COURSE SYLLABUS
MKT305（15575086）
Principles of Marketing
For Degree Students
2008-2009
Your instructor for this course: Zhu Dong
Subject Coordinator: Zhu Dong
(tonizhu@shu.edu.cn)
Page 1 of 6
1. Subject
Principles of Marketing
2. Classes (compulsory, per week over a 10 week semester)
For all the degree students at year 2.
3. Course Content
•
•
•
•
•
•
Introduction to marketing
Marketing environment
Market research
Consumer & business behavior
Marketing strategy
Marketing mix – product, price, promotion & place
4. Objectives
This course will equip with students both theoretical base and in-lecture practice of
marketing, students will acquaint the most advanced marketing theories and various new
opinions in the marketing field from world leading scholars, also students will learn how
to practice these theories in real scenario after the module. The detailed objectives of this
module are as follows:
z
z
z
z
z
z
To define marketing and marketing management process
To understand how to evaluate the business opportunities in the marketing
environment
To know how to segment markets and find out desired target markets
To understand how different factors influence consumer behaviours and buyer
decision process
To know the essence of marketing information system (MIS) and how to develop a
marketing research
To understand the marketing mix – product, price, place and promotion, and to be
able to develop a marketing plan
Page 2 of 6
5. Compulsory Textbook
Marketing: an introduction – an Asian perspective, (2006), Kotler, Armstrong, Da Silva,
Prentice Hall
6.Costing Model in ERP
None
7. Assessment
The distribution of the course assessment is as follows:
Attendance records………………………………………………………… 10%
Group works…………………………………………………………………30%
Final examination………………………………………………………… 60%
8. Assignments
The market research report – which should be handed in before 6th week
9. Subject Outline
Week
1
Weekly topic & key points
Introduction of marketing
•
•
•
Identify the five core marketplace concepts, and define marketing
Discuss the marketing management orientations.
Describe the major trends and forces that are changing the marketing
landscape in this new age of relationships.
• Explain company strategic planning, and describe the elements of a
customer-driven marketing strategy and mix
Page 3 of 6
2
Market environment analysis
•
•
•
3
Marketing research
•
•
•
4
•
•
•
•
•
•
•
Understand the consumer market and the major factors that influence
consumer buyer behavior
Identify and discuss the stages in the buyer decision process
Define the business market and identify the major factors that influence
business buyer behavior
List and define the steps in the business buying decision process.
Understand the consumer market and the major factors that influence
consumer buyer behavior
Identify and discuss the stages in the buyer decision process
Define the business market and identify the major factors that influence
business buyer behavior
List and define the steps in the business buying decision process.
Marketing strategy
•
•
•
•
6
Define the marketing information system and discuss its parts
Outline the steps in the marketing research process
Identify the different marketing research approaches and their
characteristics
Consumer & business buying behaviour
•
5
Describe the major forces of company’s microenvironment (company itself,
suppliers, marketing intermediaries, customers, competitors, publics)
Describe the major forces of company’s macroenvironment (demographics,
economics, nature, technology, politics, culture)
Discuss how companies can react to the marketing environment
Define the three steps of target marketing: market segmentation, market
targeting, and market positioning
List and discuss the major bases for segmenting consumer markets
Explain how companies identify attractive market segments and choose a
target marketing strategy
Discuss how companies position their products for maximum competitive
advantage in the marketplace
Marketing mix – product
Page 4 of 6
•
•
•
•
•
•
•
•
7
Marketing mix – price
•
•
•
•
•
8
Identify and explain the external and internal factors affecting a firm's
pricing decisions.
Contrast the three general approaches to setting prices.
Describe the major strategies for pricing imitative and new products.
Explain how companies find a set of prices that maximizes the profits from
the total product mix.
Discuss how companies adjust their prices to take into account different
types of customers and situations.
Marketing mix – promotion
•
•
•
•
•
•
9
Define product and the major classifications of products
Explain the product mix decisions companies make when developing product
lines and mixes.
Define brand and major brand decisions
Discuss Options and tactics for brand elements
Discuss Criteria for choosing brand elements
Discuss decision of brand sponsorship
Discuss the decision of brand development strategies
Identify the steps of new product development process
Discuss the process and elements of integrated marketing communications
Describe and discuss the major decisions involved in developing an
advertising program
Discuss the major sales promotion tools
Discuss the major public relations tools
Identify and explain the six major sales force management steps.
Define direct marketing and discuss its major tools
Marketing mix – place
•
•
•
•
•
Page 5 of 6
Discuss how marketing channel works and processes of consumer and
business marketing channels
Explain how companies select, motivate, and evaluate channel members.
Describe the major types of retailers
Identify the major types of wholesalers
Explain the marketing decisions facing retailers and wholesalers
•
•
•
•
•
Discuss how marketing channel works and processes of consumer and
business marketing channels
Explain how companies select, motivate, and evaluate channel members.
Describe the major types of retailers
Identify the major types of wholesalers
Explain the marketing decisions facing retailers and wholesalers
Extend marketing……
•
•
•
•
•
•
•
Identify the major modes of transactions
Identify the major forces shaping the new digital age
Discuss the different marketing strategies in digital age
Discuss how the international trade system, economic, political-legal, and
cultural environments affect a company’s international marketing decisions
Identify the global marketing decision process
Identify the major social criticisms of marketing
Identify the major social criticisms of marketing
WHERE TO FIND INFORMATION to help you with your assignments ?
China Marketing
http://www.yao365.com
China marketing communication
http://www.emkt.com.cn/
China marketing planning
http://www.d1588.com/index.asp
You can get access to a wide collection of statistics from the following
websites:
merican Marketing Association
Page 6 of 6
http://www.marketingpower.com/
Marketing Strategy
http://marketing.about.com/
The Chartered Institute of Marketing
http://www.cim.co.uk/home.aspx
Page 7 of 6