II. Course Objectives

This course is not only intended to introduce to students the basic marketing concepts and principles, but also to help them grasp a framework of marketing process, while training them to comprehend the given information, analyze and solve problems logically, and communicate eloquently.

Upon completion of this course, students are expected to:

1．Understand the goal of marketing is to build and manage profitable customer relationships and how marketing integrates with other functions of business, especially in this dynamic “connected” environment;

2．Be able to read marketing related materials in both English and Chinese, with better comprehension and at higher speed than before the course;

3．Be able to explain and apply most marketing concepts to real cases and situations, especially in the Chinese context;

4．Be able to logically analyze marketing problems as presented by given cases;

5．Be able to confidently communicate their views and ideas both in oral and written form concerning a broad range of marketing issues.