Course Name: Marketing

Course Code: S2293011

Semester: 3

Credit: 2

Program: All

Course Module: Business & Management

Responsible: Baoyin Zhang

E-mail: zhbytju@163.com

Department: TianjinPipe (Group) Corporation

Time Allocation (1 credit hour = 45 minutes)

Course Description

The basic concepts and principles of marketing (e.g., needs, wants, demands; the customer satisfaction). The process of marketing from market selection to marketing mix strategy. The traditional marketing mix strategy detail including production, pricing, place, and promotion (4Ps). The more conceptions of the marketing development (including 4Rs, 4Cs, 4Vs, and Experience Marketing, etc.). The new marketing view development with internet (including e-commerce, the entire network marketing, etc.). The practical case solved by the students based on the marketing theories and method.

Prerequisite

Not required.

Course Objectives

The objective of the course is to help students acquire basic the concepts and theories of marketing, and master the skills to analyze and solve the enterprise problems from the view of marketing. They also will be required to know the new concepts and theories of marketing in the network times at present, and learn to combine the traditional marketing theories with the internet thought to apply to the marketing practice. Studentswill9 develop the practical marketing application with the true examples.

Course Syllabus

Introduction

Marketing and its research object

Marketing development

Marketing spread and application overseas

Marketing research method

Market and Marketing idea

Concept and function of Market

Marketing and Marketing Management philosophy

Customer Satisfaction and Loyalty

Market Competition and Marketing Mix

Market competition among sellers

Competitor Analysis

Market Competition Strategy

Marketing Mix

Mega Marketing

Marketing Environment

Meaning and characteristics of marketing environment

Micro marketing environment

Macro marketing environment

Environment analysis and marketing countermeasure

Strategy-oriented Marketing Management

Enterprise Strategy and Marketing Management

Whole strategy decision

Decision, implementation and Control of operation strategy

Customer Market and Buying Behavior

Customer market and Buying behavior mode

Main factors affecting of customer Buying behavior

Process analysis of customers’ psychology activity

Customer buying decision process

Buying organizations and buying type effect on customer behavior

Organization Market and Buying behavior

Character and customer of producer market

Buying behavior of producer

Reseller market and buying behavior

Non-Profit Organization (NPO)market and buying behavior

Market Investigation and Marketing Information System

Marketing investigation process

Marketing data analysis

Marketing information system composition

Market Demand Measure and Forecast

Market demand forecast

Estimating current market demand

Market demand forecast ways

Market Segmentation, Target Market Decision and Positioning

Concept and basis of market segmentation

Ways, principles and functions of market segmentation

Target market decision

Market positioning

Product Mix and development

Product and its classification

Product Mix

Product Life Cycle (PLC)

Development, adoption and diffusion of new product

Brand, Trademark and Package Strategy

Basic concepts of brand and trademark

Brand and trademark strategy

Package strategy

Place Management

Place and its structure

Place decision

Place management

Logistics decision and management

Retail and wholesale

Retail and its type

Retailor marketing decision

Retailing format reformation and development tendency

Wholesale and wholesaler type

Marketing character and development tendency of wholesale

Pricing Strategy

The meaning of research on pricing strategy

Pricing restricted fundamental factors

Pricing objective and ways

Pricing strategy

Practice One: Marketing Mix Pricing Example

Promotion Strategy

Promotion and its mix

Personal selling

Public relations ( PR )

Sales promotion

Advertisement

International Marketing

Introduction of international marketing

Environmental analysis of international marketing

International Targeting market selection

Ways of entry international market

International marketing strategy

New Fields and Concepts of Marketing

Service marketing

Green marketing

Integrated marketing

Relationship marketing

Internet Marketing

Marketing morality

Practice Two: O2O (Online and Offline) Marketing Example

Textbooks & References

• Wu Jianan.Marketing (4th edition). Beijing: Higher Education Press, 2011.6.

Additional Reading:

• Philip Kotler etc.Marketing Management-an Asian perspective (fifth edition). Beijing: China Renmin University Press. 2011.9.

• Solis writing, Zhou Lei, Liao Wenjun Translating. Internet thinking-traditional business over and rebuilding. Beijing: Posts and Telecom Press, 2014.9.

Grade Distribution

Two Practices: 50% Attendance: 10% Final exam: 40%

Capability Tasks

CT5: To have the basic concept about how the company functions and the capability to understand economic problems such as quality management, competitiveness and productivity and commercial demands.

CT8: To understand social demands.

Achievements

• Basic knowledge of market principles. –Level: N

• To know how to understand the customer demands. –Level: N

Students: Computer science, Year 2