Transcript Syllabus of Marketing Management

Syllabus of Marketing
Management
Professor Yu Hongyan
Agenda
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Basic Information
What this course about
COURSE OBJECTIVES
REQUIRED TEXT
Basic information
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Professor:
Yu Hongyan, Ph.D.
Office:
Dongrong Building 614
Office Hours: By appointment
Contact way
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Time and Place
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Contact Numbers: 0431-5168833
E-mail:
[email protected]
Web site: http://mkt.haloso.net/
Class Meetings:
307 The Third Teaching Building
Teaching Hours 8:00am-9:30am on Wednesday ,
10:00am-11:30am on Friday (only odd week)
Graduated Assistant
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Yuan Ping Xu Jianwei Wang Yong
Zang Jianpin Zhang Yan
What This Course Is About
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Foundation knowledge for business
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The course investigates marketing from a managerial perspective
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including various concepts and techniques, to solve marketing problems.
Analysis of functions of marketing opportunity assessment
Marketing planning and programming
marketing leadership and organization
Evaluating and adjusting the marketing effort.
Learn to organize and integrate their understanding of marketing and
business by pulling together ideas and concepts
The marketing project
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Requires students to apply marketing skills and understanding to a real
marketing situation
Make recommendations for future marketing strategy and tactics, and
communicate in both oral and written formats
Course Objectives
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to teach students how to analyze business situations,
to identify fundamental problems, and recommend
solutions;
to apply marketing management concepts to the
identification of problems;
to communicate the above accurately, both in
speech and in writing. The class is designed to
require the student to think and solve problems
logically.
As a result, broad assignments and research
projects will be given.
Required Text
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Philip Kotler, A Framework for Marketing Management, 2002,北京大学出版
社 2ed.
William D. Perreault Jr.E. Jerome McCarthy Basic Marketing, Video
Marketing Game
To enhance your professionalism and marketing perspective, it is
recommended that you read business newspapers and magazines
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销售与市场
中国经营报
南开管理评论-营销论文
E-mail address
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I will use e-mail to generally communicate with the class, send reminder
messages, and relay answers to questions that you may have between class
meetings. For this reason, all students in MKT 2006 must have an e-mail
address to which you have regular access.
Reference Website
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English
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美国营销协会
http://www.marketingpower.co
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美国营销学院
http://www.msi.org/
论文搜索
http://scholar.google.com/
知识查询
http://www.answers.com/
英语词汇解释
http://www.onelook.com
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Chinese
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营销科学学报
http://www.jms.org.cn/
小丁菜园 http://www.xdwu.com/
中国市场调研协会
http://www.cmra.org.cn/
中国市场学会
http://www.ecm.com.cn/
中国营销传播网
http://www.emkt.com.cn/
中国经营报
http://www.cb.com.cn/
中国高校市场学会
http://www.marketingfront.org
Course Activities and Grading Policy
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Written Marketing Plan and Oral
Presentation (40 points)
Assignment (30 points)
Examinations (20 points)
Class Leadership, Participation (10 points)
Course Activities and Grading Policy
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Classroom Professionalism And Civility
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Cellular phones are to be turned off
No eating, drinking, sleeping or chatting
No walking out during exams or when class is in
session without prior permission.
Attendance will be taken
Pay attention please: You have to sing a song
if you are late.
Schedule of class
Tutorials and Topics
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Group Assignment 1 March 10
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Group Assignment 2 March 24
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Topic: please do SWOT analysis of your target company.
Group Assignment 5 Mat 19
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Topic: Describing Marketing Information system of your target company and tell us
why and what is your suggestion. .
Group Assignment 4 April 27
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Topic: give us the attribute of customer perceive expectation and performance, the
action of attracting and retaining customer though observing your target company and
tell us what your suggestion is.
Group Assignment 3 April 7
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Topic: Describing the core marketing concept of marketing based on your target
company.
Topic: Please describe the target market and its behavior of your target company.
Group Assignment 6 June 2
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Please identify market segments and select target market and its position, and then
give us your suggestion.
Assignments
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Essay
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purpose
You can find the answer by the hit
Computer exercise
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Purpose
Tutor will give your hand to do it
Website of MKT
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http://mkt.haloso.net/
Materials of MKT
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MKT PPT
Instructor
Multiple Question and Answer
Readings
Announcement for this class
Website of MKT (cont’d)