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Marketing Direction of Business Management

更新时间:2016/5/3 10:17:57 Hits: 2052 Updated: 2016/5/3 10:17:57

School of Continuing Education, Shanghai Jiaotong University

This major mainly cultivates modern company marketing talents with knowledge and abilities in economic literacy, strategic vision, competitive awareness, and organizational ability. Through systematic learning, master the basic theories and expertise of marketing, be familiar with the marketing business workflow, have marketing management capabilities and market development capabilities, be able to adapt to the needs of marketing positions, have the ability to conduct market surveys and forecasts, marketing planning, market development, product sales , Sales area and organization management, public relations and advertising design and other professional skills.


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[Professional curriculum system mainly includes]
<Modern Management Science> Modern management science is a compulsory basic course for each specialty of the Department of Public Management. Through the basic management system of modern management and scientific management, the process of modern management, management and environment, management goals, management planning and decision-making, management behavior, comparison of Chinese and foreign management sciences, and prospects for future management are explained. This course systematically introduces modern management theory, and uses management theory and management skills to solve specific problems involved in their respective majors and work.
<Marketing Management> Marketing management begins with enterprise research and analysis of the market, decides how to produce the best product, how to discover the best market for the product, and the marketing function continues to how to measure consumer purchase of the product after sale Satisfaction, and how companies continue to improve their products. This course systematically introduces the basic concepts and methods of marketing from the perspective of management, adds a large number of case anatomy, and focuses on training the ability to solve practical marketing problems.
<Consumer Behavior> The study of consumer behavior is an important foundation of marketing. It mainly studies the psychological and behavioral characteristics of consumers in order to provide a basis for formulating marketing strategies. This course absorbs and draws on the basic theories and latest results of domestic and foreign consumer behavior research and marketing applications. It draws on the strengths of Chinese and foreign families and develops and innovates. It systematically explains consumers from individual factors, environmental factors and consumer decisions. behavior.
<Advertising> Advertising is a discipline that reveals the general regularity of successful advertising and its methods and techniques. This course systematically explains the contents of advertising theory, integrated marketing theory, advertising strategy, audience, media strategy, creative strategy, design and production, effect evaluation, and advertising organization and management. And through the comprehensive advertising theory and practical advertising cases and advertising practices, to cultivate students' practical skills in advertising activities.
<Strategic Management> Any enterprise has its own major decisions. Those that have a huge impact on the performance of the entire enterprise are strategic decisions, and their formulation and implementation process is strategic management. This course systematically explains the basis of strategic management, strategic decision-making and social responsibility, competitive strategy, internal organization analysis, situation analysis and business strategy, strategic cooperation, functional strategy and strategic selection, strategic execution, and evaluation and control in strategic management And strategic management case studies.
<Management Communication> Management communication is an art and a skill. Through communication, individuals can integrate into the collective and create value; only through communication, team members trust each other and succeed. The ability to communicate is not inherent, nor can it be mastered by theoretical guidance alone, only through personal experience and interactive communication. In this course, management, communication and other related principles will be felt in experience, promoted in awareness, and developed in improvement.
<Market Research> The purpose of market research is to “focus on surveying customers”, and introduce market research ideas from the perspective of managers using or purchasing market research information. The content covers the role of market research in management decision-making, the design and use of research solutions. Statistical tools analyze data, as well as the practical application of market research and many other aspects.


School of Network Education, Jiaotong University

2018-10