Principles of Marketing
本课程是市场营销专业的入门基础课，系统介绍市场营销的核心概念与理论框架。课程涵盖市场环境分析、消费者行为、市场细分、目标市场选择、市场定位以及4P营销组合（产品、价格、渠道、促销）等核心内容。通过案例分析与小组讨论，学生将掌握营销思维方式，理解企业如何通过创造顾客价值来获取竞争优势，为后续专业课程学习奠定坚实基础。
This introductory course provides a comprehensive overview of core marketing concepts and theoretical frameworks. Topics include marketing environment analysis, consumer behavior, market segmentation, targeting, positioning, and the 4P marketing mix (product, price, place, promotion). Through case studies and group discussions, students develop marketing thinking and understand how firms create customer value to gain competitive advantage.
为某产品设计完整的营销策划方案，包括市场分析、目标定位、营销组合策略、预算分配和效果评估，提交策划书。
Design a complete marketing plan for a product, including market analysis, target positioning, marketing mix strategy, budget allocation and effect evaluation, and submit the plan.