中山大学旅游学院旅游管理、酒店管理、会展经济与管理专业.docVIP

中山大学旅游学院 旅游管理、酒店管理、会展经济与管理 专业 本科生课程教学大纲 Course Profile for Undergraduates Majoring in Tourism Management, Hospitality Management and Event Management 最近更新：2015年3月/Revision：March.2015 课程编号 Course Code课程名称 Course Name Marketing Management 课程类别 Course Type 必修 Required Course 学分 Credits 总学时 Total Contact Hours 开课学期 Semester 第学期 st 授课教师 Lecturer Dr. Y. Yang 教学助理 Teaching Assistant 一、课程描述 I Course Description 市场营销学是高等旅游管理专业的一门必修课，是一门应用性很强的学科。通过教学和社会实践使学生了解现代市场营销理论的形成与发展，掌握旅游市场营销研究的指导思想和基本思路，分析市场营销环境和顾客购买行为特征及其影响因素，理解市场细分和目标市场战略，深入掌握市场营销组合策略，最后介绍市场营销新进展和营销信息系统。 Marketing Management is a compulsory course for students majoring in Tourism Management. It is an application-oriented course. The course aims to help students understand the evolution of modern marketing theory, master the principles of market investigation, be able to analyze marketing environment and customer behavior, make detailed subdivision of customer market and reasonable marketing strategies, and effectively combine various marketing strategies. The frontier research on marketing and information systems will also be introduced. 二、课程目的与教学要求 II Aims and Objectives 市场营销 1 理解现代市场营销理论的形成与发展。2 理解市场营销研究的指导思想和基本思路。 3了解顾客购买行为特征及其影响因素。4一般掌握市场细分的依据和方法。 5牢固掌握现代市场营销组合的业务要领。6牢固掌握营销调研方法 7 中国网络营销的现状和趋势 On completion of the courses students should be able to: Define what marketing is and understand its core concepts. Describe the environment forces that affect the firm’s ability to serve its customer. Outline the steps in the marketing research process and define the marketing information system. Describe the buyer behavior and analysis the factors affect the buyer behavior. Describe the three steps of target marketing: market segmentation, market targeting, market positioning. Describe the marketing strategy mix(4P’s): Product strategy, Pricing strategy, Placing strategy, Promotion strategy. 三、教学内容 III Course Content 市场营销导论/Introduction (6 Teaching Period) 内容：案例分析:中国2014年营销策划成功典范 市场学