Spotlight on Professor Jiang Jing
IMBA's Marketing Management Course
The course of Marketing Management for International MBA students this term was taught by Professor Jiang. This course not only includes macro marketing concepts as marketing theories, but also micro consumer behavior and organizational behavior in marketing environment. Professor Jiang has rich overseas studying as well as overseas working experience, which makes her teaching mode and her interaction with students in class similar to those in foreign classrooms. Besides, Professor Jiang has her own unique teaching styles.
Firstly, in order to effectively group the class, Professor Jiang asked students to introduce their backgrounds as well as working experiences and then formed groups of diverse backgrounds. Every group was composed of exchange students and domestic students, those with and without marketing background, and equal gender distribution. The diversity of the groups contributed to efficient group work.
As for her teaching mode, Professor Jiang combines theoretical explanations and practical interactions with students thus motivating them to take part in class discussions. Due to the diverse student backgrounds, it was very challenging to meet everyone’s needs and to promote participation in class discussions. However, Professor Jiang managed it extremely well. Professor Jiang allowed students from different cultures to express their opinions on the marketing environment and culture differences when introducing the chapter of marketing environment. This enhanced the exchange of ideas and class discussion.
Generally, Professor Jiang often raised questions that challenged students to think outside the box. This motivated students to think about the same question from different perspectives, which eventually enriched everyone’s experiences in analyzing and solving problems. It also really helped in training students’ comprehensive thinking abilities. For example, when introducing international marketing environment and marketing strategies of liquor products, Professor Jiang mentioned the limitation of legal drinking age in different cultures, and conducted a small survey among exchange students regarding the legal drinking age in Germany, Sweden, Japan, etc. The results indicated that the legal drinking age was quite different in different cultures, which made students truly understand the importance of marketing environment for implementing marketing strategies.
In order to effectively convey marketing theories and concepts to students, Professor Jiang would compare similar concepts to deepen students’ comprehension and grasp of key concepts. For instance, when introducing the process of organizational buying decision, Professor Jiang compared and analyzed the decision-making process of individual consumers and that of businesses. Specifically, the former includes five steps: Problem Recognition → Information Search → Alternative Evaluation → Purchase Decision → Post-purchase Evaluation, while the latter includes eight steps: Problem Recognition → General Need Description → Product Specification → Supplier Search → Proposal Solicitation → Supplier Selection → Order-routine Specification → Performance Review. Through comparison, the differences between these two kinds of purchasing decisions are clearly shown, which helped students immensely. However, in actual purchasing decisions, not all stages are necessary for consumers or businesses. In terms of purchases that do not require all of the stages, Professor Jiang motivated students to think about what kinds of product categories are purchased easily and the purchase process is quite simple. Since all MBA students are consumers, this question was quite familiar to them, which really motivated their enthusiasm of participating in discussion.
In conclusion, the Marketing Management course taught by Professor Jiang won over IMBA students’ hearts and received very positive feedback.
Written by TA Xiushuang Gong