Marketing Management (Fall 2008)

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About the course:

The following course is originally given to Foreign Trade majors at the 1st semester of their 3rd academic year for approximately 32 lecture hours.

course meeting times

one session / week
2 hours / session

to course participants:

For participants in this course, the english language proficiency of a minimum of CET-6 or equivalent is desired. While some pullbacks still exist for our native speakers, the course instructor will lecture in Mandarin(Putonghua). Should you have any questions concerning lectures, take-home assignments, exercises, or the final exam, please contact the instructor for help in relevant subjects.

The pages and course materials are being updated time and again, but what I can remind you of is that from my personal experience, e-learning by itself is not indispensable to aquire knowledge. The process of learning is interactive and requires mutual communication, interaction, exchange of ideas, and even 'quarrels' between participants. Upon this, I recommand listening and discussion within classrooms instead of relying merely on those dead files.

Finally, one last thing which shall be committed is that all materials in this site, including MITOCW's courses are free of charge and free to be spread so long as you won't make profit out of them. None of you should rely ONLY on these materials for a better score in your final examination.

Marketing Management
Ses# Topics References
1 Structure & Content of the Text Week 1
2 Marketing & Marketing Philosophy Week 2
3 Enterprise Strategy & Marketing Management Week 3
4 Marketing Environment –Scanning & Analyzing Week 4
5 Marketing Environment –Scanning & Analyzing (contd.) Week 6
6 Consumer Market & Consumer Behavior Week 7
7 Business Market Week 8
8 Segmentation, Targeting & Positioning Week 9
9 Marketing Programs: Product Week 10
10 Marketing Programs: Service Business Week 11
11 Marketing Programs: Pricing (optional)  
12 Marketing Programs: Place/Distribution Week 14
13 Marketing Programs: Promotion (optional)  
14 HRM - Managing People (optional)  
15 New Trends in Marketing - CSR Week 15
16 Finalization (the wrap-up, Q&A) Week 16

Course participants are encouraged to read extra materials and text books after class. Here are some highly recommended materials(books & texts). The list below will be updated when necessary and some of the soft copies are available from our community.

  1. Marketing Management - Philip Kotler
  2. Competitive Strategy - Michael Porter
  3. Competitive Advantage - Michael Porter
  4. John Quelch. 营销管理(MBA核心课案例教学推荐教材). 王方华 译. 北京: 中国人民大学出版社. 2006.
Marketing Management
Ses# Topics References
1 Structure & Content of the Text
  1. Wu Jianan, Marketing, 3ed, (Beijing: Higher Education Press, 2007)
  2. Kotler & Keller, Marketing Management, 12ed, (Shanghai: Truth & Wisdom Press, 2006)
  3. John Quelch, Marketing Management (HBS cases), 王方华 译, (中国人民大学出版社)
  4. 我在哈佛商学院的第一堂课
2 Marketing & Marketing Philosophy
  1. Value Chain Framework (Porter)
  2. Basic Definitions @ AMA Website
  3. Case: 铱星陨落
  4. 从市场营销定义的变化看企业的市场营销趋势
3 Enterprise Strategy & Marketing Management
  1. BCG - Growth-Share Matrix
  2. Porter's Three Generic Competitive Strategies
  3. 迈克尔·波特：战略的选择
4 Marketing Environment –Scanning & Analyzing
  1. PEST
  2. SWOT
5 Marketing Environment –Scanning & Analyzing (contd.)
  1. 5 Forces - diagrams and analysis
  2. 塑造战略的五种力量——迈克尔•波特再论“五力模型”
  3. Video: 迈克尔·波特谈“五力模型” (open in popup window)
  4. Porter, Michael E. 1979. "How competitive forces shape strategy." Harvard Business Review 57, no. 2: 137-145. Business Source Premier, EBSCOhost (accessed April 27, 2009).
  5. Porter, Michael E. 2008. "THE FIVE COMPETITIVE FORCES THAT SHAPE STRATEGY." Harvard Business Review 86, no. 1: 78-93. Business Source Premier, EBSCOhost (accessed April 27, 2009).
  6. Porter ME. The Six Principles of Strategic Positioning. HBS Working Knowledge.
  7. Porter, Michael E. 2001. "Strategy and the Internet." Harvard Business Review 79, no. 3: 62-78. Business Source Premier, EBSCOhost (accessed April 27, 2009).
6 Consumer Market & Consumer Behavior
  1. Maslow's Hierachy of Needs
  2. H-M/Two Factor Theory - Frederick Herzberg
  3. 消费者对可供选择品牌的几种决策模式
7 Business Market
  1. comparison between consumer market & business market
  2. 《国务院办公厅关于进一步加强政府采购管理工作的意见》
8 Segmentation, Targeting & Positioning
  1. Adverts of BMW, Benz and Sabaru
  2. 特劳特(中国)战略定位咨询公司：长岛信托明确“自己人”定位，重获竞争优势和新发展
9 Marketing Programs: Product
  1. Case: Aqualisa Quartz: Simply a Better Shower
  2. Reference reading posts
  3. Sample preparation questions: (1)What is the Quartz value proposition to plumbers, and to consumers? (2)Why is the Quartz shower not selling?
10 Marketing Programs: Service Business
  1. Case: Starbucks: Delivering Customer Service
  2. Reference reading posts
  3. 星巴克：成于服务顾客，败于顾客服务 (open in popup window)
11 Marketing Programs: Pricing (optional)
  1. Pricing for Profit (盈利性定价)
  2. Video: Pricing for Profit 英文 | 中文
12 Marketing Programs: Place/Distribution
  1. Case: Rougemont Fruit Nectar, Distributing in China
  2. Reference reading posts
  3. Coke Channels in Japan
13 Marketing Programs: Promotion  
14 HRM - Managing People (optional)
  1. Case: Rob Parson at Morgan Stanley
  2. Case: Portman Hotel Co.
15 New Trends in Marketing - CSR
  1. Ethical issues and CSR (Corporate Social Responsibility)
  2. Landsea Green Building (EPCBU Case)
  3. Corporate Social Responsibility in China (in popup window)
  4. Windsor D. Corporate Social Responsibility: Three Key Approaches. Journal of Management Studies [serial online]. January 2006;43(1):93-114. Available from: Business Source Premier, Ipswich, MA. Accessed April 26, 2009.
  5. 成本、规范和一点企业责任心
  6. CSR如何从慈善转向战略行为
  7. 波特谈企业社会责任
  8. 迈克尔•波特;马克•克雷默. 战略与社会：竞争优势与企业社会责任的联系[J]. 哈佛商业评论, 2007.11
  9. 罗德曼•洛克菲勒. 社会责任与企业利润[J]. 哈佛商业评论, 2006.08
  10. The FedEx Global Citizenship Report
16 Finalization (the wrap-up, Q&A)  

The following exercises are based on Marketing(3rd edition), written by Wu Jianan and published by Higher Education Press, Beijing.

Students will be given the entry code when they register for the course and normally participate in their class activities.

For website visitors and learners who desire these electronic materials, please contact the web admin for assistance by leaving a short msg here.

  1. terms & definitions
  2. blank filling
  3. multiple choice