1
课程详述
COURSE SPECIFICATION
以下课程信息可能根据实际授课需要或在课程检讨之后产生变动。如对课程有任何疑问，请
联系授课教师。
The course information as follows may be subject to change, either during the session because of unforeseen
circumstances, or following review of the course at the end of the session. Queries about the course should be
directed to the course instructor.
1.
课程名称 Course Title
营销学 Marketing
2.
授课院系
Originating Department
信息系统与管理工程系 Division of Information Systems & Management Engineering
3.
课程编号
Course Code
MIS202
4.
课程学分 Credit Value
3
5.
课程类别
Course Type
专业基础课 Major Foundational Courses
6.
授课学期
Semester
秋季 Fall
7.
授课语言
Teaching Language
英文 English
8.
授课教师、所属学系、联系方
式（如属团队授课，请列明其
他授课教师）
Instructor(s), Affiliation&
Contact
（For team teaching, please list
all instructors）
李少波，商学院，lisb3@sustech.edu.cn
LI Shaobo, College of Business, lisb3@sustech.edu.cn
9.
实验员/助教、所属学系、联系
方式
Tutor/TA(s), Contact
刘玥，商学院，liuy37@mail.sustech.edu.cn
LIU Yue, College of Business, liuy37@mail.sustech.edu.cn
10.
选课人数限额(可不填)
Maximum Enrolment
（Optional）
60
授课方式
Delivery Method
讲授
Lectures
习题/辅导/讨论
Tutorials
实验/实习
Lab/Practical
其它(请具体注明)
Other（Please specify）
总学时
Total
11.
学时数
36
12
0
无 None
48
2
Credit Hours
12.
先修课程、其它学习要求
Pre-requisites or Other
Academic Requirements
无 None
13.
后续课程、其它学习规划
Courses for which this course
is a pre-requisite
无 None
14.
其它要求修读本课程的学系
Cross-listing Dept.
无 None
教学大纲及教学日历 SYLLABUS
15.
教学目标 Course Objectives
1.帮助学生对营销学的重要理论产生基本了解，同时运用相关理论揭示日常商业活动背后的原理。
2.帮助学生完成自己的产品营销计划。
3.培养学生定义、检查、评估、分析和综合各种论点和知识的能力，从而形成独立理性判断问题的能力。
1. Help students to have a basic understanding of the concepts of marketing and use relevant theories to reveal the
principles behind daily business activities.
2. Help students to finish their own product marketing plans.
3. Develop students' ability to define, examine, evaluate, analyse and synthesize various arguments and knowledge to
form independent and rational judgments.
16.
预达学习成果 Learning Outcomes
1. 学生将对行为经济学，管理学和营销学的经典理论有基本的了解。
2. 学生将能够运用课程中学到的理论指导现实生活。
3. 学生将能够定义、检查、评估、分析和综合各种论点和知识，从而形成独立理性判断问题的能力。
1. Students will have a basic understanding of the classical theories in behavioural economics, management, and
marketing.
2. Students will be able to apply the theories learnt from this course to guide their lives.
3. Students will be able to define, examine, evaluate, analyse and synthesize various arguments and knowledge to form
independent rational judgments.
17.
课程内容及教学日历 （如授课语言以英文为主，则课程内容介绍可以用英文；如团队教学或模块教学，教学日历须注明
主讲人）
Course Contents (in Parts/Chapters/Sections/Weeks. Please notify name of instructor for course section(s), if
this is a team teaching or module course.)
3
课程计划：
Each weekly lecture hours will be two hours:
No.
Contents
Textbook Readings
Brief Introduction
1
Course
Introduction
Introduction to marketing
Overview of customer-driven
strategy
Analyzing the marketing
landscape-macro-environment
Introducing basic information of the course, and
the introduction of marketing. Helping students
to know the customer-driven strategy and the
marketing landscape.
2
History of
Marketing
N.A
Introducing the development history of
marketing to students.
3
Tutorial Class on
Introduction of
Harvard Business
Review Journal
Harvard Business Review Journal
4
Harvard Business
Review Paper
Presentation II
Harvard Business Review Journal
1. Learning how to use the database in
SUSTech library.
2. Learning how to present the main idea of a
business paper properly.
5
Marketing
landscape &
customer-driven
strategy I
Company
Suppliers
Competitors
Customers
Segmentation
Introducing micro-environment of marketing.
Helping students to understand the basic
concept in it. Applying segmentation strategy in
marketing applications.
6
Customer-driven
strategy II
Targeting
Positioning and differentiation
Competitive positions
Marketing mix
Introducing four customer-driven strategies.
Helping students understand targeting,
positioning and differentiation, competitive
positions, marketing mix and marketing
applications.
7
Tutorial Class on
Marketing
Proposal
Presentation
N.A
Learn how to prepare a marketing proposal.
8
Marketing Plan
Proposal
Presentation
A brief market analysis of the
financial marketing here in
Shenzhen.
Identify appropriate market
segment(s) to target based on the
understanding of the process of
The proposal presentation assignment requires
each team (of 5-8 students) to come up with a
short proposal for a viable business idea.
Students need to understand the underlying
implications of the marketing environment for
the organization, understand what are the
various possible solutions for this type of
4
segmentation and targeting.
Come up with a brief description
of the kind of financial product that
will help serve the intended target
segment(s) better.
situation, and make a strong link between
analysis and decisions.
9
Product
Product management
Individual product
Product line
Product mix
Services marketing
New product development
Introducing the definitions of product. Helping
students understand the concepts of individual
product decisions, product line, product mix,
services marketing, new product development
and their applications in marketing.
10
Price
Pricing approaches
Other pricing considerations
New-product pricing strategies
Product mix pricing strategies
Price-adjustment pricing
strategies
Managing price changes
Introducing the basic concepts of price and
pricing strategies. Helping students understand
its influence and applications in marketing
processes.
11
Place
Supply chain management and
marketing logistics
Marketing channels
Channels design and organization
Channel management
Retailers and wholesalers
Introducing supply chain management and
marketing logistics to students. Helping them to
apply these strategies in actual business
settings.
12
Promotion
Integrated marketing
communications
Adverting
Promotion mix
Sales promotion
Public relations
Direct marketing
Direct marketing-personal selling
Digital aspects of the promotion
mix
Introducing the concepts of promotion and
promotion mix. Helping students to apply these
strategies in marketing processes.
5
13
Tutorial Class on
Comprehensive
Marketing Plan
N.A
Learn how to prepare a marketing plan.
14
International
marketing I
Market entry
Managing the international
marketing effort
Implementation
Ethical concerns
Introducing international marketing and its
mechanism. Helping students to think deeply
about these problems in marketing applications.
15
International
marketing II
Market entry
Managing the international
marketing effort
Implementation
Ethical concerns
Introducing culture theories to students and
analyzing the marketing problems by using
these theories.
16
Tutorial class on
marketing theories
N.A.
Helping students to review the theories they
learnt and discuss how to apply these theories
in practice.
17
Marketing control
& Buyer behaviour
I
Consumer markets
Introducing concepts of marketing control and
buyer behavior. Helping students understand
buyer’s characteristics and their decision-
making process in marketing settings.
18
Buyer behavior II
Business markets
Institutional and government
markets
Marketing information system
Introducing business markets and how to carry
out a marketing research. Helping students to
define the problem and research objectives.
19
Tutorial Class on
Marketing
research I
Marketing data collection, data
cleaning
Helping students learn how to collect primary
data and clean the data.
6
20
Tutorial Class on
Marketing
research II
Data analysis by SPSS and Stata
Introducing research approaches, methods,
sampling plan and instruments.
21
Guest Speaker
Zhu Yaping (朱雅
平)
Executive Director
of Kaiyuan
Securities
Shenzhen Branch
Topic: Financial decision making
The guest lecturer will talk about the application
of these theories learnt from the class in the
actual business context.
22
Buyer behavior II
Classic theories in Marketing and
Psychology
Introducing classic theories in Marketing and
Psychology. Sharing some cases and
explaining the mechanism. Helping students to
avoid marketing traps in daily life.
23
Marketing Plan
Final Presentation
I
24
Marketing Plan
Final Presentation
II
Marketing Plan Report
Marketing Plan Final Presentation
Based on the feedback given after the proposal
presentation, each team needs to produce a
marketing plan report and make a presentation
based on this report.
The marketing plan need to have a more
comprehensive evaluation of the marketing
environment, the objectives/goals to
accomplish, the marketing recommendations of
how to achieve the stated objectives/goals (i.e.,
customer-driven marketing strategy including
the marketing mix), a simple profit-and-loss
statement and/or budget for the first three years
of operations.
Students will get the feedback from the judges
(professors and managers from industry).
18.
教材及其它参考资料 Textbook and Supplementary Readings
Principles of Marketing, Philip Kotler and Gary Armstrong (2016), Prentice Hall, 16th Edition. ISBN: 1-292-09248-3.
《营销学原理》，菲利普科特勒，第 16 版
课程评估 ASSESSMENT
19.
评估形式
Type of
Assessment
评估时间
Time
占考试总成绩百分比
% of final
score
违纪处罚
Penalty
备注
Notes
出勤 Attendance
5
课堂表现
10
7
Class
Performance
小测验
Quiz
课程项目 Projects
平时作业
Assignments
35
期中考试
Mid-Term Test
期末考试
Final Exam
期末报告
Final
Presentation
50
其它（可根据需要
改写以上评估方
式）
Others (The
above may be
modified as
necessary)
20.
记分方式 GRADING SYSTEM
A. 十三级等级制 Letter Grading
B. 二级记分制（通过/不通过） Pass/Fail Grading
课程审批 REVIEW AND APPROVAL
21.
本课程设置已经过以下责任人/委员会审议通过
This Course has been approved by the following person or committee of authority
