【国际经贸专业英文教学大纲】Syllabus-of-Marketing-Planning

Syllabus ofMarketing PlanningCourseCode:MAR3001DTotal TeachingHours:64Total Credits:4Course DescriptionThiscourse focuses on the analysis neededfor marketingdecisions andis structuredaround thebasicplanning document,the marketing plan.It isa hand-on“course forstudents,instead ofcovering allaspectsof themarketingplan,the coursefocusesontheanalysisof informationpertaining toa productsenvironment,customers,and competitors.Required Textsand MaterialsAnalysisfor Marketing Planning,6th edition,Donald R.Lehmann andRussell S.Winer.Course ScheduleWeekTopics Chapter/Section1Introduction tothe course;2,3MarketingPlanningChapter14,5Defining theCompetitive Chapter26,7Competitor AnalysisChapter48,9Customer AnalysisChapter510,11Market Potentialand SalesForecasting Chapter612,13Developing MarketingStrategy Chapter714,15,16Case studiesGrading1,Group research20%2,Group in-class discussion20%3,Class Participation10%4,Final Exam50%The gradeswill beassigned asfollows:90-100A80-89B70-79C60-69D0-59FAssessmentsGroup project-The purposeof groupresearch isto learnan entiremarketing planningprocess throughvariescases.The groupproject beginsfrom caseselection andends upwith grouppresentation andwrittenreport.Group in-class casediscussion Aftereach chapter,students areasked toread casesand workout一answers toeach question.All groupsare involvedin thediscussion.Final Exam-The finalexam willbe givenat endof thesemester.The examduration isabout2hours.The finalexams willfocus onthe textbook,course slidesand presentations.It willconsist ofmultiplechoices,open questionsand casestudy.Class AttendanceAttendanceis mandatory.For anyreasons studentsare notable toattend the course ontime orhave toleaveearly,they areasked toget leavingpermit beforethecoursevia emailor message.Class PreparationItis stronglyrecommended toread relatedmaterials beforecourses.Especially,before presentationsstudentsshould spendsufficient timeon collectingmaterial anddiscussing withclassmates andgroupmembers.。