周次 章节名称 授课方式 教学目的 时间 2016.09.26 Chapter 7 Sports product concepts& Managing Sports Products 理论课 要求学生在学完此章后： 教学时数 4 Define sports products and differentiate between goods and services Explain how sports products and services are categorized Define branding and discuss the guidelines for choosing an effective brand name Discuss the branding process in detail Identify the dimension of service quality and goods quality Define product design and explain how product design is related to product quality 教学课堂讲授、课堂讨论 方法 教学1. 授课内容翔实、正确 要2. 帮助学生通过课堂练习牢固地掌握知识 求 1. 复习产品和服务的区别、产品的特征 2. 引出Branding、licensing，举例并解释。要求学生给出案例 3. New product的定义、类型、开发过程、产品的生命周期、影响产品成功的因素 教学内容 教学内容 讨论： Explain why successful new product development requires a customer-centered, team-based, and systematic effort. Why do products enter the decline stage of the product life cycle? Discuss marketers’ options at this stage. 教学 重新产品的定义、类型、开发过程、产品的生命周期 点 难点 讨 Is NBA’s (Adidas/Nike…) product development process customer centered? 论 Team based? Systematic？ 练 Will Hongshuangxi likely achieve its goals in markets where it does not 习 dominate, such as basketball/football? Why or why not? 作业 参考Matthews D. Shank. Sports Marketing: A Strategic Perspective. Routledge, 2014, 5th 资edition 料
