全球市场管理课程介绍与教学大纲

1、全球市场管理课程简介课程编号12MKT389课程名称全球市场管理课程性质必修学 时72学 分4.5学时分配授课：72 实验： 上机：  实践：    实践（周）：考核方式闭卷考试，平时成绩占50% ，期末成绩占50% 。开课学院国际教育学院更新时间 适用专业财务管理（中澳合作）先修课程组织与管理、大学英语、市场营销学课程内容：全球市场管理是财务管理（中澳合作）专业的一门必修课。该课程的主要内容包括市场导向的战略管理、营销战略计划、竞争市场分析、确定竞争定位、实施竞争性定位战略。通过该门课程的学习，学生可以深入认识和了解“市场导向”，将顾客作为企业经营活动

2、的中心，并围绕价值创造过程配置人员、信息和组织机构；指出了组织资源在创造可持续竞争优势中的作用；通过运用营销组合以及有效地组织和控制营销活动来实现定位。该门课程的主要任务是使学生了解公司资源、资产和能力与市场机会相互匹配的重要性，深入学习确认细分市场和当前定位的相关技术。分析战略的形成和执行，深度讨论通过创新、客户关系及内部营销创建竞争优势。面对市场的重大变化，适当应对，更好地管理营销活动，从而在竞争中获胜。Brief Introduction  Code12MKT389TitleGlobal Market ManagementCourse natureOptionalSemeste

3、r Hours72Credits4.5Semester Hour StructureLecture： 72 Experiment：  Computer Lab：    Practice：Practice (Week)：AssessmentClosed book examination, usually results accounted for 50%, the final grade accounted for 50%.Offered byInternational Education CollegeDateforFinancial Mana

4、gement (Sino-Australian cooperation)PrerequisiteOrganization and Management, College English, MarketingCourse Description: Global Market Management is the compulsory subject for the students majored in Financial Management (Sino-Australian cooperation). The subject covers a broad range of topics inc

5、luding market-led strategic management, strategic marketing planning, competitive market analysis, identifying competitive positions, creating competitive positioning strategies and implementing the strategy. Learning this subject can make students examine the issue of growing understanding of marke

6、t orientation as a way of doing business that places the customer at the center of e operations, and align people, information and structures around the value-creation process. They also can recognize the role of organizational resources in creating sustainable competitive advantage, then make the p

7、ositioning strategy through marketing mix and organizations operating. The mission of this course is:1. To understand the role of matching corporate resources, assets and capabilities to market opportunities.2. To examine the techniques available for identifying market segments and current positions

8、. 3. To analyze the strategy formulation and implementation. 4.To discuss in more detail on how to build positioning advantage through innovation ,customer relationship and inner marketing . 5. To identify the major changes taking place in markets, manage the marketing better to gaining an edge over

9、 other competitors.全球市场管理课程教学大纲课程编号12MKT389课程名称全球市场管理课程性质必修学 时72学 分4.5学时分配授课： 72  实验： 上机：   实践：    实践（周）：考核方式闭卷考试，平时成绩占50% ，期末成绩占50% 。开课学院国际教育学院更新时间适用专业财务管理（中澳合作）先修课程组织与管理、大学英语、市场营销学一、教学内容Chapter 1Introduction to marketing strategy1.1 Marketing strategy1.2 Strategi

10、c marketing planningDifficulties: the role of strategic marketing planningKey Points: concept of market-led strategic managementChapter2the Marketing Environment2.1 The changing market environment2.2 Customer analysis2.3 Competitor analysisDifficulties: different approaches for analyzing industriesK

11、ey Points: the key factors for market success (or key success factors); customer needs and motivations; the role of competitor position in the market placeChapter 3Organization Resources and research3.1 Understanding the organizational resource base3.2 Forecasting future demand and market requiremen

12、tsDifficulties：identify key marketing capabilities and explain how these capabilities can be developed，the notion ofportfolio of resourcesKey Points： the significance of marketing resources; the significance of the ability to develop dynamic capabilities; the key forecasting techniques used in devel

13、oping effective market strategies.Chapter 4Market Segmentation4.1 Market segmentation and competitive positioning4.2 Segmentation researchDifficulties: identify and develop market segmentation strategiesKey Points: the purpose of market segmentation; the principles of market segmentation; the princi

14、ples of competitive positioning; the various methods of segmentation researchChapter 5Sustainable Competitive Advantage5.1 Selecting target markets5.2 Creating sustainable competitive advantage5.3 Competing through the “new” marketing mixDifficulties: apply the various ways of creating a competitive

15、 advantage; apply various offensive and defensive strategiesKey Points: select profitable targets markets; identify the characteristics of a sustainable competitive advantageChapter 6Competing in the Market Place6.1 Competing through innovation6.2 Competing through superior service and customer rela

16、tionsDifficulties: explain the role of building customer relationships;explain and apply strategies for customer retention; andidentify and explain reasons for customer satisfaction.Key Points: innovation drivers; identify and explain the dimensions of superior service;Chapter 7Strategic Management7

17、.1 Strategic customer management7.2 Strategic alliances and networksDifficulties: explain why collaborative arrangements are becoming a means of competing and providing superior value to customers; and identify and describe various forms of alliances and networks.Key Points: describe and explain the

18、 principles of strategic customer management;explain the changing role and expectations of the salesforce; identify and describe features of the strategic sales organisation;Chapter 8Implementing the Marketing Strategy8.1 Strategy implementation and internal marketing8.2 Corporate social responsibil

19、ity8.3 Twenty-first century marketingDifficulties: explain the link between corporate social responsibility and competitive advantageKey Points: role of internal marketing; the scope corporate social responsibility; the changing competitive arena二、教学基本要求Chapter 1Introduction to marketing strategyHav

20、ing successfully completed this Chapter, students should be able to explain the concept and nature of a strategy.Chapter2the Marketing EnvironmentHaving successfully completed this Chapter, students should be able to discuss the development of an integrated marketing plan.Chapter 3Organization Resou

21、rces and researchHaving successfully completed this Chapter, students should be able to explain the relationship between the strategic marketing planning process and business strategy.Chapter 4Market SegmentationHaving successfully completed this Chapter, students should be able to explain of concep

22、ts Market Segmentation and Positioning.Chapter 5Sustainable Competitive AdvantageHaving successfully completed this Chapter, students should be able to explain the role of sustainable competitive advantage in strategic assessment.Chapter 6Competing in the Market PlaceHaving successfully completed th

23、is Chapter, students should be able to discuss the role of strategic alliances and their impact on marketing strategy in today's business environment.Chapter7Strategic ManagementHaving successfully completed this Chapter, students should be able to apply marketing strategies to achieve organizat

24、ional objectives with appropriate controls in place to measure effectiveness.Chapter8Implementing the Marketing StrategyHaving successfully completed this Chapter, students should be able to analyze the opportunities and challenges of contemporary and futuristic marketing issues.三、章节学时分配章次总课时课堂讲授实验上机实践备