国际市场营销 课程教学大纲 (2)

1、国际市场营销International Marketing课程编号：F0102031S学 分：2开课学院： 管理学院学 时： 32课程类别：专业课课程性质： 必修一、课程的性质和目的This course is for the international students majored in management or economics. This text is focusing on the theorems, policies and practices about international marketing. The main purposes of this course a

2、re to: (1) display the cultural differences in international marketing circumstance; (2) make the students familiar with the prevailing theorems on international marketing; (3) bring up their abilities to analyze and deal with the practical problems in international marketing with appropriate market

3、ing theories and instruments.二、课程教学内容及基本要求The course provides a through coverage of marketing subjects, which emphasis on the planning and strategic problems confronting companies whose markets are across cultural boundaries. The contents and requirements are as follows:（一）Contents and requirements1

4、Chapter 1 Introduction （2h）（1）International marketing defined （2）The international marketing task（3）The self-reference criterion and ethnocentrism（4）The orientation international marketing Requirements: In this chapter, the students should know the scope of the international marketing task and the i

5、mportance of the self-reference criterion in international marketing. Moreover, students should realize the progression of becoming a global marketer, and they should increase their importance of global awareness.2Chapter 2: The Global environment of international marketing （2h）（1）GATT and WTO （2）Th

6、e International Monetary Fund and World Bank（3）Barriers in international marketingRequirements: In this chapter, the students should know the importance of GATT and WTO, as well as the emergence of the International Monetary Fund and the World Bank Group. Furthermore, students should be aware of the

7、 strategic implications for marketing in EU, NAFTA, the Asian-Pacific Rim, and the bottom developing countries.3Chapter 3: History and geography: the foundations of culture （2h）（1）Historical perspective in global business（2）Geography and global markets（3）case studyRequirements: In this chapter, the

8、students should know the importance of history and geography in understanding international markets and the effects of history on a countrys culture. Also, students should focus on the effect of geographic diversity on economic profiles of a country and the economic effects of controlling population

9、 growth versus aging population.4Chapter 4: Cultural dynamics in assessing global markets （2h）（1）Definitions and origins of culture（2）Elements of culture（3）Cultural changeRequirements: In this chapter, the students should know the importance of culture to an international marketer. And they should u

10、nderstand the origins and elements of culture and the impact of cultural borrowing. They also should master the strategy of planned change in culture.5Chapter 5: Culture, management style, and business systems（2h）（1）Management styles around the world（2）Business ethics（3）Cultures influence on strateg

11、ic thinking（4）Synthesis: Relationship-Oriented versus Information-Oriented culturesRequirements: In this chapter, the students should recognize the necessary for adapting to cultural differences. And they should know how and why management styles vary around the world. Within this chapter, students

12、should know the importance of cultural differences in business ethics, and the differences between relationship-oriented and information-oriented cultures. 6Chapter 6: The political environment（2h）（1）Political risks of global business （2）Assessing political vulnerability（3）Lessening political vulner

13、abilityRequirements: In this chapter, the students should know how different governmental types, political parties, nationalism, targeted fear/ animosity, and trade disputes can affect the environment for marketing in foreign countries. And students should be aware of the impact of political and soc

14、ial activists, violence, and terrorism on international business. Moreover, they should know how to assess and reduce the effect of political vulnerability.7Chapter 7: The international legal environment （4h）（1）Bases for Legal Systems（2）International dispute resolution（3）Protection of international

15、property rights（4）Commercial law within countries（5）Discussion: the effects of cultural differences in international marketingRequirements: In this chapter, the students should know the four heritages of todays legal systems and the important factors in the jurisdiction of legal disputes. And they c

16、ould recognize issues associated with the jurisdiction of legal disputes and the various methods of dispute resolution. Moreover, students should know how to protect against piracy and counterfeiting. Finally, discussions about the effects of cultural differences in international marketing should be

17、 made in this chapter.8Chapter 8: Developing a global vision through marketing research（2h）（1）The research process（2）Defining the problem and establishing research objectives（3）Gathering primary data: quantitative and qualitative research（4）Estimating market demand: expert opinion and analogy Requir

18、ements: In this chapter, the students should know the importance of problem definition in international research and master the quantitative and qualitative research methods. And they should know how to analyze and use research information.9Chapter 9: Global marketing management: planning and organi

19、zation（2h）（1）Planning for global markets （2）Alternative market-entry strategies（3）Organizing for global competitionRequirements: In this chapter, the students should know the increasing importance of international strategic alliances. And they should recognize the need for planning to achieve compan

20、y goals and the important factors for each alternative market-entry strategy.10Chapter 10: Products and services for consumers（2h）（1）Products quality （2）Products and culture（3）Analyzing product components for adaptation（4）Marketing consumer services globallyRequirements: In this chapter, the student

21、s should know the importance of offering a product suitable for the intended market, and the importance of quality and how quality is defined. Also, they should recognize the physical, mandatory, and cultural requirements for product adaptation.11Chapter 11: International marketing channels（2h）（1）Ch

22、annel-of-Distribution structures （2）Factors affecting choice of channels（3）Locating, selecting, and motivating channel membersRequirements: In this chapter, the students should know the variety of distribution channels and how they affect cost and efficiency in marketing. Especially, they should pay

23、 attention to the typical Japanese distribution structure. And students should know how distribution patterns affect the various aspects of international marketing, as well as the importance of middlemen to a products success and the importance of selecting and maintaining middlemen.12Chapter 12: In

24、tegrated marketing communications and advertising（2h）（1）Sales promotions in international markets （2）International advertising（3）Legal constrains, linguistic and media limitationsRequirements: In this chapter, the students should know the local market characteristics that affect the advertising and

25、promotion of products. And they should recognize the strengths and weaknesses of sales promotion and public relations in global marketing. Also, they should be familiar with the communication process and advertising misfires.13Chapter 13: Personal selling and sales management（2h）（1）Selecting sales a

26、nd marketing personnel （2）Training for international marketing（3）Motivating sales personnel（4）Evaluating and controlling sales representativesRequirements: In this chapter, the students should know the role of interpersonal selling in international marketing. And they should consider what are import

27、ant in designing an internal sales force. Also, they should know the selection criteria, motivation techniques for international sales force. And they should know the changing profile of the global sales and marketing manager.14Chapter 14: Pricing for international markets（4h）（1）Approaches to intern

28、ational pricing （2）Pricing Escalation（3）Approaches to reducing price escalation（4）Countertrade as a pricing tool（5）Administered pricing（6）Case studyRequirements: In this chapter, the students should know the components of pricing as competitive tools in international marketing. And they should be ac

29、quainted with price escalation and how to minimize its effect. Moreover, they should master what is countertrading and how to use it in international marketing. Finally, case study about different strategies in international marketing should be made.（二）Emphases, Difficulties and Counter plansEmphase

30、s: Students should pay attention to the effects of cultural differences on international marketing. And they should focus on the different strategies, including product, pricing, distribution and promotion tactics, in different countries.Difficulties: Students can make the cultural differences in th

31、eir mind. When they design the international marketing strategies, they could consider the different customs and habits in different countries consciously.Counter plans: Multimedia courseware could be used in our teaching process to display the contents more clearly. And in order to introduce the ne

32、w marketing theories more intuitively, abundant practical cases could be introduced.Moreover, during our class, using blackboard writing could help students understand the difficulties more easily. At the same time, students should do the topic discussion and case study in English so that they can improve their skills in dealing with international marketing problems.三、本课程与其它课程的联系与分工The preceding courses are Management and MarketingAnd this course focuses on the cultural diffe