《Marketing Planning》Syllabus

Course Number:           2110060708

Course Name:               Marketing Planning

Instructors:                    Guo Xian

Required Text:       Gao Hongyan, Deng Qian, Zhang Hongting. Principles and Practices of Marketing planning [M]. Beijing: China Renmin University Press, 2019

Course Description:      This course is an optional course of Big Data marketing module for marketing majors. Based on the theories of marketing, management, consumer psychology and other courses, it systematically plans and arranges marketing planning activities of enterprises from the strategic and strategic level, and cultivates students' abilities in marketing research, marketing innovation, marketing strategy and strategy design. It is a very practical and practical course.

Credit/Teaching Hours

Outline of UG CPC Topics Covered in this Course:    (2Credits/32Teaching Hours)

I. General Theory of Marketing Planning                             2 Teaching hours

-The meaning of marketing planning

-Basic planning procedures

-Marketing planning environment analysis

-Basic principles and methods of marketing planning        

II. Creative Thinking                                              4 Teaching hours

-Creativity and creative people

-Principles, forms and characteristics of creative thinking

-Creative thinking barriers

-Creative thinking methods

Ⅲ Marketing Plan Writing                                          4 teaching hours

-Overview of marketing plan book

-The structure of the marketing plan book

-The content of the marketing plan

-Marketing planning book writing skills

IV Marketing Strategy Planning                                      6 teaching hours

-STP planning

-Enterprise development strategy planning

-The third section market competition strategy planning

-Corporate image planning

-Marketing strategy alliance planning

V. Marketing Mix Planning                                          8 teaching hours

-Product planning

-Price planning

-Channel planning

-Promotion planning

VI Marketing Project Planning                                       8 teaching hours

-Advertising planning

-Exhibition marketing planning

-Personnel marketing planning

-Brand planning

Total (Teaching Hours)                                    32  

Summary of UG CPC Topics Covered in this Course:                   (32Teaching Hours)