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XuetangX

Marketing

Shanghai University of International Business and Economics via XuetangX

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Overview

Overview

The course of Marketing provides an overview of the marketing process, and how it works within the real business context. The aim of the course is to introduce students to the important concepts underpinning the marketing process and the practical tools used by marketers to implement marketing strategies and campaigns. The main content of this course includes customer-value model, marketing environment analysis, marketing information management, buyer behavior, marketing strategy, and marketing mix development. The course provides students with a systematic framework for understanding and building customer relationship in the fast changing digital world.  

Learning Outcomes

After completing the course, students will be able to

  • Demonstrate an understanding of the underlying philosophy of the marketing concept and its strategic importance for business.

  • Outline marketing process and understand how each step is interrelated.

  • Understand how customer value and customer engagement drive very good marketing strategy.

  • Develop skills in market segmentation, targeting and positioning.

  • Conceptualize how the various elements of the marketing mix, specific marketing tools and related theory fit together to make up the total "picture".

  • Become familiar with various forms of digital marketing and how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. 

  •  Develop both quantitative and qualitative analytical skills for making marketing decisions.

  • Critically analyze marketing situations, offer marketing solutions, justify and support their recommendations with marketing theory and examples from industry.

Required and Recommended Texts

Philip Kotler and Gary Armstrong, Principles of Marketing, 17th edition, Pearson Education Limited, 2017

Recommended Reading

Philip Kotler，Hermawan Kartajaya and Iwan Setiawan，Marketing    3.0, From Products to Customers to the Human Spirit, John Wiley & Sons, Inc. New Jersey, America, 2010

Philip Kotler，Hermawan Kartajaya and Iwan Setiawan，Marketing 4.0, Moving from Traditional to Digital, John Wiley & Sons, Inc. New Jersey, America, 2016

Recommended Journals

Journal of Marketing

Harvard Business Review

European Journal of Marketing

Recommended Research Databases

Ebscohost:

o Academic Search Elite

        o Business Source Premier

Syllabus

  • 1. Marketing: Creating Customer Value
    • 1.1 What Is Marketing?
    • 1.2 Marketng Management Orientations
    • 1.3 Selecting Customers to Serve
    • 1.4 Positioning and Perceptual Mapping
    • 1.5 Developing an Integrated Marketing Mix
  • 2. Analyzing the Marketing environment
    • 2.1 Microenvironment
    • 2.2 Macroenvironment
  • 3. Managing Marketing Information to Gain Customer Insight
    • 3.1 Managing Marketing Information
    • 3.2 Exploratory Research
    • 3.3 Descriptive Research
    • 3.4 Causal Research
    • 3.5 Questionnaire Design & Sampling Plan
    • 3.6 Analyzing and Using Marketing Information
  • 4. Consumer Psychology and Decision Making
    • 4.1 Consumer Psychology: Introduction
    • 4.2 Consumer Psychology: Mere Exposure Effect and Conformity
    • 4.3 Consumer Psychology: Pain of Paying and Number Games
    • 4.4 Consumer Decision Making: Decision Making Journey and Mental Accounting
    • 4.5 Consumer Decision Making: Anchor Effect
    • 4.6 Consumer Decision Making: Cognitive Dissonance and Consumerism
  • 5. Customer-Driven Marketing Strategy
    • 5.1 Market Segmentation
    • 5.2 Market Targeting
    • 5.3 Market Positioning
  • 6. Product and Brand Strategy
    • 6.1 What Is a Product?
    • 6.2 Product Classification
    • 6.3 What Is a Brand?
    • 6.4 Why Do Brands Matter?
    • 6.5 What Is Co-branding
    • 6.6 Ingredient Branding
  • 7. Pricing: Understanding and Capturing Customer Value
    • 7.1 What Is a Price?
    • 7.2 Price & Value
    • 7.3 How to Set a Price?
    • 7.4 Pricing Strategies &Tactics
  • 8. Distribution Channel Management
    • 8.1 Marketing Channels and Value Networks
    • 8.2 The Role of Marketing Channels
    • 8.3 Channel-Design Decisions
    • 8.4 Channel-Management Decisions
    • 8.5 Channel Integration and Channel Conflict Management
    • 8.6 E-Commerce Marketing Practices
  • 9. Engaging Customers and Communicating Customer Value
    • 9.1 Integrated Marketing Communications Strategy (I)
    • 9.2 Integrated Marketing Communications Strategy (II)
    • 9.3 Advertising and Public Relations
    • 9.4 Personal Selling and Sales Promotion
  • 10. Digital Markeing
    • 10.1 What Is Digital Marketing
    • 10.2 Advantages & Disadvantages of Digital Marketing
    • 10.3 Digital Marketing Trends in the Future
  • 11. Competitive Strategy
    • 11.1 Competitor Analysis
    • 11.2 Competitive Strategy & Balance Customer Orientation and Competitive Orientation
  • 12. Global Marketing
    • 12.1 Why Go Global?
    • 12.2 Global Marketing Strategy

Taught by

Xi Hongmeixi, LILi, , Annie, Maggie, Deng Shichang, Xie Xiaowei, , and Yingchen

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