市场营销管理英语课程大纲

课程名称：市场营销

英文名称：Marketing

课程类型：专业必修课

总学时：120 讲课学时：120

适用对象：药事管理本科二年级学生。

先修课程：应已学完或正在学习与本课程教学内容密切相关的经贸商务专业基础课程，

一、课程性质、目的和任务

市场营销学是建立在经济科学、行为科学和现代管理理论基础之上的一门应用科学，属于管理学范畴。市场营销学也是经济管理、企业管理等专业的一门重要的专业课程。国内外大量事实证明，现代营销管理是企业在激烈的市场竞争中谋生存、求发展所必备的知识。中国已经加入WTO，中国的改革开放正不断深化，我国的经济体制正在不断实现由计划经济向市场经济的转变。在这一转变过程中，要促进企业在新的市场环境中健康运行并取得良好的经济效益，必须掌握市场营销的基本原理，熟练运用现代市场营销技术。本课程在教学中，要帮助广大同学树立现代营销管理导向，坚持理论联系实际，坚持案例教学，通过讨论案例来启迪广大同学的思维，提高同学们分析问题和解决问题的实际能力。

二、教学基本要求

学完本课程应达到以下基本要求：

1.全面系统地掌握市场营销学的基本理论、基本方法和基本技巧

2.掌握市场营销基本理论和知识, 培养学生对营销所处环境的分析能力，能够及时针

对环境的变动改变营销策略和方式。

3.掌握营销领域的中英文专业术语。

4.读懂并熟练翻译英文版营销领域的文章。

三、教学内容及要求

SESSION 1 Introduction to Marketing

Introduction to Marketing; Basic Concepts

SESSION 2 Marketing Philosophies

Major philosophies of marketing (production concept, product concept, marketing concept, etc.

SESSION 3 Consumer Behaviour

Understanding Consumers: Internal Factors (Consumer motivation, Consumer information processing, Attitude formation and change); External Factors (Group influences on individual consumer behavior, Family influences on consumer behavior, Cultural and sub-cultural influences on consumer behavior)The Consumer Decision-Making Process

SESSION 4 Market Research

The importance of Market research; Market research process; Advice on Market Research SESSION 5 Marketing Strategies

Marketing myopia; Porter Generic Strategies

SESSION 6 Market Segmentation

Definition of Market Segmentation; The requirements for successful segmentation; the

variables used for segmentation;

SESSION 7 Product Developments and Product Life Cycle Management

New Product Development; Types of new product; New Product Development Process; Product Life Cycle Management; Market Evolution

SESSION 8 Developing a Brand Strategy

Definition and Importance of Brand; How to determine brand’s objectives; Discover and crush Brand Barriers

SESSION 9 Price and Pricing

Definition of Price; Internal and external factors that influence the company's pricing decision; general pricing approaches

SESSION 10 Distribution

Definition of Distribution; Channel; channel member; channel management; channel motivation

SESSION 11 Promotion

Promotional Mix; Advertising; Personal selling; Public relations; Sales Promotion

SESSION 12 Advertising

History of Advertising; Media choice for Advertising; Objectives of Advertising; Advertising techniques

SESSION 13 Customer Lifetime Value

Definition of CLV; Value of customers; value calculation inputs; How to measure Lifetime value

SESSION 14 Experience Marketing

The experience economy; the four realms of experience; How to deliver experience; Case study

SESSION15 The Scope and Challenge of International Marketing

Global Perspective; The International Marketing Task; Major Obstacles; Developing a Global Awareness; Stages of International Marketing Involvement; Strategic Orientation SESSION16 The Global Environment of International Marketing

Marketing Environment; The Macro environment; The Micro environment; Trends of Global Market; GATT and WTO; IMF and World Bank Group; Protests against Global Institutions; Global Markets and Multinational Market Groups