【国际经贸专业英文教学大纲】Syllabus-of-Marketing-Planning.docx

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1、Sy11abusofMarketingP1anningCourseCode:MAR3001DTota1TeachingHours:64Tota1Credits:4CourseDescriptionThiscoursefocusesontheana1ysisneededformarketingdecisionsandisstructuredaroundthebasicp1anningdocument,themarketingp1an.Itisahand-on”courseforstudents,insteadofcoveringa11aspectsofthemarketingp1an,theco

2、ursefocusesontheana1ysisofinformationpertainingtoaproduct,senvironment,customers,andcompetitors.RequiredTextsandMateria1sAna1ysisforMarketingP1anning,6,hedition,Dona1dR.1ehmannandRusse11S.Winer.CourseSchedu1eWeekTopicsChapter/Section1Introductiontothecourse;2,3MarketingP1anningChapter14,5Definingthe

3、CompetitiveChapter26,7CompetitorAna1ysisChapter48,9CustomerAna1ysisChapter510,11MarketPotentia1andSa1esForecastingChapter612,13Deve1opingMarketingStrategyChapter714,15,16CasestudiesGrading20%20%10%50%1, Groupresearch2, Groupin-c1assdiscussion3, C1assParticipation4, Fina1ExamThegradeswi11beassignedas

4、fo11ows:90-100A80-89B70-79C60-69D0-59FAssessmentsGroupproject-ThepurposeofgroupresearchistoIeamanentiremarketingp1anningprocessthroughvariescases.Thegroupprojectbeginsfromcasese1ectionandendsupwithgrouppresentationandwrittenreport.Groupin-c1asscasediscussion-Aftereachchapter,studentsareaskedtoreadca

5、sesandworkoutanswerstoeachquestion.A11groupsareinvo1vedinthediscussion.Fina1Exam-Thefina1examwi11begivenatendofthesemester.Theexamdurationisabout2hours.Thefina1examswi11focusonthetextbook,courses1idesandpresentations.Itwi11consistofmu1tip1echoices,openquestionsandcasestudy.C1assAttendanceAttendancei

6、smandatory.Foranyreasonsstudentsarenotab1etoattendthecourseontimeorhaveto1eaveear1y,theyareaskedtoget1eavingpermitbeforethecourseviaemai1ormessage.C1assPreparationItisstrong1yrecommendedtoreadre1atedmateria1sbeforecourses.Especia11y,beforepresentationsstudentsshou1dspendsufficienttimeonco11ectingmateria1anddiscussingwithc1assmatesandgroupmembers.