复旦大学：《营销管理》课程大纲_何雁群《营销管理》

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 任课教师* 何雁群 开课院系** 市场营销系 预修课程 Nil 课程性质: Undergraduate foundation course of School of Management 教学目的 This course aims to introduce an overview of marketing processes and marketing principles to the class, and provides students with the opportunity to apply the key concepts to practical business situations After completion of the course, students should be able to understand the basic concepts of marketing strategy and the elements of market analysis, marketing planning, and market feed back metrics apply marketing theory and concepts to what marketers do in"the real world use relevant marketing concepts to make appropriate business decisions 课程基本内容简介 Marketing is the business function that deals with customers' needs and wants. marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating supe rior customer value. The role of marketing management is to help companies better understand customer preferences, link that knowledge to designing appropriate products and services to offer to selected customers, and determine appropriate methods to communicate, to capture, and to deliver value 基本要求: To excel in this course students must come prepared to participate in each session. All students are expected to review each ed chapter and case study before every class. Students wh are absent from a class session will be expected to present a detailed summary of the key learning points of the chapter missed at the start of the next sessi 教学方式 Class meetings will be divided into lectures, group discussions, presentations and activity-based learning exercises. Case discussion will take place during plenary sessions, during which the alue of students' insight will carry more weight than the volume of their remarks

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* 何雁群 开课院系** 市场营销系 预修课程 Nil 课程性质： Undergraduate foundation course of School of Management 教学目的： This course aims to introduce an overview of marketing processes and marketing principles to the class, and provides students with the opportunity to apply the key concepts to practical business situations. After completion of the course, students should be able to: • understand the basic concepts of marketing strategy and the elements of market analysis, marketing planning, and market feedback metrics. • apply marketing theory and concepts to what marketers do in "the real world" • use relevant marketing concepts to make appropriate business decisions 课程基本内容简介： Marketing is the business function that deals with customers' needs and wants. Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. The role of marketing management is to help companies better understand customer preferences, link that knowledge to designing appropriate products and services to offer to selected customers, and determine appropriate methods to communicate, to capture, and to deliver value. 基本要求： To excel in this course students must come prepared to participate in each session. All students are expected to review each assigned chapter and case study before every class. Students who are absent from a class session will be expected to present a detailed summary of the key learning points of the chapter missed at the start of the next session. 教学方式: Class meetings will be divided into lectures, group discussions, presentations and activity-based learning exercises. Case discussion will take place during plenary sessions, during which the value of students’insight will carry more weight than the volume of their remarks

教材和教学参考资料: 作者 教材名称 出版社 出版年月 Philip kotler Marketing Management(12th ed ition Pearson Prentice Hall 2006 evin lane keller 漖教师教学、科研情况简介和主要社会兼职: Yanqun He: Assistant Professor of Marketing Research Interests: Serv ice Marketing Service Management, Consumer Satisfaction Loyalty, Internet Marketing Ad Hoc Reviewer for Managing Service Quality Member of Marketing Science Institute 2006 教学内容安排: Tentative Class schedule Schedule Topics Contents Topic 1 Understanding Marketing Management Week 1 Defining Marketing for the 21st Century Week 2 Developing Marketing Strategies and Plan Topic 2 Capturing Marketing Insights Week 3 Conducting Marketing Research and Forecasting Demand Topic 3 Connecting with Customers Week 4 Creating Customer Value, Satisfaction, and Loyalty Week 5 Analyzing Consumer Markets Week 6 Analyzing Business Markets Week 7 Identify ing Markets Segments and Targets Topic 4 Building Strong brands Week 8 Creating Brand equity Week 9 Crafting the brand positioning Week 10 Dealing with Competition Topic 5 Shaping the market offerings Week 11 Setting Product Strategy Week 12 Designing and Managing Services Week 13 Developing Pricing Strategies and Program Topic 6 Delivering value Week 14 Designing and managing value Networks and Channels

教材和教学参考资料： 作者 教材名称 出版社 出版年月 Philip Kotler & Kevin Lane Keller Marketing Management（12th edition） Pearson Prentice Hall 2006 教师教学、科研情况简介和主要社会兼职： Yanqun He: Assistant Professor of Marketing Research Interests: Service Marketing & Service Management, Consumer Satisfaction & Loyalty, Internet Marketing Ad Hoc Reviewer for Managing Service Quality Member of Marketing Science Institute 2006 教学内容安排： Tentative Class Schedule Schedule Topics & Contents Topic 1 Understanding Marketing Management Week 1 Defining Marketing for the 21st Century Week 2 Developing Marketing Strategies and Plan Topic 2 Capturing Marketing Insights Week 3 Conducting Marketing Research and Forecasting Demand Topic 3 Connecting with Customers Week 4 Creating Customer Value, Satisfaction, and Loyalty Week 5 Analyzing Consumer Markets Week 6 Analyzing Business Markets Week 7 Identifying Markets Segments and Targets Topic 4 Building Strong Brands Week 8 Creating Brand Equity Week 9 Crafting the Brand Positioning Week 10 Dealing with Competition Topic 5 Shaping the Market Offerings Week 11 Setting Product Strategy Week 12 Designing and Managing Services Week 13 Developing Pricing Strategies and Programs Topic 6 Delivering Value Week 14 Designing and Managing Value Networks and Channels

Week 15 Managing Retailing, Wholesaling, and Logistics Topic 7 Communicating Value Week 16 Designing and Managing Integrated Marketing Communications Week 17 Managing Mass Communications: Advertising, Sales Promotion, Events and Public relations Week 18 Managing personal Communications direct marketing and Personal Selling Topic 8 Summary Class Presentations Week 19 Class Presentations Week 20 Examination 作业和考核方式: Class Participation Individual assignments Group projec *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

Week 15 Managing Retailing, Wholesaling, and Logistics Topic 7 Communicating Value Week 16 Designing and Managing Integrated Marketing Communications Week 17 Managing Mass Communications: Advertising, Sales Promotion, Events, and Public Relations Week 18 Managing Personal Communications: Direct Marketing and Personal Selling Topic 8 Summary & Class Presentations Week 19 Class Presentations Week 20 Examination 作业和考核方式： Class Participation: 15% Individual Assignments: 15% Group Project : 30% Examination 40% *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