《高级营销管理》课程是为工商管理专业研究生开设的专业性课程。课程整合了管理学、市场营销学以及经济学等多学课的知识理论与方法，包含了顾客价值、顾客契合、品牌战略、市场分析等诸多当前研究热点。该课程研究以满足消费者需求为中心的企业营销活动过程及其规律性，具有全程性、综合性、实践性的特点。

与传统的市场营销课程不同，本课程注重理论教学与实践环节同步建设，要求学生在学习掌握营销管理知识的同时，能够灵活运用所学知识，针对社会现象与企业问题，进行分析并设计方案进行解决。通过本课程学习，要使学生全面系统地掌握市场营销学的基本理论、基本知识、基本技能和方法，充分认识在经济全球化背景下加强企业营销管理的重要性，了解创造顾客价值和顾客契合、分析市场营销环境、研究消费者购买行为、制定市场营销组合策略、构建营销渠道的基本程序和方法，培养和提高正确分析和解决市场营销管理问题的实践能力，以使学生能够适应市场营销管理工作实践的需要。

《高级营销管理》是一门实践性很强的应用科学，课程基于混合式教学改革实践的要求以及移动课堂嵌入营销专业课的新型教学模式确定教学内容、设计教学情景。在课堂中，除理论讲授外，还应有课堂讨论、案例分析、文献分享、课程设计等多种形式的实践性教学环节；在教学内容中，既系统全面地讲授基本理论、基本知识、基本方法，又紧密结合营销学学术前沿动态，介绍传播国内外知名学者的最新学术成果，以适应工商管理专业研究生培养的现实需要。

《高级营销管理》就是这样一门课程，主要包括“营销：创造顾客价值和顾客契合”、“市场营销环境与战略”、“消费者市场与消费者购买行为”、“顾客导向的市场选择：为目标顾客创造价值”、“产品、服务和品牌：构建顾客价值”、“定价与促销策略”、“营销渠道：递送顾客价值”、“直复、网络、社交媒体和移动营销”、“可持续的市场营销：社会责任和道德”9个专题。《高级营销管理》将与您一同进入精彩的营销世界，全方面解码营销学的奥秘、探索学术前沿，带您走向学术与职场的成功之路！

本课程为所有对“营销管理”感兴趣的同学设计，适合于各个专业中希望能够洞悉营销学学术前沿、构建起营销学完整知识体系的同学。

1、本课程以传授营销学知识为基础，从市场营销学科的特性出发，系统讲解营销学中重要的概念和原理，引导学生掌握市场营销基本观念、原理、方法。

2、本课程立足于课程实践性的特点，通过案例分析、课程设计以及课堂讨论，要求学生把课堂所学的专业知识运用到营销实践中去，以分析和解决实际问题为目标，充分调动学生学习的主动性、积极性和创造性。

3、本课程以理论知识为基础，通过9大营销专题的设置，以教师讲授学术前沿热点、学生进行文献阅读与课堂分享相结合的方式，带领学生深入洞察营销学学术知识，领略营销学最新学术成果，彻底夯实和强化工商管理专业研究生营销学学术知识体系。

具备管理学、市场营销学以及经济学的基础知识。

国内外营销领域顶级期刊

[1] Journal of Marketing Research (JMR)

[2] Journal of Marketing (JM)

[3] Journal of Consumer Research (JCR)

[4] Marketing Science (MS)

[5]International Journal of Research in Marketing (IJRM)

[6]Journal of Consumer Psychology (JCP)

[7]Journal of the Academy of Marketing Science (JAMS)

[8]Journal of Retailing (JR)

[9]Marketing Letters

[10]《管理世界》

[11]《心理学报》

[12]《南开管理评论》

[13]《中国工业经济》

[14]《外国经济与管理》

第1章 营销：创造顾客价值和顾客契合

参考文献

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参考书籍

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[2] 罗伯特·西奥迪尼. 影响力:the psychology of persuasion[M]. 中国人民大学出版社, 2006.

第2章 营销环境与营销战略

参考文献

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[2] 杰克·特劳特, 史蒂夫·里夫金, 特劳特, et al. 重新定位:定位之父杰克·特劳特封笔之作[M]. 机械工业出版社, 2010.

第3章 消费者市场与消费者购买行为

参考文献

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参考书籍

[1] 〔美〕加里·阿姆斯特郎, 〔美〕菲利普·科特勒, 俞利军. 科特勒市场营销教程[M]. 华夏出版社, 2004.

[2] 菲利普·科特勒, 凯文·莱恩·凯勒. 营销管理:全球版[M]. 中国人民大学出版社, 2012.

第4章 顾客导向的市场

参考文献

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[2] Kaynak E , Kara A , Chow C S F , et al. Pattern of similarities/differences in time orientation and advertising attitudes[J]. Asia Pacific Journal of Marketing and Logistics, 2013, 25(4):631-654.

[3] Kumar A , Fairhurst A , Kim Y K . The role of personal cultural orientation in consumer ethnocentrism among Indian consumers[J]. Journal of Indian Business Research, 2013, 5(4):235-250.

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[1] 屈云波, 张少辉. 市场细分, 市场取舍的方法与案例[M]. 企业管理出版社, 2010.

[2] 何慧爽. 产品差异化与企业竞争策略研究[M]. 中国水利水电出版社, 2014.

第5章 产品、服务和品牌：构建顾客价值

参考文献

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[2] Harjoto M A , Salas J . Strategic and institutional sustainability: corporate social responsibility, brand value, and Interbrand listing[J]. Journal of Product & Brand Management, 2017, 26(44):00-00.

[3] Cassinger C , Eksell J . The magic of place branding: regional brand identity in transition[J]. Journal of Place Management & Development, 2017, 10(4):00-00.

[4] O"Reilly K A , Mumuni A G , Newell S J , et al. Parent brand quality, service intensity, and consumers’ usage consideration of service-to-service brand extensions[J]. Journal of Product & Brand Management, 2017:00-00.

[5] TuKej LovIn U , Podnar K , Balmer J . Consumers’ identification with corporate brands: brand prestige, anthropomorphism and engagement in social media[J]. Journal of Product & Brand Management, 2017:00-00.

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[1] 杜向荣. 服务营销管理[M]. 清华大学出版社, 2014.

[2] 克里斯托弗・布曼, 王煦逸, 蒂洛・哈拉斯佐维奇, et al. 品牌管理:基于企业内部的视角[M]. 上海财经大学出版社, 2015.

第6章 定价与促销战略

参考文献

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[3] Roy M D , Sana S S . Random sales price-sensitive stochastic demand: An imperfect production model with free repair warranty[J]. Journal of Advances in Management Research, 2017, 14(3):00-00.

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[5] Akram U , Hui P , Kaleem Khan M , et al. How website quality affects online impulse buying: moderating effects of sales promotion and credit card use[J]. Asia Pacific Journal of Marketing and Logistics, 2017:00-00.

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[1] 肯尼思・E.克洛, 唐纳德・巴克, Clow K , et al. 整合营销传播:广告媒介与促销[M]. 格致出版社, 2015.

[2] 边翠兰, 曹海英. 公共关系原理与应用[M]. 首都经济贸易大学出版社, 2015.

第7章 营销渠道：递送顾客价值

参考文献

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[1] Stern L W ,  El-Ansary A I ,  Coughlan A T . 市场营销渠道[M]. 清华大学出版社, 2001.

[2] 庄贵军. 营销渠道管理.第2版[M]. 北京大学出版社, 2012.

第8章 直复、网络和社交媒体营销

参考文献

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[2] Simeone M ,  Russo C . The growing influence of social and digital media. Impact on consumer choice and market equilibrium[J]. British Food Journal, 2017, 119(3):00-00.

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[1] 保罗·斯普林格, 梅尔·卡森, PaulSpringer, et al. 数字化先锋:广告、营销、搜索和社交媒体领导者的成功案例[M]. 机械工业出版社, 2014.

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第9章 可持续的市场营销：社会责任和道德

参考文献

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