复旦大学：《营销管理》课程大纲_邹德强－《营销管理》

Marketing Management pring 2008 Instructor: Deqiang zou Classroom Location: Room 6504 Days Hours: 13: 30-16: 05, Wednesdays Office: Room 632 Siyuan Building, School of Management Office Phone: 25011188 Office Hours: 2pm-3pm Thursday, or by appointment Email:deqiangzou@fudan.edu.cn Textbook Kotler, Philip(2008), Marketing Management(12th ed ition), Upper Saddle River, NJ: Prentice hall Supplementary Material: IBrandchannel.com,www.brandchannel.com [2]Knowledge(@Wharton, knowledge. wharton. upenn. edu/category.cfm?cid=4 3Strategy+business,www.strategy-business.com [4]theMckinseyQuarterlywww.mckinsevquarterlv.com 5] HBS Working Knowledge, hbswk. hbs. edu/topics/marketing. html Course objectives 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 The course in designed with the following goals, 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 Course Schedule Week 1: Understand ing Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the Environment and gathering Information Week 4: Marketing Research Week 5: The"Why"of Ce er Behavior Week 6: The "How"of Consumer behavior Week 7: Dealing with Competition Week 8: Segmenting, Targeting, and Positionin Week 9: Product Strategy

Marketing Management Spring 2008 Instructor: Deqiang Zou Classroom Location: Room 6504 Days & Hours: 13:30~16:05, Wednesdays Office: Room 632 Siyuan Building, School of Management Office Phone: 25011188 Office Hours: 2pm-3pm Thursday, or by appointment Email: deqiang_zou@fudan.edu.cn Textbook: Kotler, Philip (2008), Marketing Management (12 th edition), Upper Saddle River, NJ: Prentice Hall. Supplementary Material: [1] Brandchannel.com, www.brandchannel.com [2] Knowledge@Wharton, knowledge.wharton.upenn.edu/category.cfm?cid=4 [3] Strategy+Business, www.strategy-business.com/ [4] The McKinsey Quarterly, www.mckinseyquarterly.com [5] HBS Working Knowledge, hbswk.hbs.edu/topics/marketing.html Course Objectives: 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. The course in designed with the following goals, 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 Course Schedule: Week 1: Understanding Marketing Management Week 2: Developing Marketing Strategies and Plans Week 3: Scanning the Environment and Gathering Information Week 4: Marketing Research Week 5: The “Why” of Consumer Behavior Week 6: The “How” of Consumer Behavior Week 7: Dealing with Competition Week 8: Segmenting, Targeting, and Positioning Week 9: Product Strategy

Week 10: Service Management Week 11: Understand ing Brand Equity Week 12: Measuring and Managing Brand Equity Week 13: Pricing Strategy Week 14: Channel Management Week 15: Marketing Communication Tools Week 16: Integrated Marketing Communication Week 17: Group Project Presentation Course requirements 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 read ing 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 Some specific requirements follow.(1)Attendance: Proper understand ing of class information requires prompt class attendance.(2) Participation: Student participation is an important component of the course. Students are expected to come to class prepared, and willing to discuss the read ings, cases, and other class exercises.(3)Personal Integrity: Using information from other sources and not citing the source is plagiarism, a form of cheating Grading 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 participation: 20% 2. Assignment perform 20% 3. Group term project 20% 4. Final exam Recommended reading: Silk, Alvin J (2006), What is Marketing, Harvard Business School Press [2] Rao, Vithala R. and Joel H. Steckel (1998), Analysis for Strategic Marke ting, Addison Wesley Longman, Inc. [3] Wood, Marian Burk(2004), The Marketing Plan Handbook, Prentice Hall

Week 10: Service Management Week 11: Understanding Brand Equity Week 12: Measuring and Managing Brand Equity Week 13: Pricing Strategy Week 14: Channel Management Week 15: Marketing Communication Tools Week 16: Integrated Marketing Communication Week 17: Group Project Presentation Course Requirements: 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. Some specific requirements follow. (1) Attendance: Proper understanding of class information requires prompt class attendance. (2) 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. (3) Personal Integrity: Using information from other sources and not citing the source is plagiarism, a form of cheating. Grading: 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 participation: 20% 2. Assignment performance: 20% 3. Group term project: 20% 4. Final exam: 40% Recommended Reading: [1] Silk, Alvin J. (2006), What is Marketing, Harvard Business School Press. [2] Rao, Vithala R. and Joel H. Steckel (1998), Analysis for Strategic Marketing, Addison Wesley Longman, Inc. [3] Wood, Marian Burk (2004), The Marketing Plan Handbook, Prentice Hall