Teaching Plan for Marketing
Foreign Language Department of Wuhan College, ZNUEL
课程名称 (Course Title) | Marketing | 授课学时 (Class Periods) | 2 |
授课单元或章节 (Unit /Chapter) | Chapter 1 An overview of marketing | ||
教学目的及要求 ( Objectives & Requirements) | ● Describe the reasons for studying marketing. ● Define the term marketing. ● Describe the marketing process. ● Describe customer-focused strategy. ● Describe four marketing management philosophies.市场营销课程 ●Discuss the differences between sales and market orientations. ● Compare exchange with marketing. | ||
教学方法及方式 (Methods & Means) | Task-based Teaching Method Presentation Case study | ||
教学重点或难点 (Key & Difficult Points) | Be able to define marketing Compare the five marketing management orientations. The differences between sales and market orientations. Understand customer relationship management and strategies. | ||
教学进程或步骤 (Procedures or Steps) | Warming up: Discuss marketing in daily life Presentation: 1. Previewing Marketing 2. Marketing Defined 3. Process of Marketing and Exchange 4. Customer-focused Strategy 5. Characteristics of Markets, Products and Marketing 6. The Global Marketing Vision Practise: Case study Central task: Dicussion Summary ● Describe the reasons for studying marketing. ● Define the term marketing. ● Describe the marketing process. ● Describe four marketing management philosophies. ● Discuss the differences between sales and market orientations. ● Describe customer-focused strategy. | ||
教学内容 (Contents) | ● Describe the reasons for studying marketing. First of all, marketing is affecting the allocation of goods and services that influence a nation’s economy and standard of living. Second, understanding marketing makes consumers more informed. Third, an understanding of marketing is crucial to understanding most businesses. Fourth, career opportunities in marketing are diverse, profitable, and expected to be increased during the coming decade. ● Define the term marketing. Marketing is managing profitable customer relationships with twofold goal—to attract new customers by promising superior value, and keep and grow current customers by delivering satisfaction. The activities of marketing include the conception, pricing, promotion and distribution of ideas, goods, and services. ● Describe the marketing process. Marketing process involves five steps. The first four steps create value for customers. First, marketers need to understand the marketplace and customer needs and wants. Next, marketers design a customer-driven marketing strategy with the goal of getting, keeping, and growing target consumers. In the third step, marketers construct a marketing program that actually superior value. All of these steps form the basis for the fourth step, building profitable customer relationships and creating customer delight. In the final step, the company reaps the rewards of strong customer relationships by capturing value from customers. In other words, the marketing process includes understanding the organization’s mission and the role marketing plays in fulfilling that mission, setting marketing objectives, scanning the environment, developing a marketing strategy by selecting a target market strategy, developing and implementing a marketing mix, implementing the strategy, designing performance measures, and evaluating marketing efforts and making changes if needed. The marketing mix combines product, distribution (place), promotion, and pricing strategies in a way that creates exchanges satisfying to individual and organizational objectives. ● Describe four marketing management philosophies. The role of marketing and the character of marketing activities within an organization are strongly influenced by its philosophy and orientation. A product-oriented organization focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. a sales orientation is based on the beliefs that people will buy more products if aggressive sales techniques reused and that high sales volumes produce high profits. A marketing-oriented organization focuses on satisfying customer wants and needs while meeting organizational objectives. A societal marketing orientation goes beyond a market orientation to include the preservation or enhancement of individuals’ and society’s long-term best interests. ● Discuss the differences between sales and market orientations. First, selling-oriented firms focus on their own needs; market-oriented firms focus on customers’ needs and preferences. Second, selling-oriented companies consider themselves to be deliverers of goods and services, whereas market-oriented companies view themselves as satisfiers of customers. Third, selling-oriented firms direct their products to everyone; market-oriented firms aim at specific segments of the population. Fourth, although the primary goal of both types of firms is profit, selling-oriented businesses seek maximum sales volume through intensive promotion, whereas market-oriented businesses pursue customer satisfaction through coordinated activities. ● Describe customer-focused strategy. A customer-focused strategy is a principle of functional business systems. It means putting the customer at the center and satisfying customer needs and wants. |
课后作业 (Assignments) | Study the cases of Konka’s Successful U.S. Entry and Internationalization of the Haier Group |
主要参考资料 (References) | 《市场营销案例精选精析》. 朱华，窦坤芳. 2003. 北京：经济管理出版社 《市场营销学》. 张黎明. 2011.9. 成都：四川大学出版社. 《市场营销学（双语）》. 应斌. 2007.7. 武汉：武汉理工大学出版社. |
备 注 (Notes) | |
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