市场营销教学大纲双语.docVIP

PAGE PAGE 1 Teaching and Learning Outline of the Principles of Marketing(市场学教学大纲) Name（名称）: Principles of Marketing Previous courses needed（先修课程）: Economics, Organizational Behavior, Management, etc. Application（适用专业）: Undergraduates and postgraduates specialized in business management and marketing, etc. Course Brief Introduction（课程简介） This course aims at introducing the concept and connotation of the latest theories for the marketing, the means of the transformation between the theory and the practices of marketing and the marketing tools and their use in the practical operation. In the meanwhile, it tries to make students get familiar with the tracks to promote the function of marketing through the customer profitable relationship management so that a better, quick-reaction and more competitive organization by modern marketing management practices should be established. What’s more, it shows the theories and the operational style of the marketing strategy and the global marketing and their relations to the students in order that they will become qualified marketers. Features and Targets of the Course（课程性质和目的） This course belongs to the professional one, by which the students can bathe in the advanced marketing ideas, master the basic principles of the last marketing, its connotation and tools and resolve the actual problems by them. Course Contents（课程内容） Chapter 1 Production and Development of Marketing Production of Marketing Development of Marketing Chapter 2 Marketing Philosophy Production Concept Product Concept Selling Concept Marketing Concept Social Marketing Concept Mega-Marketing Concept Chapter 3 Analysis of Marketplace and Marketing Environment Implication and Classification of Marketplace Implication and Features of Marketing Environment Analysis of Macro-Marketing Environment Analysis of Micro-Environment Chapter 4 Analysis of Market Behavior Analysis of Competitors Analysis of Consumer Market Purchasing Behavior Purchasing Behavior Analysi