复旦大学：《营销管理》课程大纲_王毓嵩《营销管理》大纲

复旦大学课程教学大纲样表 课程代码|MANA130006 编写时间 2007.12 课程名称 营销管理 英文名称 Marketing management 学分数3 周学时 3 任课教师*王毓嵩 开课院系* 市场营销系 预修课程 课程性质: 专业必修课 教学目的: 1. To introduce the basic principles and theories in marketing to undergraduate students 2. To apply marketing principles and theories to analyze business practices 3. To prepare students for future studies in the marketing area 课程基本内容简介: Defining Marketing for the 21st Century: Developing Marketing Strategies& Plans Gathering Information& Scanning the Environment Conducting Marketing Research Forecasting Demand Creating Customer Value, Satisfaction, Loyalty Analyzing Consumer Markets Analyzing Business Markets Identifying Market Segments & Targets Creating Brand Equity, Crafting the Brand Positioning Setting Product Strategy esigning Managing Ser rvices Developing Pricing Strategies Programs Designing Managing Value Networks Channels Managing Retailing, Wholesaling Logistics Designing& Managing Marketing Communications 「基本要求: Attendance, participation, and individual and team work

复旦大学课程教学大纲样表 课程代码 MANA130006 编写时间 2007. 12 课程名称 营销管理 英文名称 Marketing Management 学分数 3 周学时 3 任课教师* 王毓嵩 开课院系** 市场营销系 预修课程 课程性质： 专业必修课 教学目的： 1. To introduce the basic principles and theories in marketing to undergraduate students 2. To apply marketing principles and theories to analyze business practices 3. To prepare students for future studies in the marketing area 课程基本内容简介： Defining Marketing for the 21st Century; Developing Marketing Strategies & Plans Gathering Information & Scanning the Environment Conducting Marketing Research & Forecasting Demand Creating Customer Value, Satisfaction, & Loyalty Analyzing Consumer Markets Analyzing Business Markets Identifying Market Segments & Targets Creating Brand Equity; Crafting the Brand Positioning Dealing with Competition Setting Product Strategy Designing & Managing Services Developing Pricing Strategies & Programs Designing & Managing Value Networks & Channels Managing Retailing, Wholesaling & Logistics Designing & Managing Marketing Communications 基本要求： Attendance, participation, and individual and team work

教学方式: Lectures, cases discussions,. and marketing group projects 教材和教学参考资料: 作者 教材名称 出版社 出版年月 Kotler Marketing Management 1 th edition Pearson and Tsinghua 2007 教师教学、科研情况简介和主要社会兼职 Prof Wang Yusong conducts research on marketing channels, sales force management, retailing, and pricing. He services as a reviewer for Marketing Science. He received his PhD degree from Wharton School, University of Pennsylvania. Dr Wang taught marketing courses at Wharton School and Singapore Management University. He is a member of American Marketing Association and INFORMS 教学内容安排: Week Defining Marketing for the 21st Century Developing Marketing Strategies Plans Gathering Information& Scanning the Environment Conducting Marketing Research Forecasting Demand Creating Customer Value, Satisfaction, Loyalty Analyzing Consumer Markets Analyzing Business Markets Identifying Market Segments Targets Creating Brand Equity; Crafting the Brand Positioning 9 Dealing with Competition 10 Setting Product Strategy I Designing Managing Se 12 Developing Pricing Strategies& Programs 3 Designing& Managing Value Networks& Channels 14 Managing Retailing, Wholesaling Logistics 5 Designing managing marketing Communications 16 Presentations of projects 1 8 Exam week 19 Exam week

教学方式: Lectures, cases discussions, and marketing group projects 教材和教学参考资料： 作者 教材名称 出版社 出版年月 Kotler Marketing Management 11th edition Pearson and Tsinghua 2007 教师教学、科研情况简介和主要社会兼职： Prof. Wang Yusong conducts research on marketing channels, sales force management, retailing, and pricing. He services as a reviewer for Marketing Science. He received his PhD degree from Wharton School, University of Pennsylvania. Dr. Wang taught marketing courses at Wharton School and Singapore Management University. He is a member of American Marketing Association and INFORMS. 教学内容安排： Week 1 Defining Marketing for the 21st Century 1 Developing Marketing Strategies & Plans 2 Gathering Information & Scanning the Environment 3 Conducting Marketing Research & Forecasting Demand 4 Creating Customer Value, Satisfaction, & Loyalty 5 Analyzing Consumer Markets 6 Analyzing Business Markets 7 Identifying Market Segments & Targets 8 Creating Brand Equity; Crafting the Brand Positioning 9 Dealing with Competition 10 Setting Product Strategy 11 Designing & Managing Services 12 Developing Pricing Strategies & Programs 13 Designing & Managing Value Networks & Channels 14 Managing Retailing, Wholesaling & Logistics 15 Designing & Managing Marketing Communications 16 Presentations of projects 17 Presentations of projects 18 Exam week 19 Exam week

作业和考核方式: Class participation 20% assignments 20% Project 20% Final exam 30% *如该门课为多位教师共同开设,请在教学内容安排中注明。 *考虑到有时同一门课有不同院系得教师开设,请任课教师填写此栏

作业和考核方式： Attendance 10% Class participation 20% Assignments 20% Project 20% Final exam 30% *如该门课为多位教师共同开设，请在教学内容安排中注明。 **考虑到有时同一门课有不同院系得教师开设，请任课教师填写此栏