市场营销管理英语课程大纲.doc
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HarbinMedialUniversity MarketingEnglishEnglishDepartment
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
SESSION1 IntroductiontoMarketing
IntroductiontoMarketing;BasicConcepts
SESSION2 MarketingPhilosophies
Majorphilosophiesofmarketing(productionconcept,productconcept,marketingconcept,etc.
SESSION3 ConsumerBehaviour
UnderstandingConsumers:
InternalFactors(Consumermotivation,Consumerinformationprocessing,Attitudeformationandchange);ExternalFactors(Groupinfluencesonindividualconsumerbehavior,Familyinfluencesonconsumerbehavior,Culturalandsub-culturalinfluencesonconsumerbehavior)TheConsumerDecision-MakingProcess
SESSION4 MarketResearch
TheimportanceofMarketresearch;Marketresearchprocess;AdviceonMarketResearch
SESSION5 MarketingStrategies
Marketingmyopia;PorterGenericStrategies
SESSION6 MarketSegmentation
DefinitionofMarketSegmentation;Therequirementsforsuccessfulsegmentation;the
variablesusedforsegmentation;
SESSION7 ProductDevelopmentsandProductLifeCycleManagement
NewProductDevelopment;Typesofnewproduct;NewProductDevelopmentProcess;ProductLifeCycleManagement;MarketEvolution
SESSION8 DevelopingaBrandStrategy
DefinitionandImportanceofBrand;Howtodeterminebrand’sobjectives;Discoverand
crushBrandBarriers
SESSION9 PriceandPricing
DefinitionofPrice;Internalandexternalfactorsthatinfluencethecompany'spricing
decision;generalpricingapproaches
SESSION10 Distribution
DefinitionofDistribution;Channel;channelmember;channelmanagement;channelmotivation
SESSION11 Promotion
PromotionalMix;Advertising;Personalselling;Publicrelations;SalesPromotion
SESSION12 Advertising
HistoryofAdvertising;MediachoiceforAdvertising;ObjectivesofAdvertising;Advertisingtechniques
SESSION13 CustomerLifetimeValue
DefinitionofCLV;Valueofcustomers;valuecalculationinputs;HowtomeasureLifetimevalue
SESSION14 ExperienceMarketing
Theexperienceeconomy;thefourrealmsofexperience;Howtodeliverexperience;Case
study
SESSION15 TheScopeandChallengeofInternationalMarketing
GlobalPerspective;TheInternationalMarketingTask;MajorObstacles;DevelopingaGlobalAwareness;StagesofInternationalMarketingInvolvement;StrategicOrientation
SESSION16 TheGlobalEnvironmentofInternationalMarketing
MarketingEnvironment;TheMacroenvironment;TheMicroenvironment;TrendsofGlobalMarket;GATTandWTO;IMFandWorldBankGroup;ProtestsagainstGlobalInstitutions;GlobalMarketsandMultinationalMarketGroups
SESSION17 CulturalDynamicsinAssessingGlobalMarkets
Culture’sPervasiveImpact;DefinitionsandOriginsofCulture;ElementsofCulture;CulturalKnowledge;CulturalChange
SESSION18 Culture,ManagementStyle,andBusinessSystems
RequiredAdaptation;TheImpactofAmericanCultureonManagementStyle;ManagementStylesaroundtheWorld;GenderBiasinInternationalBusiness;BusinessEthics;Culture’sInfluenceonStrategicThinking;ASynthesis,Relationship-OrientedversusInformation-OrientedCultures
SESSION19 ThePoliticalEnvironment
TheSovereigntyofNations;StabilityofGovernmentPolicies;PoliticalRisksofGlobalBusiness;AssessingPoliticalVulnerability;ReducingPoliticalVulnerability;GovernmentEncouragement
SESSION20 TheInternationalLegalEnvironment:
PlayingbytheRules
BasesforLegalSystems;JurisdictioninInternationalLegalDisputes;InternationalDispute
Resolution;ProtectionofIntellectualPropertyRights;CommercialLawwithinCountries;Cyber
law
SESSION21 DevelopingaGlobalVisionthroughMarketingResearch
MarketResearch;GlobalMarketingInformationSystem;BreadthandScopeofInternational
MarketingResearch;TheResearchProcess;MulticulturalResearch;ResearchontheInternet;
EstimatingMarketDemand;ProblemsinAnalysingandInterpretingResearchInformation;
ResponsibilityforConductingMarketingResearch;CommunicatingwithDecisionMakers
SESSION22 GlobalMarketingManagement
GlobalMarketingManagement;Strategicmarketingplan;MarketingPlanning;
Alterna