市场营销学教程第6版教学大纲

PAGE《市场营销学》教学大纲课程描述市场营销学是一门以经济学、行为科学和现代管理理论为基础，研究以满足消费者需要为中心的企业市场营销活动及其规律性的综合性应用科学。具有全程性、综合性和实践性的特点。本课程的主要内容包括：市场与市场营销的基本含义、营销观念的发展过程、市场营销调研过程与市场需求预测、市场营销的宏观环境与微观环境分析、消费者购买行为分析、市场细分与目标市场的选择、产品策略、价格策略、分销策略和促销策略的主要原理与方法等。课程目标通过本课程的学习，学生将：了解现代企业市场营销的基本原理和基本方法。掌握分析企业市场环境、研究消费者购买行为、制定营销组合决策、组织和控制营销活动的基本程序和方法。理解中国企业营销实务,能够综合运用市场营销学及相关学科的理论与方法发现、分析和解决问题的能力。具有社会责任感，具有良好沟通能力。预期学习成果（能力）通过本课程的学习，让学员能够理解和掌握市场营销学的基本概念和原理，能够运用营销原理解决企业营销问题，具备口头与书面表达思想和逻辑的能力，能够识别商业活动中有悖于社会责任的行为/问题。评分体系课堂展示+案例讨论50%、考试50%授课时间及内容周 章节/内容 1-2营销基础（营销的定义、本质、流派、当代思潮）3-4营销信息系统与调研（营销信息系统构成、调研方法，与调研相关案例的讨论与展示，提交与案例展示相关的案例分析报告。）5-6消费者市场分析（消费者市场特点、消费者购买决策模型，与消费者行为相关案例的讨论与展示，提交与案例展示相关的案例分析报告。）7产业市场分析（产业市场特点、企业采购过程）8-9STP（市场细分的标准选择与方法、目标市场选择的依据与方法、定位的依据与方法，与STP相关案例的讨论与展示，提交与案例展示相关的案例分析报告。）10-11产品与品牌策略（产品的整体概念、产品组合分析、新产品设计与开发、品牌及品牌决策的内容，与产品策略相关案例的讨论与展示，提交与案例展示相关的案例分析报告。）12定价策略（定价方法与技巧、价格调整策略）13-14分销策略（渠道模式选择、渠道管理，与分销策略相关案例的讨论与展示，提交与案例展示相关的案例分析报告。）15沟通组合（广告、销售促进与公共关系、人员促销）16企业社会责任与营销道德（与企业社会责任相关案例的讨论与展示，提交与案例展示相关的案例分析报告。）配套教学环节讲课，案例研究，讨论，学生演讲，案例报告

CourseDescriptionMarketingisacomprehensiveappliedsciencebasedoneconomics,behaviouralscienceandmodernmanagementtheories.Itisdedicatedtostudyingthemarketingactivitiesbasedontheneedsofconsumeranddiscoveringregularpatterns.Theoutstandingcharacteristicsofthisprincipleareglobal,comprehensiveandpractical.Theprimarycontentscontainthebasicmeaningsofmarketandmarketing,thedevelopmentofmarketingconcept,marketingresearchandmarketingdemandforecast,theanalysisofmicro-environmentandmacro-environmentofmarketing,consumerpurchasingbehavior,marketsegmentationandtargetmarketing,productstrategy,pricestrategy,distributionstrategy,promotionstrategyandsoon.Aims&ObjectivesThroughthelearningofthiscourse,studentswill:Learnaboutthefundamentalprinciplesandbasicmethods;Graspthebasicprocessesandmethodsofanalyzingmarketingenvironmentofenterprises,studyingconsumerpurchasingbehavior,formulatingmarketingmixdecisions,organizingandcontrollingmarketingactivities;UnderstandthemarketingpracticesofChineseenterprises,beabletosyntheticallyapplytherelativetheoriesandmethodsofmarketingtodiscover,analyzeandsolveproblems;Possesssenseofsocialresponsibilityandwellcommunicationability.LearningOutcomesThroughhardworkonthiscourse,studentswillbeabletounderstandandgraspthefundamentalconceptsandprinciples,obtainthecapabilityofexpressingtheirthoughtsbothbyspokenandwritten,andpossesstheabilityofrecognizingthebehaviorsandproblemsbetrayedsocialresponsibility.GradingSystemPresentationinclass+writtenreport(50%);examination(50%)OutlineTeachingScheduleTimeContents1-2week:marketingfoundation(thedefinitionandessenceofmarketing,genre,contemporarytrendofthoughts)3-4week:marketinginformationsystemandresearch(thestructureofmarketinginformationsystem,researchmethods)5-6week:theconsumermarketanalysis(Thecharacteristicsofconsumermarket,consumerspurchasingdecisionmodel)7week:industrymarketanalysis(thecharacteristicsofindustrymarket,enterpriseprocurementprocess)8-9week:STP(segmentation,targetandpositioning)10-11week:productandbrandstrategy(products’concepts,productportfolioanalysis,thenewproductdesignanddevelopment,thecontentsofbrandandthebranddecision)12week:pricingstrategy(pricingmethodsandskills,priceadjustmentstrategy)13-14week:distributionstrategy(channelmodeselection,channelmanagement)15week:communicationsmix(advertising,salespromotionandpublicrelations,staffpromotion)16week:marketingethicsMethodofClassLectures,casestudy,seminars,andpresentationCourseMaterialsRequired《Marketmarketingtutorial》,JiBaocheng,LvYilin,ChinaRenminUniversityPress.ReadingListRecommendedMarketingManagement(13thversion,Chineseversion),PhilipKotlerandKevinLaneKeller(writer),LuTaihong,GaoHui(translator)，2009，ChinaRenminUniversityPress.JournalofMarketing、《Fortune》、《CBNweekly》、《HarvardBusinessReview》andsoon.附件一：测量手段：1.4能够理解和掌握市场营销学的基本概念、原理和分析方法1、主要测量形式：期末考试；2、期末考题包括两大类：1）考察市场营销管理的主要概念、原理和分析方法的理解程度占70%，基本题型包括：名词解释、简述题；2）考察对基本原理和分析方法的运用程度占30%，基本题型包括：案例分析题。3、预期测量结果：80-100分30%-40%；60-79分60%-50%；0-59分低于10%。3.1具备口头表达思想和逻辑的能力小组课堂展示1、测量形式：小组案例分析；2、具体测量要点：1）小组书面分析报告50%（包括个人和小组评分）；2）小组课堂演讲40%（小组评分）；3）个人和小组课堂讨论参与10%（个人和小组评分）；4、预期测量结果：90-100分40%；80-89分50%；<79分低于10%AssessmentMethod1.4Beabletounderstandthekeyconcepts,principlesandanalytictoolsaboutmarketing1.Mainmeasurementform:finalexam;2.Thefinalexamincludes2majorparts:a)70pointsoftheexamareusedtoassessthelevelofunderstandingofthekeyconcepts,principlesandanalyticaltools.Majorquestiontypes:conceptexplanationandshortanswerquestions;b）30pointsoftheexamareusedtoassessthelevelatwhichstudentsareabletoapplytheprinciplesandanalyticaltools.Majorquestiontypes:caseanalysis；3.Theexpectedassessmentresultforthefinalexam:30-40%studentsareabove80points;60-50%studentsarebetween79and60points;lessthan10%studentsare60pointsbelow.3.1Verbalabilitytoexpressideaslogically1.Mainmeasurementform:Caseanalysisbygroups;2.Detailedmeasurements:1)50pointsforgroupwrittenreports(includingindividualandgroupassessment);2）40pointsforclasspresentationbygroups(groupassessment);3)classdiscussionparticipation((includingindividualandgroupassessment);4.Theexpectedassessmentresult:40%studentsareabove90points;50%studentsarebetween80and89points;lessthan10%studentsare80pointsbelow.附件二：评分标准营销原理公共题评分标准细则一、评分细则评价内容3211内容简介简洁