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.
学生分组选择一款创新产品，撰写完整的营销计划书。内容包括：市场环境分析（PEST、SWOT）、目标市场界定与定位策略、产品概念与品牌设计、定价策略、渠道选择方案、整合营销传播方案，以及财务预算与效果预测。期末进行小组展示，模拟向投资人或管理层汇报。
Student teams select an innovative product and develop a complete marketing plan. The plan includes market environment analysis (PEST, SWOT), target market definition and positioning strategy, product concept and brand design, pricing strategy, channel selection, integrated marketing communications, financial budget, and performance forecast. Teams present their plans at the end of the semester.