MARKETING
International Business School
Shanghai University of Finance and Economics
2009 Spring
Lecturer: Dr. Lou zun
Email:
zunl@yahoo.com
Course Time / Location: Wednesday 10:05-11:45 / 1402；13:20-15:00/ 1205
Office Room: Hong-wa Building #119
Office Time: Tuesday 9:00-11:00
Course objectives
This course is designed to introduce students to the field of marketing and the role and function it
plays in organizational survival and in our society as a whole. We will examine the different
components of marketing including planning and research; market segmentation; consumer
behavior; e-commerce; product development and management; distribution; promotion, pricing,
and service. The course offers an overview of basic marketing concepts, terminology, practices,
and operations. Attention is also given to international marketing; ethical and social responsibility
aspects of marketing; the importance of relationship marketing; and legal and technological trends
and innovations and their implications for the role of marketing.
Subject learning outcomes
On completion of the course, students are expected to be able to:
1. Gain knowledge and understanding of terms used in marketing;
2. Be able to apply marketing principles in specific situations;
3. Be able to analyze specific situations by identifying their portions relevant to marketing;
4. Be able to apply analytical concepts and techniques relevant for marketing decision
making focusing on creating, capturing , and sustaining customer value.
5. Be able to evaluate the role and scope of marketing in society.
Required text and readings
Philip Kotler， Gary Armstrong
(2008), Principle of Marketing,13 th Edition, Prentice Hall.
Performance evaluations
Assignment and participation （40%）
News in marketing
20
Survey
60
Class participation
20
Final Exam (60%)
100
Total(100%)
100
Assignments
1. There is one assignment that will be completed during the semester by teamwork. In the
assignment, each team will lead a market survey (the research problem offered). You will also
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be responsible for writing a report and giving a short presentation to the class that highlights
the key aspects of your findings.
Class participation
 Class participation is expected and is essential for success in the course. The benefits of the
course can only be realized when students share their views with the class. Class participation
grades will be based on each student’s contribution to the class learning experience.
 During the semester, we will be doing a number of in-class activities involving the
application of marketing concepts as well as discussing several cases (time permitting).
Preparation for cases as well as participation in case and activity related discussions during
class will play a significant role in determining class participation grades.
 Bringing in real world examples from outside reading and sources that highlight marketing
concepts is necessary to gain the marks of class participation.
The following are guidelines concerning how you should think about class participation. They will
be my criteria for evaluating your participation during the semester.
Content understanding and integration – Do you follow the flow of class discussion and
build on others’ ideas? When you do not understand something, do you ask questions? Are you an
active participant in in-class group case analysis and discussion?
Creativity – do you generate your own insights and applications?
Curiosity and interest—What degree of curiosity, interest, and enthusiasm do you bring to
the classroom? Are you in class every day in order to fully participate?
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Course Schedule*
WK
1
DATE
2/18
TOPIC
Introduction: Understanding marketing
 Course introduction
 What is marketing?
 Basic concepts of marketing
 Marketing management philosophies
READING/ASSIGNMENT
Chapter 1
Case study：Build-A-Bear
2
2/25
Company marketing Strategy：Partnering to
build customer relationship
 Defining marketing’s role
 Understanding marketing process
 Building relationship with customer
 Marketing strategy
 Measuring and managing return on
marketing investment
Chapter 2
3
3/4
Understanding Marketing Environments
 Marketing Macro-environments
 Marketing Micro-environments
 Marketing and society
Chapter 3
Chapter 20 (skim)
Case study: Prius: Leading a
Wave of Hybrids
4
3/11
Understanding consumer through marketing
research
 Marketing research
 Consumer markets
Chapter 4 (Page131-153, skim)
5
3/18
Understanding Buyer’s behaviors
 Factors influenced CB
 Purchasing process analysis
Chapter 5
Chapter 6
Case study: Victoria’s secret
Pink
6
3/25
Developing
marketing
opportunity:
Identifying the customer value
 Market segmentation
 Targeting
 Positioning for CA
Chapter 7
Shaping marketing offerings: creating the
customer value
 Marketing mix
Chapter 8
Case study: ESPN The
evolution of an entertainment
7
4/1
Case study：Saturn： an image
makeover
3



Product and service
Branding product
Brand extension
8
4/8
Shaping marketing offerings: creating the
customer value (2)
 Product Life Cycle
 New product development
Chapter 9
9
4/15
Shaping marketing offerings: creating the
customer value (3)
 Service
 Service profit chain
Chapter8
Case
study:
Southwest
Airlines: Staying ahead in the
service game
10
4/22
Shaping marketing offerings : creating the
customer value (4)
 pricing considerations
 pricing approaches
Chapter 10
11
4/29
Shaping marketing offerings: creating the
customer value (5)
 Pricing strategy
 coordination of pricing and other
elements in marketing mix
Chapter 11
Case
study:
Southwest
Airlines(2): Staying ahead in
the pricing game
12
5/6
Making the offering available: Delivering
the customer value
 Channels design and management

Vertical Marketing System
 Wholesaling and Retailing
Chapter 12-13
Case study: Zara
13
5/13
Promoting the offerings: Communicating the
value
 Mass & personal communication
 Integrated marketing communication
 Effective communication process
Chapter 14
14
5/20
Promoting the offerings: Communicating
value (2)
 Ad
 Sales promotion
Chapter 15
15
5/27
Promoting the offerings: Communicating
values(3)
Chapter 16
Case study: P&G
4


Sales management
Public relations
16
6/3
Promoting the offerings: Communicating
values (4)
 Direct marketing
 Online marketing
Chapter 17
17
6/10
Sustainable Marketing: Social responsibility
and ethics
 Social criticism of marketing
 Consumer
actions
to
promote
sustainable marketing
 Business actions toward sustainable
marketing
Chapter 20
Case study: ExxonMobile:
Social responsibility in c
commodity marekt
* This Schedule can be changed according your plan of case-study and other needs.
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