21st Century Week 2 Developing Marketing Strategies and Plan Topic 2 Capturing Marketing Insights Week 3 Conducting Marketing Research and Forecasting Demand Topic 3 Connecting with Customers Week 4 Creating Customer Value, Satisfaction, and Loyalty Week 5 Analyzing Consumer Markets Week 6 Analyzing Business Markets Week 7 Identifying Markets Segments and Targets Topic 4 Building Strong Brands Week 8 Creating Brand Equity Week 9 Crafting the Brand Positioning Week 10 Dealing with Competition Topic 5 Shaping the Market Offerings Week 11 Setting Product Strategy Week 12 Designing and Managing Services Week 13 Developing Pricing Strategies and Programs Topic 6 Delivering Value Week 14 Designing and Managing Value Networks and Channels