Management Research

Release Date: 2017-09-21

Course Name	Management Research					Course Code
Course Semester	second term		Course Time		thirty six		Credit	2
Course Type	√□ Obligatory Courses □ Elective Courses
Institute	College of Business Administration			Applicable Major	Management
Assessment method	√□Examination □ Test
Advanced courses	Management、 Economics、 Marketing Fundamentals
Teacher	Peng leiqing, Wang Jingyi
Teaching Objectives
The management research course is aimed at postgraduates, Graduate students should already have some basic knowledge about marketing on the basis of other subjects for further deepening and promoting their grasp of this subject, paying equal attention to theory and practice, studying and researching. 1、Students can understand and master the related concepts and classical theories of marketing management, including: related core marketing concepts; STP marketing strategy; content and strategy of marketing combination; Consumer behavior analysis, etc. At the same time understanding the forefront of marketing research theory and the latest information about it. 2、Students can use the related marketing theories to analyze enterprise practice, they will be familiar with typical marketing cases, grasp the newest trend of enterprise marketing practices. 3、To achieve the business management major, especially marketing graduates should master the necessary marketing management core terms and research literature; grasp the research methods and the latest trends of foreign marketing discipline; Have the basic qualities of working on marketing management .
Teaching Contents
To achieve the teaching goal, the teaching content of this course is divided into four parts. 1. Core theory of marketing management. Including the evolution of marketing philosophy, marketing environment analysis, STP strategy, 4 ps, consumer behavior analysis etc. about the typical marketing theory .Each part links to the typical business cases and the latest marketing practices, to deepen students' understanding of knowledge, improve the students' ability to integrate theory with practice. 2. Marketing management research methods. Including qualitative research and quantitative research methods. To make students have a basic understanding of research methods in the marketing field, lay a foundation for related research. During the process of teaching research methods, we will also have a discussion from different perspectives of academic research and enterprise applications. 3. Studying marketing literature. Selecting typical literature from the top journals in the field of marketing, encouraging in-depth study, which will make students have a direct understanding of academic research in the field of marketing, as well as to make students further understand the specific application of research methods. 4. Latest marketing theories. Discussing the latest research methods in the field of marketing management, paradigm, dynamic, in order to promote students to expand their horizons, improve their ability to think.
Outline Designer		Wang Jingyi			Date