Marketing Management is designed to serve as an introduction to the theory and practice of marketing. Students will improve their ability to develop effective marketing strategies and assess market opportunities, as well as design strategy implementation programs. In addition, students will have the opportunity to communicate and defend their recommendations and build upon the recommendations of their peers. We will explore the theory and applications of marketing concepts through a mix of cases, discussions, lectures, guest speakers, individual assignments, and group projects. We will draw materials from a variety of sources and settings including services, consumer and business-to-business products.
Marketing
美国市场营销协会把市场营销定义为：是创造、沟通与传送价值给顾客，即经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序。市场营销学作为独立的学科，它是市场营销原理和市场营销管理的结合。
