市场营销学(双语)教学导案

市场营销学(双语)教案

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课程教案（2013—2014学年第二学期）

课程名称：市场营销学（双语）

授课学时： 34学时

授课班级：

任课教师：

开课院系：经管学院

课程信息

课程编号070214

授课

班级学生人数

课程名称市场营销学（双语）

课程类型公共基础课（）；学科基础课（）；专业必修课（✓）；基础选修课（）；专业选修课（）；公选课（）

授课方式①讲授②讨论③案例分析考核方式

①小组案例

②出勤及表现

③案例分析报告

④期末考试

课程总学时34学时学分 2

教材名称营销学导论(Marketing:An Introduction) 中国人民大学出版社

教学参考书[1]Philip Kotler.市场营销原理.北京：清华大学出版社，2006

[2]唐德才.现代市场营销学.北京：清华大学出版社，2005

[3]David Jobber.市场营销学：原理与实践. 北京：机械工业

出版社，2006

[4]Charles mb , Joseph F,Hair and Carl McDaniel.

Marketing (6th Edition). 北京：北京大学出版社，2007

授课教师职称院所经管学院授课时间

070214: 市场营销学（双语）

Class Schedule

Week Date Day Lecture Content Home Work

1 2/27 FRI Course Introduction and Chap1Marketing: Managing Profitable Customer Relationships

----

2 3/

3 TUE Chap 1 Marketing: Managing Profitable Customer Relationships----

3/6 FRI Chap 1 Marketing: Managing Profitable Customer Relationships ----3 3/13 FRI Chap 1Review and Exercise4;3

4 3/17 TUE

Chap 2Marketing Strategy: Partnering to Build Customer

Relationships

---- 3/20 FRI

Chap 2Marketing Strategy: Partnering to Build Customer

Relationships

----

5 3/27 FRI Chap 2 Review and Exercise

Chap 2 Company Case Study: ‘Trap-Ease America:

The big Cheese of Mousetraps’

2;1

6 3/31 TUE Chap 3 The Marketing Environment5;1

4/3 FRI Chap 4 Managing Marketing Information

----

7 4/10 FRI Chap 4Review and Exercise

Chap 4 Company Case Study: Enterprise Rent A Car

8 4/14 THU Chap 5 Consumer Buyer Behavior ----4/17 FRI Chap 5 Consumer Buyer Behavior----

9 4/24 FRI Chap 5Review and Exercise

Chap 5 Company Case Study: ‘Aibo: Looking for

a Charged-up Spot?’

4;2

10 4/28 TUE Chap 6 Segmentation, Targeting, and Positioning ----

11 5/8 FRI Chap 6Review and Exercise

Chap 6Company Case Study:‘RJR’s Eclipse: Rising from

Premier’s Ashes’

1;1

12 5/12 TUE Chap 7 Product, Services, and Branding Strategy ----5/15 FRI Chap 7 Product, Services, and Branding Strategy----

13 5/22 FRI Chap 7Review and Exercise

Chap 7 Company Case Study: ‘Swatchmobile: Is the Time

Right for Small Cars?’

1;2

14 5/26 THU

Chap 8 New-Product Development and Product Life-Cycle

Strategies

---- 5/29

FRI Chap 8 Company Case Study: “LifeSource Nutrition:

Succeeding Where Campbell Soup Failed”

4;3