Course Outline of Marketing Management
Marketing Management
Course Outline
宋亦平
Course Description:
This course is designed for you, undergraduates, to improve your understanding of and skills in marketing as a discipline.
We use cases, discussions, and readings to provide a mix of integrated concepts and hands-on problem solving approaches. We, at the same time, encourage a variety of perspectives by our attendees on marketing issues.
Objective:
In this course we seek to:
← Introduce you to critical concepts and phenomena in marketing; ← Develop your skills in marketing analysis and planning; ← Familiarize you with marketing strategies and tactics; ← Enhance your problem solving and decision making abilities from marketing perspectives and insights.
Textbook: Kotler, Philip and Kevin L. Keller (2006), Marketing Management, 12th Edition, Prentice Hall.
Teaching Outline:
Week 1 Understanding Marketing • Course Introduction • What is Marketing Case: • Video Case: The Change of the News Groups in Guangzhou Readings: • Chapter 1 in Marketing Management • Note on Marketing Strategy (HBS 9-578-061)
Week 2 Marketing philosophies and Customer Value • Production Philosophy • Product Philosophy • Sales Philosophy • Marketing Philosophy • Creating Customer Value Readings: • Chapter 1 and 5 in Marketing Management • Marketing Myopia (HBR R0407L, by Theodore Levitt)
Week 3 Connecting with Customers • Customer Satisfaction and Loyalty • Analyzing the Market Case: • Bora in China (developed by Yiping Song) Readings: • Chapter 5, 6, and 7 in Marketing Management • Note on Consumer Behavior
Week 4 Dealing with Competition •
Course Outline
宋亦平
Course Description:
This course is designed for you, undergraduates, to improve your understanding of and skills in marketing as a discipline.
We use cases, discussions, and readings to provide a mix of integrated concepts and hands-on problem solving approaches. We, at the same time, encourage a variety of perspectives by our attendees on marketing issues.
Objective:
In this course we seek to:
← Introduce you to critical concepts and phenomena in marketing; ← Develop your skills in marketing analysis and planning; ← Familiarize you with marketing strategies and tactics; ← Enhance your problem solving and decision making abilities from marketing perspectives and insights.
Textbook: Kotler, Philip and Kevin L. Keller (2006), Marketing Management, 12th Edition, Prentice Hall.
Teaching Outline:
Week 1 Understanding Marketing • Course Introduction • What is Marketing Case: • Video Case: The Change of the News Groups in Guangzhou Readings: • Chapter 1 in Marketing Management • Note on Marketing Strategy (HBS 9-578-061)
Week 2 Marketing philosophies and Customer Value • Production Philosophy • Product Philosophy • Sales Philosophy • Marketing Philosophy • Creating Customer Value Readings: • Chapter 1 and 5 in Marketing Management • Marketing Myopia (HBR R0407L, by Theodore Levitt)
Week 3 Connecting with Customers • Customer Satisfaction and Loyalty • Analyzing the Market Case: • Bora in China (developed by Yiping Song) Readings: • Chapter 5, 6, and 7 in Marketing Management • Note on Consumer Behavior
Week 4 Dealing with Competition •