市场营销课程教学大纲
2009-07-02  作者:阙胜齐  访问次数:0

      PRINCIPLES OF MARKETING
 
Course Overview:
The course is designed to help you develop marketing related skills as well as knowledge about marketing topics.  The assigned readings and lectures will help to familiarise you with critical marketing terminology and concepts.
 
Course Description
The foundations of marketing are explored. Lectures and practical exercises introduce students to the marketing concept, marketing environments, marketing strategy, its planning, implementation and control as well as consumer behaviour. The core elements of product, pricing, promotion and distribution are addressed.
 
Objectives:
At the completion of the course, successful students should be able to:
· Understand and explain the four components of the marketing mix.
· Recognise the role of marketing in the strategic planning process of a firm.
· Link the marketing mix elements to a firm’s marketing strategy.
· Apply marketing concepts to specific business cases and situations.
 
Assessment:
Assessment in this course is designed to measure the extent to which a student is able to recognise and apply marketing concepts. It is also intended to reward those who:
§         Consistently do the readings and other assignments on schedule,
§         Regularly attend lectures
 
 
Weightings and descriptions of the various pieces of assessment are as follows:

Course attendance                                                             _____       _(10% )

Middle term Test                                                                                         (20% )

Middle term tests will be two hours long (closed book) and cover the concepts discussed in class. The material for middle term Test will include specific chapters as described in the course outline. Term Tests will be a selection of multiple choice questions.

Final Exam                                                                           (70%)

The final exam will be three hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class. The final exam covers material found in all assigned chapters during the semester.
 

Lecture Schedule:
Please do assigned readings prior to the lectures.
 
Lecture
Week
Topic
Reading
Assessment
 
Course Introduction
 
 
 
1
Marketing: Creating Value
 
Chapter 1
 
2
Strategic Marketing Planning  
 
Chapter 2
 
3
Identifying Market Opportunities
Chapter 3
 
4
Marketing Research
                                                  
Chapter 4
 
5
Market Segmentation
 
Chapter 5
 
6
Understanding
Consumer Behaviour Part 1
Chapter 6
 
7
Understanding
Consumer Behaviour Part 2
Chapter 6
 
8
Business-to-Business Marketing
Chapter 7
 
9
Middle term test
 
TEST: CH 1-7
10
Product and service Planning
Chapter 8
 
11
Product Management
and New Product Development
Chapter 9
 
12
Place: Distribution and Logistics
Chapter 10+11
 
13
Pricing Strategy
 
Chapter 12
 
14
Pricing and Financial Analysis
 
Chapter 13
 
15
Promotion: Marketing Communications                  
Chapter 14
 
16
Promotion: Communication Mix and Sales Management and e-marketing            
Chapter 15+16
 
17
Implementation and Control Mechanisms
Chapter 17+18
 
 
Final Exam date in Final Exams week, TBA
 
Exam: CH 118