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2. ?????? ????2 ????? 2.1 ?????? 2.2 ???? 2.3 ?? 2.4 ??????? 2.5 ??????? 2.6 ?????? 2.7 ?????????????

3. ????2 ????? 2.1 ?????? MARKETING TEACHING OUTLINE (English Teaching Class) Curriculum Number:20811801 Curriculum Name: Marketing Curriculum Tape: Required Curriculum (RC) for undergraduate students of English teaching class in the fields of marketing Teaching Arrangement: 40 hours; 2.5 credits Teaching Mode: Teaching based on general marketing theories and methods, cases, simulation based on software, virtual marketing practice etc. Examination Mode: One mode: Grades are based on exams (60%), comprehensive skill (25%, including case analysis, simulation, and virtual marketing practice), class participation(15%). Another mode: oral exam (60%), little essay (40%), class participation(10%). Required Pre-courses: Management, statistics Teaching Materials and References: Textbook:

4. (1)Marketing Management, Philip Kotler 10th Edition.Prentice Hall; (2)???????(?7?),??�?????,????,2006.11;??????????????????????????; (3)Principles of marketing, Philip Kotler 7th Edition. Prentice Hall Reference: Books: (1)????,???????????,2003 (2)????,[?]???�????,????????????,2003? (3)Principles & Practice of Marketing,David Jobber? 2001 (4)????,[?]?????????????,2003 (5)Marketing: An Introduction Gary Armstrong, Philip Kotler 2004 (6)Internet Marketing Barbara Cox, William Koelzer, 2004 (7)E-Business Marketing Terri C. Albert, William B. Sanders 2003 (8)Marketing Strategies: A Twenty-first Century Approach Ashok Ranchhod 2003 (9)Strategic Marketing for NonProfit Organizations Alan Andreasen, Philip Kotler 2003 (10)???????? ??(?)????? 2004.09 Journals: (1) ????????(????) ???????? (2) ???? ??????????????????

5. (3) ???? ?????????????? (4) ?????? ??????????? (5) ????? ???????? (6) Journal of marketing research : JMR, American Marketing Association (7) Journal of marketing, National Association of Marketing Teachers. (8) Harvard Business Review, Harvard Business School Publishin Websites: ?????????????: �?????�????:http://course.cug.edu.cn/cug/marketing/index.htm ???????????: ????C(1/2E):http://course.cug.edu.cn/index1.htm# ????????: http://www.prenhall.com/kotler Marketing Today http://www.marketingtoday.com/ ?????????????http://202.114.202.200/ ??????? http://www.hailang.org ??????? http://www.ecm.com.cn ????? http://www.hx008.com ??????? http://www.d1588.com ???? www.tomx.com http://www.swlearning.com/marketing/

6. ?????http://www.emkt.com.cn ???????? http://www.21cmc.net/ ????? http://www.cmmo.com.cn Newspaper: ???????????????????????? Instructors: Yan Liang, etc. Teaching Objectives: Marketing management is one of the core courses of business administration. This course introduces students the fundamentals of marketing management, and it is designed to give students an overview of basic marketing theories and concepts,and to introduce students the various methods of marketing management. After learning this course, students can grasp the basic theories and general methods systemically, equiped with marketing skills and innovational ability, so as to adapt to the trend of quickly developing global business. Curriculum Highlights: Highlights of marketing include marketing management philosophies, comprehensive marketing strategic formulation framework, environment analyses to identify opportunity, STP, and 4Ps. Brief Contents: Chapter One: Understanding Marketing from Concept (4�) 1. The Core Concept of Marketing 2. Marketing Management Philosophies

7. 3. New Trend of Marketing Case analyses: Botox: Almost Trouble-Free New Faces Chapter Two Strategic planning and Marketing process (4�) 1. Marketing Management 2. Marketing Strategic Planning 3. Marketing Management Process Case analyses: Trap-Ease America: The Big Cheese of Mousetraps Chapter three Analyzing Marketing Environment (4�) 1. Demographic Environment 2. Economic Environment 3. Natural Environment 4. Technological Environment 5. Political Environment 6. Cultural environment 7. Analyzing Competitors Case analyses: Case: The Prius: Leading A Wave of Hybirds Chapter Four Analyzing Consumer to Identify Opportunity ( 4� ) 1. Characteristics Affecting Consumer Behavior 2. Consumer Buying Roles 3. Four Types of Buying Behavior

8. 4. The Stage of Buying Decision Process 5. The Business Buying Process 6. Institutional and Government Markets Chapter Five Segmentation, Targeting, and Positioning for Competitive Advantage (4�) 1. History of marketing 2. Market Segmentation 3. Selecting the Market Segments 4. Positioning 5. Communicating the Company�s Positioning Case analyses: GM: Downsizing the Hummer Chapter Six Product Strategies (4�) 1. The total product: there are three levels of product 2. Product classifications; 3. Product Line 4. Individual Product Decisions 5. Product Life-Cycle Strategies Product combination simulation Chapter Seven Pricing Strategies (4�) 1. Factor to Consider When Setting Pricing

9. 2. Steps in the Pricing 3. General Pricing Approaches 4. New-product Pricing Strategies 5. Pricing-adjustment strategies 6. Pricing changes Pricing simulation Chapter Eight -----Promotion Strategies (4�) 1. Developing Effective Communications 2. Setting the Promotion Mix 3. Factors in Setting the Promotion-mix 4. The Role of Personal Selling 5. Managing the sales force 6. Major Decisions in Advertising Case analyses: PEPSI: Promoting Nothing Chapter Nine----Placing Strategies (4�) 1. the Nature of Distribution Channels 2. Channel- Design Decisions 3. Channel Management Decision 4. Review Placing simulation

10. Case analyses: Tesco Poised to Offer WAP Home Shopping Chapter Ten Managing the Total Marketing Effort (4�) 1. Marketing organization 2. Organizing the marketing department 3. Marketing Relations With Other Departments 4. Strategy for Building a Company Wide Marketing Orientation 5. Marketing Implementation 6. Evaluation and control Case analyses: Virgin Direct 2000: Market-Orientated Personal Financial Services