营销培训PilipKotler营销权威教程英文.ppt

Marketing 市场营销 --- the art of getting and keeping customers. About the course The good star is an half of success. Overall objectives At the conclusion of the course, students should be capable of: Understanding, listing, and explaining the factors, which constrain and provide opportunities for marketing. Developing the frameworks that formulates marketing strategies. Researching market potentials. Designing marketing mix to entry and penetrate markets. … Methodology This subject will involve lectures, discussions, presentations, and workshop activities. Approach to learning Facilitate learning rather than prescribing Learn by doing Case studies, and projectsexam Group work, but do not neglect individual work Relevant - real issues rather than text book examples Contemporary – up-to-date Utilise technology Textbook and references Textbook: Principles of Marketing, 9th Ed. Philip Kotler and Gary Armstrong. Prentice Hall. 《市场营销学教程》晁钢令 主编， 上海财经大学出版社，2000年。 Recommended references: Basic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993. Textbook and references l???????? Journals: Journal of Marketing Marketing News Harvard Business Review International Journal of Research in Marketing Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料） …… Course evaluation The course will be evaluated using the following methods: Contribution to the course: +/-10%mark. Case study, 30% mark. Assignment, 20% mark. Final exam, 50% mark. ? Contact address You can contact me by email at : zunl@ or by phone3110, or personally in my office 109. Part One Understanding marketing and the marketing process Lecture One Marketing in a changing world Objects in lecture 1 Understanding the concept of marketing,including its definition,purpose,and role in creating exchange. Distinguish key marketing concepts which are often misunderstood or confused. Understanding marketing management tasks. Contrast the periods of marketing evolution. Core Concepts