《国际市场营销》英文课程标准.

Teaching Syllabus of International Marketing
Course Title:International Marketing
Applicable Specialty:International Trade of Higher Vocational Colleges
Credit Hour:72hours
Credit:4credits
1.Introduction
1.1Course Description
International Marketing is one of the basic specialized courses in major of International Trade in Vocational and Technical Colleges.It mainly covers the international marketing process, international marketing principles and marketing skills.This course has significant meaning for students in seeking jobs and working at companies that require them to analyse,position and expand the market.
On completion of this course,students will be able to：
●be familiar with the basic concept and theories of International Marketing,
●be familiar with the characteristics of International Marketing and the entire process of International Marketing
●plan marketing research projects,
●analyze and develop markets
●find solutions for the marketing issues based on rich practice of case studies, assignment of marketing reports
It is a fundamental course for continual business studies,and it helps building up students’capacities of discovering problems,analyzing problems and solving problems.It is based on principles of International Trade,International Marketing,and it provides substantial foundation for Network Marketing and International Management.
1.2Course Design
We design the curriculum content according to the international marketing practice by breaking the framework of textbooks,synthesizing all relative knowledge,and making the whole
teaching process consistent and practical.Following the three steps of“Recognizing International Marketing Opportunities-Marketing Planning-4Ps Marketing Mix and Integrated Marketing”,the whole teaching process also incorporates the theory of“Cultural Education”.
It connects the curriculum of International Marketing and practical operations and forms a mechanism based on“work units”,which is specified on“Recognizing International Marketing Opportunities-Marketing Planning-4Ps Marketing Mix and Integrated Marketing”3steps.We call this method“APIDEI”.A is“Assign”,and it means lecturers assign new tasks;P is“Practice”,and it means students need to accomplish the task according to requirements;I is“Instruct”,and it means students will gain the instructions from lecturers;D is“Discuss”,and it means students will discuss and communicate when tasks is accomplished;E is“Estimate”,and it means task will be evaluated when it is finished;I is“Improve”,and it means students will improve their theoretical understandings and practical skills.
The curriculum is designed as a“practical training”course.The organization of the curriculum is made by two rational cues.One cue is that students establish a virtual company and select products.Students then start their international business,from understanding the international marketing,analyzing international environment by using appropriate methods, analyzing consumers behavior and competitors to selecting target market and making the marketing plans and the final part is plan implementation,management and evaluation.Every single step is finished under the lecturers’supervision.Students have to hand in the reports and finish the training units once a step finishes.Every step has a big task and every big task has several sub-tasks.Through the task units training,students are expected to learn and digest marketing knowledge and academic requirements.
Another cue is that students in a virtual corporation choose an international Chinese enterprise at the very beginning stage and make it a typical sample.Following the above-mentioned international marketing business process,the students conduct the research based on the periodical assignment from the teacher and finally get a complete analytical report of the typical case.
Having finished the training under the guidance of the two cues,the students receive another training of software,in which they make up for the deficiency emerging in actual practice by means of online practice.For example,they learn how to deal with the relationships between
stakeholders like suppliers and buyers in competition.
We design the course by combining the theoretical knowledge with actual task-oriented practices.This pattern makes the teaching content module-based,task-based and real-practice-based.Meanwhile,it effectively fosters the students’abilities of learning,thinking and creating.Moreover,the pattern,by including cultural connotation in content,also improves the levels of the students’morality and spirit.
2.Course Objectives
The objective of International Marketing Research is to help students master the methods and processes of exploring international market.After learning this course,Students can discover consumers’needs,analyses macro-micro environment and consumers’behavior,identify target market,generate marketing strategy,and finally become competent for some different jobs,such as international business,e-commerce,marketing and freight forwarding services.
(1)Master the basic concepts and theories of international marketing,and understand the basic concept of marketing as well as its cultural meaning.
(2)Have a command of the whole operation procedure of international marketing.
(3)Get familiar with the characteristics of the current international marketing,master the capability of conducting international market research and analysis,and will expand the international market with honesty,pragmatism and creativity.
(4)Be able to choose the target market with appropriate strategies which consider both the enterprise and the surroundings.
(5)Master the approach to the design of4P marketing strategy.
(6)Improve the students’abilities to discover a problem,analyze the problem and solve the problem by means of practice,and foster their team spirit,oral expressiveness and innovation capacity.
(7)By fostering the students’professional quality,sense of social responsibility and sense of historical mission,make them become workers of a new generation who are honest,faithful and enterprising.
Professional Competency Objectives:
Have the capability of adopting appropriate approaches to collect primary data and conduct market survey with honesty and rigor.
●Have the capability of collecting secondary data,analyzing the whole environment of market and constantly monitoring the changes of cultural environment.
●Have the capability of segmenting the market according to the results of the survey and the differences between the cultures all over the world and then determining target market.
●Have the capability of making analysis of SWOT by considering the enterprise’s own resources and environment,and designing4P marketing plan with the consideration of the enterprise’s mission and social responsibility.
3．Curriculum content and requirements
No.Content Task Skill Requirements Knowledge Requirements Credit Hours
1Understanding
International
Marketing
Task1:
Understanding
International
Marketing
•Understanding of notion of
International marketing
•Differentiate domestic marketing and
international marketing
•Discuss the theories of international
marketing
•Discuss why companies go for
international marketing
•Definition of international
marketing
•Features and development of
international marketing
•The development of
Company’s international
marketing
•Motivation of international
marketing,difference in various
international markets
4
2Recognition of
International
Marketing
Opportunities
Task1:
International
market
research
•Compare different research methods
•Make a market research plan and
design survey
•Survey
•Data results discussion
•Meaning,features and
sources of International
information,
•Objectives,content and plans
of market research
•Research methods
4
Task2:
Macro&
Micro
Environment
analysis
•Accomplish Macro&Micro
Environment analysis reports
•Macro international
marketing environment
•Micro international
environment
•SWOT
6
Task3:
International
consumer
behavior
analysis
•List a table and compare differences in
international end-users market and
organizational markets
•Propose marketing strategies for
consumers in different buying stages.
•Analyze consumers’behavior based on
•Concept of international
consumers markets
•International end-users
analysis
•International organizational
consumers analysis
6
the data of survey
3Select target
markets and
plan
strategy
Task1:
Select target
markets
•Based on the collected data(from
markets and corporations),analyze the
international markets of a selected
product
•Based on the results of survey,using
STP to make market segmentation and
positioning
•Meaning and method of
market segmentation
•Selection of international
target markets
•Positioning of international
target markets
8
Task2:
Market entry
approaches
•Compare different market entry
approaches
•Based on results of survey,discuss the
appreciate market entry approach
•Meaning and features of
market entry approaches
6
Task3:
International
marketing
strategies
development
•Select pilot products and specific
products and discuss applicability of
Porter’s competition strategy
•Using a product to discuss integrated
marketing strategy
•Meaning of international
marketing strategy
•Common international
marketing strategies
•International marketing
strategy planning
•Market competition strategy
•Integration marketing
strategy
6
4Develop
International
Marketing4P
Strategy
Task1:
International
product
strategy
•Based on the results of survey,discuss
products in product life cycle and
marketing strategy
•Select and design international product
strategy
•Discuss international product brand
strategy
•Product and product portfolio
concept
•International product life
cycle and new product
development
•International product brand,
trademarks and packaging
•Global product strategy
8
Task2:
International
pricing
strategy
•Discuss how to choose the pricing
strategy in international marketing
•Objectives and procedure of
international company’s pricing
•Methods of international
pricing
•International pricing
strategies
6
Task3:
International
marketing
distribution
strategies
•Compare cross border E-distribution
channels and traditional channels
•Base on the results of survey,discuss
how to choose distribution channels
•Discuss the main points of
international distribution channels
management
•Meaning and types of
international marketing
distribution channels
•Meaning,development and
features of cross border
E-distributors
•Strategies of international
distributional channels
6
•International distributional channels management
Task4: International promotion strategy •Discuss business manners of
international marketers,how to improve
communication capacity?Select a
product for personal selling role play
•Select a company crisis for discussion,
deign a plan for crisis management
•Base on the results of survey,design a
promotion plan
•Definition of international
advertisement
•Characteristics of
international marketers,
manners
•Definition of promotion
•Definition of public relation
•Meaning of direct marketing
8
5International
marketing
management
Task1:Internati
onal
marketing
management
•Select one luxury products in
international markets,and discuss its
brand management strategies
•International marketing plan,
management and control
•Definition of risk
management
•Definition of brand
management
4
合计72
4.Recommendation for implementation
4.1Textbook Compilation
This course should select excellent textbook for vocational students,training guide books, textual research materials and other reference books,combined with online teaching,in order to meet students’needs in preview,classroom learning,after-school review,extracurricular self-study and experimental training at different stages.Some conditional teaching institutions assist teaching through building course teaching website.
4.2Recommendation for teaching
Teachers shall apply various teaching methods such as Project-driven teaching method, typical case analysis method,written and oral report method,brainstorming method,guiding text approach to promote interaction among teachers and students,so that students can“learn
by doing,learning to do”.It is of great benefit to stimulate students’interest in learning.
4.3Teaching assessment
This course sets up diverse evaluation system which combines formative assessment with summative assessment.The proportion of grades are suggested as follows:
Evaluation Elements Proportion of Grades
Final written examination30%
Formative assessment Written report of periodical project20% Oral report of each project and answering questions20% Team assessment5% Self-learning5% Field trip to an enterprise and market survey10% Self-assessment,mutual assessment10% Total100%
4.4The development and utilization of teaching resources
4.4.1Focusing on the development and construction of multimedia courseware,teaching syllabus,training syllabus,training platform,independent learning platform,exercises sets,case set,test database and other teaching resources.
4.4.2Developing online teaching resources,and gradually put the curriculum online, expanding transmission and dissemination of knowledge,establish online platform for effective teacher-student interaction and independent learning.。