市场营销培养计划

PAGEPAGE12浙江理工大学2013级市场营销专业培养方案一、专业名称：市场营销专业代码：120202二、培养目标本专业培养具备一定的经济学、数学基础、心理学和工程技术基础，掌握市场营销、管理学和工商管理的基本理论和基本知识，掌握营销方法与技巧，具有市场研究与营销策划、开拓市场与组织市场营销活动的能力，能较熟练地应用专业软件、阅读专业英语文献资料，并具有一定的科研能力。能在企事业单位、政府部门从事市场营销管理工作以及教学、科研工作，具有较高综合素质的管理学科的应用型人才。三、培养规格及基本要求（一）知识目标通过本专业学习，学生可以获得经济学基础、心理学基础、管理学基础理论与方法、会计学基础、工商管理基础、营销基本原理与方法、市场研究、营销策划、销售管理、网络营销、服务营销、跨国营销等知识。（二）能力目标学生应获得如下能力：敏锐的观察能力；信息收集与分析能力；创意与营销方案构思能力；组织实施能力；人际沟通能力；表达能力：数值化表达、图象化表达、口头表达和书面表达能力；学习能力。（三）素质目标培养学生以下素质：营销策划与营销管理人员的基本素养，抓住关键营销问题、分析并及时快速提出解决方案；信息素养，主要为强烈的信息意识、较高的信息分析能力和挖掘信息价值的艺术；诚实客观；团队合作精神；既为企业负责又关心顾客权益的职业道德。四、主干学科：工商管理五、核心课程毛泽东思想和中国特色社会主义理论体系概论、英语、计算机基础概论、高等数学、管理学、微观经济学、市场营销学、市场营销调研、消费者行为学、广告学、营销渠道管理、营销策划六、特色课程双语课程：网络营销、国际市场营销、管理沟通讨论式课程：营销策划研究型课程：市场营销调研创新创业型课程：创业管理、营销策划、产品策划与管理七、学习年限：3-6年最低毕业学分：167授予学位：管理学学士课内总学时：1997独立实践教学：35周+32学时八、培养方案的学分分配类别必修学分选修学分合计比例通识课程54+4167444.3%学科基础课程32+5135029.9%专业课程12+2084024.0%第二课堂/331.8%合计12740167100.0%比例76.0%24.0%实践教学45.5学分比例27.2%九、专业特色厚基础，掌握经济学、管理学、心理学、工商管理等学科基础知识；具有一定工程技术知识，集中选修8学分的工程技术类课程，熟悉某类行业、产品、技术和工艺知识。十、说明市场营销专业按照工商管理大类招生，实行“1+3”的培养模式，第一学年为工商管理大类培养，主要修读通识课程和学科基础课程，第二学年进行专业分流，以学生自愿选择为原则进行择优录取。

浙江理工大学2013级市场营销专业教学计划表课程类别课程性质课程归属大类课程代码课程名称学分总学时讲课学时实验(践)学时建议修读学期建议

周学时考核方式备注通识教育必修计算机信息类02524计算机基础概论1.0161612▲注1人文艺术类26433名著选读1.0168812思想政治理论类74509思想道德修养与法律基础3.04832162374510中国近现代史纲要2.0322841274516马克思主义基本原理概论3.04842613语言类73508英语24.0646414▲注273510英语44.0646424▲自然科学类63524高等数学B15.0808015▲63525高等数学B24.0646424▲体育与健康类03502体育11.0324281203503体育21.0324282204507大学生心理健康教育2.032161612选修计算机信息类软件应用课程2.0323222见前注1学科基础教育必修53608管理学学科导论1.016161253513管理学A3.0484813▲51543经济法2.032321251566微观经济学A3.0484823▲52540基础会计学3.0484823▲通识教育必修思想政治理论类07501形势与政策2.0128注3综合类04503职业发展与就业指导2.038注4通识教育必修思想政治理论类74514毛泽东思想和中国特色社会主义理论体系概论13.04832163374515毛泽东思想和中国特色社会主义理论体系概论23.048321643语言类英语拓展课2.0323242▲73014口语与写作2.0323232▲自然科学类63519概率论与数理统计A3.0484843▲63564线性代数A3.0484833▲体育与健康类03504体育31.0324283203505体育41.0324284208501军事理论1.036211543注5学科基础教育必修53604组织行为学2.0323242▲51536宏观经济学B2.032323252503财务管理B2.032323253570市场营销学B3.0484833▲54615管理统计A3.048485354507电子商务B2.032325267555基础心理学2.0323242▲53568市场营销调研2.0323242▲53585消费者行为学2.0323252▲选修54523管理信息系统2.032324253540企业文化导论2.032327254527管理运筹学B2.0323242

浙江理工大学2013级市场营销专业教学计划表课程类别课程性质课程归属大类课程代码课程名称学分总学时讲课学时实验(践)学时建议修读学期建议

周学时考核方式备注学科基础教育选修53550冲突管理2.032327251523国际贸易理论与实务B2.032325253547人力资源管理2.032326253561生产与运作管理A3.0484535353601质量管理2.032326253812创业管理2.032327253515管理学学科专题讲座1.018186253583消费经济学2.032324253624战略管理2.032325254536客户关系管理2.032327254570物流管理2.032327253811管理沟通(双语)2.032327253559社会心理学2.0323272专业教育必修53537品牌管理2.032326253594营销渠道管理2.032326253521广告学2.0323262▲53507服务市场营销2.032325253593营销策划2.032326254665网络营销(双语)2.0323272▲选修53503国际市场营销(双语)2.032327253557商务谈判2.032325253632产品策划与管理2.032325253509公共关系学2.032325253574推销学2.032325253615房地产策划与营销2.032327253685工业品营销2.032325253534零售管理2.03232721.考核方式栏“▲”为集中笔试，“★”为集中机试。2.备注栏说明注1：通识教育（计算机信息类）课程实行分级教学，具体安排如下：课程层次第一学期第二学期必修选修一般层次计算机基础概论（02524）计算机应用技能B（02512）软件应用课程高层次计算机基础概论（02524）Access应用（02526）软件应用课程第二学期学生除修读表中所列课程外，有余力者还可修读其他应用开发课程和综合应用课程，具体课程详见“计算机基础课程开设一览表”。注2：高考英语成绩居我校入学英语成绩排名前30%的新生，入学后可参加学校统一组织的英语水平测试，笔试及口试均达到优秀的学生，可免修“英语2”和“英语4”。注3：“形势与政策”课每学期16学时，每学期考核一次，该课程总成绩为各学年考核平均成绩。注4：“职业发展与就业指导”分散在第1、4、5（6）、7学期，分别为12、4、16和6学时。注5：“军事理论”课除21学时外还有15学时安排在军训期间进行。浙江理工大学2013级市场营销专业

选修课最低修读学分一览表课程类别课程归属大类最低修读学分是否指定教学计划表内课程选修备注通识教育自然科学类工程技术类8否人文艺术类4否综合类经济管理类计算机信息类4否语言类体育与健康类思想政治理论类学科基础教育13是专业教育8是

浙江理工大学2013级市场营销专业独立实践教学计划表课程类别课程性质课程归属大类课程代码课程名称学分总学时讲课学时实验(践)学时建议修读学期建议

周学时考核方式备注通识教育必修计算机信息类02512计算机应用技能B232.03212见前注102526Access应用232.03212体育与健康类03501军训12W2W12W通识教育必修综合类04501社会实践12W2W42W学科基础教育必修54621ERP沙盘模拟1.01W1W51W53683企业经营模拟1.01W1W41W53658学年论文2.02W2W62W53653市场调研1.01W1W51W专业教育必修53645毕业实习4.04W4W74W53684毕业论文10.016W16W816W53059专业实习2.02W2W72W53686营销综合实训2.02W2W72W53222营销策划实习2.02W2W72W浙江理工大学2013级市场营销专业

独立实践教学选修课最低修读学分一览表课程类别课程归属大类最低修读学分是否指定教学计划表内课程选修备注通识教育学科基础教育专业教育第二课堂教育3注：“第二课堂教育”学生可通过参与科研项目，参加各类学科竞赛或科技文化艺术活动，发表学术论文或文学作品、设计作品，获得发明专利，参加课外自主实验、社会调查、社团活动，获得国家颁布的各类资格证书等多种途径获得第二课堂学分。

ZhejiangSci-TechUniversity2013ProgramOutlineofMarketingⅠNameofMajor:MarketingCodeforMajor：120202ⅡObjectivesThegraduatesshallhavegoodfundamentalsforeconomics,psychology,mathematicsandengineeringtechniques,masterbasictheoriesandknowledgeofmarketing,managementandbusinessadministration,understandthemarketingmethodsandskills,havetheabilitytoconductmarketingresearchandplanning,explorenewmarketsandorganizemarketingactivities,beabletouseprofessionalsoftware,readEnglishliteratureandbecapableofscientificresearch.Theprogramistocultivatepracticalandall-roundhigh-qualityprofessionalswhohavesolidfoundation,richknowledge,practicalability,andarecapableofinnovationandbusinessstart-upandadapttothesocialneeds.Graduatesshallbepreparedforthemanagement,teachingandresearchjobsinmarketingmanagementintheenterprises,institutionsandgovernmentalorganizations.ⅢBasicRequirementsonKnowledgeandAbilities(1)KnowledgeobjectivesThestudentsofthisprogramshallacquiretheadequateknowledgeonthefundamentalsofeconomicsandpsychology,fundamentaltheoriesandmethodsofmanagementscience,fundamentalsofaccountancyandbusinessadministration,fundamentaltheoriesandmethodsofmarketing,marketresearch,marketingplanning,salesmanagement,databasemarketing,servicemarketingandinternationalmarketing,andetc.(2)CompetencyobjectivesThestudentsshallbecapableofsharpobservation,informationcollectionandanalysis,innovationandconceptionofmarketingplans,organizationandimplementation,interpersonalcommunication,oralandwrittenexpressionthroughnumbersandfigures,andactivelearning.(3)QualityobjectivesThestudentsshallhavethefollowingqualities:fundamentalqualityformarketingplanningandmanagementpersonnel,quickunderstanding,analysisandsolutionofmarketingproblems,sensitivitytoinformationandcapabilityofinformationanalyzingandmining,integrityandobjectivity,teamwork,professionalmoralscherishingtheinterestsofbothbusinessesandcustomers.ⅣMainDisciplinesBusinessAdministrationⅤCoreCoursesIntroductiontoMaoZedongThoughtandtheoreticalsystemofsocialismwithChinesecharacteristics,CollegeEnglish,IntroductiontoComputer,AdvancedMathematics,Management,Microeconomics,Marketing、Marketingresearch,ConsumerBehavior,Advertising,MarketingChannelManagement,MarketingPlanning.ⅥSpecialCoursesBilingualProgram：NetworkMarketing,InternationalMarketing,ManagementCommunicationDiscussion-typecourses：MarketingPlanningResearch-basedcurriculum：MarketingresearchInnovationandEntrepreneurshipCourses:EntrepreneurialManagement,MarketingPlanning,ProductPlanningandManagementⅦLengthofCourses:3-6yearsDegreeAwarded:BachelorofManagementMinimumCreditsRequiredforGraduation:167In-ClassHours:1997SeparatePracticeTeaching:35weeks+32hoursⅧProportionofCourseCreditsCourseClassificationCompulsoryCreditsOptionalCreditsTotalcreditsPercentageGeneralStudies54+4167444.3%BasicDiscipline-relatedCourses32+5135029.9%Major-relatedCourses12+2084024.0%ExtracurricularActivities/331.8%TotalCredits12740167100.0%Percentage76.0%24.0%PracticeTeaching45.5creditsPercentage27.2%ⅨCharacteristicsoftheMajorThickfoundationtomasterthebasicknowledgeofeconomics,managementscience,psychology,businessadministrationandotherdisciplines;withsomeengineeringknowledge,engineeringcoursesfocusonelective,8credits,familiarwithcertaintypesofindustries,products,technologyandprocessknowledge.ⅩNotesMajorofMarketingenrollsunderbusinessmanagementbigclass，adoptscultivationmodeas“1+3”.Studentsiscultivatedasbusinessmanagementbigclass，studyinggeneralcoursesanddisciplinebasiccoursesinthefirststudyingyear，andwillbedistributedtodifferentmajors，throughcompetitiveselectionbasedonself-selectioninthesecondstudyingyear.

2013TeachingScheduleforMarketingZhejiangSci-TechUniversityCourseClassificationC/OCourseCategoryCourseCodeCourseTitleCreditsTotalHoursLectureHoursPracticeHoursTermsWeeklyHoursEvaluationModeNoteGeneralEducationCComputerSciences02524IntroductiontoComputerBasics1.0161612▲N1HumanitiesandArts26433IntroductiontoClassicalLiteraryWorks1.0168812IdeologyandPolitics74509IdeologicalandEthicalCultivationandFoundationsofLaw3.04832162374510TheOutlineofModernChineseHistory2.0322841274516IntroductiontotheBasicPrinciplesofMarxism3.04842613Languages73508CollegeEnglish24.0646414▲N273510CollegeEnglish44.0646424▲Sciences63524AdvancedMathematicsB15.0808015▲63525AdvancedMathematicsB24.0646424▲PhysicalandHealthy03502PhysicalEducation11.0324281203503PhysicalEducation21.0324282204507Students'MentalHealthEducation2.032161612OComputerSciencesSoftwareApplicationCourse2.0323222CheckN1fordetailBasicDiscipline-relatedCoursesC53608IntroductiontoManagementScience1.016161253513ManagementA3.0484813▲51543EconomicLaw2.032321251566MicroeconomicsA3.0484823▲52540FundamentalAccounting3.0484823▲GeneralEducationCIdeologyandPolitics07501CurrentIssuesandPolicies2.0128N3Comprehensive04503CareerDevelopmentandEmploymentGuidance2.038N4GeneralEducationCIdeologyandPolitics74514IntroductiontoMaoZedongThoughtandtheTheoreticalSystemofSocialismwithChineseCharacteristics13.04832163374515IntroductiontoMaoZedongThoughtandtheTheoreticalSystemofSocialismwithChineseCharacteristics23.048321643LanguagesCollegeEnglishforAdvancedLearners2.0323242▲73014EnglishSpeakingandWriting2.0323232▲Sciences63519ProbabilityTheoryandMathematicalStatisticsA3.0484843▲63564LinearAlgebraA3.0484833▲PhysicalandHealthy03504PhysicalEducation31.0324283203505PhysicalEducation41.0324284208501MilitaryTheory1.036211543N5

2013TeachingScheduleforMarketingZhejiangSci-TechUniversityCourseClassificationC/OCourseCategoryCourseCodeCourseTitleCreditsTotalHoursLectureHoursPracticeHoursTermsWeeklyHoursEvaluationModeNoteBasicDiscipline-relatedCoursesC53604OrganizationalBehavior2.0323242▲51536Macro-economicsB2.032323252503FinancialManagementB2.032323253570MarketingB3.0484833▲54615ManagementStatisticsA3.048485354507ElectronicCommerceB2.032325267555BasicPsychology2.0323242▲53568MarketingInvestigation2.0323242▲53585ConsumerBehavior2.0323252▲O54523ManagementInformationSystem2.032324253540IntroductiontoCorporateCulture2.032327254527ManagementOperationB2.032324253550ConflictManagement2.032327251523InternationalTradeTheoriesandPracticeB2.032325253547HumanResourceManagement2.032326253561ProductionandOperationManagementA3.0484535353601QualityManagement2.032326253812EntrepreneurialManagement2.032327253515SpecialLecturesonManagementScience1.018186253583ConsumptionEconomics2.032324253624StrategicManagement2.032325254536CustomerRelationshipManagement2.032327254570LogisticsManagement2.032327253811ManagementCommunication(Bilingual)2.032327253559SocialPsychology2.0323272Major-relatedCoursesC53537BrandManagement2.032326253594MarketingChannelManagement2.032326253521Advertising2.0323262▲53507ServiceMarketing2.032325253593MarketingPlanning2.032326254665NetworkMarketing(Bilingual)2.0323272▲O53503InternationalMarketing(Bilingual)2.032327253557BusinessNegotiation2.032325253632ProductPlanningandManagement2.032325253509PublicRelations2.032325253574Promotion2.032325253615RealEstatePlanningandMarketing2.032327253685BusinessMarketing2.032325253534RetailManagement2.0323272

1.Inevaluationmodecolumn,“▲”meansacollectivelywrittenexaminationisrequired,“★”meansacollectivelycomputerexaminationisrequired.2.RemarksforNoteColumnN1:Computersciencescoursesforgeneralstudieswillbetaughtinalevel-basedmanner,thearrangementisasfollowsCourseLevel1stSemester2ndSemesterCompulsoryOptionalBasicLevelIntroductiontoComputerBasics(02524)ComputerSkillsTrainingB(02512)SoftwareApplicationCourseHigherLevelIntroductiontoComputerBasics(02524)ApplicationsofAccess(02526)SoftwareApplicationCourseInthe2ndsemester,thosestudentswhohavemorecapacitiescanselectotherapplicationdevelopmentcoursesandcomprehensiveapplicationcoursesfromthecourselistforcomputerbasiccoursesexceptforthelistedcoursesinthistable.N2:ThosewhoseEnglishscoresincollegeentranceexaminationranktop30%amongallfreshmenofouruniversityarequalifiedforEnglishleveltestorganizedbytheuniversity;thosewhoscoreAgradeinbothwrittenandoraltestscanbeexemptedfromCollegeEnglish2andCollegeEnglish4.N3:Thecourse“CurrentIssuesandPolicies”willbelecturedfor16periodsandevaluatedonceeachsemester,thescoreofthiscoursewillbetheaverageofscoresobtainedinallacademicyears.N4:38periodsofCareerDevelopmentandEmploymentGuidanceareallocatedinterms1,4,5and7,with12,4,16and6periodsineachtermrespectively.N5:Apartfrom21periodsinclass,15periodsofMilitaryTheorywillbegivenduringmilitarytraining.C=Compulsory,O=OptionalTheListforRequiredMinimumCreditofOptionalCourses2013MarketingZhejiangSci-TechUniversityCourseClassificationCourseCategoryRequiredMinimumCreditsWhetherOnlyThoseCoursesListedinTeachingScheduleCanBeSelectedNoteGeneralEducationSciencesEngineering8NHumanitiesandArts4NComprehensiveEconomicsandManagementComputerSciences4NLanguagesPhysicalandHealthyIdeologyandPoliticsBasicDiscipline-relatedCourses13YMajor-relatedCourses8Y2013ScheduleofSeparatePracticalTeachingforMarketing