国际市场营销大纲

精选文档International Marketing Course OutlineCourse InformationCourse Title: International Marketing Course Title in Chinese: 国际市场营销Department: English Department Course Code: 011151Course Type: Compulsive major course Learning Evaluation Type: EssayCourse Teaching Hours: 32 Academic Credit: 2 Prerequisite Courses: Business English 1&2I. Ability Objectivesl To analyze the role of marketing within the firm and society.l To expose you to the two parts of a marketing strategy: the target market and the marketing mix.l To study the four basic variables in the marketing mix: product, promotion, price, and distribution.l To exercise analytical, communication, and presentation skills (through use of technological aids, such as Microsoft Word, PowerPoint, and the Internet) the basic tools of marketing.II. Problem-Solvingl In this course, we will take the perspective of the marketing decision maker.l From the textbook, participation assignments/homework, and our class discussions, you will learn about the decisions that marketers must make and tools/frameworks that will assist you in making those decisions effectively. l By the end of the course, you should understand the complexity and challenges associated with making marketing decisions as well as ways to design effective marketing strategies. l On the practical side, this new understanding of marketing should make each of you a more knowledgeable consumer.III. Task Arrangement1. Pre-Class TasksTask ContentsKey AbilitiesLearning HoursStudents RoleRequirementsPresentation PreparationConfidence, self-management, courtesy2 hours per timeDesigner, writer, researcherCreativity, research skills, planning, IT skillsProduct Show Critical thinking, confidence, logic, analytical skills2 hours per timeWriter, researcherCommunicating skills, writing skills, teamworkTeaching DemoPreparationConfidence, people skills and interaction2 hours per timeDesigner, writer, researcherDesign skills, innovation, literacy2. In-Class TasksTask ContentsKey AbilitiesTeaching Hours/weekStudents Role RequirementsPresentationPublic Speaking skills10 min*2Speaker, audienceListening skills, research information, organize ideasProduct Show Ability to form a presentation to promote their products15 min*2Seller, promoter, designer public speaking, adaptability, timekeepingTeaching DemoAwareness of teaching methodologies; active involvement in the teaching process15 min*2Teacher, pupilsListening skills, note-taking, development of attention span, ability to engage audience, self-motivation, capacity to simplify complex ideas, diversification of classroom technique and rangeInstructionNote-taking skills, critical thinking, ability to absorb information1 hour*2RecipientsListening skills, comprehension and interpretation, summarizing teachers ideasQ/AAbility to form relevant and pertinent questions, creative thinking10-15min*2ParticipantsActive participation, inventiveness, ability to respond, improvisation3. After-Class TasksTask ContentsKey AbilitiesLearning HoursStudents RoleRequirementsSelf-learning parts in books and other materialsProblem solving, self-study4 hours/ weekparticipantsComprehensive language skills;Self-managementExercises in TextbookObedience, comprehensive language skills, problem-solving4 hours/ weekParticipantsReading skills, self-managementQuiz Time management and pacing, self-learning,Problem solving, 1.5 hour in classLearner Comprehensive language skills;Self-management4. Task Lists:Task TitleMaterials SubmittedPresentationPPT; Video ClipProduct show Presentation, PPT, AdsTeaching DemoTeaching Outline/ Video ClipQuiz Paper IV. Teaching MethodsThe course is highly interactive between the class and the instructor. Through case studies/presentations, problems, and specific company client activities, students will have the opportunity to use the concepts, ideas, and strategies presented in class. Problem-solving sessions occur in both individual (primarily) and team (occasionally) settings.V. Teaching ContentsTeaching materials: Principles of Marketing, 13 Edition, by Kotler/Armstrong, Tsinghua Uni. Press 2011, ISBN 978-7-302-25574-1.Unit 1 Marketing: Creating and Capturing Customer Value Key points: 1）Define marketing and the marketing process.2）Explain the importance of understanding customers and identify the five core marketplace concepts. 3）Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations.4）Discuss customer relationship management and creating value for and capturing value from customers.5）Describe the major trends and forces changing the marketing landscape.Practice： Case Study- Harley - DavidsonAssignment: Case Study Build-A-Bear: Build-A-Memory p58Chapter 2 p60-87Unit 3 Marketing EnvironmentKey points：1）Understand environmental forces2）Learn how demographic and economic factors affect marketing3）Identify trends in the firms natural and technological environments4）Explore key changes in political and cultural environments5）Realize how companies react to the marketing environmentPractice：Case Study- TOMS ShoesAssignment：SWOT Analysis of OneselfCompany Case: Prius: Leading a Wave of Hybrids p120Unit 4 Managing Marketing InformationKey points：1）Explain the importance of information to the company2）Define the marketing information system3）Outline the steps in the market research process4）Explain how companies analyze and distribute information5）Discuss special issues facing market researchersPractice：Case Study- ZIBAAssignment：Case study: Rent-A-Car: Measuring Service Quality p156Unit 5 Consumer Markets and Consumer Buyer BehaviorKey points：1）Learn the consumer market and construct model of consumer buyer behavior 2）Know the four factors that influence buyer behavior3）Understand the types of buying decision behavior and stages in the process4）Comprehend the adoption and diffusion process for new productsPractice：Case Study-Wild PlanetAssignment:Company Case: Arabic Blackberry p187Unit 7 Customer-Driven Marketing StrategyKey points：1）Learn the three steps of target marketing, market segmentation, target marketing, and market positioning2）Understand the major bases for segmenting consumer and business marketing strategy3）Know how companies identify attractive market segments and choose target marketing strategy4）Realize how companies position their products for maximum competitive advantage in the marketplacePractice：Video case- Meredith Assignment：Company Case: Sport England: Segmenting the British Sports Market p244Unit 8 Products, Services and Branding StrategyKey points：1）Understand products and the major classifications of products and services2）Learn the decisions companies make regarding their products and services3）Understand branding strategy4）Identify the four characteristics that affect the marketing of a service5）Realize additional product issuesPractice：Video Case- Swiss Army Brands Assignment：Company Case: Britvic: Creating a Brand Flavor p278Unit 10 /11 Pricing: Understanding and Capturing Customer ValueKey points：1）Identify and define the internal factors affecting a firms pricing decisions2）Identify and define the external factors affecting pricing decisions, including the impact of consumer perceptions of price and value3）Contrast the three general approaches to setting prices4）Describe the major strategies for pricing imitative and new products5）Understand how companies find a set of prices that maximize the profits from the total product mix6）Learn how companies adjust their prices to take into account different types of customers and situations7）Explore the key issues related to imitating and responding to price changesPractice：Video Case-IKEA Assignment：Company Case : easyJet: Staying Ahead in the PricingChapter 17, 18, 19Unit 20 Sustainable Marketing: Social Responsibility and Ethics Key points：1）Define sustainable marketing and discuss its importance.2）Identify the major social criticisms of marketing.3）Define consumerism and environmentalism and explain how they affect marketing strategies.4）Describe the principles of sustainable marketing.5）Explain the role of ethics in marketing.Practice：Video Case Land Rover VI. AssessmentEvaluation will be based on two examinations, the submission of all of the marketing plan material and your final group oral presentation and a final essay. Exams will consist of: multiple choice, true/false, and short answer questions. The weightings for the individual components are as follows: Daily performance1) Exam # 1 20 points2) Exam # 220 points3) Submitted marketing plan projects(Due at time stated in schedule)40 points4) Team-based presentation 10 points5) Class behaviour 10 points Final essay6) Final essay 100 pointsTotal:100 points Grading for this course is as follows: Numerical GradeLetter Equivalent90 100 points A80 89 pointsB70 79 points C60 69 points DBelow 60 pointsFThe Scoring System: The Total Score of the Course(100%)=Final Esay（50%）+Daily Performance（50%）Assessment will be weighted thus:Final Essay: 100*50%Daily Performance: 100*50%MARKETING PLAN PRESENTATIONS WRITTEN FORMATYour marketing plan is to be submitted using all exhibits and spreadsheet reports, double-spaced, with 1-inch margins on all sides of the paper, using 12 point Times New Roman font. This written report is worth 30 points. Section 1: Current Marketing Situation Section 2: Threats and Opportunities Analysis and Objectives and Issues Section 3: Marketing Strategy Section 4:Action Programs and Budgets Section 5:Executive SummaryThere is no limit as to the number of pages to be submitted; completeness of your marketing plan is what is important for your overall grade. Hint: Your textbook has a sample m