營銷模擬

《營銷模擬》課程大綱
課程編號:
M82201
課程類別:
授課對象:
MBA
學(xué)分:
2
開課學(xué)期
春、秋季學(xué)期
前置課程要求
市場營銷
主講教師1:
陳智勇
E-mail:
主講教師2:
張恩忠
E-mail:
主講教師3:
王霞
E-mail:
（多加幾位教師）
E-mail:
約見程序
課程描述
一門幫助學(xué)生理解營銷決策的模擬課程
參與者體驗商業(yè)決策的挑戰(zhàn)，并獲得決策及時的反饋。當參與者體驗到某些真實的時候，會更快地學(xué)習(xí)并根據(jù)實際情況加以運用。
課程目標
通過營銷模擬全過程培養(yǎng)學(xué)生對決策的理解，強調(diào)贏利。
教學(xué)目的
學(xué)生通過經(jīng)營自己的虛擬生意，學(xué)習(xí)：
1 營銷決策過程從哪開始?
2 產(chǎn)品、價格、促銷、渠道、服務(wù)決策
3 如何根據(jù)模擬結(jié)果調(diào)整決策
4 與同伴合作
評分體系
35% 課堂參與
30% 模擬結(jié)果
35% 分析、討論
授課時間及內(nèi)容
主題
1 介紹 – 課程、軟件，許可發(fā)放，練習(xí)回合.
2第1回合
3第2-3回合
4 第4-6回合
5第7-8回合
6分析討論
配套教學(xué)環(huán)節(jié)
指定教材
Simbrand模擬Web服務(wù)器、Simbrand許可、Simbrand決策指南、Simbrand案例描述
Simmarketing模擬Web服務(wù)器、決策指南、案例描述
推薦的書籍、文獻
戰(zhàn)略、營銷、組織行為、財務(wù)會計教科書

Module Syllabus
Module Code:

Level:
Target Students:
MBA
Total Credits:
2
Taught Semesters
Spring and autumn
Prerequisites
Marketing
Instructor 1:
Chen zhiyong
E-mail:
Instructor 2:
Zhang Enzhong
E-mail:
Instructor 3:
Wang xia
E-mail:
（add more if any）
E-mail:
Appointment Procedures
Course Description
A simulations course to help student to understand marketing decision-making.
Participants experience the challenges of business decision-making and get immediate feedback on their decisions. When the participants experience something that feels real, they learn faster and are able to transfer the knowledge to real decision-making situations
Aims & Objectives
To develop students' understanding of the marketing decision-making process as a whole, with particular emphasis on profitability.
Learning Outcomes
Studends run their own virtual business,to learn:
1 Where to begin marketing decision-making process?
2 Decision-making of product,price,promotion,channel and service
3 How to adjust decision according to the result
4 Corporat with companies
Grading System
25% for attendance
45% for simulaton result.
30% for discuss and analyse
Outline Teaching Schedule
Lecture Programme
WeekTopic
1 Introduction – Lesson and Software, give out licenses, exercise round.
2 1st Game Rround 1
3 1st Game Round2-3
4 1st Game Round 4-8
5 1st Game Round 9-12
6 Discuss and analyse
7 2nd Game Round1-3
8 2nd Game Round4-8
9 2nd Game Round9-12
10 Discuss and analyse
Method of Class
An on-line marketing management simulation
Course Materials Required
Licenses of Simbrand、Decision-Making Guide of Simbrand, Case description of Simbrand
Web server of Simmarketing simulator、Decision-Making Guide of Simmarketing, Case description of Simmarketing
Reading List Recommended

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