市場(chǎng)營(yíng)銷學(xué)教程第6版教學(xué)大綱

PAGE《市場(chǎng)營(yíng)銷學(xué)》教學(xué)大綱課程描述市場(chǎng)營(yíng)銷學(xué)是一門以經(jīng)濟(jì)學(xué)、行為科學(xué)和現(xiàn)代管理理論為基礎(chǔ)，研究以滿足消費(fèi)者需要為中心的企業(yè)市場(chǎng)營(yíng)銷活動(dòng)及其規(guī)律性的綜合性應(yīng)用科學(xué)。具有全程性、綜合性和實(shí)踐性的特點(diǎn)。本課程的主要內(nèi)容包括：市場(chǎng)與市場(chǎng)營(yíng)銷的基本含義、營(yíng)銷觀念的發(fā)展過程、市場(chǎng)營(yíng)銷調(diào)研過程與市場(chǎng)需求預(yù)測(cè)、市場(chǎng)營(yíng)銷的宏觀環(huán)境與微觀環(huán)境分析、消費(fèi)者購買行為分析、市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)的選擇、產(chǎn)品策略、價(jià)格策略、分銷策略和促銷策略的主要原理與方法等。課程目標(biāo)通過本課程的學(xué)習(xí)，學(xué)生將：了解現(xiàn)代企業(yè)市場(chǎng)營(yíng)銷的基本原理和基本方法。掌握分析企業(yè)市場(chǎng)環(huán)境、研究消費(fèi)者購買行為、制定營(yíng)銷組合決策、組織和控制營(yíng)銷活動(dòng)的基本程序和方法。理解中國(guó)企業(yè)營(yíng)銷實(shí)務(wù),能夠綜合運(yùn)用市場(chǎng)營(yíng)銷學(xué)及相關(guān)學(xué)科的理論與方法發(fā)現(xiàn)、分析和解決問題的能力。具有社會(huì)責(zé)任感，具有良好溝通能力。預(yù)期學(xué)習(xí)成果（能力）通過本課程的學(xué)習(xí)，讓學(xué)員能夠理解和掌握市場(chǎng)營(yíng)銷學(xué)的基本概念和原理，能夠運(yùn)用營(yíng)銷原理解決企業(yè)營(yíng)銷問題，具備口頭與書面表達(dá)思想和邏輯的能力，能夠識(shí)別商業(yè)活動(dòng)中有悖于社會(huì)責(zé)任的行為/問題。評(píng)分體系課堂展示+案例討論50%、考試50%授課時(shí)間及內(nèi)容周 章節(jié)/內(nèi)容 1-2營(yíng)銷基礎(chǔ)（營(yíng)銷的定義、本質(zhì)、流派、當(dāng)代思潮）3-4營(yíng)銷信息系統(tǒng)與調(diào)研（營(yíng)銷信息系統(tǒng)構(gòu)成、調(diào)研方法，與調(diào)研相關(guān)案例的討論與展示，提交與案例展示相關(guān)的案例分析報(bào)告。）5-6消費(fèi)者市場(chǎng)分析（消費(fèi)者市場(chǎng)特點(diǎn)、消費(fèi)者購買決策模型，與消費(fèi)者行為相關(guān)案例的討論與展示，提交與案例展示相關(guān)的案例分析報(bào)告。）7產(chǎn)業(yè)市場(chǎng)分析（產(chǎn)業(yè)市場(chǎng)特點(diǎn)、企業(yè)采購過程）8-9STP（市場(chǎng)細(xì)分的標(biāo)準(zhǔn)選擇與方法、目標(biāo)市場(chǎng)選擇的依據(jù)與方法、定位的依據(jù)與方法，與STP相關(guān)案例的討論與展示，提交與案例展示相關(guān)的案例分析報(bào)告。）10-11產(chǎn)品與品牌策略（產(chǎn)品的整體概念、產(chǎn)品組合分析、新產(chǎn)品設(shè)計(jì)與開發(fā)、品牌及品牌決策的內(nèi)容，與產(chǎn)品策略相關(guān)案例的討論與展示，提交與案例展示相關(guān)的案例分析報(bào)告。）12定價(jià)策略（定價(jià)方法與技巧、價(jià)格調(diào)整策略）13-14分銷策略（渠道模式選擇、渠道管理，與分銷策略相關(guān)案例的討論與展示，提交與案例展示相關(guān)的案例分析報(bào)告。）15溝通組合（廣告、銷售促進(jìn)與公共關(guān)系、人員促銷）16企業(yè)社會(huì)責(zé)任與營(yíng)銷道德（與企業(yè)社會(huì)責(zé)任相關(guān)案例的討論與展示，提交與案例展示相關(guān)的案例分析報(bào)告。）配套教學(xué)環(huán)節(jié)講課，案例研究，討論，學(xué)生演講，案例報(bào)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：測(cè)量手段：1.4能夠理解和掌握市場(chǎng)營(yíng)銷學(xué)的基本概念、原理和分析方法1、主要測(cè)量形式：期末考試；2、期末考題包括兩大類：1）考察市場(chǎng)營(yíng)銷管理的主要概念、原理和分析方法的理解程度占70%，基本題型包括：名詞解釋、簡(jiǎn)述題；2）考察對(duì)基本原理和分析方法的運(yùn)用程度占30%，基本題型包括：案例分析題。3、預(yù)期測(cè)量結(jié)果：80-100分30%-40%；60-79分60%-50%；0-59分低于10%。3.1具備口頭表達(dá)思想和邏輯的能力小組課堂展示1、測(cè)量形式：小組案例分析；2、具體測(cè)量要點(diǎn)：1）小組書面分析報(bào)告50%（包括個(gè)人和小組評(píng)分）；2）小組課堂演講40%（小組評(píng)分）；3）個(gè)人和小組課堂討論參與10%（個(gè)人和小組評(píng)分）；4、預(yù)期測(cè)量結(jié)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：評(píng)分標(biāo)準(zhǔn)營(yíng)銷原理公共題評(píng)分標(biāo)準(zhǔn)細(xì)則一、評(píng)分細(xì)則評(píng)價(jià)內(nèi)容3211內(nèi)容簡(jiǎn)介簡(jiǎn)潔