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1、1UNIT NAME: Marketing of Mechanical and Electronical ProductsPREREQUISITES: NoneTOTAL HOURS: 32HrsCredit Point: 2UNIT DESCRIPTION:The modern marketing management, as a branch of applied science, is crucial in the fierce competition in the market, where companies seek survival and development. Market
2、ing of mechanical and electrical products is an important basic course, which includes mechanical and electrical products market analysis, development strategy of mechanical and electrical products, pricing strategies of mechanical and electrical products, etc.LEARNING OUTCOMES:1. To help students m
3、aster the knowledge of mechanical and electrical products marketing,2. To introduce modern marketing concepts to students,3. To help students explore the market of mechanical and electronical products. UNIT CONTENT:Chapter 1 Introduction (3 Teaching Period)1. Research content of marketing2. The deve
4、lopment process of marketing3. The definitions of marketing and marketing management development 4. Marketing research methods Chapter 2 Mechanical and electrical products market analysis (6 Teaching Period)1. Manufacturing, and mechanical and electrical products 2. Marketing environment of mechanic
5、al and electrical products3. Market Research and Forecast of mechanical and electronic products4. Target marketing of mechanical and electrical productsChapter 3 Development strategy of mechanical and electrical products (3 Teaching Period)1. The concept of whole products 2. Life cycle of mechanical
6、 and electrical products, and marketing strategy 3. Combination of mechanical and electrical products 4. Brands, trademarks and packaging of mechanical and electrical productsChapter 4 Development of new mechanical and electrical products (3 Teaching Period)1. Development trends of mechanical and el
7、ectrical products2. The basic requirements for new product development 3. The contents of new product development24. The process of new product development 5. Economic analysis of new product development 6. The way to develop new products 7. Participation in the patent system Chapter 5 Pricing strat
8、egies of mechanical and electrical products (6 Teaching Period)1. Price competition 2. Pricing procedures 3. Pricing Methods 4. Pricing strategies Chapter 6 The customer purchase behavior analysis of mechanical and electrical products (3 Teaching Period)1. Buying behavior stages and characteristics
9、of mechanical and electrical products consumer market2. Analysis of buying behavior of mechanical and electrical products industry market3. Factors affecting purchasing decisions4. Producers purchase decision-making process 5. Organizations, governments and resale market Chapter 7 Marketing strategy
10、 of mechanical and electrical products (3 Teaching Period)1. Distribution channels of mechanical and electrical products2. Promotion strategy of mechanical and electrical products3.Marketing strategy of market competition4.Scientific management of mechanical and electrical productsChapter 8 Internat
11、ional market (3 Teaching Period)1. International Marketing Environment 2. International Marketing Conditions 3. Strategy of entering the international market4. The establishment of overseas R & D Center 5. The implementation of technical standards Chapter 9 Network technology in the marketing of ele
12、ctromechanical products (2 Teaching Period)1. Creation and development of network2. The concept of network marketing of mechanical and electrical products 3. Tools and strategies of internet marketing4. Problems of network marketing of mechanical and electrical products5. Part of the online mallMETHODS OF ASSESSMENT: No. Assessment Activity Percentage % Due Date1 Attendance + homework 30%32 Final exam 70%Total 100%TEXTBOOK:Marketing of Mechanical and Electronical Product, 2003, Machinery Industry Press.
