市场营销学精品课程市场营销组织与控制
教学内容:市场营销组织的演进。企业营销组织机构设置的基本模式。影响营销组织设置的基本因素。营销控制的前提与程序。营销控制的类型:年度营销计划控制、获利性控制、效率控制、营销战略控制。营销审计。
教学目的与要求:通过本章教学,使市场营销在职研究生了解营销组织的演变过程,掌握企业设定和完善营销组织的基本原则,掌握营销控制的步骤与方法。
CP.12 Marketing organization and control
Content: proceeding of marketing organization, basic patterns of setting marketing organization enterprise, basic factors influencing marketing organization setting, the premise and procedure of marketing control; types of marketing control: annual marketing plan control, profitability control, efficiency control, marketing strategy control, marketing audit.
The purpose and demand: to make students know the proceeding of marketing organization, grasp basic principle of setting and optimizing marketing organization; grasp steps and method of marketing control.