Syllabus of Marketing Management

Professor Yu Hongyan

Agenda

Basic Information What this course about COURSE OBJECTIVES REQUIRED TEXT

Basic information

Professor: Yu Hongyan, Ph.D. Office: Dongrong Building 614 Office Hours: By appointment Contact way

– Contact Numbers: 0431-5168833– E-mail: jlu-student@163.com – Web site:http://mkt.haloso.net/

Time and Place– Class Meetings: 307 The Third Teaching Building– Teaching Hours 8:00am-9:30am on Wednesday , – 10:00am-11:30am on Friday (only odd week)

Graduated Assistant – Yuan Ping Xu Jianwei Wang Yong– Zang Jianpin Zhang Yan

What This Course Is About

Foundation knowledge for business– including various concepts and techniques, to solve marketing problems.

The course investigates marketing from a managerial perspective– Analysis of functions of marketing opportunity assessment– Marketing planning and programming– marketing leadership and organization– Evaluating and adjusting the marketing effort.

Learn to organize and integrate their understanding of marketing and business by pulling together ideas and concepts

The marketing project– Requires students to apply marketing skills and understanding to a real

marketing situation– Make recommendations for future marketing strategy and tactics, and

communicate in both oral and written formats

Course Objectives

to teach students how to analyze business situations, to identify fundamental problems, and recommend solutions;

to apply marketing management concepts to the identification of problems;

to communicate the above accurately, both in speech and in writing. The class is designed to require the student to think and solve problems logically.

As a result, broad assignments and research projects will be given.

Required Text

Philip Kotler, A Framework for Marketing Management, 2002, 北京大学出版社 2ed.

William D. Perreault Jr.E. Jerome McCarthy Basic Marketing, Video Marketing Game To enhance your professionalism and marketing perspective, it is recomm

ended that you read business newspapers and magazines– 销售与市场– 中国经营报– 南开管理评论 - 营销论文

E-mail address – I will use e-mail to generally communicate with the class, send reminder messa

ges, and relay answers to questions that you may have between class meetings. For this reason, all students in MKT 2006 must have an e-mail address to which you have regular access.

Reference Website

English – 美国营销协会 http://

www.marketingpower.com – 美国营销学院 http://

www.msi.org/ – 论文搜索 http://

scholar.google.com/– 知识查询 http://

www.answers.com/ – 英语词汇解释 http://www.onelo

ok.com

Chinese – 营销科学学报 http://www.jms.or

g.cn/ – 小丁菜园 http://www.xdwu.com

/ – 中国市场调研协会 http://www.c

mra.org.cn/ – 中国市场学会 http://www.ecm.c

om.cn/ – 中国营销传播网 http://www.em

kt.com.cn/ – 中国经营报 http://www.cb.com.

cn/– 中国高校市场学会 http://www.

marketingfront.org

Course Activities and Grading Policy

Written Marketing Plan and Oral Presentation (40 points)

Assignment (30 points) Examinations (20 points) Class Leadership, Participation (10

points)

Course Activities and Grading Policy

Classroom Professionalism And Civility– Cellular phones are to be turned off – No eating, drinking, sleeping or chatting– No walking out during exams or when class is in

session without prior permission. – Attendance will be taken– Pay attention please: You have to sing a song

if you are late.

Schedule of class

Tutorials and Topics

Group Assignment 1 March 10– Topic: Describing the core marketing concept of marketing based on your target

company. Group Assignment 2 March 24

– Topic: give us the attribute of customer perceive expectation and performance, the action of attracting and retaining customer though observing your target company and tell us what your suggestion is.

Group Assignment 3 April 7– Topic: Describing Marketing Information system of your target company and tell us

why and what is your suggestion. . Group Assignment 4 April 27

– Topic: please do SWOT analysis of your target company. Group Assignment 5 Mat 19

– Topic: Please describe the target market and its behavior of your target company. Group Assignment 6 June 2

– Please identify market segments and select target market and its position, and then give us your suggestion.

Assignments

Essay – purpose– You can find the answer by the hit

Computer exercise – Purpose – Tutor will give your hand to do it

Website of MKT

http://mkt.haloso.net/ Materials of MKT

– MKT PPT – Instructor– Multiple Question and Answer– Readings – Announcement for this class

Website of MKT (cont’d)