序号 | 单 元 | 教学内容 | 学时分配 |
1 | 第一章 | Defining Marketing for the 21st Century | 3 |
2 | 第二章 | Developing and Implementing; Marketing Strategies and Plans | 3 |
3 | 第三章 | Chinese Market: Key Moments and Key Figures | 3 |
4 | 第四章 | Creating Customer Value, Satisfaction, and Loyalty | 3 |
5 | 第五章 | Analyzing Consumer Markets | 3 |
6 | 第六章 | Analyzing Business Markets | 3 |
7 | 第七章 | Identifying Market Segments and Targets | 3 |
8 | 第八章 | Building Strong Brands;Creating Brand Equity | 3 |
9 | 第九章 | Creating Positioning and Dealing with Competition | 3 |
10 | 第十章 | Setting Product Strategy and Marketing Through the Life Cycle | 3 |
11 | 第十一章 | Designing and Managing Services | 3 |
12 | 第十二章 | Developing Pricing Strategies | 3 |
13 | 第十三章 | Designing and Managing Value Networks and Channels | 3 |
14 | 第十四章 | Managing Retailing, Wholesaling, and Logistics | 3 |
15 | 第十五章 | Designing and Managing Integrated Marketing Communications | 3 |