课程代码：020864B Course Code：020864B
课程名称：营销模拟 Course Name： Decision Simulation of Marketing
学时：64 Periods：64
学分：4 Credits：4
考核方式：考查 Assessment：Inspection
先修课程：市场营销学、管理学、会计学 Preparatory Courses：Marketing, Management
财务管理等基础专业课。 Accounting, Financial Management, etc.
本课程侧重营销管理决策模拟。包括8个实战主题：实战主题一、准备：进行课程、电子沙盘盘面、流程、规则和实战竞争评比标准的介绍。实战主题二、市场营销单项决策：涉及市场分析、商品配送规划、促销规划、广告竞争、紧急交易和市场领导者地位；实战主题三、筹资：筹资渠道和筹资策略实战。实战主题四、投资：固定资产、无形资产的投资、投资策略与投资要点；实战主题五、生产管理：产程安排、原材料采购和库存。实战主题六：实际运营、交班盘点、运营流程、起始年运行和创业者系统操作。实战主题七、企业报表：报表分类与内容、日常业务报表、年度报表。实战主题八、总结报告：总结的内容和方法。通过团队互动的体验、反思、综合分析并再体验的螺旋式上升的体验学习方式，使学生们运用所学专业理论、技能和各类工具解决综合的营销、管理决策问题。
营销决策模拟引导学生全面灵活地运用营销以及相关的各学科的知识, 提高分析、判断和应变能力, 培养团队合作精神。营销决策模拟所具有的竞争性、趣味性、实用性是其它课堂教学形式难以比拟的。
本课程配套有企业竞争模拟平台（北京大学）、辅助决策工具（基于EXCEL）开发、在线互动教学平台（首经贸互动课堂）、学生专业社团（企业竞争模拟协会）及全国性赛事（CMC大赛）为教学辅助手段和教学延展活动。
This course focuses on marketing management decision-making simulation. It includes eight themes: first, preparing for a topic, sand, curriculum, process, the rules, and arrayed combat competition appraisal standard is introduced. Second, the financing channels and financing of financing strategy. Third, investment: actual theme of fixed assets, intangible assets investment, investment strategy and investments. Fourth, the actual production management: themes were arranged, raw materials procurement and inventory. Actual theme fifth, marketing management: analysis, advertising market competition, and emergency trading and market leader. Sixth: actual combat theme, including inventory and operation process, beginning in operation and entrepreneurs’ operating system. Seventh, the actual theme classification and enterprise statement: statements, the daily business reports, the content of the annual report. Eighth, the actual theme summary report: to summarize the contents and methods.
