课程大纲
Section 1 Definitions of marketing and the marketing concept
1. Definitions of marketing
2. marketing orientation
3. the marketing mix-4P
4. relationship between marketing and other functions
5. case study
Section 2 Relationship marketing
1. relationship marketing vs transactional marketing
2. relationship networks
3. customer relationship
4. supplier relationship
5. intermediary relationship
6. stakeholder relationship
7. employee relationship
8. case study
Section 3 the external environment and its impact on marketing decisions
1. marketing and the external environment
2. macro factors
3. micro factors
4. case study
Section 4 Consumer buying behaviour
1. buying behaviour
2. consumer buying motoives
3. the consumer decision process
4. participants in the consumer decision process
5. factors influencing the decision process
6. case study
Section 5 organizational buying behaviour
1. characteristics of industrial markets
2. the organizational buying process
3. participants in the organizational buying process
4. influences on the organizational buying process
5. case study
Section 6 the target marketing process
1.target marketing
2. bases for segmenting industrial markets
3. targeting
4. positioning
5. case study
Section 7 marketing research and the marketing research process
1. the marketing research process
2.types of data
3. secondary research primary research
4. experimentation
5. sampling
6. test marketing
7. the marketing information system(MkLS)
8. case study
Section 8 the product
1. the dimensions of a product
2. consumer products
3. industrial products
4. the product life cycle(PLC)
5. the Boston consulting group matrix(BSG)
6. case study
Section 9 product planning and new product development
1.the Ansoff matrix
2. new product development(NPD)
3. case study
Section 10 planning and packaging considerations
1.branding
2.developing a brand strategy
3. advantage and disadvantage of branding4.branding strategies
5. brand names
6. branding in the industrial sector
7. the purpose of packaging
8. case study
Section 11 pricing decisions
1.approach to pricing
2. demand-based pricing
3. cost-based pricing
4. market-based pricing
5. pricing strategies
6. pricing tactics
7. price formulate and tendering
8. case study
Section 12 distribution systems
1. distribution defined
2. channels of distribution
3. channel intermediaries
4. direct marketing
5. channel selection strategy
6. case study
Section 13 promotion
1. the role of promotion
2. the promotional mix
3. balancing elements of the promotional mix
4. push vs pull
5. promotional planning
6. case study
Section 14 the sales function
1. the role of personal selling
2. the role of the sales force
3. the size of the sales force
4. sales force organization
5. control and evaluation of sales force performance
6. motivating the sales force
7. case study
Section 15 the marketing of services
1. the service economy
2. the growth of the service economy
3. characteristics of services
4. the marketing mix for services
5. case study
Section 16 not-for-profit organizations
1. not-for-profit organization
2. types of market for not-for-profit organzations
3. why do not for profit organizations need marketing?
4. the target marketing
5. the marketing mix
6. case study
Section 17 international marketing(1)
1. reasons for marketing goods internationally
2. macro trends encouraging international trade
3. the international marketing environment
4. barriers to international trade
5. international market entry strategies
6. criteria for selecting suitable international market entry strategies
7. case study
Section 18 international marketing(2)
1. managing the international marketing mix
2. product management
3. pricing
4. promotion
5. international marketing strategy
6. case study
Section 19 marketing planning
1. the marketing planning process
2. mission and corporate objectives
3.marketing audit
4. SWOT analysis
5. Assumptions
6. Marketing objectives
7. segmentation
8. targeting and positioning
9. marketing mix strategy
10. resource allocation and implementation
11. control and review
12. case study
Section 20 case study
1. case study
