市场营销学教学大纲双语(电子商务)

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《市场营销学》课程教学大纲

《市场营销学》课程教学大纲一、课程基本信息课程名称：市场营销学课程英文名：Market ing 适用专业：管理类专业课程性质：专业必修课二、教学目的及要求市场营销学是在西方发达国家诞生并发展起来的一门新兴学科，是现代企业经营管理经验的总结。

随着我国社会主义市场经济体制的逐步建立与完善，研究和掌握市场营销理论并加以运用，已不仅仅是工商企业和经济部门的事，而且包括文化、教育、卫生、科技在内的各行各业都在探讨如何针对目标市场的需要，组织好本单位的工作。

因此，通过《市场营销学》的教学，目的是使学生比较系统地、全面地、客观地了解和掌握市场营销学的基本理论，吸收和借鉴当今国内外市场营销理论的新观点、新方法，对市场营销学的内容有一个比较全面的认识，以适应社会发展和本人发展的需要。

教学要求：重点突出，通俗易懂，注重适用性、实用性。

时分配四、教学环节1、课堂授课：以教学大纲为依据，以文字教材为基础，结合中外企业的典型案例，主要讲述本课程的重点、难点、疑点，帮助学生了解和掌握本课程的知识点。

2、研究讨论：理论联系实际，提倡研究型学习，积极组织开展形式多样的课堂讨论，培养学生思考问题、分析问题、解决问题的能力。

3、案例分析与作业训练：根据课程要求，组织学生设计和分析企业案例，并通过作业训练，深化对教学内容的理解和掌握。

4、自我阅读：自我阅读是学生系统掌握学科知识、扩大理论应用能力的重要方式，在各个教学环节中都应注意培养与提高学生的阅读理解能力。

5、考核：考核是检查教与教学效果的重要形式，是教学环节不可缺少的组成部分，是保证教学质量、培养合格人才的重要手段，必须予以高度重视。

总成绩=平时成绩（20%）+考试成绩（80%）。

五、教学内容第一章市场营销导论学习目的和要求：1. 熟悉市场营销及其相关概念，明确市场营销职能，掌握市场营销的任务；2. 了解市场营销学的产生和发展，掌握市场营销学的内容体系和研究方法，理解市场营销的重要意义；3. 正确认识市场营销观念的变化过程。

市场营销教学大纲双语

Teaching and Learning Outline of the Principles ofMarketing(市场学教学大纲)Name（名称）: Principles of MarketingPrevious courses needed（先修课程）: Economics, Organizational Behavior, Management, etc. Application（适用专业）: Undergraduates and postgraduates specialized in business management and marketing, etc.Course Brief Introduction（课程简介）This course aims at introducing the concept and connotation of the latest theories for the marketing, the means of the transformation between the theory and the practices of marketing and the marketing tools and their use in the practical operation. In the meanwhile, it tries to make students get familiar with the tracks to promote the function of marketing through the customer profitable relationship management so that a better, quick-reaction and more competitive organization by modern marketing management practices should be established. What’s more, it shows the theories and the operational style of the marketing strategy and the global marketing and their relations to the students in order that they will become qualified marketers.Features and Targets of the Course（课程性质和目的）This course belongs to the professional one, by which the students can bathe in the advanced marketing ideas, master the basic principles of the last marketing, its connotation and tools and resolve the actual problems by them.Course Contents（课程内容）Chapter 1 Production and Development of Marketing1.Production of Marketing2.Development of MarketingChapter 2 Marketing Philosophy1.Production Concept2.Product Concept3.Selling Concept4.Marketing Concept5.Social Marketing Concept6.Mega-Marketing ConceptChapter 3 Analysis of Marketplace and Marketing Environment1.Implication and Classification of Marketplace2.Implication and Features of Marketing Environment3.Analysis of Macro-Marketing Environment4.Analysis of Micro-EnvironmentChapter 4 Analysis of Market Behavior1.Analysis of Competitors2.Analysis of Consumer Market Purchasing Behavior3.Purchasing Behavior Analysis of Organizational MarketChapter 5 Market Segmentation, Targeting and Positioning1.Market Segmentation2.Market Targeting3.Market PositioningChapter 6 Marketing Strategies1.Generalities2.Business Determination Adapt to the Marketing Strategy3.Varieties of the Marketing StrategyChapter 7 Marketing Competitive Strategies1. Five Basic Competitive Forces2.Basic Competitive Strategiespetitor Ranking and Marketing Competitive StrategyChapter 8 Marketing Engineering1.Origin and Development of the Marketing Engineering2.Connotation and Elements of the Marketing Engineering3.Marketing Engineering MethodsChapter 9 Marketing Investigation and Market Forecast1. Marketing Information Systems2.Marketing Research3.Marketing ForecastingChapter 10 Product Strategie1. Generalities2.Product Policies3.Product Positioning4.Product Strategies5.BrandsChapter 11 Price Strategies1. Factors Affecting Pricing2.Elementary Pricing Methods3.Basic Pricing StrategyChapter 12 Place Strategies1.Basic Types and Features of Place2.Choice Tactics of Place3.Wholesalers and RetailorsChapter 13 Promotional Strategies1.Generalities2.Sales Promotion3.Public Relation4.AdvertisingChapter 14 Marketing Management1.Marketing Planning2.Marketing Organization3.Marketing Control4.Marketing AuditChapter 15 Other Marketing Orientations1.Service Marketing2.Experiential Marketing3.International Marketing4.Social MarketingTeaching Materials and Reference[1] Philip Kotler, Gary Armstrong.Principles of Marketing, Eleventh Edition, 清华大学出版社, October, 2007[2] 梁东、刘建堤、孙安彬、谭学英等，《市场营销学》，清华大学出版社, 2007年6月。

《电子商务(英)》-课程教学大纲

《电子商务（英）》课程教学大纲一、课程基本信息课程代码：16065502课程名称：电子商务（英）英文名称：Introduction to Electronic Commerce课程类别：专业课学时：32学分：2适用对象：本科英语专业三四年级学生考核方式：笔试先修课程：《当代商学概论》二、课程简介随着互联网在上世纪末的快速发展，越来越多的企业通过网络平台来加强与用户、商业伙伴以及员工之间的交流，提高企业生产管理效益。

《商务英语－电子商务》作为电子商务的入门课程，旨在为对网络商务感兴趣的同学提供系统学习的机会，开阔他们的视野，帮助他们初步了解电子商务在各个商业领域的应用，并通过实操进一步了解电子商务领域涉及的一些管理和技术动向。

本课程主要介绍电子商务的性质、电子商务的实现和管理、电子商务给企业带来的契机、以及电子商务的局限和风险等。

除电子商务领域的基本知识外，学生将接触电子商务领域一些实用性强、具有创新性和前瞻性的观点，并有机会策划创建自己的电子商务网站。

本课程是一门面向本科英语专业三四年级学生的选修课，每次讲授一个学期，每周2学时，共32学时，学生根据兴趣和时间安排自由选择参加。

授课方式以教师讲解为主，学生主题发言、学生讨论和练习为辅。

课堂教学采用中国高等教育出版社和美国Pearson Education出版集团出版的《电子商务》。

由于时间有限，部分章节的内容可根据具体情况合并或省略。

With the phenomenal growth of Internet over the last decade, having an online presence has become a primary concern of today’s business manage ment that endeavors to reach out to its customers, collaborate with its partners and support its employees in most efficient fashion. Introduction to Electronic Commerce serves as an introductory course that aims to provide those who are interested in online business with a broad overview and an insightful exploration of the roles of E-business in a modern corporation from different perspectives. The purpose of this course is to describe what EC is; how it is being conducted and managed; and its major opportunities, limitations, issues, and the risks. Apart from being introduced the fundamental EC notions and applications, students will be exposed to innovative and practical E-commerce ideas and allowed chances to design their own E-commerce solution through in-class and out-of-class activities, plus a basic set of hands-on skills in developing a pilot E-commerce website.In addition, this course will be using many examples, past and up-to-date, to introduce the development of EC in China, especially the science and technology development such as AI, quantum computing, etc. that have enabled EC popularity, to raise Ss’ awareness of both technological and business innovation in the Information Age and China’s contribution in this regard; to build Ss’ confidence and pride in themselves as well as in the nation; and to encourage Ss to think critically not only in matters of electronic business, but also in how life and society has been affected by the introduction of the latest technology developments, e.g., information cocoon and populism rekindled by social media, etc.This course is a selective course for third-year and fourth-year students at the School of Foreign Languages. It lasts one semester, or 32 academic hours in all. The teaching process consists of instructor’s lectures, thematic speech by students, discussion among students and in-class and out-of-class online practice. Textbook assigned for this course is Electronic Commerce by Efraim Turban, published by the Higher Education Press of China and the Pearson Education Group of the US.三、课程性质与教学目的《电子商务（英）》属于商务英语专业学生的后期教学，是对学生商务知识的必要扩充。

国际市场营销(双语)课程教学大纲

《国际市场营销》（双语）课程教学大纲一、课程简介课程类别：专业课开课单位：工商管理系授课对象：本科市场营销专业学时与学分：36学时；2学分使用教材：Warren J.Keegan and Mark C.Green，《全球营销学》第四版（Global Marketing, Fouth Edition），中国人民大学出版社，2005年9月参考教材：[美]菲利普·R·凯特奥拉，《国际营销》（International Marketing），机械工业出版社，2003年1月二、教学目的与教学要求：1.本课程教学目的是：介绍由经济与金融、社会与文化、政治与法律等方面构成的全球商务环境，进而从环境和战略的角度讨论企业的全球营销策略和方式；介绍一整套先进的概念和分析工具（如价值链分析框架、产品贸易周期模型、国际产品生命周期理论、管理导向类别框架、杠杆理论、资源外取理论、全球战略伙伴关系、全球当地化整合原理和国家竞争优势分析框架等）；启迪和帮助学生在全球营销中把握发展战略，成功创作和实施4P（产品、价格、分销、促销）策略组合的途径；帮助学生运用英语学习专业知识，提高学生地英语使用能力。

2.教学要求：①对于教师，具体的要求有：双语授课，英语授课课时比例大约50%；使用原版英文教材；理论讲解与案例讨论相结合；②对于学生，具体的要求有：必须先修完“市场营销”；英语达到4级水平3.考试方式和成绩计算：采用全英文考试；平时成绩占10%，期中占20%，期末占70%。

第一章Introduction to Global Marketing学时：2 周，共 3 学时教学重点：全球化和全球本地化的概念、全球营销的管理取向、影响全球一体化和全球营销的因素。

教学难点：全球营销的管理取向、影响全球营销的因素。

教学内容：1.Overview of Marketing(1)Competitive advantage(2)Globalization(3)Global Industries2.Global Marketing: What It Is and What It Isn’t3.The Importance of Global Marketing4.Management Orientations(1)Ethnocentric Orientation(2)Polycentric Orientation(3)Regiocentric(4)Geocentric orientations5.Forces Affecting Global Integration and Global Marketing(1)Driving Forces(2)Restraining Forces6.Outline of this book本章考点：1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?2.What is mean by “global localization”? Is Coca-Cola a global product? Explain.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.6.Identify and briefly describe some of the forces that have resulted in increasedglobal integration and the growing importance of global marketing.7.Define leverage and explain the different types of leverage utilized by companieswith global operations.本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropeanPerspective》, Pearson Education Limited，20012.菲利普 R.凯特奥拉，约翰 L.格雷厄姆，《国际营销》，中国人民大学出版社，20053.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，20046.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，2003第二章The Global Economic Environment学时：2 周，共 4学时教学重点：国家发展阶段，产品饱和度，经济合作协议教学难点：国家发展阶段，国际结算，国际金融教学内容：1.The world Economy: An overview2.Economic systems(1)Market Capitalism(2)Centrally Planned Socialism(3)Centrally Planned Capitalism and Market Socialism3.Stages of Market Development(1)Low-Income Countries(2)Lower-Middle-Income Countries(3)Upper-Middle-Income Countries(4)Marketing Opportunities in LDCs and Developing Countries(5)High-Income Countries(6)The Triad(7)Marketing Implications of the stages of Development4.Banlance of Payments5.World Trade in Merchandise and Services6.Overview of International Finance(1)Managed Dirty Float(2)Foreign Exchange Market Dynamics(3)Purchasing Power Parity(4)Economic Exposure(5)Managing Exchange Rate Exposure本章考点：1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.3. A manufacture of satellite dishes is assessing the world market potential forhis products. He asks you if he should consider developing countries as potential markets. How would you advise him?4.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMsare ranked. What does the result tell you in terms of the relevance of the index to global marketers?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropeanPerspective》, Pearson Education Limited，20012.菲利普 R.凯特奥拉，约翰 L.格雷厄姆，《国际营销》，中国人民大学出版社，20053.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，20046.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，2003年第三章Social and Cultural Environments学时：2 周，共3学时教学重点：高背景文化和低背景文化、马斯洛的需求层次说、霍夫斯泰德德文化类型说以及自参考标准教学难点：霍夫斯泰德文化类型说、自参考标准和文化差异和相似性教学内容：1.High- and Low-Context Cultures2.Hofstede’s Cultural Typology3.The Self-Reference Criterion and Perception4.Diffusion Theory+(1)The Adoption Process(2)Characteristics of Innovations(3)Adopter Categories(4)Diffusion of Innovations in Pacific Rim Countries5.Marketing Implications of Social and Cultural Environments本章考点：1.What are some of the elements that make up culture? How do these find expressionin your native culture?2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.3.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?4.Explain the self-reference criterion. Go to the library and find examples ofproduct failures that might have been avoided through the application of the SRC.pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.菲利普 R.凯特奥拉，约翰 L.格雷厄姆，《国际营销》，中国人民大学出版社，20053.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，20046.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，2003第四章The Legal and Regulatory Environments of Global Marketing学时：2 周，共 3 学时教学重点：普通法和成文法、专利和商标、许可贸易、法庭裁决和仲裁方式、管理环境教学难点：专利和商标、许可贸易、各种政府和民间组织教学内容1.The Legal Environment(1)Common Law Versus Civil Law(2)Sidestepping Legal Problems: Important Business Issues(3)Conflict Resolution, Dispute Settlement, and Litigation2.The Regulatory Environment(1)Regional Economic Organizations: The European Union Example本章考点：1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?2.Describe some of the sources of political risk. Specially, what forms canpolitical risk take?3.Briefly describe some of the differences between the legal environment of acountry that embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasonsconflicts arise in the first place. Identify and describe several legal issues that relate to global commerce.5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，2003第五章Global Information Systems and Market Research学时：2 周，共 3 学时教学重点：市场信息的来源、正式的市场调查研究步骤教学难点：市场调查研究步骤，一体化的市场信息收集教学内容：rmation Technology for Global Marketingrmation subject agenda and environmental scanning modes3.Sources of market information4.Formal market research(1)Step1: Identify the Information Requirement(2)Step2: Problem Definition---Overcoming the SRC(3)Step3: Choose Unit of Analysis(4)Step4: Examine Data Availability(5)Step5: Assess Value of Research(6)Step6: Research Design(7)Step7: Analyzing Data(8)Step8: Presenting the Findings(9)Headquarter’s Control of Marketing Research(10)An Integrated Approach to Information Collection本章考点：1.Explain two information technology puts powerful tools in the hands of globalmarketers.2.What are the different modes of information acquisition? Which is the mostimportant for gathering strategic information?3.Outline the basic steps of the market research process.4.What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?5.Describe some of the analytical techniques used by global marketers. When isit appropriate to use each technique?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，20038.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002第六章Segmentation, Targeting, and Positioning学时：2 周，共 3 学时教学重点：全球细分、选择目标市场、全球定位、产品市场决策、高科技和高感性定位教学难点：选择目标市场及定位、高科技和高感性定位教学内容：1.Global Market Segmentation(1)Demographic Segmentation(2)Psychographic Segmentation(3)Behavior Segmentation(4)Benefit Segmentation(5)Ethnic Segmentation2.Assessing Market Potential and Choosing Target Markets or Segments(1)Current Segment Size and Growth Potential(2)Potential Competition(3)Feasibility and Compatibility(4)A Framework for selecting Target Markets3.Product-Market Decisions4.Target Market Strategy Options(1)Standardized Global Marketing(2)Concentrated Global Marketing(3)Differentiated Global Marketing5.Positioning(1)Attribute or benefit(2)Quality and Price(3)Use or User(4)Competitor(5)Global, Foreign, and Local Consumer Culture Positioning本章考点：1.differentiate the five basic segmentation strategies. Give an example of acompany that has used each one.2.Explain the difference between segmenting and targeting.pare and contrast standardized, concentrated, and differentiated globalmarketing. Illustrate each strategy with an example from a global company.4.What is positioning? Identify the different positioning strategies presentedin the chapter and give examples of companies or products that illustrate each.5.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?6.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.本章参考文献：1. Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，20038.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，2002第七章Global Market Entry Strategies:Licensing, Investment, and Strategic Alliances学时：2 周，共4 学时教学重点：许可和合营、市场扩张战略、投资扩张和战略联盟教学难点：全球战略合作伙伴概念、市场扩张战略教学内容：1.LicensingSpecial Licensing Arrangements2.Investment(1)Joint Ventures(2)Investment via Ownership or Equity Stake3.Global Strategic Partnerships4.The Nature of Global Strategic Partnerships(1)Success Factors(2)Alliances with Asian Competitors(3)CFM International, GE, and Snecma: A Successful Story(4)AT&T and Olivertti: A Failure(5)Boeing and Japan: A Failure(6)International Partnerships in Developing Countries5.Cooperative Strategies in Japan: Keiretsu6.Cooperative Strategies in South Korea: Chaebol7.Twenty-First Century Cooperative Strategies: Targeting the Digital Future8.Market Expansion Strategies本章考点：1.What are the advantages and disadvantages of using licensing as a market entrytool? Give examples of companies from different countries that use licensing as a global marketing strategy.2.What is foreign direct investment? What forms can FDI take?3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuableto Ford---the physical assets or the name?4.What is meant by the phrase global strategic partnership? In what ways does thisform of market entry strategy differ from more traditional forms such as joint ventures?5.What are Keiretsu? How does this form of industrial structure affect companiesthat compete with Japan or that are trying to enter the Japanese market?6.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，20038.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，20029.吴声功，《跨国公司经营管理》，上海人民出版社，2003第八章Product and Brand Decisions学时：1 周，共 2 学时教学重点：产品和品牌概念、原产国因素、地域扩张、全球营销中的新产品开发教学难点：地域扩张、全球营销中的新产品开发教学内容：1.Basic product and brand concepts(1)Product Types(2)Brands(3)Local Products and Brands(4)International Products and Brands(5)Global Products and Brands(6)Global Brand Development(7)Local Versus Global Products and Brands: A Need-Based Approach2.Country of origin as brand element3.Packaging(1)Labeling(2)Aesthetics4.Product warranties5.Extend, Adapt, Great: strategic alternatives in global marketing(1)Strategy1: Product-Communication Extension(2)Strategy2: Product Extension-Communication Adaptation(3)Strategy3: Product Adaptation-Communication Extension(4)Strategy4: Product-Communication Adaptation(5)Strategy5: Product Invention(6)How to Choose a strategy6.New products in global marketing(1)Identifying New-Product Ideas(2)New-Product Development(3)The International New-Product Department(4)Testing New Products本章考点：1.What is the difference between a product and a brand?2.How do local, international, and global products differ? Cite examples3.What are some of the elements that make up a brand? Are these elements tangibleor intangible?4.What criteria should global marketers consider when making product designdecisions?5.How can buyer attitudes about a product’s country of origin affect marketingstrategy?6.Identify several global brands. What are some of the reasons for the globalsuccess of the brands you chose?7.Briefly describe various combinations of product-communication strategiesavailable to global marketers. When is it appropriate to use each?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.杨建新，《产品生命周期评价方法及应用》，气象出版社，20028.胡树华，《产品开发设计的功能成本分析》，科学出版社，20019.李倩茹，《新产品开发、定位和销售》，广州经济出版社，2002第九章Pricing Decisions学时：1 周，共 2学时教学重点：全球定价目标和策略、影响定价决策的环境因素、灰色市场、倾销、转移定价、反向贸易教学难点：全球定价策略、灰色市场、倾销、抵销、反向贸易教学内容：1.Basic pricing concepts2.Global pricing objectives and strategies（1）Market Skimming and Financial Objectives（2）Penetration Pricing and Nonfinancial Objectives（3）Companion Product “Razors and Blades” Pricing（4）Target Costing（5）Calculating Prices: Cost-based Pricing and Price Escalation（6）Terms of Sale3.Environment influences on pricing decisions(1)Currency Fluctuations(2)Inflationary Environment(3)Government Controls, Subsidies, and Regulations(4)Competitive Behavior(5)Using Sourcing as a Strategic Pricing Tool4.Global pricing: three policy alternatives(1)Extension or Ethnocentric(2)Adaptation or Polycentric(3)Geocentric5.Gray market goods6.Dumping7.Price fixing8.Transfer pricing(1)Tax Regulations and Transfer Prices(2)Sales of Tangible and Intangible Property(3)Competitive Pricing(4)Importance of Section 482 Regulations9.Countertrade(1)Barter(2)Counterpurchase(3)Offset(4)Compensation Trading(5)Switch Trading本章考点：1.What are the basic factors that affect price in any market? What considerationsenter into the pricing decision?2.Define the various types of pricing strategies and objectives available to globalmarketers.3.Identify some of the environmental constraints on global pricing decisions.4.Why do price differences in world markets often lead to gray marketing?5.What is dumping? Why was dumping such an important issue during the Uruguay Roundof GATT negotiations?6.What is transfer price? Why is it an important issue for companies with foreignaffiliates? Why did transfer pricing in Europe take on increased importance in 1999?7.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?pare and contrast the different forms of countertrade.本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，20038.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，20029.吴声功，《跨国公司经营管理》，上海人民出版社，2003第十章Global Marketing Channels and Physical Distribution学时：1 周，共 2 学时教学重点：分销渠道管理、建立和保持渠道中介、全球零售业、物流管理教学难点：全球零售渠道、物流管理教学内容：1.Channel objectives2.Distribution channels :terminology and structure(1)Consumer Products and Services(2)Industrial Products3.Establishing channels and working with channel intermediaries4.Global retailing5.Innovation in global retailing6.Physical distribution, supply chains, and logistics management(1)Order Processing(2)Warehousing(3)Inventory Management(4)Transportation(5)Logistics Management: A Brief Case Study本章考点：1.In what ways can channel intermediaries create utility for buyers?2.What factors influence the channel structures and strategies available to globalmarketers?3.What is cherry picking? What approaches can be used to deal with this problem?pare and contrast the typical channel structures for consumer products andindustrial products.5.Identify the different forms of retailing and cite an example of each form.Identify retailers from as many different countries as you can.6.Identify the four retail market expansion strategies discussed in the text. Whatfactors determine the appropriable mode?7.What special distribution challenges exist in Japan? What is the best way fora non-Japanese company to deal with these challenges?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.李飞，《分销渠道》，清华大学出版社，20038.邹树彬，《分销渠道管理》，广东经济出版社，2000第十一章Global Marketing Communications Decisions:Advertising and Public Relations学时：1 周，共2学时教学重点：全球广告、全球媒体决策、公共关系和公众度教学难点：全球广告、世界各地的公关差异教学内容：1.Global advertisingGlobal Advertising Content: The “Standardization”versus “adaptation”Debate2.Advertising agency: organizations and brandsSelecting an Advertising Agency3.Creating global advertising(1)Art Directors and Art Direction(2)Copy(3)Cultural Considerations4.Global media decisions(1)Media vehicles and expenditures(2)Media Decisions5.Public relations and publicity(1)The Growing Role of Public Relations in Global Marketing(2)Communications(3)How public relations practices differ around the world本章考点：1.In what ways can global brands and global advertising campaigns benefit acompany?2.How does the “standardized versus localized” debate apply to advertising?3.What is the difference between an advertising appeal and creative execution?4.When creating advertising for world markets, what are some of the issues thatart directorsand copywriters should take into account?5.How do the media options available to advertisers vary in different parts ofthe world? What can advertiser do to cope with media limitations in certain countries?6.How does public relations differ from advertising? Why is PR especially importantfor global companies?7.What are some of the ways public relations practices vary in different partsof the world?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，20038.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，20029.吴声功，《跨国公司经营管理》，上海人民出版社，200310.张映红，《公共关系管理》，北京经济学院出版社，200311.周广华，《促销管理实战》，广东经济出版社，2003第十二章Strategic Elements of Competitive Advantage 学时：1 周，共2学时教学重点：行业分析（影响竞争的因素）、竞争优势、全球竞争和国家竞争优势教学难点：竞争优势、全球竞争和国家竞争优势教学内容：1.Industry analysis: forces influencing competition(1)Threat of New Entrants(2)Threat of Substitute Products(3)Bargaining Power of Buyers(4)Bargaining Power of Supplier(5)Rivalry Among Competitorspetitive advantage(1)Generic Strategies for Creating Competitive Advantage(2)The Flagship Firm: The Business Network with Five Partners(3)Creating Competitive Advantage via Strategic Intent3.Global competition and national competitive advantage(1)Demand Conditions(2)Related and Supporting Industries(3)Firm Strategy, Structure, and Rivalry(4)Chance(5)Government4.Current issues in competitive advantage本章考点：1.How can a company measure its competitive advantage? How does a firm know ifit is gaining or losing competitive advantage? Cite a global company and its source of competitive advantage.2.Outline Porter`s five forces model of industry competition. How are the variousbarriers to entry relevant to global marketing?3.How does the five partners, or flagship model, developed by Rugman and D`Avenidiffer from Porter`s five forces model?4.Give an example of company that illustrates each of the four generic strategiesthat can lead to competitive advantage: overall cost leadership, cost focus, differentiation, and differentiation focus.5.Briefly describe Hamel and Prahalad`s framework for competitive advantage.6.How can a nation achieve competitive advantage?7.According to current research on competitive advantage, what are some of theshortcomings of Porter`s models?8.What is the connection, if any, between national competitive advantage andcompany competitive advantage? Explain and discuss.本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，20038.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，20029.吴声功，《跨国公司经营管理》，上海人民出版社，2003第十三章The Digital Revolution and Global Electronic Marketplace学时：1 周，共2 学时教学重点：行业集中、价值网络和分裂性科技、全球电子营销、移动商业和无线连接教学难点：行业集中、价值网络、全球电子营销教学内容：1.The digital revolution: a brief history2.Convergence3.Value-Networks and disruptive technologies4.Global E-Commerce5.Web site design6.New product and servicesBroadband7.Mobile commerce and wireless connectivity(1)Smart Cell Phones(2)Internet Phone Service8.Conclusion本章考点：1.Briefly review the key innovations that culminated in the digital revolution.What is the basic technological process that made the revolution possible?2.What is convergence? How is convergence affecting Sony? Kodak? Nokia?3.What is the innovator’s dilemma? What is the difference between sustainingtechnology and disruptive technology? Briefly review Christensen’s five principles of disruptive innovation.4.What key issues must be addressed by global companies that engage in e-commerce?5.Briefly outline Web design issues as they pertain to global marketing.6.Review the key products and services that have emerged during the digitalrevolution. What are some products and services that are not mentioned in the chapter?本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited，20012.沈钺，《全球营销学》，武汉大学出版社，20043.菲利普 R.凯特奥拉，约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，《全球营销管理》，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，《国际市场营销学》，清华大学出版社，2004年6.甘碧群，《国际市场营销学》，武汉大学出版社，20027.王文举，张启明，《国际市场营销》，中国统计出版社，20038.王海忠，《全球营销：规则、指南、案例》，企业管理出版社，20029.吴声功，《跨国公司经营管理》，上海人民出版社，200310.怀特，董俊英，《国际营销错误案例》，北京经济科学出版社，2003第十四章 Overall review of course and Preparation of final exam学时：1 周，共1 学时教学内容：回顾本学期所学内容，梳理各章节知识要点，准备期末考试。

《国际市场营销学(双语)》-课程教学大纲

《国际市场营销学（英文）》课程教学大纲一、课程基本信息课程代码：16134003课程名称：国际市场营销学（英文）英文名称：International Marketing课程类别：专业必修课学时：48学分：3适用对象：国际贸易本科学士考核方式：考试先修课程：国际贸易二、课程简介As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course is a theoretical and practical course, in the interpretation of the basic theory of marketing at the same time, combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Not all firms engaged in overseas marketing have a global perspective, nor do they need to.It is with this future that the sixteenth edition of International Marketing is concerned. Emphasis is on the strategic implications of competition in diﬀerent country markets. An environmental∕cultural approach to international marketing permits a truly global orientation. The text is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside the home country and to raise the reader’s consciousness about the importance of viewing internat ional marketing management strategies from a global perspective. Although this revised edition is infused throughout with a global orientation, export marketing and the operations of smaller companies are also included. Issues specifc to exporting are discussed where strategies applicable to exporting arise, and examples of marketing practices of smaller companies are examined.三、课程性质与教学目的本课程是一门全英课程，是专门针对国际贸易的本科学士开设的一门专业必修课。

(完整版)《市场营销学》课程教学大纲

《市场营销学》课程教学大纲一、课程基本信息课程名称：市场营销学课程英文名：Marketing适用专业：管理类专业课程性质：专业必修课二、教学目的及要求市场营销学是在西方发达国家诞生并发展起来的一门新兴学科，是现代企业经营管理经验的总结。

教学要求：重点突出，通俗易懂，注重适用性、实用性。

四、教学环节1、课堂授课：以教学大纲为依据，以文字教材为基础，结合中外企业的典型案例，主要讲述本课程的重点、难点、疑点，帮助学生了解和掌握本课程的知识点。

2、研究讨论：理论联系实际，提倡研究型学习，积极组织开展形式多样的课堂讨论，培养学生思考问题、分析问题、解决问题的能力。

3、案例分析与作业训练：根据课程要求，组织学生设计和分析企业案例，并通过作业训练，深化对教学内容的理解和掌握。

4、自我阅读：自我阅读是学生系统掌握学科知识、扩大理论应用能力的重要方式，在各个教学环节中都应注意培养与提高学生的阅读理解能力。

5、考核：考核是检查教与教学效果的重要形式，是教学环节不可缺少的组成部分，是保证教学质量、培养合格人才的重要手段，必须予以高度重视。

总成绩＝平时成绩（20％）+考试成绩（80％）。

五、教学内容第一章市场营销导论学习目的和要求：1.熟悉市场营销及其相关概念，明确市场营销职能，掌握市场营销的任务；2.了解市场营销学的产生和发展，掌握市场营销学的内容体系和研究方法，理解市场营销的重要意义；3.正确认识市场营销观念的变化过程。

《市场营销学》课程教学大纲

《市场营销学》课程教学大纲课程名称（中文/英文）：市场营销学/Marketing课程编码：12033014 课程类别：专业必修课课程性质：专业基础课适用范围：04资源环境与城乡规划管理学时数：54 其中：课堂讨论8学时学分数： 3 先修课程：管理学原理考核方式：考试制订日期：2004年制订单位：广州大学地理科学学院审核者：林媚珍执笔者: 谢献春一、教学大纲说明课程的目的市场营销学是伴随商品经济高度发展而逐步形成的一门学科，它属于工商企业管理学的范畴。

它广泛吸取和借鉴多门相关学科的知识，运用科学的研究方法，深入研究企业市场营销活动的全过程和企业营销战略、策略、方法和技巧，是一门实用性很强的应用性学科。

本课程的教学目的,是让学生了解现代市场营销的基本问题和研究方法,市场的特点及其市场营销的概念、观念和市场营销策略，通过学习使学生树立牢固的现代经营观念和市场营销观念，掌握市场的研究方法，认识市场营销策略及其组合的制定，对提高企业的核心竞争力，实现企业发展目标的重要作用。

通过学习，培养学生成为具有一定经营管理和营销管理理论和应用知识的新型人才。

课程教学方法与手段课程主要以课堂讲授为主，还结合大量的案例解读、课堂讨论，以及习题来综合训练学生的思维，建立现代市场营销观念，提高竞争意识，锻炼和提高学生的综合分析能力和决策能力。

课程与其他课程的联系必须具备一定的管理学、行为学、心理学和现代企业管理的相关知识。

教材与教学参考书教材：市场营销学，郭国庆主编，高等教育出版社,2001年8月第1版参考书：中外市场营销管理案例，经济管理出版社，1998年第1版二、课程的教学内容、重点和难点第一章市场及市场营销第一节市场营销概述一、了解市场营销学科的特点二、认识市场营销学的研究对象和内容结构。

三、了解市场营销学的产生、发展和传播第二节市场一、掌握市场的概念，了解市场的四大组成元素。

二、了解市场的各种特性，三、认识市场的交换、信息、激励等功能。

国际市场营销(双语)教学大纲

国际市场营销
开课院系：商学经管系
课程编号：2004206
课程英文名称：International Marketing
课程总学时：72 总学分：3
含实验或实践学时：学分：
推荐使用教材：国际营销编者：菲利普.R.凯特奥拉；约翰.L.格雷厄姆出版社：中国人民大学出版社出版时间及版次：2005年3月第1版
课程教学目标与基本要求：
通过本课程的学习，掌握国际营销的基本原理，掌握营销策略在国际市场中的具体应用，培养全球营销的思想和国际竞争的意识。

并在此基础上通过双语教学让学生进一步掌握国际营销理论的英语表达，提高英语理解水平。

考试形式：开卷考试
学习参考书（注明编者，出版社，出版时间及版次）：
1、《国际营销》.凯特奥拉.机械工业出版社,2007
2、《国际营销学》.津科特.电子工业出版社,2004
3、《全球营销》.约翰逊.中国财政经济出版社,2004
4、《跨国经营理论与实务》.王林生.对外经济贸易出版社,1999。

市场营销专业营销专业英语教学大纲

《营销专业英语》课程教学大纲一、大纲使用说明（一）课程的地位及教学目标市场营销专业英语课程是市场营销专业学生的必修课,具有承上启下的作用。

在学生深入系统地掌握市场营销相关课程的基本原理、理论、方法和技能的基础上,重点掌握市场营销专业英语的专业术语和相关句子表达，使学生能够阅读市场营销专业的相关外文文献，并能基本准确地进行市场营销专业的翻译工作，进一步地训练和培养学生能够比较熟练地用英语撰写学术论文。

（二）知识、能力及技能方面的基本要求通过本课程的学习，学生将达到以下要求：1.掌握市场营销专业的基本专业术语和句子的表达；2.在工具书和其它工具的帮助下，能够读懂专业外文文献；3.能够利用掌握的相关术语和句子进行专业的英语交流与沟通；4.能够进行专业的英汉互译；5.基本做到能用英语撰写学术论文；6.为大学英语四六级考试打下深厚的基础；7.学生能理解专业相关文献和用英语练习写作学术论文；8.学生能向国际学术会议投稿。

（三）实施说明1．教学方法：课堂讲授中要重点对基本概念、基本方法和原理的翻译讲解；采用互动式教学，培养学生双语转换的能力；引导和鼓励学生通过实践和自学获取知识，培养学生的自学能力；增加讨论课，调动学生学习的主观能动性；注意培养学生提高利用专业英语文献资料的能力。

2．教学手段：本课程属于专业必修课，在教学中采用电子教案和多媒体教学系统等先进教学手段，以确保在有限的学时内，全面、高质量地完成课程教学任务。

（四）对先修课的要求本课程的教学必须在完成先修课程之后进行。

本课程主要的先修课程有市场营销、市场调查、分销渠道、广告学和高等数学等。

本课程将为毕业设计的英文摘要翻译打下良好基础。

（五）对习题课、实践环节的要求1．对重点、难点章节（如：STP、消费者行为、销售管理计等）应安排习题翻译课，翻译内容的选择以培养学生消化和巩固所学知识，用以解决实际问题为目的。

2．课后作业要少而精，内容要多样化，作业题内容必须包括基本概念和基本理论内容，作业要能起到巩固理论，掌握翻译方法和技巧，提高英汉互译能力，对作业中的重点、难点，课上应做必要的提示，并适当安排课内讲评作业。