This course focuses on customer value and is structured around the three core marketing tasks: identifying opportunities, responding to competition, and delivering value. It unfolds through understanding value, targeting value, creating value, communicating value, delivering value, and sustaining value. Finally, the course leverages interviews with entrepreneurs to deepen the understanding of marketing, and through organizing marketing logic, builds a comprehensive framework and foundational understanding of the subject. The course is divided into 5 parts and 14 chapters.
Leveraging the strength of being a nationally distinctive program and a top-tier nationally constructed discipline, the course team possesses a solid theoretical foundation: all members hold doctoral degrees and are composed of professors, associate professors, and lecturers. Additionally, the team has substantial practical experience.
