Marketing

1. Basic Course Information

Course Code: 012013
Course Name: Marketing
Course Type: Specialty course
Period: 48
Credits: 3
Target Students: Undergraduates Majoring in Marketing
Assessment: Examination
Preparatory Courses: Management

2. Brief Course Introduction

Marketing is a kind of theory and practice to create value and meet demands through market exchanges. It treats “exchange” as the core concept，and appears along with the producing and developing of business activities of human society． It can be divided into two categories: One is an academic system in which marketing can be seen as a business philosophy or a manner of thought, and the other is a practice process in which marketing is equal to producing, financing or human resource management and so on, especially to management functions in some areas． The famous management expert, Peter F.Drucker said that a company had only two basic functions: marketing and innovating. This course introduces the basic theory of marketing and its contents include: the core definition of marketing, marketing management philosophy and its development, scanning marketing environment, analyzing consumer behavior, analyzing marketing opportunities， identifying market segments and selecting target markets, positioning the market, production decisions， price decisions， marketing channel management， promotion decisions, establishing and executing of marketing plan, etc.．