In an era of uncertainty, marketing methodologies evolve continuously to adapt to changing times. For marketing practitioners, it is even more critical to adhere to "first principles", establish the foundational logic of marketing, and explore the unchanging laws of marketing amidst uncertainty to apply them in practice. Only by doing so can we "adapt to constant change with enduring principles" and thrive in this dynamic age.
This course centers on customer value and is structured around three core marketing objectives: discovering opportunities, competing strategically, and delivering value. It systematically elaborates on the processes of understanding value, identifying value, creating value, communicating value, delivering value, and sustaining value. The course concludes with insights from CEO interviews to contextualize marketing practices and constructs a holistic framework and foundational logic of marketing through rigorous analysis. The curriculum is divided into 5 modules and 14 chapters.
Leveraging the strengths of our National-Level Distinguished Program and National First-Class Discipline, the course team combines solid theoretical expertise with practical experience:
Academic Qualifications: All members hold Ph.D. degrees, with a hierarchy of professors, associate professors, and lecturers.
Practical Relevance: Team members possess hands-on industry experience to bridge theory and real-world applications.
