营销管理
PEKING UNIVERSITY
HSBC BUSINESS SCHOOL
Marketing
Semester spring, 2009
C214: Monday 15:30 p.m. – 17:20 p.m. & Wednesday15:30 p.m. – 17:20 p.m.
Instructor: Jane P. Wu
Office Hours: By appointment
Course Description
The course introduces the basic concepts and principles of marketing management, with practical case studies and applications of the real-world examples to assist the learning process. The topics to be covered include global marketing environment, marketing research and information, consumer and business buyer behavior, market segmentation, target marketing and positioning, marketing mix of 4Ps. In addition to the traditional marketing techniques, an introduction to the topic of Internet marketing will also be covered in the course.
Course Objectives
· To understand the underlying marketing process and the dynamics in the marketplace and buyer needs
· To develop abilities to analyze marketing situations and make decisions on marketing strategies and program
· To develop skills on communication, presentation and analytical and critical thinking
Required Textbook
Philip Kotler & Kevin Lane Keller, Marketing Management 13th ed. (Person International Edition), 2008, Prentice Hall.
Assessment
· Class Participation & In-Class Contribution
· Marketing Plan Written Proposal
· Marketing Plan Presentation
Course Schedule
Week | Topic | Pre-class Reading |
1 | Defining Marketing for the 21st Century Developing Marketing Strategies and Plans | Ch. 1 Ch. 2 |
2 | Gathering Information and Scanning the Environment Creating Customer Value, Satisfaction, and Loyalty | Ch. 3&4 Ch. 5 |
3 | Analyzing Consumer Markets Identifying Market Segments and Targets | Ch. 6&7 Ch. 8 |
4 | Creating Brand Equity Dealing with Competition | Ch. 9&10 Ch.11 |
5 | Setting Product Strategy Designing and Managing Service | Ch. 12 Ch. 13 |
6 | Developing Pricing Strategies and Programs Designing and Managing Value Networks and Channels | Ch. 14 Ch. 15&16 |
7 | Designing and Managing Integrated Marketing communications Managing Personal: Direct Marketing and Personal Selling | Ch. 17&18 Ch. 19 |
8 | Introducing New Market Offerings Managing a Holistic Marketing Organization | Ch. 20 Ch. 21&22 |
9 | Marketing Plan Presentation | |