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

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