marketing wuxi institute of technology application for recognition under the jiangsu quality course...

Marketing

Wuxi Institute of Technology

Application for Recognition under the Jiangsu Quality Course Program

National Key Demonstration ProgramCharacteristic Program of Colleges and Universities in Jiangsu Province

1Wuxi Institute of Technology

History of Marketing of WXIT

1999: The marketing program was established

2005: JV program with TAFE Australia

2006: one of the key programs of China’s first model higher vocational

education institutions, and recognized in 2006 as one of the first characteristic

programs of colleges and universities in Jiangsu Province,

2012: one of the key programs of colleges and universities in Jiangsu

Province

2013: enroll students under the four-year undergraduate vocational marketing

program and began to run the marketing program jointly with IBA Demark

2014: enroll international students and send exchange students to Denmark

and other countries.Wuxi Institute of Technology

2


Report Content

11 Basic Introduction to the Course

22 Teaching Content

33 Teaching Methods

44

55 Experts’ comments

Faculty and Practices

3


1. Basic Introduction to the Course

Basic Introduction to the Marketing Course

• Since the establishment of the marketing program for

higher vocational education in Wuxi Institute of

Technology (“WXIT”) in 1999, Marketing has always

been one of the core courses.

• So far, the Marketing course in Chinese has been

taught for over 15 years.

• The Marketing course in English has been taught one

round for WXIT's international students enrolled since

2014 under the marketing program.

4



1.1 Marketing Program Development Goals

Program Development GoalsProgram Development Goals

To introduce Australian TAFEand European vocational education concepts

To serve the electromechanical industry

To explore the combination of working and learning

5



1.2 Professional Training Goals

A new generation of quality marketing professionals having knowledge of technologies and international marketing rules, good at marketing and following professional ethics

Regional managers in industrial enterprisesDepartment managers in large shopping malls of electromechanical productsStore managers of small commercial enterprises

Salespersons of electromechanical products

Sales managers in enterprises

Service staff after the sale of electromechanical products

Salespersons in other industries

Graduates’Post in the Initial Employment

Graduates’Target Posts

Major Major PostsPosts

6


Class A

Class B

Semester 1 Semester 2 Semester 3 Semester 4 Semester 5 Semester 6

On-campus learning

On-campus learning

On-campus learning

On-campus learning

Combination of working and

learning

Combination of working and

learning

Graduation practice

1.3 Plan for the "Sandwich" Training of Professionals through the Combination of Learning with Working


7



1.4 Development of the Course System Oriented to the Work Process

Working abilityCombination of working and learning, on-campus

practices, graduation practices and graduation projects

Basic skills in the industryMechanical drawing reading

Basic machining techniques

Basic techniques for electricians and electronics

Fundamentals of electromechanical products

Core abilities under the programSelection of market Selection of market opportunitiesopportunities

Target market positioningTarget market positioning

Marketing mixMarketing mix

Market research

Product promotion

Collection of sales revenue

Customer management

Cyber marketing

Expanded professional abilities

Team management

Resources operation

Performance assessment

Cost accounting

Marketing planning

Public relations

Students majoring in economic management General skills and abilities ——Communication skills, expression skills, learning ability, etc.

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1.5 Course Positioning based on the Professional Training Goals

Marketing

Lead-inLead-in

Ideological and Moral Cultivation

College Physical Education

Fundamentals of Science and Technology

CalculusBasic English

Computer Applications…

Follow-upFollow-up

Training in certification examinationsTraining in certification examinations

Senior salesperson certificate

Regional managers in industrial enterprisesDepartment managers in large shopping malls of

electromechanical productsStore managers of small commercial enterprises

Job requirementsJob requirements

Market Survey and Forecast

Sales Skills and Business Negotiations

Marketing PlanningE-commerce Practices

Public Relations PracticesSales Psychology

…

Analyzing the market environmentAnalyzing consumers' buying behavior

Developing market positioning strategies

Identifying marketing opportunitiesDeveloping marketing mix strategies

…

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2. Teaching Content

2.1 To determine teaching aims based on the job requirements

Professional ability goals

Ability training goals

Knowledge Teaching

Goals 1) To understand how to analyze the market environment and consumers' buying behavior2) To basically know market segments, target markets and market positioning3) To master the basic principles of marketing and the marketing mix strategies

1) To understand how to analyze the market environment and consumers' buying behavior2) To basically know market segments, target markets and market positioning3) To master the basic principles of marketing and the marketing mix strategies

1) Able to analyze the market and consumer behavior2) Able to position the target market3) Able to developing marketing mix strategies

1) Able to analyze the market and consumer behavior2) Able to position the target market3) Able to developing marketing mix strategies

1) To develop students' interest in marketing and help students define their career aspirations2) To improve students' behavior in marketing and comprehensive professional attainment3) To enhance students' willingness to work in the marketing occupation and shape students' professionalism of love for and dedication to the occupation

1) To develop students' interest in marketing and help students define their career aspirations2) To improve students' behavior in marketing and comprehensive professional attainment3) To enhance students' willingness to work in the marketing occupation and shape students' professionalism of love for and dedication to the occupation

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2. Teaching Content

2.2 Course Design with Ability Training at the Core

Module 1 Cultivation of Market Awareness

Module 1 Cultivation of Market Awareness

Module 2Analysis of market

opportunities

Module 2Analysis of market

opportunities

Module 3Target market

positioning

Module 3Target market

positioning

Module 4Marketing mix

Module 4Marketing mix

Task 5Marketing mix

plan

Task 5Marketing mix

plan

Task 3Target market analysis

Task 3Target market analysis

Task 1Market

environment analysis

Task 1Market

environment analysis

Task 2Consumer analysis

Task 2Consumer analysis

Able to analyze the marketanalyze consumers' behaviorAble to analyze the market

analyze consumers' behaviorAble to select, position the target marketAble to select, position the target market

Able to develop marketing mix strategies

Able to develop marketing mix strategies

Combination of working and learning (6 months)Combination of working and learning (6 months)Practice testPractice test

Task 4Business

promotion plan

Task 4Business

promotion plan

CourseContentCourseContent

AbilityTest

AbilityTest

PracticeSkills

PracticeSkills

Covering all the relevant knowledge points examined in

the senior salesperson examination

Covering all the relevant knowledge points examined in

the senior salesperson examination

11

Wuxi Institute of Technology12

2.3 Organization

of the Teaching Content

Module 1Market Awareness

marketing conceptsTheroy 1.1: Understanding core concepts: market and marketing 2

Discussion 1: Cases related to the marketing concept 2

Module 2 Analysis of market

opportunities

1. Analysis of the marketing environment

Theory 2.1: Analysis of the macroscopic environment 2Theory 2.2: Analysis of the microscopic environment 2

2. Analysis of consumers' behavior

Theory 2.3: Analysis of consumers' buying behavior in the market 2Theory 2.4: Analysis of organizational buying behavior in the market

2

Assessment 1: Analysis of consumers' behavior 2

Module 3 Target market

positioning

1. Market segmentation Theory 3.1: Mode and process of market segmentation 2Selection of the target market

Theory 3.2: Selection and evaluation of the target market 2

3. Market positioningTheory 3.3: Positioning strategy 2Discussion 2: Cases related to positioning 2Assessment 2: Consumer segmentation and positioning 2

Module 4 Marketing mix

strategies

1. Product Strategies

Theory 4.1: Product lifecycle 2Theory 4.2: Strategies for the product portfolio and the product line

2

Theory 4.3: Product brand strategy2

Theory 4.4: Product packaging strategy

2. Pricing strategyTheory 4.5: Pricing process 2Theory 4.6: Response to price changes 2

3. Channel strategiesTheory 4.7: Elements of channel design 2Theory 4.8: Channel management 2

4. Promotion strategy

Theory 4.9: Advertisements 2Theory 4.10: Business promotion 2Theory 4.11: Promotion by salespersons

2Theory 4.12: Public relationsDiscussion 3: Cases related to promotion 2Assessment 3: Report on the marketing mix 2

Total 48


3. Teaching Methods

3.1 Design of the Teaching Methods

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•Combination of teaching and enterprise practices:To build a faculty good at both teaching and practices

•Combination of cases and enterprise practices:To liven up the atmosphere and develop students' interest

•Combination of practices and enterprises:To create a teaching environment with authentic practices

•Combination of assessment and enterprisesTo meet the skill goals


3. Teaching Methods

3.2 Design of Student Assessment3.2 Design of Student Assessment

PresentationPresentation40%40%

ExamExam30%30%Role playingRole playing

15%15%

On-spot On-spot assessmentassessment

15%15%

14


4. Faculty and Practices

4.1 Team member

Name Gen. Age Professional title Discipline Work undertaken in teachingFeng Zhen Male 41 Associate professor Enterprise

managementOverall course design/ Teaching Modules 1/4

Yi Bo Female 33 Lecturer Industrial economy

Assistance in course design / Teaching Module 2

Wang Lei Female 38 Lecturer Business administration


Tang Ling Female 37 Lecturer International business


Yu Xiaofang Female 35 Lecturer Marketing Assistance in course design / Teaching practices

Susanne Female 44 Professor Business management

Part-time teacher, assistance in course design

15

无锡职业技术学院


4.1 Team member

16

Feng zhenPost Doctor in EconomyPh.D in ManagementVisitor Faculty in UVAMajor in Marketing



4.1 Team member

17

Yi BoMaster in EconomyVisitor Trainee in IBAMajor in Marketing



4.1 Team member

18

Wang LeiMaster in ManagementVisitor Trainee in IBAVisitor Trainee in TAFEMajor in Marketing



4.1 Team member

19

Tang LingMaster in ManagementVisitor Trainee in IBAVisitor Trainee in TAFEMajor in Business Management



4.2 Establishing "simulated + authentic" training bases

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Knowledge

Practice

ERP

Marketing research　

创业街

NegoitationMarketing E-commerce　Practice

center

Skills




21




Wuxi Gome

Electrical

Appliance

Co., Ltd.

Hisap High Technology Corporation

Wuxi Southeast Yifang Electromechanical Co., Ltd.

Tongbo Electric Bicycle Co., Ltd.

Yongle

Electrical

Appliances

Co., Ltd.Wuxi Jinse Zhilian

Information System Co., Ltd.

22



4.5 Enterprises' Donating Equipment and Establishing Scholarships

No. Donor Donated item Donation amount

1 China Telecom Wuxi Branch e-store for students 1,500,000

2 China Telecom Wuxi BranchChina Telecom

Scholarship15,000

3 China Mobile Wuxi BranchChina Mobile Scholarship

25,000

4Yonyou Software Co., Ltd. Wuxi

BranchERP models and

software50,000

5 Wuxi Hexia Chemical Company Hexia Scholarship 10,000

6Wuxi Innovation Enlightenment Co.,

Ltd.Innovation Scholarship

10,000

7 Wuxi Yuantong Electronics Co., Ltd. Yuantong Fellowship 15,000

8 Wuxi Shengdie Cartoon Co., Ltd.Shengdie Cartoon

Scholarship10,000

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5. Expert’s Comments

5.1 Comments of experts not working in WXIT

Experts from Business School of Jiangnan University, Wuxi Institute of Commerce, Jiangsu College of Information Technology and Wuxi City College of Vocational Technology fully affirm the achievements in course development and they think the course has met the criteria for China Quality Course.

The course teaching is in line with the specialty orientation and students-centered, activates students' creativity, and is innovative and

forward-looking in Teaching Methods, means and mechanism; in this way, it sets a good

example for the development of the Marketing course in junior colleges.

The course is developed from the perspective of the overall program

development and outstanding results have been seen in the development of

practical teaching and the cultivation of characteristics. Generally, the course

has been in the leading position among the courses of the same type in China.

Zhu Jinwei, assistant dean and professor of Business School of Jiangnan University

Xu Hanwen, vice president and professor of Wuxi Institute of Commerce 24


5.2 Comments of experts in enterprises

In the opinion of experts in enterprises, the teaching aims are clear, the

Teaching Methods are diverse, the teaching means is advanced, and the teaching

contents meet enterprises' job requirements and reflect the focus of higher

vocational education on ability training

The course is oriented to the cultivation of students' practical abilities and professional qualities, and students develop the market awareness through the combination of learning and working.

The course is oriented to the cultivation of students' practical abilities and professional qualities, and students develop the market awareness through the combination of learning and working.

The course is oriented to the work process and based on the professional training goals. The teaching contents can meet the job requirements, and in the combination of working and learning, the students show their solid basic skills and they are hard-working and eager to learn …

The course is oriented to the work process and based on the professional training goals. The teaching contents can meet the job requirements, and in the combination of working and learning, the students show their solid basic skills and they are hard-working and eager to learn …

The course cultivates students' innovation and start-up awareness and abilities, so that students can creatively solve problems, and the graduates are good at marketing and popular among employers …

The course cultivates students' innovation and start-up awareness and abilities, so that students can creatively solve problems, and the graduates are good at marketing and popular among employers …

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Liu Chengchang, secretary generalWuxi Association of Electromechanical Hardware

Dou Weidong, general manager Southeast Yifang Electromechanical Hardware

Zhang Jinhua, general managerWuxi Yuantong Electronics Co., Ltd.


5.3 Comments of enterprises in the combination of working and learning on students

Employers think 98% of the students are qualified. In

the combination of working and learning for students

majoring in marketing, schools used to seek

cooperation with enterprises, but now enterprises take

their own initiative to cooperate with WXIT, because

the quality students bring win-win results.

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11Combination of domestic teaching contents and foreign teaching methods

22 Combination of theories and practices

33Combination of bilingual teachers and enterprise mentors

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5.5 Characteristic of Marketing Course

Feng zhenTel.: 0510-81838501E-mail:[email protected]

28Wuxi Institute of Technology

marketing wuxi institute of technology application for recognition under the jiangsu quality course...

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