Examination outline of specialized courses (upgraded from junior college)
The first part of the management basic examination outline (150 points)
First, the examination requirements
Can accurately understand the important time, main schools, important people and their main contributions in the history of management thought development.
Can accurately understand the basic concepts, characteristics and influencing factors in management.
Be able to systematically understand the main contents of basic theories in management science and the basic contents and principles of various management functions.
Can flexibly use the basic theories and principles in management, analyze and solve practical management problems, and comprehensively summarize the basic management work.
Skillfully use various classification methods and tools in management, and master common methods in planning, decision-making, leadership and control.
Second, the examination content
Management and management science
Mastery: the definition, nature and function of management.
The Formation and Development of Management Theory
Understanding: the formation time, research focus, characteristics, relevant representatives and theoretical contributions of the main management theories.
Understanding: the main idea and representative figure of the main schools of modern management theory
Master: Taylor's scientific management theory; Fa Yueer's general management theory and Weber's administrative organization system theory; Mayo's interpersonal relationship management; Barnard's Social System Theory
decision-making
Understanding: the basic characteristics and elements of decision-making
Mastery: the basic concept of decision-making; Classification of decisions; Decision making process; Collective decision-making method
Application: decision-making method of activity planning
plan
Understanding: the method of organizing and implementing the plan
Understanding: the concept, nature, function and type of planning.
Mastery: the process of planning; The process of target management;
organization
Understanding: the meaning of organization and organizational design; Characteristics of organizational structure; Task principle of organizational design
Mastery: the basic form of organizational departmentalization and its advantages and disadvantages: hierarchical organization and management scope
Application: apply organizational theory to analyze problems.
manpower management/scheduling
Understanding: the task of human resource planning
Master: the principle of staffing; Significance, procedure and method of performance evaluation
Organizational change and organizational culture
Cognition: the general law of organizational change
Understanding: the driving force of organizational change; The resistance of organizational change and its management
Mastery: the significance of organizational change; The content of organizational change; Types and objectives of organizational change; The concept of organizational culture and its main characteristics; The content and function of organizational culture
leader
Understanding: the definition of leadership; The role of leaders and the basis of their rights.
Mastery: the basic types of leadership style; Theory of leadership behavior; Situational theory of leadership style
Application: apply leadership theory to analyze problems.
encourage
Cognition: the general form and practice of motivation
Understanding: the concept and object of motivation
Mastery: the content theory of motivation; Process theory of motivation; Motivation reinforcement theory
Application: apply the theory of motivation and the forms and methods of motivation to analyze problems.
10, control and control process
Understanding: the necessity of control;
Mastery: the type of control; The process of control; Characteristics of effective control
1 1, innovative function of management
Cognition: the basic content of innovative function
Understanding: the concept of innovation; Categories and characteristics of innovation
Mastery: the process of innovation; Organization of innovation activities
Third, the test questions
1, multiple choice question: about 30 points.
2. Multiple choice questions: about 20 points.
3. Short answer: about 30 minutes.
4. Composition topic: about 20 points
5. Calculation and analysis questions: about 30 points.
6. Case analysis: about 20 points.
The difficulty ratio of the test questions: the easy questions are about 40%, the moderately difficult questions are about 50%, and the more difficult questions are about 10%.
Reference book: Management, edited by Zhou Sanduo, Beijing: Higher Education Press, 2nd Edition, June 2005 +0 1.
Part II "Marketing" (150 mark)
First, the examination requirements
This course is an applied subject combining theory with practice. It has the characteristics of wide knowledge, strong practicality and strong strategy. Through the study of this course, candidates are required not only to master the basic theories and knowledge about marketing content and methods, but also to have the ability to analyze the market and solve marketing problems in enterprise management by using marketing theory.
Second, the examination content
1, Marketing and Marketing Science
Understanding: marketing and enterprise functions, the emergence and development of marketing.
Understand: the relevant theories and basic contents of marketing, and learn the significance and methods of marketing.
Master: market and related concepts, the meaning of marketing.
2. Marketing management philosophy and its implementation.
Understanding: value chain, market-oriented strategic planning,
Understanding: marketing management and concept, total quality marketing, customer-oriented organizational innovation, and the creation of knowledge-based enterprises.
Proficiency: enterprise-centered concept, consumer-centered concept, customer delivered value.
Application: the concept of taking the long-term interests of society as the center and the meaning of customer satisfaction.
3, planning enterprise strategy and marketing management process
Understanding: Understand and define the corporate mission and distinguish strategic business units.
Understanding: the characteristics of enterprise strategy, the process of enterprise strategic planning, and the planning and operation strategy.
Master: the hierarchical structure of enterprise strategy, planning investment portfolio, planning growth strategy and general process of marketing management.
Application: marketing mix.
4. Marketing environment
Understanding: the meaning of marketing environment.
Understanding: marketing activities and marketing environment.
Master: the characteristics of marketing environment, micro-marketing environment and macro-marketing environment.
Application: environmental analysis and marketing countermeasures.
5. Analysis of consumer market and buying behavior.
Understanding: the types of consumer buying behavior.
Master: the meaning and characteristics of the consumer market, external factors affecting consumers' buying behavior, internal factors affecting consumers' buying behavior, and participants in consumers' buying decision-making process.
Application: consumer purchase behavior mode, the main steps of consumer purchase decision-making process.
6. Organize market and purchase behavior analysis.
Understanding: the transaction orientation of producers, the participants in the middleman's purchase process, the middleman's purchase decision-making process, and the types of non-profit organization market.
Understanding: the main types of producers' buying behavior, systematic buying and selling, types of middlemen's buying, personal buying style of middlemen's buyers, and buying characteristics and ways of non-profit organizations.
Master: the concept and types of organizational market, the characteristics of organizational market, the participants of producers' purchase decision, the main factors affecting producers' purchase decision, and the analysis of government market purchase behavior.
Application: the purchasing decision-making process of producers.
7. Market research and forecast
Understanding: Information and its function, an ideal marketing information system.
Understand the connotation and characteristics of marketing information system and estimate the current market demand.
Master: the composition of marketing information system, the significance and function of marketing research, the types and contents of marketing research, the steps of marketing research, market demand measurement and market demand prediction methods.
Application: the method of market research.
8. Target marketing strategy
Understanding: the emergence and development of market segmentation strategy.
Understanding: the principle and theoretical basis of market segmentation.
Master: the role of market segmentation, market segmentation standards, market coverage model, strategic conditions for selecting target markets, concepts and methods of market positioning, steps and strategies of market positioning.
Application: Target market strategy.
9. Competitive marketing strategy
Understanding: customer value analysis.
Understand: the concept of industry competition, judge competitors' strategies and goals, evaluate competitors' strength and response, and the targets that enterprises attack and evade.
Master: business scope positioning and competitor identification, strategic principles of enterprise market competition.
Application: market leader strategy, market challenger strategy, market follower strategy and market niche strategy.
10, product strategy
Understanding: Optimize the analysis of product mix and the organization of new product development.
Understanding: the classification of products, the concept and types of new products, and the necessity of new product development.
Master: the overall concept of products, product mix and related concepts, product mix decision-making, the concept of product life cycle and its stage division, new product development procedures, new product adoption and diffusion.
Application: the characteristics and marketing strategies of each stage of product life cycle.
1 1, brand and packaging strategy
Understanding: brand renewal, brand expansion and brand management.
Understanding: the difference between brand and trademark, brand assets, brand existence, brand design, brand protection, packaging labels and packaging signs.
Master: the meaning of brand, the function of brand, the meaning, types and functions of packaging, and the design principles of packaging.
Application: brand combination, packaging strategy.
12, pricing strategy
Understanding: pricing objectives.
Understanding: price change response and price adjustment, regional pricing strategy, product portfolio pricing strategy.
Master: the main factors affecting pricing, cost-oriented pricing method, demand-oriented pricing method and competition-oriented pricing method.
Application: discount pricing strategy, psychological pricing strategy, differential pricing strategy, new product pricing strategy,
13, distribution strategy
Understanding: the phenomenon of goods fleeing and its rectification, logistics modernization.
Understanding: the meaning and function of distribution channel, distribution channel design, distribution channel management, logistics planning and management.
Master: the types of distribution channels, wholesale and wholesaler, retail and retailer, no-store retail, logistics and its functions, logistics customer service level, and the choice of logistics objectives.
Application: Factors affecting the choice of distribution channels.
14, promotion strategy
Understanding: salesman selection and training, salesman reward, salesman assessment and evaluation, advertising effect determination, public relations activities and workflow.
Understanding: the concept and types of advertising, the design principles of advertising, the concept and characteristics of personnel promotion, and the characteristics of sales promotion.
Master: the significance of promotion, the role of promotion, the quality of sales staff, the forms and strategies of promotion, the types and choices of advertising media, the concept and characteristics of public relations, and the role of public relations.
Application: promotion combination, promotion strategy and promotion method.
New fields and new concepts of marketing
Understanding: the rise of green marketing, integrated marketing communication, the changes brought by the Internet to traditional marketing, the morality of deontology, the position of marketing ethics in China, and the establishment of marketing ethics.
Understanding: the connotation of green marketing, the evolution of marketing concepts, the process system of relationship marketing, the main objectives of relationship marketing, and the meaning of marketing ethics.
Master: the characteristics of green marketing, the connotation of integrated marketing, 4C concept and 5R theory, integrated marketing execution, relationship marketing and its essential characteristics, and the application of Internet in marketing.
Application: the implementation of green marketing and the concrete implementation of relationship marketing.
Third, the test paper type and score structure
(1) Fill in the blanks: about 30 points.
(2) Multiple choice questions: about 30 points.
(3) Multiple choice questions: about 20 points.
(4) Short answer: about 30 points.
(5) composition topic: about 20 points.
(6) Case analysis: about 20 points.
The difficulty ratio of the test questions: the easy questions are about 40%, the moderately difficult questions are about 50%, and the more difficult questions are about 10%.
Exam book
Marketing (Second Edition) edited by Wu Jian 'an, Beijing: Higher Education Press, February 2004.