Marketing Strategy
本课程从战略高度审视企业营销决策，培养学生的系统性营销思维。课程内容包括：企业战略与营销战略的关系、市场竞争分析（波特五力模型、竞争情报）、竞争定位战略（成本领先、差异化、聚焦）、增长战略（安索夫矩阵）、新市场进入战略、定价战略、渠道战略、营销组织与管控、以及营销战略的制定与实施流程。大量使用哈佛商学院案例进行讨论。
This course examines marketing decisions from a strategic perspective, developing students' systematic marketing thinking. Topics include the relationship between corporate strategy and marketing strategy, competitive market analysis (Porter's Five Forces, competitive intelligence), competitive positioning strategies (cost leadership, differentiation, focus), growth strategies (Ansoff Matrix), new market entry, pricing strategy, channel strategy, marketing organization and control, and strategy implementation process.
学生分组扮演营销咨询顾问，为一家上市公司制定未来3年的营销战略。项目包括：企业营销现状评估、行业趋势与竞争格局分析、SWOT与TOWS分析、市场机会识别、战略目标设定、目标市场重新定位、营销组合战略调整、关键资源配置、战略实施路径与里程碑、以及风险评估与应对措施。期末进行模拟董事会汇报。
Student teams act as marketing consultants to develop a 3-year marketing strategy for a publicly listed company. The project includes current marketing assessment, industry trends and competitive landscape analysis, SWOT and TOWS analysis, market opportunity identification, strategic goal setting, target market repositioning, marketing mix strategy adjustment, key resource allocation, implementation roadmap and milestones, risk assessment and mitigation. Teams present to a mock board of directors.