市场营销英语教学大纲

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市场营销英语教学大纲

市场营销英语教学大纲《市场营销英语》教学大纲（MARKETING ENGLISH）一、理论教学内容1．Introduction to marketing（市场营销概述） 2. Marketing planning (市场营销计划)3. The marketing environment（市场营销环境）4. Marketing research （市场调研）5. Products（产品）6. Price（定价）7. Distribution（分销）8. Promotion（促销）9. Customer service（顾客服务）10. International marketing（国际市场营销）二、实践教学内容1. Cases analysis: a marketing plan, a marketing research report, how to introduce a product to a supermarket, an advertising champion, a customer visit2. Make a questionnaire3. Make a promotion plan4. Write an order letter5. Make a marketing plan三、学时分配教学内容 Introduction to marketing （市场营销概述）Marketing planning (市场营销计划) The marketing environment（市场营销环境） Marketing research （市场调研） Products （产品） Price （定价）Distribution （分销） Promotion （促销） Customer service （顾客服务）International marketing （国际市场营销） Examination (机动、考试) 合计学时数 4 4 4 4 4 4 4 16 4 4 8 804 4 4 4 4 实践网上课堂《市场营销英语》教学大纲说明（MARKETING ENGLISH）一、本课程性质、作用和任务随着社会经济的不断发展，商品生产和贸易在经济生活中的地位日益重要，市场营销的重要性日益突出，而经济全球化的趋势也使得市场营销专业的毕业生必须具备一定的专业外语知识，能够较好地进行企业内部外部的有效的沟通。

《市场营销(英文)》教学大纲.

《市场营销(英文)》教学大纲一、课程名称：市场营销（英文）（Marketing）二、课程编码：三、学时与学分：34/2四、考核方式：考试五、先修课程：无六、适用学科专业：英语（商务方向）七、教学目的：市场营销是一门以英语为授课语言、将关于营销基本理论概念与实际案例分析、模拟训练融为一体的实践性课程。

开设此课程的目的在于以一种轻松而又有效的方式帮助学生掌握现代市场营销的基本概念和操作技巧。

用实际操作中鲜活的例子将理论应用于生活中，让学生了解企业直接面临的商业环境，加强在确定战略规划等方面的实际运用能力。

培养应用型商务人才，学生在完成该课程后能基本胜任企业营销人员的工作岗位。

八、基本教学内容与学时安排：该课程共持续17周，每周2学时。

具体安排如下：第1-4周：介绍市场营销核心概念的定义及关联；介绍进入21世纪的全球营销环境（包括国际贸易体系，进入国际市场的主要途径，调整营销组合等）；案例分析。

第5-8周：分析市场营销宏观及微观环境；介绍市场营销系统中的行为者（供应商，企业，竞争对手，消费者，公众等）和社会性因素（人口，经济，自然环境，政治，文化等）；案例分析。

第9-12周：介绍最基本的营销因素：产品——产品与服务的性质定义及分类，企业的产品开发战略及产品生命周期战略，服务营销；案例分析。

第13-16周：介绍总体营销宣传组合：主要促销方式--广告，销售促销，公共关系，人员销售及直复销售；案例分析。

第17周：综合性模拟训练。

九、教材：教师自编讲义十、主要参考书目：Philip Kotler，Gary Armstrong &laquo，《科特勒市场营销教程》，华夏出版社，2004S．马杰罗，《市场营销》，中信出版社，2000乔尔·埃文斯，《市场营销教程（第七版）（上）》，华夏出版社，2001。

《国际市场营销(英)》-课程教学大纲

《国际市场营销（英）》课程教学大纲The Course Syllabus of Marketing一、课程基本信息(Basic Course Information)课程代码：16051702Course Code: 16051702课程名称：国际市场营销（英）Course Name : International Marketing课程类别：专业方向课Course Type : Specialized Course学时: 32Period：32学分：2Credit：2适用对象：英语专业本科高年级学生Target Students: Undergraduate in High Grade Majoring in English考核方式：考查Assessment: Examination先修课程：当代商学概论I , IIPreparatory Course: Introduction to Contemporary Business I , II二、课程简介（Brief Course Introduction）本课程是外国语学院商务英语（国际商务与管理方向）本科高年级学生的专业方向必修课。

本课程包含国际市场营销学的四大知识板块，即国际市场营销的含义，过程和环境；如何利用国际市场营销机遇和制定营销战略；如何开发市场营销组合；怎样进行国际市场营销管理。

This course is offered to Business English majors (with an International Business and Management orientation) as a compulsory course in the 7th semester. This course includes fourbasic modules of marketing: the meaning, process and environment of marketing, the pursuing of marketing opportunities and the designing of marketing strategies , the development of marketing mix and the management of marketingThis course will also be using many examples, past and up-to-date, to provide Ss with necessary principles and know-how in marketing; to introduce the development of businesses in various fields in China, to raise Ss’ awareness of business and economic achievements in China and its contribution to the world economy, especially into the 21st century; to build Ss’confidence and pride in themselves as well as in the nation; to encourage Ss to think critically not only in matters of marketing and business, but also in life and future career, and to help Ss to develop initiatives in their life and study, preparing them for future contributions to larger purposes of the nation.本课程是外国语学院商务英语专业及英语专业（国际商务与管理方向）本科高年级学生的专业方向选修课。

商务英语(市场营销专业英语)课程教学大纲

《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。

内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。

三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。

通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。

本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。

四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。

（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。

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。

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。

《市场营销专业英语》教学大纲

《市场营销专业英语》教学大纲一、课程性质和任务《市场营销专业英语》是市场营销专业的一门专业选修课程。

二、课程教学目标( 一)知识目标1. 培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，2. 使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力( 二)能力目标1. 培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度2.提高分析能力、逻辑思维与独立思考的能力3.巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力三、课程基本要求本课程分为掌握、熟悉、了解三种层次要求。

掌握的内容要求理解透彻，能在本学科和相关学科的学习工作中熟练、灵活运用其基本理论和基本概念。

熟悉的内容要求能熟知其相关内容的概念及有关理论，并能适当应用。

了解的内容要求对其中的概念和相关内容有所了解。

通过本课程的学习全面了解课程的体系、结构，对国际市场营销学有一个整体的认识。

树立以顾客需要为中心的国际市场营销观念，并以此观念为指导去研究和解决市场营销的理论和实际问题。

掌握学科的基本概念、基本原理和基本方法，掌握市场营销专业术语、熟练运用“全球标准商务用语”，能够用英语自信流利表达独到商业观点。

紧密联系实际，通过分析案例，解决实际问题，把学科理论的学习融入对经济活动实践的研究和认识之中，切实提高分析问题、解决问题的能力。

考试内容中掌握的内容约占70%，熟悉、了解的内容约占25%，5%左右的大纲外内容。

《国际市场营销》(英)教学大纲

《国际市场营销》（英）教学大纲Subject Outline课程代码：3025021总学时：56学时总学分：3.5学分适用专业：国际经济与贸易专业、经济学专业（本科）一、课程性质、目的、任务：本课程是国际经济与贸易专业、经济学专业本科的学科基础课。

课程除介绍市场及国际商务的基本原理外，主要研究企业从国内贸易扩展到国际贸易时，面对不同的文化背景，如何进行产品开发、市场调研、产品促销、产品分销及市场评估等活动，从而能达到扩大产品国际市场占有率的目的。

二、课程教学的基本要求：使学生系统掌握国际市场营销的原理及其在国际商务中的运用；了解政府及不同文化背景对国际市场营销的影响；掌握市场调研、产品销售等方法；培养和提高正确分析和解决国际市场营销活动中的各种问题的能力。

三、教学方法和教学手段的建议：本课程采用双语教学。

使用原版外文教材。

要求在教学中根据学生的适应情况逐步采用英语讲授。

除课堂讲解外，大量采用案例教学，以提高学生解决实际问题的能力。

运用多媒体教学手段，辅以录像教学。

四、大纲的使用说明：本课程建议学时为56学时。

如遇课时增减，或使用不同的教材，教学内容可作适当调整。

1. 说明:This course examines the impact of economic, cultural, political, legal and other environmental influences on international marketing. Within this context, we will discuss how to identify and analyze worldwide marketing opportunities, and examine product, pricing, distribution and promotion strategies. The course is structured to provide ample opportunity for interaction among students, and between students and the instructor. Students are expected to read current periodicals and journals to keep abreast of current international developments. The course will primarily consist of lectures, discussions, presentations, cases, and group projects.主要章节和课时分配Part1. Introduction Time: 4 hoursCH1. Marketing and International MarketingCH2. GlobalizationPart2. Environment of Global Marketing Time: 8 hoursCH3. The Cultural EnvironmentCH4. The Economic EnvironmentCH5. The Legal EnvironmentCH6. The Political EnvironmentPart3. Global Marketing Opportunities & Strategies Time: 20 hours CH7. Marketing Research and Information SystemCH8. Consumer Markets & Consumer Buyer BehaviorCH9. Business market & Business buyer behaviorCH10. Market Segmentation, Targeting & PositioningCH11. Market Entry ModePart4. Global Marketing Operations Time: 24 hours CH12. Products and Services StrategiesCH13. Pricing StrategiesCH14. Promotional StrategiesCH15. Distribution Strategies主要教学内容：PART1.INTRODUCTION TIME: 4 hours1. Course introduction:2. An overview:——What’s selling?——What’s marketing?——The primary differences3. International marketing4. Concept & theories of marketing——Market——Marketing strategy——Marketing segmentation——Buyer behavior research——Marketing research and forecast——Marketing management5. History and Development of International marketing——Export marketing strategy——International marketing strategy——Global marketing strategyPART2. ENVIRONMENT OF GLOBAL MARKETINGCH3. CULTURAL FACTORS TIME: 2 hours1. Material force/condition (technology, economy)2. System of society (organization, education, social structure, media)3. Human and universe (religious belief, superstition)4. Aesthetics (painting and calligraphy, plastic arts, folktale, music, drama)5. The language6. Values (the time conception, the attitude to innovation and wealth, an awareness of risk, local customs)CH4. COMMERCIAL CUSTOMS AND PRACTICES TIME: 2 hours1. Culture and commercial customs (Imperative, Adiaphorous, Exclusive)2. Operating structure——Power structure——Management target and ambition3. Operating patternCH5. ECNOMICS ENVIRONMENT TIME: 2 hours1. Scale of market——Demographic environment——Income2. Characteristics of local economy——Natural environment——Infrastructure——CivilizationCH6. POLITICAL AND LEGAL ENVIRONMENT TIME: 2 hours1. Political Environment——The Stable Political Situation——The Successive Policy of Government——Political Risks2.Legal Environment——Mother Country Laws——Host Country Laws——International Conventions and CustomsPART3. GLOBAL MARKETING OPPORTUNITIES& TRATEGIESCH.7 MARKETING RESEARCH &INFORMATION SYSTEM TIME: 2 hours1. Marketing information system——Assessing information——Developing information——Distributing information2. The marketing research process——Defining the problem and research objectives——Developing the research plan——Implementing the research planCH.8 CONSUMER MARKETS &CONSUMER BUYER BEHA VIOR TIME: 4 hours1. Model of Consumer behavior2. Characteristics affecting consumer behavior3. Four types of buying decision behavior4. The buyer decision processCH.9 BUSINESS MARKET &BUSINESS BUYER BEHAVIOR TIME: 2 hours1. Business market2. Business buyer behavior3. International and government marketCH.10 MARKET SEGMENTATION, TARGETING & POSITIONING TIME: 4 hours 1．Market Segmentation2．Market Targeting3．PositioningCH.11 MARKET ENTRY MODE TIME: 4 hours1．Export2．Contractual3．Direct InvestmentCASES: TIME: 4 hoursPART4. GLOBAL MARKETING OPERATIONSCH.12 PRODUCTS AND SERVICES STRATEGIES TIME: 4 hours1．Product Classification2．Product Decisions——Branding——Packing3．International Product Policy——Standardization——Modification4．New Product Development Strategy5．International Product Life Cycle StrategyCH.13 PRICING STRATEGIES TIME: 4 hours1．General Pricing Approaches2．The factors influencing priding3．New-product Pricing Strategy4．Product Mix Pricing Strategy5．Product Adjustment Strategy6．Price ChangesCH.14 PROMOTION STRATEGIES TIME: 4 hours1．The Communication Mix TIME: 4 hours2．Steps in Developing Effective Communication3．Setting Total Promotion Budget and Mix4．Advertising5．Sales Promotion6．Public Relations7．Direct MarketingCH.15 DISTRIBUTION STRATEGIES TIME: 4 hours1．Nature of Distribution Channels2．Channel Behavior and Organization3．Channel Design Decisions4．Channel Management DecisionsCASE: TIME: 8 hours4.5. 教材:International Marketing Strategy Planning, Marketing Entry &Implementation (3rd edition). By Roger Bebbett, Jim Blythe6. 参考书:1). Principles of Marketing (9th edition). By Philip Kotler, Gary Armstrong2). International Marketing (11th edition). By Philip R. Cateora, John L. Graham7. 考核方式:1). Class Participation and Assignments: 10%2). Presentation (group): 20%3). Final Exam: 70%。

市场营销英语教学大纲

x4063391市场营销英语课程教学大纲课程名称：市场营销英语英文名称：Marketing English课程编号：x4063391学时数：32其中实践学时数：0 课外学时数：0学分数：2.0适用专业：市场营销一、课程简介市场营销英语是市场营销专业开设的一门专业选修课，其主要内容包含Marketing Basics、Research、Product、Positioning and branding、People-customers and staff、Price、Place、Publicity and promotion、Packaging、Public relations.其核心内容为市场营销学，要求学生掌握专业营销词汇及营销的习惯用语，通过读写听说训练，为后续学习国际市场营销学打下基础。

通过本门课程的学习，培养学生在掌握市场营销系统知识的基础下，熟练掌握专业的营销英文词汇及营销习惯用语，通过听、说、读、写练习，加深学生的专业英文语言能力，达到读的懂、说的出、并且达到在市场营销专业领域能与他人用英文进行简单顺利的交流。

同时培养学生培养学生能够运用国际思维分析思考国际营销问题，了解西方用语文化及思维方式，并训练其国际营销案例的分析与解决能力。

为培养国际化营销人才打下基础。

二、课程目标与毕业要求关系表三、教学内容、基本要求、重点和难点（一）Marketing Basics1、The basic knowledge about Marketing.2、The marketing mix13、The marketing mix24、SWOT analysis5、Marketing strategy and the plan marketing plan6、Marketing ethics7、The market environment8、Legal aspects of marketing重点：Marketing Ethics难点：The Marketing Mix(二) Research1、Some research methods that can be used in Marketing research.2、Research 13、Research 2重点：Research methodology难点：Research methodology(三) Product1、Product develop and brainstorming, product life cycles.2、New product development13、New product development24、Brainstorming5、Product and service types6、Product of life cycles7、Selling products and services重点：Product life cycles难点：Product life cycles(四) Positioning and branding1、Brand management and strategy2、Branding13、Branding 24、Brand values重点：Branding难点：Branding（五）People-customers and staff1、Market segmentation2、Customer needs and behavior3、Loyalty programs4、Motivation marketing5、Customer relationship management重点：Motivation marketing难点：Motivation marketing（六）Price1、The marketing budget2、Price strategy重点：Price难点：The marketing budget（七）Place1、Logistics and the distribution chain2、Merchandising3、Trade shows4、Telemarketing5、Online shopping and mail order,6、Personal selling重点：Merchandising难点：Logistics and the distribution chain(八) Publicity and promotion1、Above, below and through the line2、Media strategy3、TV and radio4、Outdoor advertising5、The press6、Printed documents7、Branded content8、The internet9、Buss marketing10、Sales promotions and displays11、D irect mail and email12、Street marketing and sampling重点：Above, below and through the line难点：Above, below and through the line （九）Packaging1、Logo2、Materials and containers重点：Logos难点：Logos（十）Public relations1、Corporate communications2、Public relations and lobbying3、Event and sports sponsorship4、Crisis communication5、Corporate blogging重点：Public relations and lobbying难点：Crisis communication四、教学方式及学时分配五、课程其他教学环节要求要求学生积极参与课堂口语练习中，并认真完成课后思考题，投入到团队讨论中。

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。