Course Code: N1I00217 Credits: 3.0
Total Hours: 48
Prerequisites: Management, Economics
Target Students: Undergraduate students majoring in Business Administration
Course Description:
Marketing is a compulsory course for undergraduate students majoring in Business Administration. This course aims to equip students with fundamental theories, strategies, techniques, and methods of marketing. Through this course, students will gain an understanding of the market and its marketing characteristics, consumer demand, and behavioral traits. They will also learn how to apply modern marketing concepts to analyze and define target markets and implement marketing mix strategies. Additionally, the course explores various corporate marketing activities and their underlying principles, laying a solid foundation for students to understand, analyze, and develop markets in the future.
Learning Outcomes:
Understand the origins and development of marketing, as well as its theoretical foundations.
Be able to analyze macro and micro marketing environments, identify market opportunities and threats, and develop corresponding strategies.
Gain an in-depth understanding of consumer motivations, purchasing behaviors, and decision-making processes, including organizational market characteristics and purchase decision-making.
Master competitor analysis methods and formulate effective competition strategies to adapt to market changes.
Learn the methods and techniques of market research, including survey design, data processing, and report writing.
Be proficient in market segmentation, target market selection, and market positioning, utilizing appropriate tools for business decision-making.
Understand the product concept and product life cycle, develop pricing strategies, and evaluate their impact on enterprises.
Familiarize with distribution channel design and management, as well as various promotional strategies and their applications.
Teaching Methods:
This course primarily adopts a teacher-led heuristic teaching method, supplemented by seminar-based learning. Various interactive teaching approaches, such as case analysis and project-based learning, are used to enhance students’ independent understanding and practical skills. The course emphasizes the integration of theory and practice, encouraging students to conduct enterprise research and write marketing reports and strategic plans to reinforce their learning. Additionally, moral and ethical education is incorporated into the course content to foster students’ overall development.
Assessment Methods:
Grades consist of continuous assessment (50%) and a final exam (50%).
Continuous assessment includes students’ learning attitudes, classroom performance, and completion of assignments.
The final exam primarily evaluates students’ understanding and application of marketing theories.
