lecture1-marketing planning(hnd).pptxVIP

1：Introduction to Marketing planning Tutor: Meng Fanxin Unit 19:Marketing planning 1：课程介绍 指导教师：孟凡新 E-mail:mengfx@bitc.edu.cn 19单元：市场营销策划 Prepare for the unit 课前准备 Introduction to marketing planning (课程介绍) Introduction to learning outcomes （学习成果介绍） Introduction to assignment （大作业介绍） Description of the learning outcome of the unit  1. Be able to compile marketing audits 2. Understand the main barriers to marketing planning 3. Be able to formulate a marketing plan for a product or service 4. Understand ethical issues in marketing. 本课程学习成果要求： 能够编制营销审计； 能够理解做营销策划的主要障碍； 能够根据一个产品或一项服务来做营销策划； 能够理解营销中的道德伦理问题。 1. Be able to compile marketing audits On completion of this session students will be able to: 1.1 review changing perspectives in marketing planning 1.2 evaluate an organizations capability for planning its future marketing activity 1.3 examine techniques for organizational auditing and for analyzing external factors that affect marketing planning 1.4 carry out organizational auditing and analysis of external factors that affect marketing planning in a given situation 1、能够编制营销审计 1.1 营销策划中的权变观点复习回顾 1.2 评估企业制定未来营销计划活动的能力 1.3 解释公司审计的技巧与方法，分析影响营销计划制定的外部因素 1.4 实施公司审计并能在给定的企业实际下分析影响营销策划的外部因素。 2. Understand the main barriers to marketing planning On completion of this session students will be able to: 2.1 assess the main barriers to marketing planning 2.2 examine how organisations may overcome barriers to marketing planning 2、能够理解做营销策划的主要障碍 2.1 评价分析营销策划的主要障碍 2.2 解释一个企业如何克服营销策划的障碍。 3. Be able to formulate a marketing plan for a product or service On completion of this session students will be able to: 3.1 write a marketing plan for a product or a service 3.2 explain why marketing planning is essential in the strategic planning process for an organisation 3.3 examine techniques for new product development 3.4 justify recommendations for pricing policy, distribution and communication mix 3.5 explain