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Soochow University
College of Management
Global Business Program
(2011-2012 Academic Year)
Management of Marketing
Dr. Monle Lee
Textbook: CONTEMPORARY MARKETING, by Boone & Kurtz, 14th edition
(Thomson/South-Western 2010; or (this is the softcover copy) Contemporary
Marketing, by Boone & Kurtz, 2011 update, South-Western/Cengage Learning,
ISBN-13: 978-0-538-74690-8/ISBN-10: 0-538-74690-4)
Supplements: Case Discussions (to be distributed later); Extra class discussion
materials will be given at the proper times.
Session 1
Introduction
Chapter 1: Marketing: the Art and Science of Satisfying Customers
Main Learning Objective(s): explain how marketing creates utility through
the exchange process; contrast marketing activities during the four eras in
this history of marketing; outline the changes in the marketing
environment due to technology
Session 2
Chapter 2: Strategic Planning in Contemporary Marketing
Main Learning Objective(s): explain how marketing plans differ at various
levels in an organization; identify the steps in the marketing planning
process; describe the concept of SWOT analysis and its major elements
Chapter 3: the Marketing Environment, Ethics, and Social
Responsibility
Main Learning Objective(s): identify the five components of the
marketing environment; describe how government and other groups
regulate marketing activities and how marketers can influence the
political-legal environment; discuss the impact of the technological
environment on a firm’s marketing activities; explain how the socialcultural
environment influences marketing
Session 3
Chapter 4: E-Business: Managing the Customer Experience
Main Learning Objective(s): define e-business and give examples of each
function of the Internet; describe how marketers use the Internet to
achieve their firm’s objectives; explain how marketers use interactive
tools as part of their online marketing strategies
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