Wang_Curse_Syllabus 美国著名大学 创意营销 经典课程 ppt 课件.docVIP

Undergraduate Course Syllabus: Shanghai Course Title: Creative Marketing in Travel Tourism 营销创意 Course Instructor: Dr. Yawei Wang Course Description This course is designed to expose tourism students to the basics of creativity in marketing areas. Various thought process addressing creativity in solving marketing problems will be discussed in class. Marketing is viewed as a process that must be integrated with all other business functions. Class sessions consist of a combination of lectures, discussions, and in-class exercises. Slide presentations are used to emphasize and reinforce important concepts. Students work together in teams to solve marketing problems by using various creative thinking strategies and to develop a fictitious marketing plan. Elective for major. Two (2) credits. Course Objectives Upon completion of this course, students are expected To familiarize with basics of general marketing and tourism marketing; To understand the creativity issues in marketing and learn various processes that may enhance creative thinking; To discover marketing opportunities in the tourism industry; To apply creative processes in marketing strategies and tactics in solving problems in tourism marketing; and To create and design a marketing plan. Prerequisites Introduction to Marketing and/or Survey of the Tourism Industry Course Content and Suggested Time Allotment The time and sequence of lectures are subject to change. Dates Lectures In-class Exercise 12/22 The meaning of marketing in travel and tourism The marketing mix for tourism services Target market and market segmentation E1 – Brainstorming 12/23 Product E2 – Mind Mapping 12/24 Place E3 – SWOT 12/26 Price Midterm 12/29 Promotion E4 – SIT 12/30 People planning (participants, process, physical evidence) E5 – MIO 12/31 Final project presentation Final Exam Teaching Materials and Reference Books The instructor will provide the class with some recent journal articles on tourism marketing and creativi