……
Course evaluation
The course will be evaluated using the following methods:
Contribution to the course: +/-10%mark. Case study, 30% mark. Assignment, 20% mark. Final exam, 50% mark.
constrain and provide opportunities for marketing. Developing the frameworks that formulates marketing
strategies. Researching market potentials. Designing marketing mix to entry and penetrate markets. …
Marketing
市场营销
--- the art of getting and keeping customers.
About the course
The good start is an half of success.
Overall objectives
At the conclusion of the course, students should be capable of: Understanding, listing, and explaining the factors, which
Lecture One Introduction
Marketing in a changing world
Objects in lecture 1
Understanding the concept of marketing,including its definition,purpose,and role in creating exchange.
Methodology
This subject will involve lectures, discussions, presentations, and workshop activities.
Approach to learning
Facilitate learning rather than prescribing Learn by doing Case studies, and projects>exam Group work, but do not neglect individual work Relevant - real issues rather than text book
1.The preliminary concepts of marketing
Needs, Wants and Demands
A human need is a state of felt deprivation of some basic satisfaction.
Wants are desires for specific satisfiers of these deeper needs.(★)
《市场营销学教程》晁钢令 主编， 上海财经大学出版社， 2000年。
Recommended references:
Basic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.
Textbook and references
examples Contemporary – up-to-date Utilise technology
Textbook and references
Textbook:
Principles of Marketing, 9th Ed. Philip Kotler and Gary Armstrong. Prentice Hall.
Contact address
You can contact me by email at : zunl@ or by phone 651110003110, or personally in my office 109.
Part One
Understanding marketing and the marketing process
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
Distinguish key marketing concepts which are often misunderstood or confused.
Understanding marketing management tasks. Contrast the periods of marketing evolution.
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Journals:
Journal of Marketing
MarketБайду номын сангаасng News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
Demands are wants for specific products that are backed by an ability and willingness to buy them.(★)
Value, Cost and Satisfaction
Value is the consumer’s estimate of the product’s overall capacity to satisfy his or her needs.