20141021 Principle of Marketing Syllabus
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Transcript of 20141021 Principle of Marketing Syllabus
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COURSE DESCRIPTION: Basic Marketing course is to develop basic knowledge in
the organization and execution of marketing activities in enterprises.
1. General information about the course:Subject: Basic Marketing
Course Code: M!"#$
Credit: "
Course t%pe: &Compulsor% ' (ptional): Compulsor%
*rere+uisites: Micro, Macro
2. Course timetable:
- n class: /0 lessons
- Self-stud%, self-research of students: $"0 lessons
3. Course Objectives:
- 1+uip students with the basic knowledge of marketing theor% and practice of business in
the principles best meet market needs.
- !rain some marketing skills: market collection and anal%sis, communication, cost and
price management...
4. Summary of course content
5. Learnin materials
- Curriculum &students must read before class)
2 Basic Marketing - 3oreign !rade 4niversit% in 5#$0
- 6e+uired references:
2 Basic Marketing - *hilip otler - Statistical *ublishing 7ouse
2 Marketing - 8ational 1conomics 4niversit%
2 Marketing *rinciples 9 Best *ractices - .ouglas 7offman - Colorado State
4niversit%
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2 (ther marketing references...
- 1xtended document: documents relating to the market, soft skills in marketing such as
market research skills &encourage further reading).
!. "ssessment:
3orm ;alue
riting ' practice ' group
exercises
"#=
3inal-term exam ?uestions and
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5.5.$. !he elements within the enterprise
5.5.5. Supplier
5.5.". Competitors
5.5./. *ublic
5.5.0. Customers
5.5.@. !he organization supports5.". !he macro-environment factors
5.".$. *olitics - law
5.".5. 1conom%
5.".". Culture - social
5."./. 8ature
5.".0. emographics
5.".@. Scientific - technical - technolog%
Chapter &: !ethods o !ar"et Resear'h
".$. Market research and market research information".$.$. Concept
".$.5. !he role of market research in business
".$.". !he t%pe of market information to be collected".5. Market 6esearch *rocess
".5.$. efine the problem and research objectives
".5.5. *lan research plan
".5.". Aather secondar% information
".5./. Collect primar% information
".5.0. 7andle research results
".5.@. 6eport and proposed measures for marketing".". Several methods for collecting primar% information in marketing
".".$. nterview
".".5. (bservations
".".". nvestigation b% +uestionnaire
Chapter (: Consu%ption %ar"et and )u*in# )ehavior o 'onsu%ers
/.$. Characteristics of consumption market and patterns of bu%ing behavior of consumers
/.$.$. Concept and characteristics of consumption markets
/.$.5. Model of bu%ing behavior of consumers
/.5. !%pes of bu%ing behaviors
/.5.$. Common bu%ing behavior/.5.5. Complex bu%ing behavior
/.5.". Bu%ing behavior to search for diversit%
/.5./. Bu%ing behavior to ensure harmon%
/.". 3actors affecting the bu%ing behavior of consumers
/.".$. Culture
/.".5. Societ%
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/.".". ndividuals
/."./. *s%cholog%
/.".0. !he groups who influence bu%ing behavior
/./. ecision making process of bu%ing individual customers
/./.$.
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$.5. !arget market
$.5.$. Concept
$.5.5. Selective base for target market
$.5.". (ptions to choose target market$.". *ositioning
$.".$. Concept
$.".5. *ositioning base
$.".". Sitemap
Chapter 7: Produ't poli'* / de'isions related to produ't
.$. *roducts and product categories
.$.$. !he concept of product
.$.5. *roduct structure
.$.". *roduct classification
.5. *roduct lifec%cle
.5.$. Concept
.5.5. !he stages in the product life c%cle
.5.". !he meaning of the product life c%cle
.". !he strateg% to link product - market
.".$. 1xisting products - existing market
.".5. 1xisting products - new markets
.".". 8ew *roducts - existing market
."./. 8ew products - new market
./. Brand
./.$. Brand and related concepts
./.5. !%pes of brand
./.".
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.0.$. Concept
.0.5. 3unctions of packaging
.0.". Some attention to product packaging
Chapter 0: Pri'in# poli'ies / de'isions related to 'ost and pri'e.$. *rice and the role of pricing polic%
.$.$. Concept
.$.5. !he role of pricing polic%
.5. 3actors affecting the pricing
.5.$. 3actors outside the enterprise
.5.5. 3actors within the enterprise
.". !he t%pe of pricing strateg%
.".$. *ricing strategies for new products
.".5. *ricing strategies according to product line
.".". Strateg% to adjust price
./. !he process of determining the optimal price
./.$. dentif%ing pricing polic% target
./.5.
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D.5.$ Concept
D.5.5 !%pes of channels
D.5." ssues to consider when designing channel for a separate product
D." ecisions relating to distribution channelsD.".$ Selection of channel members
D.".5 Channel development
D."." Management of channel conflicts
D./ !%pes of intermediaries
D./.$ >holesale
D./.5 6etail
Chapter 12: Poli'ies to pro%ote and support )usiness
$#.$ (bjectives and communication strategies
$#.$.$ (bjectives
$#.$.5 Communication strategies
$#.5 !he models of promotion and communication
$#.5.$ !he general theoretical model
$#.5.5 !he other models
$#." !ools to promote and support business
$#.".$
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$$.$ (verview
$$.$.$ efinition of services marketing
$$.$.5 !he nature of services marketing
$$.$." ifferences between services marketing and other forms of marketing$$.5 1lements of the services Marketing Mix
$$.5.$ *roducts
$$.5.5 *rice
$$.5." *lace
$$.5./ *romotion
$$.5.0 *eople
$$.5.@ *rocess
$$.5. *h%sical 1vidence
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