营销模拟

《营销模拟》课程大纲

课程编号:

M82201

课程类别:

授课对象:

MBA

学分:

2

开课学期

春、秋季学期

前置课程要求

市场营销

主讲教师1:

陈智勇

E-mail:

主讲教师2:

张恩忠

E-mail:

主讲教师3:

王霞

E-mail:

（多加几位教师）

E-mail:

约见程序

课程描述

一门帮助学生理解营销决策的模拟课程

参与者体验商业决策的挑战，并获得决策及时的反馈。当参与者体验到某些真实的时候，会更快地学习并根据实际情况加以运用。

课程目标

通过营销模拟全过程培养学生对决策的理解，强调赢利。

教学目的

学生通过经营自己的虚拟生意，学习：

1 营销决策过程从哪开始?

2 产品、价格、促销、渠道、服务决策

3 如何根据模拟结果调整决策

4 与同伴合作

评分体系

35% 课堂参与

30% 模拟结果

35% 分析、讨论

授课时间及内容

主题

1 介绍 – 课程、软件，许可发放，练习回合.

2第1回合

3第2-3回合

4 第4-6回合

5第7-8回合

6分析讨论

配套教学环节

指定教材

Simbrand模拟Web服务器、Simbrand许可、Simbrand决策指南、Simbrand案例描述

Simmarketing模拟Web服务器、决策指南、案例描述

推荐的书籍、文献

战略、营销、组织行为、财务会计教科书



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