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《国际市场营销》(双语)课程教学大纲、课程基本信息Essentials ofMarketing------A Marketing英文名称课程代码MARK2016Strategy PlanningApproach课程性质专业选修课程授课对象国贸等专业本科生学分学时
3.054主讲教师叶兆修订日期
2023.8小威廉.D・佩罗、约瑟夫・P・坎农、E.杰尔姆・麦卡锡著,《国际市场营销》(第16版),指定教材中国人民大学出版社,2020
二、课程目标
(一)总体目标《国际市场营销》是一门研究以国际市场为中心从事国际市场营销活动的国际企业管理方面的应用科学,是综合性、边缘性、实践性、艺术性的应用学科通过国际市场营销、全球营销、文化环境分析、全球营销调研、全球市场竞争分析、全球营销计划与组织、全球营销策略组合、跨国公司活动等基本范畴的系统的分析,以及典型案例的分析,使学生掌握国际市场营销的基本原理和方法,提高学生对国际市场营销环境差异性在市场营销中的重要性的认识,掌握解决和处理国际市场营销问题的方法和策略培养学生的社会责任感和践行社会主义核心价值观的能力,使学生兼具人文精神和科学素养
(二)课程目标课程目标1:掌握国际市场营销领域的基本概念及基本分析方法掌握国际市场营销的基本概念
1.1知晓国际市场营销的分析方法
2.2课程目标2了解国际市场营销环境和国际市场的基本情况熟悉国际市场营销环境
3.1了解国际市场基本情况
4.2课程目标3掌握国际市场营销战略、国际市场营销组合策略掌握国际市场营销战略
5.1掌握产品策略、定价策略、分销渠道策略、促销策略
6.2Business and国际产业市场购买行Organizational8-9为、国际政府市场购买6完成课后思考题Customers and Their行为Buying Behavior根据本章内容自选Distribution国际营销渠道的行为与国际市场渠道策略10-11Customer Service and结构、国际渠道的设计、6有关主题进行小组Logistics国际渠道发展动态讨论与展示根据本章内容自选Retailers,Wholesalers,国际市场渠道策略12-13and TheirStrategy国际营销渠道的中间商6有关主题进行小组Planning讨论与展示Promotion——国际市场促销组合、国根据本章内容自选Introduction to际广告决策、国际人员国际市场促销策略14-15Integrated推销决策、国际公共关6有关主题进行小组Marketing系决策、国际营业推广讨论与展示Communications决策国际市场价格的影响因根据本章内容自选Pricing Objectivesand素与构成、国际市场定国际市场价格策略616-17Policies价目标、国际市场定价有关主题进行小组方法与策略讨论与展示Ethical Marketing in a国际市场营销道德困Consumer-Oriented18境、跨国公司可持续发3完成课后思考题World:Appraisal and展Challenges
六、教材及参考书目
1.小威廉・D・佩罗、约瑟夫・巴坎农、E.杰尔姆・麦卡锡著,《国际市场营销》(第16版),中国人民大学出版社纪宝成著.《市场营销学教程》,中国人民大学出版社
2.陈启杰著.《现代国际市场营销学》,上海财经大学出版社
3.黄维梁著.《国际营销学》,中国金融出版社
4.殷勤凡著.《跨国市场战略营销学》,立信会计出版社
5.
6.迈克尔・津科特、伊尔卡・郎凯恩著.《国际市场营销学》,电子工业出版社
7.菲利普・R・凯特奥拉、约翰・L・格雷厄姆著.《国际市场营销学》,机械工业出版社苏比哈什贾殷著.《国际市场营销》,中国人民大学出版社
8..C.王成慧著.《市场营销理论的演进逻辑与创新研究》,中国财政经济出版社
9.陈厚义、李新民著.《市场营销的国际化与本土化》,贵州人民出版社
10.庄贵军、周筱莲、王桂林著.《营销渠道管理》,北京大学出版社
11.
七、教学方法讲授法理论讲授,主要教学方法,贯穿教学全过程
1..讨论法对本门课程的主要内容,采用问题形式,在师生和学生之间展开讨论2比较法通过比较不同研究方式、研究方法等,深化学生对相关知识点的认识
3.举例法通过举例,强化学生对相关知识点的认识
4.案例分析法通过案例解读、案例问题回答,提高学生理论知识运用能力
5.
八、考核方式及评定方法(-)课程考核与课程目标的对应关系表4课程考核与课程目标的对应关系表课程目标考核要点考核方式课堂交流
1.国际市场营销领域的基本概念课后作业课程目标
2.1及基本分析方法期末考试
3.课堂交流
1.国际市场营销环境和国际市场.课后作业课程目标22的基本情况期末考试
3..课堂交流1国际市场营销战略、国际市场营课后作业课程目标
2.3销组合策略期末考试
3.
1.评定方法.平时成绩(含考勤、课堂表现与课后作业)期中考试期末考试30%,20%,50%
2.课程目标的考核占比与达成度分析表5课程目标的考核占比与达成度分析表占比平时期中期末总评达成度课程目课程目标1303040(例课程目标达成度二1{0・3x平时目标1成绩+
0.2x课程目标2304030期中目标成绩期末目1+
0.5x标成绩}/目标总分按11课程目标课程考核实际情况描述)3302050
(三)评分标准评分标准90-10080-8970-7960-6960课程目标优良中合格不合格A BC DF非常全面、准确地掌比较全面、准确地掌基本正确地掌握国不能正确地掌握国对国际市场营销的握国际市场营销领域握国际市场营销领域际市场营销领域的际市场营销领域的基本概念与市场营课程的基本概念及基本分的基本概念及基本分基本概念及基本分基本概念及基本分销和国际贸易的基析方法析方法析方法析方法目标1本概念区分较为准确,但不够全面非常准确、深入地理比较准确、深入地理基本正确地理解国不能正确地理解国对国际市场营销环解国际市场营销环境解国际市场营销环境际市场营销环境和际市场营销环境和课程境和国际市场的基和国际市场的基本情和国际市场的基本情国际市场的基本情国际市场的基本情本情况的理解较为目标2况况况况准确,但不够深入非常全面、准确地掌比较全面、准确地掌基本正确地掌握国不能正确地掌握国对国际市场营销战握国际市场营销战握国际市场营销战际市场营销战略、际市场营销战略、略、国际市场营销课程略、国际市场营销组略、国际市场营销组国际市场营销组合国际市场营销组合组合策略的掌握较目标3合策略合策略策略策略为准确,但不够全面
(三)课程目标与毕业要求、课程内容的对应关系表1:课程目标与课程内容、毕业要求的对应关系表课程目课程子对应课程内容对应毕业要求标目标知识要求具备较为完备的知识结构,包括基础性知识、专
1.业性知识和通识性知识等具备管理学学科及企业管理专业方向的基础性知识基础性知识包括管理学、经济学、政治
1.1国际市场营销的含义学、社会学和法学等社会科学知识,以及有利于促进学生全面发展的人文、艺术和自然科学知识;具备管理学学科及企业管理专业方向的专业性知识专业性知识包括战略管理、人力资源管理、运营管理、以及品牌管理等相关知识课程目标1知识要求具备较为完备的知识结构,包括基础性知识、专
1.业性知识和通识性知识等具备管理学学科及企业管理专业方向的基础性知识基础性知识包括管理学、经济学、政治国际市场营销的理论基
1.2学、社会学和法学等社会科学知识,以及有利于促进学生全础面发展的人文、艺术和自然科学知识;具备管理学学科及企业管理专业方向的专业性知识专业性知识包括战略管理、人力资源管理、运营管理、以及品牌管理等相关知识,能力要求具备较为系统的能力结构,包括获取知识的能2力、运用知识的能力、创新思维的能力和团队管理和合作能力等具备管理科学学科及企业管理专业方向的工具性知国际市场营销环境
2.1识工具性知识包括数学、外语、计算机及信息技术应用、文献检索、社会调查与研究方法、论文写作等具备自我学习知识、自我消化知识、自我更新知识的能力课程目标
2.能力要求具备较为系统的能力结构,包括获取知识的能2力、运用知识的能力、创新思维的能力和团队管理和合作能力等具备管理科学学科及企业管理专业方向的工具性知
2.2国际市场购买行为分析识工具性知识包括数学、外语、计算机及信息技术应用、文献检索、社会调查与研究方法、论文写作等具备自我学习知识、自我消化知识、自我更新知识的能力.能力要求具备较为系统的能力结构,包括获取知识的能课程目
23.1国际市场营销管理过程力、运用知识的能力、创新思维的能力和团队管理和合作能标力等具备管理科学学科及企业管理专业方向的工具3性知识工具性知识包括数学、外语、计算机及信息技术应用、文献检索、社会调查与研究方法、论文写作等具备自我学习知识、自我消化知识、自我更新知识的能力素质要求具备较为全面的素质结构,包括专业素质、文
3.化素质和身心素质等能够应用管理理论和方法分析并解决国际市场产品策略、国理论与实践问题具备发现问题、提炼问题、分析问题的能际市场品牌策略、国力,并且具备综合运用本专业的基础理论和专业知识解决问
3.2际市场价格策略、国题的能力具有较强的组织沟通能力与探索性、批判性思维际市场渠道策略、国能力,不断尝试理论或实践创新养成独立思考、创新思维际市场促销策略的习惯,具备进取意识和探索精神拥有良好的创新能力、创业能力和科学研究能力具备较强的沟通协调能力、团队合作能力和开拓创新能力
三、教学内容Chapter One:Marketings Valueto Consumers,Firms,and Society
1.教学目标1Know whatmarketing is and whyyou shouldlearn aboutit;2Understand thedifferencebetween marketingand macro-marketing;3Know the marketing functionsand whymarketingspecialistsincluding intermediariesand collaborators-develop toperform them;4Understand whata market-driven economyis and how itadjusts themacro-marketing system;5Know whatthe marketing concept is-andhow it shouldguide a firm ornonprofit organization;6Understand whatcustomer valueis and why it is important to customersatisfaction;7Know howsocialresponsibility and marketing ethicsrelate tothe marketingconcept;8Understand theimportant new terms shownin boldface.教学重难点
2.1The marketingconcept andcustomer value;2Marketings rolehas changeda lot over theyears;3The marketingconcept,social responsibility,and marketingethics.教学内容
3.1Marketing——Whafs itall about2Marketing isimportanttoyou;3How shouldwedefine marketing4Macro-Marketing;5The roleof marketingin economicsystems;6Marketings rolehaschanged alotover the years;7What doesthe marketingconcept mean8The marketingconcept andcustomervalue;9The marketingconcept appliesin nonprofitorganizations;10The marketingconcept,socialresponsibility,andmarketingethics..教学方法讲授、讨论、比较、举例
4.教学评价完成课后思考题5Chapter2::Evaluating Opportunities in theChanging MarketEnvironment教学目标
1.1Know thevariables thatshape theenvironment ofmarketing strategy planning;2Understand whycompany objectivesare importantin guidingmarketing strategy planning;3See howtheresources ofafirmaffect thesearch for opportunities;4Know how to conducta competitoranalysis andhowdifferent types of competitionaffect strategy planning;5Understand howthe economicand technologicalenvironments canaffect strategy planning;6Know howelementsof thepolitical andlegal environmentaffect marketing strategyplanning;7Understand thecultural and socialenvironment andhow demographictrends affectstrategyplanning;8Understand howto screenand evaluatemarketing strategy opportunities;9Understand theimportant new terms shown in boldface.教学重难点
2.1The culturaland socialenvironment;2The economicenvironment;3Thepolitical environment;4The legalenvironment;5Planning gridshelp evaluatea portfolioofopportunities;6Evaluating opportunitiesin internationalmarkets.教学内容
3.1The marketenvironment;2Objectives shouldset firmscourse;3Companyresources maylimit searchforopportunities;4Analyzing competitorsand thecompetitiveenvironment;5The economicenvironment;6The technologicalenvironment;7The politicalenvironment;8The legalenvironment;9The culturalandsocialenvironment;10Using screeningcriteriato narrowdown tostrategies;10Planning gridshelp evaluatea portfolioof opportunities;11Evaluating opportunitiesin internationalmarkets.教学方法讲授、讨论、案例分析
4.教学评价分组进行案例讨论
5.Chapter3:ee:Focusing MarketingStrategy withSegmentation andPositioning教学目标
1.1Be familiarwith the Four Psin a marketing mix;2Define anddescribe genericmarkets and product-markets;3Know whatmarket segmentationisandhowtosegmentproduct-markets intosubmarkets;4Know threeapproaches tomarket-oriented strategyplanning;5Know dimensionsthat maybe usefulfor segmentingmarkets;6Recognize howsome computer-aidedmethods are used insegmenting;7Know whatpositioning isand whyitisuseful;8Understand theimportantnew terms shown inboldface.教学重难点
2.1Naming product-marketsandgeneric markets;2Market segmentation;3targeting;4Differentiation andpositioning教学内容
3.1Search foropportunities canbegin byunderstanding markets;2Naming product-marketsand genericmarkets;3Market segmentationdefines possibletarget markets;4What dimensionsareusedtosegment markets5More sophisticatedtechniques mayhelp insegmenting andtargeting;6Differentiation andpositioningtake thecustomer pointof view.教学方法讲授、讨论、案例分析
4.教学评价分组进行案例讨论
5.Chapter4:r:Final Consumersand Their Buying Behavior教学目标
1.1Describe howeconomic needsinfluence thebuyer decision process;2Understand howpsychologicalvariables affectan individuaPsbuying behavior;3Understand howsocial influencesaffect anindividuaPsbuying behavior;4Describe howculture andethnicity influenceconsumer buyingbehavior;5Explain howcharacteristics of the purchasesituationinfluence consumerbehavior;6Explain theprocess bywhich consumermake buyingdecisions;7Understand importantnew termsshown inboldface.教学重难点
2.1The consumerdecision process;2Economic needs;3Psychologicalvariables;4Social influences;5Cultureethnicity;6Purchase situation.教学内容
3.1Consumer behavior:Why dothey buywhat theybuy2Economic needsaffectmost buyingdecisions;3Psychological influenceswithin anindividual;4Social influencesaffectconsumer behavior;5Culture,ethnicity,and consumerbehavior;6Individuals areaffected bythepurchase situation;7The consumerdecisionprocess.教学方法讲授、讨论、比较、举例
4.教学评价完成课后思考题
5.Chapter5:e:Business andOrganizational Customers and Their Buying Behavior教学目标
1.1Name andgive examplesof thedifferent types of businessand organizationalbuyers;2Describe howorganizational andbusiness marketsdiffer fromconsumer markets;3Describe eachstep inthemodel oforganizational/business buying;4Explain thedifferent typesof buyingprocesses;5Understand thedifferenttypesofbuyer-seller relationshipsand theirbenefits andlimitations;6Know aboutthe numberanddistribution ofmanufacturers andwhy theyare animportant customergroup;7Know howbuying byservice firms,retailers,wholesalers,and governmentsis similarto-and differentfrom-buying bymanufacturers;8Understandimportant new termsshown inboldface.教学重难点
2.1Businessorganizational marketsand customersare different;2A modelof businessand organizational buying;3Characteristics oftypesoforganizational customers.教学内容
3.1Business andorganizational customersAbig opportunity;2Organizational customersare different;3A modelof businessandorganizationalbuying;4Manufacturers areimportant customers;5Producers ofservices——Smaller andmore spreadout;6Retailers andwholesalers buyfor their customers;7The governmentmarket.教学方法讲授、讨论、比较、举例
4.教学评价完成课后思考题
5.Chapter6::Distribution CustomerService andLogistics教学目标
1.1Understand whylogistics physical distribution issuch animportant partofPlace andmarketing strategyplanning;2Understand whythe physicaldistribution customer servicelevel isa keymarketing strategyvariable;3Understand thephysicaldistributionconcept andwhy thecoordinationof storing,transporting,and relatedactivities isso important;4See howfirms cancooperateand sharelogistics activitiesthat willprovide addedvalue totheircustomers;5Know abouttheadvantages anddisadvantages ofvarious transportationmethods;6Know howinventory andstoragedecisions affectmarketingstrategy;7Understand thedistribution centerconcept;8Understand importantnew termsshown inboldface.教学重难点
2.1Logistics customerservice;2Transportation modes;3Storage and strategyplanning;4Inventory costs;5Storage facilities;6Distribution centers.教学内容:
3.1Physical distributiongets itto customers;2Physical distributioncustomerservice;3Physical distributionconcept focuseson thewhole distributionsystem;3Coordinating logisticsactivities amongfirms;4The transportingfunction addsvalue toa marketingstrategy;5Which transportingalternative isbest6The storingfunction andmarketingstrategy;7Specialized storingfacilities maybe required;8The distributioncenterAdifferent kindofwarehouse.教学方法讲授、讨论、案例分析
4.教学评价分组组成研究小组,选定本组研究问题
5.Chapter Seven:Retailers,Wholesalers,and TheirStrategy Planning教学目标
1.1Understand thenature andbasic structureof retailing;2Understand howretailers plantheirmarketing strategies;3Know aboutthe manykinds ofretailers thatwork withproducers andwholesalers asmembersof channelsystems;4Understand whatis differentabout retailingon the internet;5Understand howandwhy retailersevolve,including theroles oftechnology,scrambled merchandising,and the“wheel of retailing^^6Understand someof thedifferences inretailing indifferent nations;7Know whatprogressive wholesalersaredoing tomodernize theiroperations andmarketing strategies;8Know thevarious kindsof merchantand agentwholesalers and thestrategies theyuse;9Understand importantnewtermsshowninboldface.教学重难点
2.1Strategy planning for retailers;2Strategy planning for wholesalers.教学内容
3.1Retailers andwholesalers plantheir ownstrategies;2The natureofretailing;3Planninga retailersstrategy;4Conventional retailersTryto avoidpricecompetition;5Expand assortmentand serviceTocompete ata highprice;6Evolution ofmass-merchandising retailers;7Some retailersfocus onadded convenience;8Retailing andtheinternet;9Whyretailers evolveand change;10Differences inretailing indifferent nations;11What isa wholesaler12Wholesaling ischanging withthe times;13Wholesalers addvalue indifferent ways;14Merchant wholesalersarethe mostnumerous;15Agents arestrong onselling.教学方法讲授、讨论、案例分析
4.教学评价根据本组选题,进行本组研究问题的文献综述
5.Chapter Eight:Promotion—Introduction toIntegrated MarketingCommunications教学目标
1.1Know theadvantages anddisadvantages of the promotionmethods a marketing managercanuse instrategyplanning;2Understand theintegrated marketingcommunications concept andwhyfirms usea blendofdifferent promotionmethods;3Understand theimportance ofpromotion objectives;4Know howthetraditional communication process affects promotion planning;5Understand howcustomer-initiated interactivecommunicationaffectspromotion planning;6Know howtypical promotion plans are blended toget anextra pushfromwholesalersandretailers,as wellas helpfrom customersin pullingproducts throughthechannel;7Understand howpromotion blendstypically vary overtheadoption curveand product life cycle;8Understand howto determinehow muchto spendon promotionefforts;9Understand importantnewtermsshownin boldface.教学重难点
2.1Advertising;2Sales promotion;3Personal selling;4Public relations教学内容
3.1Promotion communicatesto targetmarkets;2Several promotionmethods areavailable;3Someone mustplan,integrate,and managethe promotionblend;4Which methodsto usedepends onpromotionobjectives;5Promotion requireseffective communication;6When customersinitiate thecommunicationprocess;7How typicalpromotionplansareblendedand integrated;8Adoption processescan guidepromotionplanning;9Promotion blendsvaryoverthe productlife cycle;10Setting thepromotion budget.教学方法讲授、讨论、案例分析
4.教学评价根据本组选题,撰写本组研究设计方案
5.Chapter Nine:Pricing Objectivesand Policies教学目标
1.1Explain thedimensions ofprice andvalue;2Understand howpricing objectivesshouldguide strategyplanningforpricing decisions;3Understand choicesmarketing managersmust makeabout priceflexibility;4Know whatamarketingmanager shouldconsider whensetting theprice levelfor aproduct inthe earlystagesof theproductlife cycle;5Understand themany possiblevariations ofa pricestructure,including discounts,allowances andwho paystransportation costs;6Understand thevalue pricingconceptandits rolein obtainingacompetitive advantageby offeringtarget customerssuperior value;7Understand thelegality ofprice-level andprice-flexibility policies;8Understand importantnewtermsshowninboldface.教学重难点
2.1Pricing objectivesand policies;2Methods ofpricing;3Pricing strategies教学内容
3.1Price hasmany strategydimensions;2Objectives shouldguide strategyplanningforprice;3Profit-oriented objectives;4Sales-oriented objectives;5Status quopricing objectives;6Most firmssetspecific pricing policies——To reachobjectives;7Price flexibilitypolicies;8Price-level policies——Over theproductlifecycle;9Discount policies——Reductions fromlist prices;10Allowance policies——Off listprices;11Some customersget somethingextra;12List pricemay dependon geographicpricing policies;12Pricingpolicies combineto impactcustomer value;13Legality ofpricingpolicies.教学方法讲授、讨论、案例分析
4.教学评价根据本组选题,设计问卷,并展开问卷调查根据本组数据收集结果,结合研究报告
5.撰写,展开定量数据分析或定性数据分析Chapter Ten:Ethical Marketingin aConsumer-Oriented World:Appraisal andChallenges教学目标
1.1Understand whymarketing mustbe evaluateddifferently atthe microand macrolevels;2Understand whythis textargues thatmicro-marketing coststoo much;3Understand whythis textargues thatmacro-marketing doesnot costtoo much;4Understand alloftheelements ofthemarketingstrategy planningprocessandstrategydecisions fortheFourPs;5Know howto prepareamarketingplan andhowitrelates tothemarketing strategyplanning process;6Know someofthechallenges marketersface asthey workto developethicalmarketing strategiesthat serveconsumers,needs.教学重难点
2.1Evaluating marketing;2Putting togetherinnovative marketingplans;3Challengesfacing marketers.教学内容⑴
3.How shouldmarketing beevaluated2Can consumersatisfaction bemeasured3Micro-marketing oftendoes costtoo much;4Macro-marketing doesnot costtoo much;5Marketing strategyplanningprocess requireslogic andcreativity;6The marketingplan bringsall thedetails together;7Challengesfacing marketers;8How farshould themarketingconceptgo教学方法讲授、讨论、举例
4.教学评价完成课后思考题
5.表2各章节的具体内容和学时分配表章节内容学时分配早下Marketings Valueto Consumers,第一章3Firms,and SocietyEvaluatingOpportunities inthe第二章6Changing MarketEnvironmentFocusing MarketingStrategy with6第二早Segmentation andPositioningFinal Consumersand TheirBuying第四章6BehaviorBusiness andOrganizational第五章CustomersandTheirBuying6BehaviorDistribution CustomerServiceand第六章6LogisticsRetailers,Wholesalers,andTheir第七章6Strategy PlanningPromotion——Introduction to第八章Integrated Marketing6Communications第九章6Pricing Objectivesand PoliciesEthicalMarketingina第十章Consumer-Oriented World:3Appraisal andChallenges
五、教学进度表3教学进度表授日课备周次章节名称内容提要作业及要求时注期数Marketings Valueto国际营销的含义、理论Consumers,Firms,and3完成课后思考题1基础、发展阶段SocietyEvaluating影响国际市场的经济与Opportunitiesinthe阅读有关案例并讨2-3人口环境、社会与文化6Changing Market论环境、政治与法律环境EnvironmentFocusing MarketingStrategywith国际市场细分、目标市阅读有关案例并讨64-5Segmentation and场选择、国际市场定位论PositioningFinal Consumersand国际消费者市场购买行6完成课后思考题6-7TheirBuyingBehavior为。