复旦大学：《营销管理》课程大纲_邹德强《营销管理》大纲

复旦大学课程教学大纲样表 课程代码MANA0060编写时间 December2007 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*邹德强 开课院系* Department of Marketing, School of Management 预修课程 a background in Economics is helpful, but not required 课程性质: 教学目的 To apply a marketing perspective to strategy development in enterprise of all kinds 2. To illustrate the functional responsibilities of marketing managers To refine decision-making and analytical skills and the ability to express the results o marketing analysis orally and in writing 课程基本内容简介: Marketing Management is the art and science of choosing target markets and getting, keepi nd growing customers through creating, delivering, and communicating superior customer value Marketing management seeks to meet organizational objectives by effectively satisfyi customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts td practical business situations 基本要求: Attendance: Proper understanding of class information requires prompt class attendance Participation: Student participation is an important component of the course. Students are expected to come to class prepared, and willing to discuss the readings, cases, and other cl exercises Personal Integrity: Using information from other sources and not citing the source is plagiarism form of cheating 教学方式 This course integrates lectures, class discussions, group term project, and exams to achieve the course objective. Both text and assigned readings are emphasized in this course. Students are responsible for all required reading and must prepare for class discussions. The selected artick are designed to broaden the students'perspective. The group term project will be designed develop the students'ability to work with classmates and will allow students to explore in some depth a topic or concept introduced in the text

复旦大学课程教学大纲样表 课程代码 MANA130006 编写时间 December, 2007 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* 邹德强 开课院系** Department of Marketing, School of Management 预修课程 A background in Economics is helpful, but not required. 课程性质： 教学目的： 1. To apply a marketing perspective to strategy development in enterprise of all kinds. 2. To illustrate the functional responsibilities of marketing managers. 3. To refine decision-making and analytical skills and the ability to express the results of marketing analysis orally and in writing 课程基本内容简介： 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. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations. 基本要求： Attendance: Proper understanding of class information requires prompt class attendance. Participation: Student participation is an important component of the course. Students are expected to come to class prepared, and willing to discuss the readings, cases, and other class exercises. Personal Integrity: Using information from other sources and not citing the source is plagiarism, a form of cheating. 教学方式: This course integrates lectures, class discussions, group term project, and exams to achieve the course objective. Both text and assigned readings are emphasized in this course. Students are responsible for all required reading and must prepare for class discussions. The selected articles are designed to broaden the students’ perspective. The group term project will be designed to develop the students’ ability to work with classmates and will allow students to explore in some depth a topic or concept introduced in the text

教材和教学参考资料: 作者 教材名称 出版社 出版年月 arketing Management, 11 Prentice Hall and Tsinght Kotler. Phil uly,2007 University Press Silk. Alvin J What is Marketing Harvard Business School Press october, 2006 Rao. Vithala R d Joel ADdison Wesley Longman, Inc. August, 1998 Steckel Marketing Marketing Prentice Hall December. 2004 Handbook 教师教学、科研情况简介和主要社会兼职 Assistant professor in the department of marketing, whose research interest falls in customer satisfaction, brand loyalty, behavioral economics in marketing, brand equity and social network and some quantitative techniques, e. g, hierarchical Bayesian model and latent class model 教学内容安排: Week 1: Understanding Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the environment Week 4: Market Environment and Competition Week 5: Consumer Behavior Week 6: Marketing Research(I) Week 7: Marketing Research(Il /eek 8: Segmenting, Targeting, and Positioning Week 9: Product Strategy Week 10: New Product Development and Innovation Week 11: Building Strong Brands(D) Week 12: Building Strong Brands(II) Week 13:Pricing Strategy Week 14: Channel Strategy Week 15: Integrated Marketing Communication Week 16: Customer Relationship Management Week 18: Group term project presentation This course is given by five other professors in the department of marketing, as well 作业和考核方式: The final grade is composed of four parts: class attendan ce and discussion, personal homework assignments, group term project, and final exam Group term project Final exar 20%

教材和教学参考资料： 作者 教材名称 出版社 出版年月 Kotler, Philip Marketing Management, 11th edition Prentice Hall and Tsinghua University Press July, 2007 Silk, Alvin J. What is Marketing Harvard Business School Press October, 2006 Rao, Vithala R. and Joel H. Steckel Analysis for Strategic Marketing Addison Wesley Longman, Inc.August, 1998 Wood, Marian Burk The Marketing Plan Handbook Prentice Hall December, 2004 教师教学、科研情况简介和主要社会兼职： Assistant professor in the department of marketing, whose research interest falls in customer satisfaction, brand loyalty, behavioral economics in marketing, brand equity and social network, and some quantitative techniques, e.g., hierarchical Bayesian model and latent class model. 教学内容安排： Week 1: Understanding Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the Environment Week 4: Market Environment and Competition Week 5: Consumer Behavior Week 6: Marketing Research (I) Week 7: Marketing Research (II) Week 8: Segmenting, Targeting, and Positioning Week 9: Product Strategy Week 10: New Product Development and Innovation Week 11: Building Strong Brands (I) Week 12: Building Strong Brands (II) Week 13: Pricing Strategy Week 14: Channel Strategy Week 15: Integrated Marketing Communication Week 16: Customer Relationship Management Week 17: Internet Marketing Week 18: Group term project presentation * This course is given by five other professors in the department of marketing, as well. 作业和考核方式： The final grade is composed of four parts: class attendance and discussion, personal homework assignments, group term project, and final exam. 1. Class attendance and discussion: 20% 2. Personal home assignment: 20% 3. Group term project: 40% 4. Final exam: 20%

*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

*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