Evaluation Indicator System of Marketing Planning Ability Based on ANP
Department of Business Administration, Guilin University of Aerospace Technology, Guilin Guangxi 541004
The evaluation of “Marketing planning” curriculum in higher vocational colleges should pay attention to planning ability of students which requires a set of scientific evaluation indicator system of marketing planning ability, however, there is less in-depth study in this field, especially the quantitative research. Scientific evaluation indicator system of marketing planning ability should divide the elements of marketing planning ability reasonably, and should give them reasonable weight. Combined with document and the interview data, this paper will carry on the construction and analysis of the evaluation index system of marketing planning ability with Analytic Network Process (ANP), and use Super Decisions Software (SD) to carry on the corresponding calculation and verification. Finally a set of more scientific and reasonable evaluation indicator system of marketing planning ability will be summed up.
Key words: Marketing planning Ability / Evaluation Indicator System / Weight / Analytic Network Process
© Owned by the authors, published by EDP Sciences, 2014
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