市场营销管理英语课程大纲

Harbin Medial UniversityMarketing English English Department 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 BehaviourUnderstanding 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 ProcessSESSION 4 Market ResearchThe importance of Market research; Market research process; Advice on Market Research SESSION 5 Marketing StrategiesMarketing myopia; Porter Generic StrategiesSESSION 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 ManagementNew Product Development; Types of new product; New Product Development Process; Product Life Cycle Management; Market EvolutionSESSION 8 Developing a Brand Strategy Definition and Importance of Brand; How to determine brands objectives; Discover and crush Brand BarriersSESSION 9 Price and Pricing Definition of Price; Internal and external factors that influence the companys pricing decision; general pricing approachesSESSION 10 DistributionDefinition of Distribution; Channel; channel member; channel management; channel motivationSESSION 11 PromotionPromotional Mix; Advertising; Personal selling; Public relations; Sales PromotionSESSION 12 Advertising History of Advertising; Media choice for Advertising; Objectives of Advertising; Advertising techniquesSESSION 13 Customer Lifetime ValueDefinition of CLV; Value of customers; value calculation inputs; How to measure Lifetime valueSESSION 14 Experience Marketing The experience economy; the four realms of experience; How to deliver experience; Case studySESSION15 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 OrientationSESSION16 The Global Environment of International MarketingMarketing 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 SESSION17 Cultural Dynamics in Assessing Global MarketsCultures Pervasive Impact; Definitions and Origins of Culture; Elements of Culture; Cultural Knowledge; Cultural ChangeSESSION18 Culture, Management Style, and Business Systems Required Adaptation; The Impact of American Culture on Management Style; Management Styles around the World; Gender Bias in International Business; Business Ethics; Cultures Influence on Strategic Thinking; A Synthesis, Relationship-Oriented versus Information-Oriented CulturesSESSION19 The Political EnvironmentThe Sovereignty of Nations; Stability of Government Policies; Political Risks of Global Business; Assessing Political Vulnerability; Reducing Political Vulnerability; Government EncouragementSESSION20 The International Legal Environment: Playing by the Rules Bases for Legal Systems; Jurisdiction in International Legal Disputes; International Dispute Resolution; Protection of Intellectual Property Rights; Commercial Law within Countries; Cyber lawSESSION21 Developing a Global Vision through Marketing Research Market Research; Global Marketing Information System; Breadth and Scope of International Marketing Research; The Research Process; Multicultural Research; Research on the Internet; Estimating Market Demand; Problems in Analysing and Interpreting Research Information; Responsibility for Conducting Marketing Research; Communicating with Decision MakersSESSION22 Global Marketing ManagementGlobal Marketing Management; Strategic marketing plan; Marketing Planning; Alternative Market-Entry Strategies; Organizing for Global CompetitionSESSION 23 Products and Services for ConsumersQuality; Products and Culture; Analysing Product Components for Adaptation; Marketing Consumer Services Globally; Brands in International MarketsSESSION24 International Marketing ChannelsChannel-of-Distribution Structures; Distribution Patterns; Alternative Middleman Choices; Factors Affecting Choice of Channels; Locating, Selecting, and Motivating Channel; the InternetSESSION25 Integrated Marketing Communications and International AdvertisingSales Promotions in International Markets; International Public Relations; InternationalAdvertising; Advertising Strategy and Goals; Media Planning and Analyses; Campaign Execution and Advertising Agencies; International Control of AdvertisingSESSION26 Personal Selling and Sales Management Designing the Sales Force; Recruiting Marketing and Sales Personnel; Selecting Sales and Marketing Personnel; Training for International Marketing; Motivating Sales Personnel; Designing Compensation Systems; Evaluating and Controlling Sales Representatives; Developing Cultural Awareness; Foreign Language Skills四、所含实践环节无五、课外习题及课程讨论为达到本课程的教学基本要求，必须完成教材所附的课外习题。六、教学方法与手段以课程讲授法、案例法为主，辅以适当的课堂操作实践活动。七、各教学环节学时分配章节（或内容）讲课习题课讨论课实验其它合计SESSION 1 Introduction to Marketing 44SESSION 2 Marketing Philosophies44SESSION 3 Consumer Behaviour44Test22SESSION 4 Market Research44SESSION 5 Marketing Strategies 44Test22SESSION 6 Market Segmentation44SESSION 7 Product Development and Product Life Cycle Management44Test22SESSION 8 Developing a Brand Strategy44SESSION 9 Pricing Strategies 44Test22SESSION 10 Distribution44SESSION 11 Promotion44SESSION 13 Advertising44Test 22SESSION 13 Customer Lifetime Value44SESSION 14 Experience Marketing44TEST22SESSION 16 The Scope and Challenge of International Marketing 44SESSION 17 The Global Environment of International Marketing44Test22SESSION 18 Cultural Dynamics in Assessing Global Markets44SESSION 19 Culture, management Style, and Business Systems44SESSION 20 The International Legal Environment: Playing by the Rules44Test22SESSION21 Developing a Global Vision through Marketing Research44SESS