Course: Marketing
Course Description
This course provides students with an introduction to the marketing function in
organizations. Students will develop an understanding of marketing, how to identify
and analyse marketing opportunities, develop strategic marketing plans, undertake
marketing research, select target markets, and forecast demand for products. To do
this, Students will understand the importance of the marketing mix, including aspects
of product design, pricing, placement and promotion; and will be able to analyse the
marketing effectiveness of organizations with a focus on sustainability.
Learning Outcomes
This course is designed to provide students with understanding and skills relating to
the fundamental concepts and principles that underpin the marketing process.
On successful completion of this course, students will be able to:
1. Understand the concept and process of marketing
2. Be able to use the concepts of segmentation, targeting and positioning
3. Understand the individual elements of the extended marketing mix
4. Be able to use the marketing mix in different contexts.
Course Content
This course will introduce and discuss the following content areas:
1. Understanding Marketing
2. Marketing Environment
3. Marketing Information and Research
4. Consumer Behaviour
5. Target Marketing Strategies
6. Product - Goods/services
7. Price
8. Place/Distribution
9. Promotion
10. Ethics, regulations and CSR in Marketing

课程名称：市场营销
课程简介
通过本课程的教学使学生掌握企业市场营销的基本知识、基本理论和基本技能；认识在
发展社会主义市场经济的进程中，加强对企业市场营销管理的重要性；熟悉和掌握分析
市场营销环境、研究市场的购买行为、制定市场营销组合决策、组织和控制市场营销活
动的基本程序、方法和策略；培养和提高正确分析和解决市场营销管理问题的能力，具
备较好的实际应用能力，以便未来较好地适应市场营销管理工作的需要。
教学目的
本课程旨在帮助学生理解市场营销的基本概念、原理和方法，并将所学知识和方法应用
于营销实践活动中，掌握市场营销岗位所需要的专业技能。具体而言，要求学完本课程
的学生能够：1、理解市场营销的概念与过程，2、应用市场细分、市场锁定与市场定位
的概念，3、能够理解营销组合各要素，4、能够在不同情景下应用营销组合策略。
教学内容
1. 营销概述
2. 营销环境
3. 营销信息开发
4. 消费者行为
5. 目标市场开发
6. 产品策略
7. 定价策略
8. 分销策略
9. 促销策略
10. 市场营销中的道德、规制与社会责任