《国际市场营销（双语）》教学大纲

1、国际市场营销（双语）教学大纲一、 说 明适用专业市场营销先修课程经济学、管理学、市场营销、英语的听说读写总学时48总学分3本课程的目的、要求国际市场营销(International Marketing)是市场营销专业的专业必修课，采用双语教学，使用中文教材，结合课程内容，组织学生以小组的形式开展学习，制定针对相关国家的国际市场营销计划，并将研究成果在课堂上作演说汇报。本课程的教学目的是使学生能较为系统地理解和掌握国际市场营销的基本理论和实践，课程的主要内容包括国际营销的范围和挑战，国际营销的全球环境，全球市场评估中的文化因素，国际营销调研，全球营销管理，国际营销渠道，国际广告及国际市场定价。本

2、课程在教学中坚持理论分析与实例，案例分析相结合的方法，为学生提供大量的案例陈述，分析和讨论的机会，锻炼和培养学生分析问题和解决问题的能力。课程全部章节使用50%的英语授课，课件全部用英语。要求学生尽量用英语参与课堂讨论，完成作业试卷的出题部分使用英语通过双语教学，培养学生用英语获取和交流专业知识的水平和能力。（二）内容选取和实施中注意的问题1国际市场变化的新动态国际市场营销的产生与发展；国际市场营销的概念。2国际市场营销环境国际营销文化与社会环境；营销政治和法律环境；国际营销经济环境；国际市场分析。3国际营销所使用的方法国际营销所需要的信息；国际市场营销调研；国际营销市场预测。4国际营销所采用

3、的策略国际营销产品策略；国际营销价格策略；国际营销分销渠道策略；国际营销促销策略。在课堂教学中要注意理论联系实际，结合案例教学。（三）教学方法第一，课堂教学以阐释基本概念和基本原理为主，重点突出，以教学大纲为框架，以所选择的教材为依据，对学生进行导读和释疑，以便学生能够准确掌握基本概念和原理。第二，采用多种多样的教学方式，激发学生的学习热情和教学参与。诸如：课堂讨论，课堂小作业，案例分析，专题研究等等。以开拓思路，加深理解，巩固知识。以课堂教学为主，结合讨论分析案例等。（四）考核方式课程考核方式是教学过程的重要环节，是引导学生树立正确的学习态度，建立良好学习习惯的重要标尺。本课程采用平时成绩期

4、末成绩考核方式，平时考核占总成绩的20%；期末考试占总成绩的80%。平时成绩主要是作业情况以及上课表现，案例讨论发言几个方面，考核以闭卷考试方式进行。（五）教学内容与学时分配教学章节教学内容学时安排备注1The Scope and Challenge of International Marketing(国际营销的范围和挑战)32The Global Environment of International Marketing (国际营销的全球环境)33Cultural Dynamics in Assessing Global Markets(全球市场评估中的文化因素)64Internatio

5、nal Political and Legal Environment (政治和法律环境)35Developing a Global Vision through Marketing Research(通过营销调研建立全球视野)66Global Marketing Management： Planning and organization(全球营销管理计划和组织)37Products and Services for Consumers(面向消费者的产品和服务)68Integrated Marketing Communications and International Advertising

6、(一体化的营销沟通与国际广告)69Personal Selling and Sales Management(人员推销与销售管理)310Pricing for International Markets(国际市场定价)611Review3合计48二、 大 纲 内 容Chapter1 The Scope and Challenge of International Marketing(国际营销的范围和挑战)Learning Objectives(基本要求)：To learn and understand the followings： the scope of the international

7、 marketing task; the importance of the cross-cultural analysis in international marketing; the progression of becoming a global marketer; the increasing importance of global awareness1International Marketing Defined2The International Marketing Task3Environmental Adaptation Needed4The Self-Reference

8、Criterion and Ethnocentrism5Developing a Global Awareness6Stages of International Marketing Involvement7Strategic Orientation8The Orientation of International Marketing说明和要求：（1）教学要求：通过本章的学习使学生了解国际市场营销的概念、识别引导公司进入国际市场的驱动力，识别国际营销卷入的不同层级，了解中国企业的国际市场营销现状，识别阻止公司成功参与国际市场的障碍。（2）重点与难点：界定国际市场营销，描述不同的公司国际营销导向

9、和哲学；识别引导公司进入国际市场的环境驱动力和公司自身的驱动力；识别阻止公司成功参与国际市场的障碍。Chapter2 The Global Environment of International Marketing (国际营销的全球环境)Learning Objectives(基本要求)：To learn and understand the followings： the importance of GATT and the World Trade Organization; the emergence of the International Monetary Fund and the

10、World Bank Group; the evolution of the European Community to the European Union; the trade linkage of NAFTA and South America and its regional effects; the development of trade within the Asia-Pacific Rim; the growth of developing markets and their importance to regional trade1GATT and WTO2The Inter

11、national Monetary Fund and World Bank Group3Protests against Global Institutions4Global Markets and Multinational Market groups5Marketing in a Developing Country说明和要求：（1）教学要求：通过本章的学习让学生形成对世界经济环境的总体认知，从不同角度来看经济发展。列举出经济发展水平不同的国家之间的差异，并讨论新兴市场的重要性；讨论政治风险的预测指标，并指出跨国公司管理政治风险的途径。（2）重点与难点：从不同角度来看经济发展，了解国际营销

12、经济环境，指出跨国公司管理政治风险的途径，熟悉国际法律环境及自然环境。Chapter3 Cultural Dynamics in Assessing Global Markets(全球市场评估中的文化因素)Learning Objectives(基本要求)：To learn and understand the following： the importance of culture to an international marketer; the origins and elements of culture; the impact of cultural borrowing; the s

13、trategy of planned change and its consequences1Cultures Pervasive Impact2Definitions and Origins of Culture3Elements of Culture4Cultural Knowledge5Cultural Change6Business Ethics7Cultures Influence on Strategic Thinking8A Synthesis, Relationship-Oriented versus Information-Oriented Cultures说明和要求：（1）

14、教学要求：让学生掌握文化的定义、要素、易变性、文化的改变和营销、自我参考标准和民族中心主义、全球化的顾客文化。（2）重点与难点：识别文化因素，并且清楚其如何在世界范围内影响营销活动，基于不同的维度，例如时间倾向性、商业活动、物质利益观等，来描述民族和地区的特征，从全球范围来描述全球化的顾客文化。Chapter4 The Political Environment： A Critical Concern (政治环境)Learning Objectives(基本要求)：To learn and understand the following： what the sovereignty of na

15、tions means and how it affects the stability of government policies, political parties, and nationalism; the political risks of global business and the factors that affect stability; the importance of the political system to international marketing and its effects on foreign investments; assessing a

16、nd reducing the effects of political vulnerability；the four heritages of todays legal systems; the important factors in jurisdiction of legal disputes; issues associated with jurisdiction of legal disputes and the various methods of dispute resolution; the unique problems of protecting intellectual

17、property rights internationally; ways to protect against piracy and counterfeiting; the legal differences between countries and how the differences can affect international marketing plans1The Sovereignty of Nations2Stability of Government Policies3Political Risks of Global Business4Assessing Politi

18、cal Vulnerability5Reducing Political Vulnerability6Bases for Legal Systems 7Jurisdiction in International Legal Disputes8International Dispute Resolution9Protection of Intellectual Property Rights说明和要求：（1）教学要求：讨论政治风险的预测指标，并指出跨国公司管理政治风险的途径。描述国际法律、母国法律以及东道国法律是如何影响跨国公司的运营的，讨论与法律管辖权相关的问题；对不同法律体系、知识产权法以及

19、具备治外法权影响力的国家法律等进行分析。（2）指出跨国公司管理政治风险的途径，熟悉国际法律环境及自然环境。Chapter5 Developing a Global Vision through Marketing Research(通过营销调研建立全球视野)Learning Objectives(基本要求)：To learn and understand the following： the importance of problem definition in international research; the problems of availability and use of se

20、condary data; quantitative and qualitative research methods; sources of secondary data; how to analyze and use research information1Breadth and Scope of International Marketing Research2The Research Process3Defining the Problem and Establishing Research Objectives4Problems of Availability and Use of

21、 Secondary Data5Gathering Primary Data： Quantitative and Qualitative Research6Multicultural Research： A Special Problem7Research on the Internet： A Growing Opportunity8Estimating Market Demand9Problems in Analyzing and Interpreting Research Information10Responsibility for Conducting Marketing Resear

22、ch11Communicating with Decision Makers说明和要求：（1）教学要求：通过本章的学习让学生掌握国际营销调研的必要性、国际营销调研的范围、国际营销调研方法、全球营销的决策支持系统。（2）重点与难点：界定国际营销调研，知晓国际营销调研的范围，能为每一种国际营销调研举例子，明确国际市场营销调研决策支持系统的概念，了解销售预测的过程。Chapter6 Global Marketing Management： Planning and Organization(全球营销管理 计划和组织)Learning Objectives(基本要求)：To learn and und

23、erstand the following： how global marketing management differs from international marketing management; the increasing importance of international strategic alliances; the need for planning to achieve company goals; the important factors for each alternative market-entry strategy1Global Marketing Ma

24、nagement： An Old Debate and a New View2Planning for Global Markets3Alternative Market-Entry Strategy4Organizing for Global Competition说明和要求：（1）教学要求：通过本章的学习使学生掌握国际市场进入战略；国际营销战略计划的组织、制定与控制；了解国际营销组织结构的不同类型及其特点。（2）重点与难点：识别公司为了更好开展国际运作而决定组织设计的外部、内部因素；熟悉不同的组织设计。Chapter7 Products and Services for Consumers

25、(面向消费者的产品和服务)Learning Objectives(基本要求)：To learn and understand the following： the importance of offering a product suitable for the intended market; the importance of quality and how quality is defined; country-of-origin effects on product image; physical, mandatory, and cultural requirements for pr

26、oduct adaptation; the need to view all attributes of a product in order to overcome resistance to acceptance1Quality2Products and Culture3Analyzing Product Components for Adaptation4Marketing Consumer Services Globally5Brands in International Markets说明与要求：（1）教学要求： 通过本章学习，让学生掌握国际产品生命周期，熟悉管理国际产品和服务组合的

27、相关知识，探讨产品创新的程度以及新产品国际扩散过程。（2）重点与难点：评估国际产品生命周期的各个阶段，辨析每个阶段运营和目标市场的特征；确定国际产品组合的不同维度；探讨产品创新的程度以及新产品国际扩散过程。Chapter8 International Marketing Channels(国际营销渠道)Learning Objectives(基本要求)：To learn and understand the followings： the variety of distribution channels and how they affect cost and efficiency in ma

28、rketing; how distribution patterns affect the various aspects of international marketing; the growing importance of e-commerce as a distribution alternative; the functions, advantages, and disadvantages of various kinds of middlemen; the importance of middlemen to a products success and the importan

29、ce of selecting and maintaining middlemen1Channel-of-Distribution Structures2Distribution Patterns3Alternative Middleman Choices4Factors Affecting Choices of Channels5Locating, Selecting, and Motivating Channel Members6The Internet说明与要求：（1）教学要求：描述国际营销中本国和东道主国家中间商的作用，介绍国际分销及其相关知识，探讨分销在不同发展水平国家中遇到的挑战。

30、介绍国际物流相关知识。（2）重点与难点： 掌握国际分销及其相关知识。了解分销在不同发展水平国家中遇到的挑战。掌握国际物流相关知识。Chapter9 Integrated Marketing Communications and International Advertising(一体化的营销沟通与国际广告)Learning Objectives(基本要求)：To learn and understand the followings： local market characteristics that affect the advertising and promotion of produc

31、ts; the strengths and weaknesses of sales promotion and public relations in global marketing; when global advertising is most effective; when modified advertising is necessary; the effect of limited media, excessive media, and government regulations on advertising and promotion budgets1Sales Promoti

32、ons in International Markets2International Public Relations3International Advertising4Advertising Strategy and Goals5The Message： Creative Challenge6Media Planning and Analysis7Campaign Execution and Advertising Agency8International Control of Advertising说明与要求：（1）教学要求：描述国际促销组合和国际沟通过程；考察全球范围内的国际广告的形式

33、和实践；描述不同市场中的国际广告、媒介基础结构以及与基础结构相关的挑战；描述广告战略和预算决策，并提供一些国际应用的实例。（2）重点与难点：国际促销组合、国际沟通过程Chapter10 Personal Selling and Sales Management(人员推销与销售管理)Learning Objectives(基本要求)：To learn and understand the followings： the role of interpersonal selling in international marketing; the considerations in designing

34、 an international sales force; the steps to recruiting three types of international sales people; selection criteria for international sales and marketing positions; the special training needs of international personnel; motivation techniques for international sales representatives; how to design co

35、mpensation systems for an international sales force; the changing profile of the global sales and marketing manager1Designing the Sales Force2Recruiting Marketing and Sales Personnel3Selecting Sales and Marketing Personnel4Training for International Marketing5Motivating Sales Personnel6Designing Com

36、pensation Systems7Evaluating and Controlling Sales Representatives8Developing Cultural Awareness9The Changing Profile of the Global Manager10Foreign Language Skills说明与要求：（1）教学要求：描述公司的外派人员管理战略；描述适合公司国际运营的不同类型的雇员；通过本章学习让学生能够正确处理与国际雇员、外派人员管理相关的问题。（2）重点与难点：管理国际雇员、成功对外派人员进行管理Chapter11 Pricing for International Markets(国际市场定价)Learning Objectives(基本要求)：To learn and understand the following： components of pricing as competitive tools in international marketing; the pricing pitfalls directly related to international m