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Lecturer: Sherman Chui
For 2016-2017-1GUANGDONG UNIVERSITY OF FOREIGN STUDIES
Marketing
Communication
Course Introduction
Week 1 Agenda
• Introduction of Lecturer
• Class Overview
Course Schedule
Final Grade Composition
Homework + Term Project
• Class Rules
• Sherman Rules
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Class Overview
Week 01 Course Introduction
Week 02 Course Overview (Chapter 1: The Nature of Marketing)
Week 03 Marketing in China (Chapter 2: The Global Marketing Environment)
Week 04 Chapter 3: Understanding Customer Behavior
Week 05 Neuromarketing
(Chapter 4: Marketing Research & Customer Insights)
Week 06 Pepsi vs Coke
(Chapter 5: Market Segmentation, Targeting & Positioning)
Week 07 Carlsberg vs Heineken
(Chapter 6: Value through Products and Brands)
Integrated Marketing Communication14:00 – 16:20, Tuesday, 北校 2-336
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Week 08 IKEA (Chap 7: Value through Services, Relationship & Experiences)
Week 09 Walmart (Chapter 8: Value through Pricing)
Week 10 P&G (Chapter 9: IMC1 - mass communication techniques)
Week 11 Apple (Chapter 10: IMC2 – direct communications)
Week 12 Macdonald's(Chapter 11: Distribution: Delivering Customer Value)
Week 13 H&M (Chapter 12: Marketing Planning and Strategy)
Week 14 Social Media & Youtube
Week 15 Presentation Week
Week 16 Course Review
Integrated Marketing Communication14:00 – 16:20, Tuesday, 北校 2-336
Teaching material
Homework
+
Term Project
50ptsAttendance
30pts
Notes
10pts
SC
10pts
出版社: 东北财经大学出版社;
第1版 (2010年3月1日)
外文书名: Foundations of Marketing
平装: 342页
语种: 英语, 简体中文
ISBN: 7811229439, 9787811229431
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MANAGEMENT SKILLS
Week 1 Course Introduction
Week 2 Understanding
Ourselves
Week 3 Mission, Vision,
Principles
Week 4 Leadership
Week 5 Effective Presentation
Week 6 Time Management
Week 7 Problem Solving
Week 8 Motivation
Week 09 Working Effective
with Others
Week 10 Customer Relations
Week 11 Creativity
Week 12 Sales & Persuasion
Week 13 Strategic Thinking
Week 14 Dress for Success
Week 15 Social Media
Week 16 Course Review
10:00 – 12:00, Tuesday & Wednesday, 北校 2-104
MARKETING MANAGEMENT18:30 - 20:30, Tuesday, 北校 2-119
Week 01 Course Introduction
Week 02 Developing Marketing Strategies and Plans
Week 03 Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
Week 04 Creating Customer Value, Satisfaction, and Loyalty
Analyzing Consumer Markets
Week 05 Identifying Market Segments and Targets
Week 06 Creating Brand Equity
Crafting the Brand Positioning
Week 07 Dealing with Competition
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MARKETING MANAGEMENT18:30 - 20:30, Tuesday, 北校 2-119
Week 08 Setting Product Strategy
Week 09 Developing Pricing Strategies and Programs
Week 10 Designing and Managing Integrated Marketing Channels
Week 11 Managing Retailing, Wholesaling, and Logistics
Week 12 Designing and Managing Integrated Marketing Communications
Week 13 Managing Mass Communications and Personal Communications
Week 14 Introducing New Market Offerings
Tapping into Global Markets
Week 15 Presentation Week
Week 16 Course Review
Entrepreneurial Management18:30 – 20:30, Wednesday, 北校 2-110
Week 1 Course Introduction
Week 2 Emotional Marketing
Week 3 Unique Selling
Proposition
Week 4 Business Plan
Week 5 Effective Presentation
Week 6 Financing
Week 7 Visual Identity
Week 8 Company Laws
Week 09 Product Sourcing
Week 10 Staffing + IT Systems
Week 11 eCommerce
Week 12 Sales & Persuasion
Week 13 Taxes & CSR
Week 14 Presentation
Week 15 Presentation
Week 16 Course Review
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Grade Composition60% Class Performance + 40% Term Project
Homework
60ptsAttendance
20pts
Notes
10pts
SC
10pts
+Term Project
Essay
100pts
考勤（签到、签退、请假）、
作业及笔记提交
管理系统
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Attendance & Notes Requirements
Each class you should take notes
for “takeaway”, use outline +
graphics, take a picture of the
notes, upload to our system
every week. (每周课后Sherman将即
时评选本周最佳笔记1名，获选同学将得到奖励分)
You should attend at least 15
Classes this term. Each class you
will need to sign in Attendance
Sheet. Class monitor take a
picture of the attendance sheet
and upload to our system every
week.
Example of Notes - Info Graphic
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第一步：扫描二维码 加入相应班级 Scan the QR Code
Identify the QR Code
整合营销沟通（英）-
创新13国商13选
Integrated Marketing
Communication
← 必须填写真实中文姓名 Name
← 填写正确手机号码 Phone call
第二步：正确录入信息 Fill Your Information
Gender
Identify the QR Code
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请提前打开手机定位功能Please activate “Location”in your phone
签到 Registraion
签到 Registration
请拍摄当天课堂照片并上传 (照片需有Sherman和 ppt)Please upload one photo with both Sherman and PPT
Take a photo
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2
1
3
签退 Sign-out
签退
请拍摄并上传：1. 当天笔记；2. 当天课堂作业Please upload notes and in-
class homework
Click “签退”
3. Submit
1. Click “+”
请假申请步骤 1 (注：请假必须附上辅导员签名请假条)Ask for Leave ( MUST with Permission from Consulter )
xx
xxx
← Submit your request
Ask for leave
Click “考勤”
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← 审批人请选择 Jenna Please inform Jenna
请假申请步骤 2 (注：请假必须附上辅导员签名请假条)
Jenna
← “Ask for Leave”
← When do you leave
← When will you be back
← Why do you leave
← Submit
Homework & Term Project –Sports Jewelry Company Renovation
• 4 students per group
• Each group should at least:
• Select ONE kind of sport jewelry
(Table tennis, Badminton, Cycling, Volleyball, etc.)
Web: http://www.vinqui.com/
• Select 4 styles(款式) of that kind of sport jewelry
before the 2nd class
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Take 1 emotional photo (with smile) for each jewelry style
Part II – Write Brand Message (20 pts Due Oct 8)
Develop a brand story(message) for each jewelry style
Part I – Take Product Photo (20 Pts Due Sep 24)
Part III – Make Marketing Videos (20 pts Due Oct 22)
Make a marketing video (1 minute max) for 2 styles of the 4
(1 video for 1 style)
Homework & Term Project –Sports Jewelry Company Renovation
Give presentation and write an essay of what you have done for this
project.
Part IV – Presentation + Essay
(100 pts Due presentation week)
Homework & Term Project –Sports Jewelry Company Renovation
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Table
Tennis:Badminton: Cycling: Volleyball:
Term Project (100 pts Due October 22) –
Sports Jewelry Company Renovation
The most popular / best selling styles
during 01/2016 - 07/2016 for reference:
• The video should be:
• original, no copyright infringement intended
• no movie clips
• with both English and Chinese subtitles (grammatical)
• emotional and creativity
• Website sales data due December
(Page view-order ratio, foreign sales volume)
Assessment:
Homework & Term Project –
Sports Jewelry Company Renovation
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What is an emotional photo?
Homework Submission
3 Important things you should know:
1. File name: course name + student number + student name
+ academic year + homework name
e.g. eCommerce_201423456_莫晓丹_2015-2016-2
_Personal Introduction Video
2. File size less than 50M
3. Monitor collect the homework on due day and
email to Jenna
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Powerpoint Download
Register and log in www.shermanchui.comRegister and log in www.shermanchui.com
Powerpoint Download
Register and log in www.shermanchui.comRegister and log in www.shermanchui.com
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Class Rules
• Create a Wechat group
(dismiss at the end of the semester) where you can ask
questions about each class, homework etc.
• Notify all students of sudden class changes/activities etc.
• Pass out and follow up on attendance sign up sheet every
week and take a picture and upload to our system.
• Homework collecting on due day and email to Jenna.
Monitor
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Homework
Do not just copy from others
Do not download from Internet
Attendance (20 Points)
Attend at least 15 classes (out of max16)
1st Absence - 0 ( 20 points)
2nd Absence - 1 ( 19 points)
3rd Absence - 2 ( 17 points)
4th Absence - 4 ( 13 points)
5th Absence - 6 ( 7 points)
6th Absence - 8 ( 0 points)
Seminar Absence - 2
Respect
Keep in touch
Sep 10 Teacher’s Day
– Where are you, what you have done in the past year etc….
June 1 Children’s Day – ditto
e.g. send “NDY (Not Dead Yet) – Amy” to the following:
1) www.shermanchui.com
2) Wechat
3) Email
4) SMS
5) Call
Sherman’s Rules
Recommendation LetterAt least 2 story/experience with Sherman,
being a volunteer in mensa or other NGO / running a marathon, etc.
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Hi Sherman,
Happy Teachers Day! I’m Amy from class 1201.
After graduation, I got a job in P&G and was fired
in a month.
Around Christmas, I got pregnant, married and
divorced before Chinese New Year.
I travelled all around Guangzhou and saw the
Guangzhou tower from the ground level.
I entered in 2 marathons but did not wake up to
start the race on time.
I’m currently living in Shanghai now and working at
McDonalds near Nanjing Road. If you ever
come to Shanghai, I’ll give you free fries with
Big Mac meal! Hope to keep in touch with you.
NDY:）My Tel: xxxxxxxxxxx, Email: xxxxxxxxxxxxxxxxxx
NDY – Not Dead Yet
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Challenge!List what SPECIAL things you have
done, monitor collect it every week,
PK with Sherman at the end of term.(excluding homework, interview, etc.)
Contact
Low priority: www.shermanchui.com
Normal: [email protected]
Sina Weibo: Sherman徐锡文
Wechat: ShermanChui
High: SMS
Emergency: 13928823808 / 663808
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Off Campus Schedule (Thu/Fri/Sat/Sun):
Vincent 江健平
Wechat: vincent570560
TEL: 669763
Email: [email protected]) Website registration
2) FAQ of thetalearning
Campus Assistant:
Jenna
Wechat: 694103673
Email: [email protected]) FAQ of homework etc.
Contact
