《Marketing》Syllabus

Course Number:           2110060801

Course Name:               Marketing

Instructors:                    Liu Yijun

Required Text:              Yang Hongtao. Marketing: Beyond Competition in the Internet Era (Third Edition)[M].Beijing: China Machine Press,2019.

Course Description:      Marketing is the basic and core course of business administration majors, and as a pilot course for marketing majors, it lays a theoretical foundation and thinking paradigm for subsequent courses. On the basis of management and economics, it enables students to form a preliminary understanding of marketing and cultivate students' ability to analyze and solve practical problems in the field of marketing. It takes the marketing activities of enterprises and their regularity as the research object, studies how enterprises understand and grasp the market, starts from the market demand, and organizes and manages the marketing activities of enterprises according to the market environment. The course includes market and market demand, marketing concepts, marketing environment, consumer behavior analysis, market research, marketing strategy, marketing strategy and marketing management.

                                                                                                   Credits/Teaching Hours

Outline of UG CPC Topics Covered in this Course:               (3credits/48lecturehours)

Chapter 1 Introduction to the Curriculum                                          4 Teaching hours

Section 1 The Meaning of the Market

Section 2 Marketing and Related Concepts

Section 3 The Emergence and Development of Marketing

Section 4 The Evolution of Enterprise Marketing Concepts

Chapter 2 Marketing Environment                                                    4 Teaching hours

    Section 1 The Meaning and Characteristics of the Marketing Environment

Section 2 Micro-marketing environment

Section 3 Macro Marketing Environment

Section 4 Analysis of Marketing Environment and Marketing Countermeasures

Chapter 3 Consumer Market and Purchasing Behavior                     6 Teaching hours

Section 1 The Market for Means of Subsistence and Purchasing Behavior

Section 2 Markets for Means of Production and Purchasing Behavior

Section 3 Other Market Purchases

Chapter 4 Market Research and Forecasting                                     4 Teaching hours

Section 1 Marketing Research

Section 2 Market Forecasts

Chapter 5 Marketing Strategy                                                            4 Teaching hours

Section 1 Marketing Strategic Planning

Section 2: Market Competition Strategy

Section 3 Market Development Strategy

Section 4 Marketing Mix Strategy

Chapter 6 STP Strategy                                   4 Teaching hours

Section 1 Market Segmentation

Section 2 Target Market Selection and Strategy

Section 3 Market Positioning

Chapter 7 Product Strategy                                6 Teaching hours

Section 1 Overall Product Concept

Section 2 Product Life Cycle Strategy

Section 3 Product Portfolio Strategy

Section 4 New Product Strategy

Section 5 Brand Strategy and Packaging Strategy

Chapter 8 Price Strategy                                  4 Teaching hours

Section 1 Main Factors Affecting Pricing

Section 2 Pricing Methods

Section 3 Price Strategy

Section 4 Price Adjustment and Adaptation

Chapter 9 Distribution Channel Strategy                     4 Teaching hours

Section 1 Meaning of Distribution Channels

Section 2 Types of intermediaries

Section 3 Distribution Channel Strategy

Section 4 Design and Management of Channels

Chapter 10 Promotion Strategy                            6 Teaching hours

Section 1 Promotions and Promotional Combinations

Section 2 Advertising Strategies

Section 3 Public Relations Strategies

Section 4 Business Promotion Strategies

Section 5 Personnel Marketing Strategies

Chapter 11 Marketing Management                        2 Teaching hours

Section 1 Marketing Organization

Section 2 Marketing Plan

Section 3 Marketing Implementation and Control

Section 4 Marketing Innovation

               Total (Instructional Hours)                                                             48  

Summary of UG CPC Topics Covered in this Course:                   (48 Teaching Hours)