### 课程定位 MKTG7501（Marketing Management）是 UQ 市场营销硕士的必修基础课。本课程旨在从‘创造客户价值’的视角出发，系统讲解现代营销决策的科学与艺术。它是培养具备全球视野的营销专家和品牌经理的起步点。 ### 学习内容 涵盖营销环境扫描、消费者决策模型、市场调研技术、STP 战略 (Segmentation, Targeting, Positioning) 以及整合营销组合 (4Ps/7Ps)。课程特别强调数字化时代的社交媒体营销、品牌资产构建以及营销伦理。 ### 课程结构 课程按 13 周循序渐进：前段建立市场洞察力（环境与行为）；中期聚焦核心战略制定（STP）；后期落实到具体的战术执行（产品、定价、渠道、推广）。考核由基于真实企业的营销计划书 (Marketing Plan)、情境报告及期末综合评估组成。
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