课程简介
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课程大纲
- Course Introduction
- 试看Course Introduction
- Chapter 1 Market Basics
- Unit 1 What is Marketing and Marketing Process
- 试看Leaning Objectives
- 试看Lecture
- 试看Reading Material: The MKT Process
- 试看Discussion: Your Understanding of VALUE
- 试看Vocabulary for Unit 1
- 试看Unit Test
- Unit 2 Customer Needs
- 试看Learning Objectives
- 试看Lecture
- 试看Reading Material 1: How to Know Customer Needs
- 试看Reading Material 2: What Customers Need
- 试看Vocabulary for Unit 2
- 试看Discussion: Customer Needs in the New Century
- 试看Unit test
- Unit 3 The Changing Marketing Landscape
- 试看Leaning Objectives
- 试看Lecture
- 试看Reading Material 1: Changing Landscape of MKT — Social Media
- 试看Reading Material 2: Technologies Change MKT
- 试看Disuccsion: New Changes in Marketing from Your Observation
- 试看Vocabulary for Unit 3
- 试看Unit test
- Homework
- 试看Homework for Chapter 1
- Chapter 2 Company and Marketing Strategy
- Unit 4 Marketing Mix
- Learning Objectives
- Lecture
- Reading Material 1: 7Ps (Marketing Mix)
- Reading Material 2: Marketing Mix
- Reading Material 3: McCarthy's 4Ps （Maketing Mix）
- Discussion: The Marketing Mix of One Chinese Mobile Phone Company
- Vocabulary for Unit 4
- Unit test
- Unit 5 Marketing Strategy
- Learning Objectives
- Lecture
- Reading Material 1: Market Strategy Success
- Reading Material 2: Market strategy vs.Plan
- Vocabulary for Unit 5
- Discussion: Marketing Strategy: Static or Dynamic?
- Unit test
- Unit 6 Business Portfolio and BCG
- Learning Objectives
- Lecture
- Reading Material 1: BCG Matrix Explained
- Reading Material 2: Nestle's Case BCG
- Vocabulary for Unit 6
- Discussion：BCG
- Unit test
- Homework
- Homework for Chapter 2
- Chapter 3 Analysing the Marketing Environment
- Unit 7 SWOT Analysis
- Learning Objectives
- Lecture
- Reading Material 1: What is SWOT Analysis – A Simplified Definition
- Reading Material 2: SWOT Analysis of Starbucks
- Vocabulary for Unit 7
- Discussion: SWOT
- Unit test
- Unit 8 The Macroenvironment and Microenvironment
- Learning Objectives
- Lecture
- Reading Material 1: Marketing Environment Essentials
- Reading Material 2: Burberry — 5 Factors that Influence Business Environment
- Vocabulary for Unit 8
- Discussion: Macroenvironment
- Unit Test
- Homework
- Home work for Chapter 3
- Chapter 4 Managing Marketing Information to Gain Customer Insights
- Unit 9 Marketing Research
- Learning Objectives
- Lecture
- Reading Material 1: A General Survey of MKT Research
- Reading Material 2: Marketing Research Definition
- Reading Material 3: Marketing Research Process
- Reading Material 4: Marketing Research
- Reading Material 5: Types of Marketing Research
- Vocabulary for Unit 9
- Discussion: Choice of Research Approaches: Zhengongfu's Case
- Unit Test
- Unit 10 Marketing Information and Customer Insights
- Learning Objectives
- Lecture
- Reading 1: 10 Ad Campaigns Inspired by Powerful Consumer Insights
- Reading 2: What is a good customer insight?
- Reading 3: Location Marketing Insights: 3 Cases
- Vocabulary for Unit 10
- Discussion
- Unit Test
- Homework
- Homework for Chapter 4
- Chapter 5 Understanding Customers and Buyer Behaviour
- Unit 11 The Buyer Decision Process
- Learning Objectives
- Lecture
- Reading Material 1: How to Understand Consumer Buying Behavior
- Reading Material 2: What Is the Buyer Decision Process
- Vocabulary for Unit 11
- Discussion
- Unit Test
- Unit 12 Consumer Markets and Consumer Buyer Behaviour
- Learning Objectives
- Lecture
- Reading Material 1: Consumer Behavior Marketing at Apple
- Reading Materail 2: Consumer Behavior Marketing
- Reading Material 3: The Chinese Luxury Consumer Compressed
- Vocabulary for Unit 12
- Disussion
- Unit Test
- Unit 13 Business Market and Business Buyer Behaviour
- Learning Objectives
- Lecture
- Reading Material 1: Business Buying: Role of Business Buying Decision Making
- Reading Material 2: Role of Business Buying Decision Making
- Reading Material 3: Understanding Modern B2B Buyers
- Vocabulary for Unit 13
- Discussion
- Unit Test
- Homework
- Homework for Chapter 5
- Chapter 6 Designing a Customer-Driven Marketing Strategy
- Unit 14 Market Segmentation
- Learning Objectives
- Lecture
- Reading Material 1: Market Segmentation
- Reading Material 2: A Real Case ACORN Socio-Economic Classifications
- Reading Material 3: Acorn Technical Document
- Reading Material 4: Acorn User Guide P3
- Vocabulary for Unit 14
- Discussion
- Unit Test
- Unit 15 Market Targeting
- Learning Objectives
- Lecture
- Reading Material 1: MKT Targeting
- Reading Material 2: Cases -- How to Target
- Vocabulary for Unit 15
- Discussion
- Unit Test
- Unit 16 Customer Loyalty
- Learning Objectives
- Lecture
- Reading Material 1: Market Loyalty
- Reading Material 2: Loyalty Program Cases
- Vocabulary for Unit 16
- Discussion
- Unit Test
- Homework
- Homework for Chapter 6
- Chapter 7 Products, Services & Brands
- Unit 17 Product and Service Decisions
- Learning Objectives
- Lecture
- Reading Material 1: Decisions about the Product Types
- Reading Material 2: 4 Ways McDonald's about to Change
- Vocabulary for Unit 17
- Discussion
- Unit Test
- Unit 18 Product Mix and Product Line Decisions
- Learning Objectives
- Lecture
- Reading Material 1: Examples of a Product Line Extension
- Reading Material 2: Product Element of Hilton Hotels Marketing Mix
- Vocabulary for Unit 18
- Discussion
- Unit Test
- Unit 19 Branding Strategy: Building Strong Brands
- Learning Objectives
- Lecture
- Reading Material 1: Brands and Branding
- Reading Material 2: Airbnb’s Consistent Rebrand Focuses on the Sense of Belonging to a Community
- Reading Material 3: Brands and Branding
- Vocabulary for Unit 19
- Discussion
- Unit Test
- Homework
- Homework for Chapter 7
- Chapter 8 New Product Development and Product Life-Cycle Strategies
- Unit 20 New Product Development Process
- Learning Objectives
- Lecture
- Reading Material 1: Difference Between Pepsi & Coke
- Reading Material 2: New Coke Case Study
- Reading Material 3: Why Coke Is Winning
- Vocabulary for Unit 20
- Discussion
- Unit Test
- Unit 21 Product Life-Cycle Strategies
- Learning Objectives
- Lecture
- Reading Material 1:BCG Matrix
- Reading Material 2: Product life cycle
- Vocabulary for Unit 21
- Discussion
- Unit Test
- Homework
- Homework for Chapter 8
- Chapter 9 Pricing issues
- Unit 22 Definition of Price and Major Pricing Strategies
- Learning Objectives
- Lecture
- Reading 1: How to Use a Bundle Pricing Strategy to Increase Sales
- Reading 2: Pricing Strategies
- Reading 3: What Is Price Elasticity
- Discussion
- Vocabulary for Unit 22
- Unit Test
- Unit 23 Other Considerations Affecting Price Decisions
- Learning Objectives
- Lecture
- Reading 1: Pricing Decisions
- Reading 2: How the New Digital Retail eEra Has Changed the Pricing
- Discussion
- Vocabulary for Unit 23
- Unit Test
- Homework
- Homework for Chapter 9
- Chapter 10 Marketing Channels: Delivering Customer Value
- Unit 24 Supply Chains and Marketing Channels
- Learning Objectives
- Lecture
- Reading Material 1: How to Pick Best Supply Chain
- Reading Material 2: Starbucks Supply Chain
- Vocabulary for Unit 24
- Discussion
- Unit Test
- Unit 25 Retailing and Wholesaling
- Learning Objectives
- Lecture
- Reading Material 1: Six Challenges
- Reading Material 2: Seven Mistakes
- Vocabulary for Unit 25
- Discussion
- Unit Test
- Homework
- Homework for Chapter 10
- Chapter 11 Engaging Customers
- Unit 26 Media Strategy
- Learning Objectives
- Lecture
- Reading Material 1: Media Strategy in Advertising
- Reading Material 2: Social media marketing in China
- Vocabulary for Unit 26
- Discussion
- Unit Test
- Unit 27 Public Relations
- Learning Objectives
- Lecture
- Reading Material 1: What Does a Public Relations Specialist Do
- Reading Material 2: What is Public Relations
- Vocabulary for Unit 27
- Discussion
- Unit Test
- Unit 28 Customer Relationship Management
- Learning Objectives
- Lecture
- Reading Material 1: CRM
- Reading Material 2: Gym Member Retention
- Vocabulary for Unit 28
- Discussion
- Unit Test
- Homework
- Homework for Chapter 11
- Chapter 12. Personal Selling and Sales Promotion
- Unit 29 Personal Selling and Managing the Sales Force
- Learning Objectives
- Lecture
- Reading Material 1: Personal Selling Explained
- Reading Material 2: Personal Selling Process
- Vocabulary for Unit 29
- Discussion
- Unit Test
- Unit 30 Sales Promotion
- Learning Objectives
- Lecture
- Reading Material: Sales Promotion Examples
- Vocabulary for Unit 30
- Discussion
- Unit Test
- Homework
- Homework for Chapter 12
- Chapter 13 Direct, Online, Social Media & Mobile Marketing
- Unit 31 Buzz Marketing
- Learning Objectives
- Lecture
- Vocabulary for Unit 31
- Readding Material 1: What Is Buzz Marketing
- Reading Material 2: The Difference Between Viral and Buzz Marketing
- Vocabulary for Unit 31
- Discussion 1
- Discussion 2
- Unit Test
- Unit 32 Digital and Social Media Marketing
- Learning Objectives
- Lecture
- Reading Material 1: How to set actionable social marketing goals
- Reading Material 2: Coca Cola’s Social Media Marketing Strategy to Become a Global Brand
- Vocabulary for Unit 32
- Discussion
- Unit Test
- Homework
- Homework for Chapter 13
- Chapter 14 Marketing Budget and Legal Aspects
- Unit 33 Marketing Budget
- Learning Objectives
- Lecture
- Reading Material: Marketing Spending
- Vocabulary for Unit 33
- Discussion
- Unit Test
- Unit 34 Legal Aspects of Marketing
- Learning Objectives
- Lecture
- Reading Material 1: Intellectual Property Protection
- Reading Material 2: IPR Disputes
- Vocabulary for Unit 34
- Discussion
- Unit Test
- Homework
- Homework for Chapter 14
- Chapter 15 The Global Marketplace
- Unit 35 Global Marketing and Its Environment
- Learning Objectives
- Lecture
- Reading Material 1: The Immense Impact of Culture in Global Marketing
- Reading Material 2: Using Demographics to Guide Global Marketing Strategy
- Vocabulary for Unit 35
- Discussion
- Unit Test
- Unit 36 Decision on Global Marketing Issues
- Learning Objectives
- Lecture
- Reading Material 1: CoCa-Cola in Africa
- Reading Material 2: Five Ways to Ensure a Successful International Debut
- Vocabulary for Unit 36
- Discussion
- Unit Test
- Homework
- Homework for Chapter 15
- Chapter 16 Sustainable Marketing: Social Responsibility and Ethics
- Unit 37 Marketing Ethics
- Learning Objectives
- Lecture
- Reading Material 1: Ethical MKT Examples
- Reading Material 2: MKTG09-Case
- Reading Material 3: Specific Issues in Marketing Ethics
- Vocabulary for Unit 37
- Discussion
- Unit Test
- Unit 38 Sustainable Marketing
- Learning Objectives
- Lecture
- Reading Material 1: Principles of Sustainable MKT
- Reading Material 2: What Is Sustainable MKT?
- Vocabulary for Unit 38
- Discussion
- Unit Test
- Final Test
- Final Test