Marketing Management (Fall 2008)

Bookmark and Share  Last Update on:  July 24, 2010

  • Course Home
  • Calendar
  • Readings
  • Lecture Notes
  • Projects
  • Assignments

About the course

The following course was 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 enrolled in this course, 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 recommend 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.

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. 王方华 译. 北京: 中国人民大学出版社. 2006.
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)
  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. 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).
  4. 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).
  5. Porter, Michael E. The Six Principles of Strategic Positioning. HBS Working Knowledge.
  6. 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
10 Marketing Programs: Service Business
  1. Case: Starbucks: Delivering Customer Service
11 Marketing Programs: Pricing (optional)
  1. Pricing for Profit
12 Marketing Programs: Place/Distribution
  1. Case: Rougemont Fruit Nectar, Distributing in China
  2. 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
  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. 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
  6. 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
  7. The FedEx Global Citizenship Report
16 Finalization (the wrap-up, Q&A)  
  1. Aqualisa Quartz: Simply a Better Shower - presented by 徐晶晶, 钱菁琰, 宗超 and etc.
  2. Rougemont Fruit Nectar, Distributing in China - presented by 张婷婷, 夏烨 and etc.
  3. Starbucks: Delivering Customer Service - presented by 宗超 and etc.

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

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