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1、《市場(chǎng)營銷學(xué)》課程簡(jiǎn)介 課程編號(hào) 12MKT110 課程名稱 市場(chǎng)營銷學(xué) 課程性質(zhì) 必修 學(xué) 時(shí) 32 學(xué) 分 2 學(xué)時(shí)分配 授課：32實(shí)驗(yàn)： 上機(jī)： 實(shí)踐： 實(shí)踐（周）： 考核方式 閉卷考試，平時(shí)成須占50% ,期末成紙占50% o 開課學(xué)院 國際教育學(xué)院 更新時(shí)間 適用專業(yè) 財(cái)務(wù)管理（中澳合作） 先修課程 組織與管理、經(jīng)濟(jì)學(xué) 課程內(nèi)容： 市場(chǎng)營銷學(xué)是財(cái)務(wù)管理（中澳合作）專業(yè)的一門必修課，也是一門專業(yè)基礎(chǔ)課。課程的 主要內(nèi)容包括核心概念及營銷哲學(xué)、營銷環(huán)境及購買行為分析、營銷戰(zhàn)略與策略等。通過課 程的學(xué)習(xí)，使學(xué)生掌握現(xiàn)代市場(chǎng)營銷的基本理

2、論、基礎(chǔ)知識(shí)和基本方法，為從事企業(yè)的營銷 規(guī)劃、實(shí)施及營銷管理工作打下堅(jiān)實(shí)的基礎(chǔ)。該門課程的主要任務(wù)是理解不同的營銷管理哲 學(xué)以及營銷在組織中的作用；了解營銷運(yùn)營所處環(huán)境以及如何加以分析；掌握市場(chǎng)細(xì)分、目 標(biāo)市場(chǎng)選擇和市場(chǎng)定位的方法；識(shí)別構(gòu)成營銷組合的要素及其如何影響消費(fèi)者行為；掌握調(diào) 研及溝通的技巧等。 Brief Introduction Code 12MKT110 Title Marketing Course nature Required Semester Hours 32 Credits 2 Semester Hour Structure Lecture：

3、 32 Experiment： Computer Lab： Practice： Practice (Week)： Assessment Closed book examination, usually results accounted for 50%, the final grade accounted for 50%. Offered by International Education College Date for Financial Management (Sino-Australian cooperation) Prerequisite Organizatio

4、n and Management, Economics Course Description: Marketing is the compulsory subject for the students majored in Financial Management (Sino-Australian cooperation), and it is a basic course for this major. This subject covers a broad range of topics including core concepts and marketing philoso

5、phy, environment and buying behavior analysis, marketing strategies and tactics. At the conclusion of this course students should master main theories, basic knowledge and methods of marketing in order to work in marketing planning, implementing and managing for the company. The mission of this

6、course is: 1. Understand different marketing management philosophies and the role of marketing within organizations； 2. Know the environment that marketing operates within and how it is studied； 3. Master the methods of market segmentation, targeting and positioning 4. Recognize the major eleme

7、nts that comprise the marketing mix and how they influence consumer behaviour； 5. Master the skills in researching and communicating ideas 《市場(chǎng)營銷學(xué)》課程教學(xué)大綱 課程編號(hào) 12MKT110 課程名稱 市場(chǎng)營銷學(xué) 課程性質(zhì) 必修 學(xué) 時(shí) 32 學(xué) 分 2 學(xué)時(shí)分配 授課：32 實(shí)驗(yàn)： 上機(jī)： 實(shí)踐： 實(shí)踐（周）： 考核方式 閉卷考試，平時(shí)成績(jī)占50% ,期末成績(jī)占50% o 開課學(xué)院 國際教育學(xué)院 更新時(shí)間

8、適用專業(yè) 財(cái)務(wù)管理（中澳合作） 先修課程 組織與管理、經(jīng)濟(jì)學(xué) 一、教學(xué)內(nèi)容 CHAPTER 1 Nature of Marketing 1.1 What is marketing? 1.2 The exchange of value 1.3 Evolution of marketing as a business philosophy 1.4 The marketing mix 1.5 Why study marketing? Difficulties： The core concepts and the marketing management philosophy

9、 Key points: The core concepts and the marketing management philosophy CHAPTER 2 The marketing environment 2.1 The marketing environment 2.2 Internal environment 2.3 Micro-environment 2.4 Macro-environment 2.5 Situational analysis and marketing planning Difficulties： Basic situational and SW

10、OT analysis of an organization Key points: The major components of the marketing environment CHAPTER 3 Market research 3.1 Marketing information system 3.2 Defining a market research problem 3.3 Key research design issues 3.4 Data collection, analysis and reporting Difficulties： The key rese

11、arch design issues Key points: The major steps of market research CHAPTER 4 Consumer and business behavior 4.1 Consumer behaviour 4.2 Business buying behaviour Difficulties： The differences between the business and consumer market Key points: The major factors influencing consumer behaviour an

12、d the stages in the consumer buying decision process CHAPTER 5 Marketing planning, implementation and evaluation 5.1 Marketing management 5.2 The structure and contents of a marketing plan 5.3 Marketing implementation 5.4 Evaluating marketing performance Difficulties： Barriers to successful i

13、mplementation of the marketing plan Key points: The structure and contents of a marketing plan CHAPTER 6 Market segmentation, targeting and positioning 6.1 Target marketing 6.2 Market segmentation 6.3 Market targeting 6.4 Market positioning Difficulties: Market positioning Key points: The ba

14、ses used to segment consumer markets, the important factors in selecting target market segments and the two steps involved in market positioning CHAPTER 7 Product 7.1 Product: goods, services and ideas 7.2 Product life cycle 7.3 Product differentiation 7.4 Branding 7.5 Packaging and labellin

15、g 7.6 Managing products Difficulties： The product lifecycle and branding decisions Key points: The various levels of a product, the product lifecycle (PLC) and its strategies CHAPTER 8 Pricing 8.1 Pricing objectives 8.2 Demand considerations 8.3 Cost considerations 8.4 Competition considerat

16、ions 8.5 Business-to-business pricing 8.6 Price management Difficulties： The objectives behind pricing strategies, the relationship between price elasticity and demand Key points: The influence of demand, cost and competition on pricing CHAPTER 9 Place / Distribution 9.1 Distribution channels

17、 9.2 Supply-chain management 9.3 Distribution of goods and services 9.4 Retailing 9.5 Agents and brokers 9.6 Wholesaling Difficulties： The role played by channel intermediaries in delivering goods to the final customer Key points: The major activities involved in the distribution of products

18、 and services CHAPTER 10 Promotion /IMC 10.1 Integrated marketing communication / Promotion 10.2 Advertising 10.3 Public relations 10.4 Sales promotion 10.5 Personal selling 10.6 Additional forms of promotion Difficulties： The choice of promotional elements will be affected and will impact

19、on all other aspects of the marketing mix Key points: The major promotion mix elements and their major advantages and disadvantages 二、教學(xué)基本要求 CHAPTER 1 Nature of Marketing Define the core concepts. Discuss the term "marketing9 and the nature of marketing in today's business environment. Recogn

20、ize that marketing can be applied to services, ideas, individuals and causes as well as physical goods. Understand the importance of value in the marketing exchange. Appreciate the importance of coiporate social responsibility and ethical behaviour for marketers. List the marketing management phi

21、losophies and be able to distinguish between them. Identify the 7 marketing mix elements. CHAPTER 2 The marketing environment Describe the major components of the marketing environment. Understand why an analysis of a firm's internal environment is beneficial to marketers. Appreciate the importa

22、nce of regularly scanning the micro-environment. Undertake a PESTL analysis of a firm's macro-environment. Conduct a basic situational and SWOT analysis of an organization. CHAPTER 3 Market research Explain what market research is and why is it undertaken. Understand what is meant by a marketin

23、g information system. Outline the 6 steps in the market research process. Appreciate the ethical responsibilities of market researchers. CHAPTER 4 Consumer and business behavior Identify the major factors influencing consumer behaviour. Describe the stages in theconsumer buying decision process.

24、 Distinguish the differences between the business and consumer market. Describe the various types of business buying situations. Identify and appreciate the key B2B buying roles. Identify the major influences on business buyers. CHAPTER 5 Marketing planning, implementation and evaluation Define

25、marketing management and identify its main activities. Understand the importance of planning and the need to link divisional objectives to overarching organisational mission and objectives. Be aware of the barriers to implementation and the need for contingency planning. Appreciate the need for c

26、ontinually evaluation through the use of various marketing metrics. CHAPTER 6 Market segmentation, targeting and positioning Explain what it means to 'segment' a market. List the basic steps in segmenting a market. Describe the bases used to segment consumer and business markets. Understand how

27、 companies evaluate the attractiveness of potential market segments. Identify the important factors in selecting which target market segments a company will serve. Describe the two steps involved in market positioning. Appreciate the importance of the marketing mix strategy in positioning a produ

28、ct/service for a target segment. CHAPTER 7 Product Identify the various levels of a product i.e. core, expected, augmented, potential. Understand the various product classifications for both consumer and business products. Describe the product lifecycle (PLC) and identify strategies for products

29、 in the various stages of the PLC. Discuss product decisions related to product differentiation, branding, packaging, labelling and managing products. CHAPTER 8 Pricing Identify the objectives behind pricing strategies. Appreciate the influence of demand, cost and competition on pricing. Unders

30、tand the relationship between price elasticity and demand. Understand the different issues impacting pricing decisions in B2B situations. CHAPTER 9 Place / Distribution Understand how effective management of the supply chain can add value to the product or service. Appreciate the role played by

31、channel intermediaries in delivering goods to thefinal customer. Identify the major activities involved in the distribution of products and services. Understand the importance of retailers and identify the major new trends. Explain the role of agents, brokers and wholesalers in the distribution c

32、hannel. CHAPTER 10 Promotion / IMC Describe the nature of the communication process. Outline the main objectives in a promotion strategy. Understand the importance of developing an integrated marketing communications campaign which promotes a consistent message to the target market. Identify the

33、 major promotion mix elements and understand the major advantages and disadvantages of each. Appreciate that the choice of promotional elements will be affected and will impact on all other aspects of the marketing mix. 三、章節(jié)學(xué)時(shí)分配 章次 總課時(shí) 課堂講授 實(shí)驗(yàn) 上機(jī) 實(shí)踐 備注 1 5 5 2 2 2 3

34、 1 1 4 5 5 5 1 1 6 5 5 7 5 5 8 2 2 9 2 2 10 4 4 總計(jì) 32 32 四、教材與主要參考資料 教材 [1] Elliot, G, Rundle-Thiele, S.，& Waller, D. Marketing. John Wiley & Sons Australia Ltd. Milton, Queensland. 2010. 參考資料 [1] Philip K.，Stewart A., Sara D. and Gary A. Principles of marketing (4th ed.). Pearson Education Australia, 2008 [2] 郭國慶.市場(chǎng)營銷學(xué)通論(第三版).北京：人民大學(xué)出版社，2007. [3] 黃聚河.市場(chǎng)營銷學(xué).北京：中國鐵道出版社,2010.