教 学 大 纲
课程名称：《
营销学原理
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（Course Syllabus for Principles of Marketing MKT206）
Course Type : Fundamental & Compulsory
Office : Rm. 815, Hall of Faith For : Second-year undergraduates majoring in Marketing
Office Hours : 3:30--5:00 pm, Friday,or all the concentrations under Management and Business or by appointment
Instructor : Fu Huifen, Xiong Wei, Guo Xiaoling, Shang Xiaoyan, An Shenghui, Hu Yulong, Liu Baocheng, Liu Zian, Qi Yongling
Credits : 2
Work phone : 64493507
Total Class Hours : 36
Email : huiff585@tom.com
Pre-requisite : ECON101 Principles of Economics I
ECON201 Principles of Economics II
MGT213 Principles of Management Class Language : English or bilingual
Rules for Attendance: By UIBE rules, deduction from the final grade shall be made for absence from class. A student is no longer entitled to the final examination if he/she has been absent, for whatever reasons given, for over one third of the total class hours, or absent without any notice for over 6 hours.
I. Course Objectives
Marketing has become an increasingly important function in business management under the market economy system. It is, therefore, highly necessary for business students to understand what marketing is and how to fulfill marketing objectives of the firm. The objective of this course is to not only introduce the basic principles of the discipline to you, but also to help you learn to work out your own marketing strategies.
II. Teaching & Learning Methods
Most class meetings will include both a lecture and certain class work, where the instructor presents some main concepts of the course with some discussion with the students. Other meetings will be devoted to analyzing company cases, in which students are expected to play a major role by joint efforts. At the later part of the course, T he Marketing (Simulation) Game is to be played on the team basis to develop students' ability of quantitative-qualitative analysis and decision making for strategies.
III. Requirements
1. Required Reading :
Required text -- Philip Kotler & Gary Armstrong ， Principles of Marketing ， 9th ed.
清华大学出版社， Prentice Hall Inc., 2001
You are expected to read the assigned chapter(s) before our class meetings and be fully
prepared to contribute to class discussion.
Related literature -- Books and periodicals as recommended (see the list).
2. Exercises and Examinations:
A. Reading Tests . You are expected to do six period reading tests/quizzes, the score of which will account for 10% of the total term grades.
B. Case Analysis . Some company cases will be discussed in class. Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion. The performance of everyone will be evaluated and scores will come up to 20% of the term grades.
C. Simulation Game . The Marketing Game is a competitive marketing strategy simulation developed to aid marketing learning. Students assume responsibility for developing a firm's marketing strategy. Student teams compete in industries of four firms each. Each team will submit marketing plan of three subsequent periods. Grading of each team will be calculated according to the accumulative profit during the three periods. The team that earns the highest profit ( P 1 ) will be graded 20, while the lowest ( P 4 ) 14. The two teams in between in the same industry will get: 14+6 ′ （ P i -P 4 ） / (P 1 -P 4 ).
D. Final Exam . The final examination will largely be an objective test of your command of the principles learned during the term. The results of the exam will account for 60% of your total term grades.
3. Grading Criteria:
Assignments Points
________________________________________________ Reading Tests Average 10
Case Study and Presentation (teamwork) 20
Simulation Game 20
Final Examination 50
________________________________________________ TOTAL 100
IV. Course Schedule
Week Chapter Topic of the Session
________________________________________________________________________
1 1 Overview of Marketing
2 3 Environment and Opportunities
3 5 Consumer Buying Behavior
4 6 Business Buying Behavior
5 4 Marketing Information System and Marketing Research
6 Appendix1 Measuring and Forecasting Market Demand
7 2 Strategic Planning and Marketing Process
8 7 Market Segmentation, Targeting and Positioning
9 2 Marketing Plan Implementation and Control
10 8, 9 Product and Product Development
11 9, 8 Product Life-Cycle and Brand Management
12 10 Pricing Considerations and Approaches
13 11 Pricing Strategies
14 12 Distribution Channel Designing and Management
15 13,17 Wholesaling, Retailing, Online Marketing and Logistics
16 14 Integrated Marketing Communications and Advertising
17 15 Sales Promotion and Public Relations
18 16 Personal Selling , Sales a nd Customer Relationship Management
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