Marketing

Overview

Why study “Marketing” ?1.  Marketing is fun.If you’re looking for an exciting course that involves unusual lectures and opens you to new perspectives, you should consider marketing. We will talk about interesting corporate phenomena, new trends in market demand and aspiring marketing mindsets. 2.  Marketing skills are required in this fast-growing digital world we live in.Elon Musk did not study marketing, he studied Physics and Business.

But eventually, in Life he founded several businesses and companies that needed one form of marketing or the other. When you take a critical look at Tesla’s promotion model, you will find that Tesla builds unique products and explains how they change the way we live in the marketing approach that was effective.

That is Marketing ! 3.  Studying Marketing helps you understand how to influence people’s decisions and how to think different.When you study marketing, you become an influencer. You’ll easily make people see things the way you want them to without force or compulsion.

Marketing is based on telling the truth as a way to convince people to accept what you’re marketing. Whatsoever you decide to go into in future career, you’ll need to need to understand other people’s psychology.

Marketing helps you to understand other people’s perspectives and psychology so you can do well in communications and stand out from competition.4.  Marketing is an integral part of everything.Marketing is not a course that concerns only sales personnel and corporate managers. Whether you’re a teacher, medical doctor, engineer, plumber, you need marketing skills to influence people and attract them to what you have to offer.

After all, is said and done, we all need marketing skills regardless of our field of specialization.Learning Objectives1.  Demonstrate an understanding of marketing philosophy and marketing theories.2.  Design a good customer value-driven strategy 3.  Get customer intelligence by thorough marketing research and analysis.4.  Analyze customers’ buying psychology and predict their purchase behaviors.5.  Devising STP Strategy (Segmentation, Targeting and Positioning).6.  Developing various elements of the 4P marketing mix( Price, Place, Product and Promotion)7.  Being familiar with various forms of digital marketing tools and technologies to maximize customer engagement. Who should learn?1.  All business school students should understand all functional areas of marketing. It is quite ideal for freshmen and sophomores.2.  Students who want to pursue a career in business world such as marketing researchers, advertisers, product managers, R&D researcher, PR experts and digital marketing professionals. 3.  For all interested persons who are keen to know how companies compete in the market and how great products are created.4.  For all interested persons who want to boost communication skills and be an ethical and better version of themselves.  Rewards and Gains1.

Knowledge:

well-established framework of Marketing and Marketing theories.2. Ability(methods and techniques):

launch and promote a product or service in both digital and traditional marketing scenarios.3.

Ability(problem solving skills):

analyze marketing problems encountered in real businesses and devise according solutions.4. Critical marketing mindset:

discern complex marketing phenomena and dare to question and criticize. 5.

Sense of social responsibility and citizenship:

make wise and sustainable decisions for enterprise and whole society.

Syllabus

• 1. Marketing: Creating Customer Value and Engagement
1.1 Learning guide
1.2 Five Core Concepts in Marketing
1.3 What is Marketing
1.4 Marketing Process Model
1.5 Marketing Management Orientations
1.6 Changing Marketing Landscape
• 2. Company and Marketing Strategy
2.1 Learning guide
2.2 Mission and objectives
2.3 Product portfolio and BCG Matrix
2.4 Strategy for Growth and Downsizing
2.5 Marketing Strategy and Marketing Mix
• 3. Analyzing the Marketing Environment
3.1 Learning guide
3.2 Microenvironment
3.3 Macroenvironment
• 4. Managing Marketing Information to Gain Customer Insight
4.1 Learning guide
4.2 Marketing information and customer insight
4.3 Marketing research
4.4 Exploratory research
4.5 Descriptive research
4.6 Questionnaire design
• 5. Understanding Customer and Business Buyer Behavior
5.1 Learning guide
5.2 Consumer Market and Consumer Behavior
5.3 Characteristics affecting consumer behaviors
5.4 Business market and Business Buyer Behaviors
• 6. Customer Value-Driven Strategy
6.1 Learning guide
6.2 Market Segmentation
6.3 Targeting
6.4 Positioning
• 7. Products and Services
7.1 Learning guide
7.2 What is Product
7.3 Levels of Product and Services
7.4 Classifications of Product and Services
7.5 Product Decisions
7.6 New Product Development
7.7 Product Life-Cycle Strategies
7.8 Characteristics of Service
7.9 Marketing Strategies for Service
• 8. Brands
8.1 Learning guide
8.2 Overview of Brand
8.3 Building Strong Brand
• 9. Pricing
9.1 Learning guide
9.2 Pricing Overview
9.3 Basic Logic of Pricing
9.4 Pricing Strategies
9.5 New Product Pricing
9.6 Product Mix Pricing
9.7 Promotional Pricing
9.8 Dynamic Pricing
• 10. Marketing Channels
10.1 Learning guide
10.2 Nature, Importance of Marketing Channels
10.3 Structure of Market Channels
10.4 Channel Conflict and Management
10.5 Multi-Channel Management
10.6 Forms of Retailing
• 11. Promotions
11.1 Learning guide
11.2 Integrated Marketing Communications
11.3 Advertising
11.4 PR and Personal Selling
11.5 Sales promotions
• 12. Digital Marketing
12.1 Learning guide
12.2 What is Digital Marketing?
12.3 Types of Digital Marketing
• 13. Final Test

Taught by

Shandong Normal University

Subjects

Business