市场营销介绍 VIP专享VIP免费

市场营销介绍篇一：《市场营销》课程简介Marketing---CourseDescriptionCourseCode:ZYB01024CourseStatus:RequiredClassHours:2perweek,36intotalCreditValue:2Prerequisite:ContemporaryBusiness,ManagementObjectives:Marketingisanintegrativeandapplieddiscipline,whoseresearchobjectisthemanagementandsalesactivitiescarriedoutbyanenterpriseinmorethanonecountry.Thiscourseplaysanimportantpartinfosteringstudents’professionalabilitytopursueitandadaptthemselvestoitasanoccupation.Aspecialtycoursewhichcombinestheorywithpractice,itaimsathelpingstudentstosystematicallymasterthebasictheories,knowledgeandmethodsofmodernmarketingtolayasoundfoundationfortheirrelevantpracticalworkaftergraduation.Throughthestudyofthiscourse,theywillfirmlymasterthebasicprinciplesandresearchmethodsofmarketing,grasptheconceptionofmodernmarketingandapplytherelevanttheoriesandknowledgeofmarketingtothesolutionofthepracticalproblemsinmarketing.CourseContent:Thecontentofthiscourseincludes:1)Theconceptsandprocessesofmarketing,2）enterprisesandtheirmarketingstrategy,3）marketingenvironmentanalysis,4）themanagementofmarketinginformationsystem,5）understandingconsumers’andindustrybuyers’behavior,6）targetmarketsandtheenterprises’marketentrystrategies,7）marketproductstrategy,8）thedevelopmentofnewproductsandthemanagementofproductlifecycle,9）pricingstrategy,10）marketingchannelstrategy,11）retailandwholesale,12）deliveryofcustomervalue:advertisingandpublicrelation,13）personalsalesandsalespromotion,14）directmarketingandon-linemarketing,15）internationalmarketing,and16）sustainablemarketing:socialresponsibilityandmorality.Coursebook:G.Armstrongamp;P.Kotler,Marketing:AnIntroduction(10thed.),ChinaRenminUniversityPress,2013.G.Armstrongamp;P.Kotler,PrinciplesofMarketing(13thed.),QinghuaUniversityPress,2011Assessment:ExamGradingIn-classexercise/participation(10%);Caseassignments(20%);Mid-termtest(15%);Grouppresentation(15%);Finalexam(40%)Notes:(1)In-ClassExercises:Throughoutthesemester,studentsareexpectedtobepreparedtodiscussissuesrelevanttothecourseandtoparticipateinteamexercises.Fortheseexercises,studentswillberequiredtobeactivelyinvolvedtoreceivecredit–i.e.makingsubstantivecomments,answeringquestions,andpreparingshortpresentations.Pointswillbeawardedbytheinstructorbasedonindividualandgroupperformance.(2)Caseassignments:Studentswillanswerdiscussionquestionsfromcaseapplicationsassignedinthetext.Thegoalisforstudentstoapplytheconceptsandprinciplespresentedinthecoursetothesereal-worldsituations.(3)Writtenexam:Amid-termtestandafinalexamwillcheckstudents’understandingofthematerialsdiscussedinclassandintheassignedreadings.(4)Grouppresentation:Studentsaretobedividedintogroupsof4-5membersandconductamarketingprojectandthenpresenttheprojecttotheclass.市场营销1课程编码：ZYB010242课程性质：专业必修课3教学时数：2学时/周，总共36学时4学分：2学分5先修课程：《当代商业概论》、《治理学原理》6教学目的与内容：《市场营销》是以企业在一国以上所从事的运营与销售活动为研究对象的一门综合性、实践性较强的应用学科，对培养学生从事本专业工作的才能和习惯相关专业业务工作才能具有重要作用。本课程是一门理论与实践相结合的专业课程,其任务是使学生系统地掌握现代市场营销的根本理论、根本知识和根本方法，具有从事市场营销的才能，为学生毕业后能胜任相应的实际工作奠定根底。通过这门课程的学习使学生结实掌握营销的根本原理和研究方法，建立起现代营销的观念，并让学生可以运用营销的相关...