Course description

The course starts from skanning the environment and comparing different strategic thinking models, after that moves on to meaningful market segmentation and effective target selection, as well as successful positioning in the same segment. And finally, through the execution of 4P mix, successfully communicate the position with customers.

Textbook

Marketing management, Philip Kotler, McGraw-Hill

This course will be delivered not only through lectures but also on class discussion. Interactive Learning focus on students discussion, case analysis, problem oriented discussion, etc. Marketing learning is not just learn the proverbs, definitions, but also, and most importantly, the systematic thinking. Therefore, the students need to know how to apply potential principles and must be supported by both qualitative and quantitative analysis.