本课程是由经济学、行为科学以及现代管理理论支撑的应用性管理学科。作为一项管理职能，它识别顾客的需求和欲望，选择企业拟定为其服务的目标市场，并且设计适当的产品、服务、价格、渠道和促销手段来满足这些市场需求。本课程分六大部分，第一部分向学生介绍市场营销管理知识的演变过程和最新发展动态。第二部分要学生了解建立市场营销模型的艺术。课程力求所建的模型不要复杂，而是能够帮助管理者进行决策的有力辅助工具。第三部分介绍市场营销研究或调查的实用技术。包括调查方法和销售拓展模型。第四部分要学生掌握从市场研究到市场知识管理的理论和方法。第五部分主要探讨信息时代的市场营销战略、结构和营销组合策略。第六部分将进行一定数量的案例讨论。

This course is supported by economics, behavioral science and modern theory of management. As a function of management, it will help to identify the requirement and appetency of the customer, to select the target market that the corporation will serve, and to design the proper product, service, price, channel and means of promotion in order to meet the demand of the market.The course consists of 6 sections.In the first section, we introduce the evolvement and the latest trends of marketing.In the second section, we want to let the students experience the art of modeling in marketing. Without using those complicated models, we choose the useful tools which can help the supervisor to make decisions. The third section contains some applied marketing research technology, including the ways and means of survey and sales expanding model.Then in the fourth section, the students will be asked to grasp the theory and methods of marketing, from marketing research to other management knowledge.The fifth section focus on the marketing strategy and marketing mix in the times of information.And we also prepared some case studies for the students in the last section.