MARKETING

Shandong University of Finance and Economics

Course Code：

Total Number of Instruction Hours: 34

Number of Credits：2

About this Course

The goal of Marketing is to introduce new marketing students to the fascinating world of modern marketing in an innovative yet practical and enjoyable way. Today’ marketing is all about creating customer value and building profitable customer relationships. It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can win, keep, and grow targeted consumers. If an organization does these things well, it will reap the rewards in terms of market share, profits, and customer equity. Marketing is much more than just an isolated business function – it is a philosophy that guides the entire organization.

In the Marketing course you will learn about:

- the marketing process, the company and the marketing strategy as they relate to building profitable customer relationships;

- consumers and their (buyer) behavior and customer-driven strategies;

- building the right relationship with the right customers and appropriate strategies.

Prerequisites and Preparation

No special preparation.

Course Goals

∙ Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.

∙ Be familiar with the marketing environment, including macro-environment and micro-environment.

∙ Understand the consumer market and the major factors that influence consumer buyer behavior.

∙ Figure out how companies identify attractive market segments and choose a target marketing strategy.

∙ Explain the decisions companies make when developing product lines and mixes.

∙ Describe how marketing strategies change during the product’s life cycle.

∙ Implement the major strategies for pricing new products.

Course Components and Requirements

∙ Assigned readings

∙ Case discussion in class

∙ Case analysis for homework

∙ Final Exam

Assigned Readings

Principles of Marketing (15th Edition), Philip Kotler, Gary Armstrong, Tsinghua University Press, 2017

Extra material and additional reading for class discussion may be assigned during the semester.

Deliverables and Grading

Method of evaluation and grading:

1) Students attendance is necessary which equals to 10%.

2) Class involvement is indispensable for every student which is 10%.

3) There will be some homework which counts as 10% of the grade.

4) There will be a two hour final, which will be cumulative and cover all of the course materials. This will count as the remaining 70% of the grade.