Knowledge objectives:

1)Define marketing and outline the steps in the marketing process.

2)Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.

3)Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.

4)Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.

5)Describe the major trends and forces that are changing the marketing landscape in this age of relationships.

Skill objectives:

1)Language skill: Be able to read original texts on marketing

2)Practical skill: Be able to use marketing to analyze real situational cases

Value objectives

1)How Chinese brand go globally 

2)Global view: localization and globalization

3)Proper world view & the changing view

Chinese Mind-map: