《Marketing》Syllabus

Course Number:      23100608020

Course Name:               Marketing

Instructors:                    Busen

Required Text:              YANG Hongtao. Marketing [M]. Beijing: Machinery Industry Press, 2022

Course Description:      Marketing is a compulsory course for the platform of business administration co-education majors, belonging to the basic and core courses of business administration majors, and serving as a pilot course for marketing majors to lay the 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 their ability to analyze and solve practical problems in the field of marketing. It takes the enterprise marketing activities and its regularity as the research object, studies how the enterprise knows and grasps the market, starts from the market demand, organizes and manages the enterprise marketing activities according to the market environment. The course includes the market and market demand, marketing concept, marketing environment, consumer behavior analysis, market research, marketing strategy, marketing strategy and marketing management and other knowledge. Through the study of this course, students can master the basic knowledge and theories of Marketing, establish correct marketing concepts; be able to analyze the market environment, grasp the market development trend; be able to make strategic marketing decisions and implement strategic management; be able to efficiently carry out marketing activities, flexibly apply marketing strategies, and have the basic skills of marketing management.

Credit/Teaching Hours

Outline of UG CPC Topics Covered in this Course:    (3Credits/48 Teaching Hours)

I. Chapter 1 Introduction                                 4 Teaching Hours

Section 1.  Markets and Marketing

Section 2  Objects of Research of Marketing

Section 3  The emergence and development of marketing

Section 4:  The Evolution of Marketing Concepts of Enterprises

II. Chapter 2: Marketing Environment                      2 Teaching Hours

Section 1. Meaning and Characteristics of Marketing Environment

Section 2: Micro Marketing Environment

Section 3 Macro marketing environment

Section 4: Analysis of Marketing Environment and Marketing Countermeasures

Ⅲ   Chapter 3: Consumer Market and Purchasing Behavior      4 Teaching Hours

Section 1. Consumer Market and Purchasing Behavior

Section 2: Means of Production Market and Purchasing Behavior

Section 3 Middlemen Market and Buying Behavior

Section 4. Buying Behavior in the Market of Non-profit Organizations

Section 4. Buying Behavior in Service Markets

IV. Chapter 4: Marketing Research and Forecasting             2 Teaching Hours

Section 1. Marketing Research

Section 2 Marketing Forecasting

V. Chapter 5 Marketing Strategy                            3 Teaching Hours

Section 1. Marketing Strategic Planning

Section 2: Competitive Strategy

Section 3 Market Development Strategy

Section 4 Corporate Image Strategy
Section 5. Marketing Mix Strategy

VI. Chapter 6 STP Strategies                               3 Teaching Hours

Section 1. Market segmentation;

Section 2 Target Market Selection and Strategy;

Section 3: Market Positioning.

VII. Chapter 7 Product Strategy                             6 Teaching Hours

Section I. Overall Product Concept

Section 2: Product Life Cycle Strategy

Section 3. Product Mix Strategy

Section 4. New Product Strategy

Section 5. Branding and Packaging Strategy

VIII Chapter 8 Pricing Strategy                             3 Teaching Hours

Section 1. Main Factors Affecting Pricing

Section 2 Pricing Methods

Section 3 Price Strategy

Section 4 Price Adjustment and Price Change Response

IX Chapter 9 Distribution Channel Strategy                   3 Teaching Hours

Section I. Overview of Distribution Channels

Section 2 Intermediaries

Section 3 Distribution Channel Strategy

Section 4 Channel Decision Making and Management

X Chapter 10 Promotional Strategies                        6 Teaching Hours

Section 1: Promotion and Promotion Mix

Section 2: Sales Promotion

Section 3 Advertising

Section 4 Public Relations

Section 5. Sales Promotion

XII Chapter 11 Marketing Management                     6 Teaching Hours

Section I. Marketing Plan

Section 2: Marketing Organization

Section 3 Marketing Control

Section 4 Marketing Innovation

               Total (Teaching Hours)                                                                  48   

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