市場(chǎng)營(yíng)銷(xiāo)課程教學(xué)大綱

市場(chǎng)營(yíng)銷(xiāo)課程教學(xué)大綱課程英文名稱：Marketing課程編號(hào)：0401490學(xué)分：2.0學(xué)時(shí)：32一、課程教學(xué)對(duì)象本課程的教學(xué)對(duì)象為英語(yǔ)專業(yè)（商務(wù)英語(yǔ)方向）本科三年級(jí)學(xué)生。二、課程性質(zhì)及教學(xué)目的課程性質(zhì)：本課程是商務(wù)英語(yǔ)專業(yè)的方向選修課程之一。教學(xué)目的：通過(guò)該門(mén)課程的學(xué)習(xí)，系統(tǒng)掌握市場(chǎng)營(yíng)銷(xiāo)學(xué)的相關(guān)內(nèi)容，并能按照市場(chǎng)營(yíng)銷(xiāo)活動(dòng)的程序，對(duì)營(yíng)銷(xiāo)管理涉及的市場(chǎng)、消費(fèi)者、產(chǎn)品開(kāi)發(fā)、定價(jià)、渠道、促銷(xiāo)及顧客價(jià)值等內(nèi)容進(jìn)行理解和應(yīng)用，培養(yǎng)學(xué)生的創(chuàng)新能力和實(shí)務(wù)操作能力。三、對(duì)先修知識(shí)的要求學(xué)生在學(xué)習(xí)本課之前，應(yīng)先修課程：管理學(xué)，商務(wù)英語(yǔ)。課程的主要內(nèi)容、基本要求和學(xué)時(shí)分配建議（總學(xué)時(shí)數(shù):32）基本要求：A級(jí)=掌握B級(jí)=理解C級(jí)=了解知識(shí)/技能模塊知識(shí)點(diǎn)要求學(xué)時(shí)學(xué)習(xí)方式課外學(xué)習(xí)要求1、Marketing:CreatingandCapturingCustomerValue1.1WhatIsMarketing?A2課堂講授閱讀文獻(xiàn)1.2UnderstandingtheMarketplaceandCustomerNeedsA課堂講授1.3BuildingCustomerRelationshipsC課堂講授1.4CapturingValuefromCustomersC課堂講授2、CompanyandMarketingStrategy2.1CompanywideStrategicPlanning:DefiningMarketing’sRoleC2自學(xué)輔導(dǎo)2.2PlanningMarketing:PartneringtoBuildCustomerRelationshipsB課堂講授2.3MarketingStrategyantheMarketingMixA課堂講授閱讀文獻(xiàn)2.4ManagingtheMarketingEffortB課堂講授3、AnalyzingtheMarketingEnvironment3.1TheCompany’sMicroenvironmentA2課堂講授3.2TheCompany’sMacroenvironmentA課堂講授3.3RespondingtotheMarketingEnvironmentB課堂討論4、ManagingMarketingInformationtoGainCustomerInsight4.1MarketingInformationandCustomerInsightA2課堂講授4.2AssessingMarketingInformationNeedsC自學(xué)輔導(dǎo)課外閱讀4.3DevelopingMarketingInformationB自學(xué)輔導(dǎo)課外閱讀4.4MarketingResearchA課堂講授4.5AnalyzingandUsingMarketingInformationB課堂講授4.6OtherMarketingInformationConsiderationC自學(xué)輔導(dǎo)5、UnderstandingConsumerandBusinessBuyerBehavior5.1ConsumerMarketsandConsumerBuyerBehaviorB2課堂講授5.2BusinessMarketsandBusinessBuyerBehaviorB課堂講授6、Customer-DrivenMarketingStrategy:CreatingValueforTargetCustomers6.1MarketSegmentationA2課堂講授6.2MarketTargetingA課堂講授6.3DifferentiationandPositioningB課堂討論7、Products,Service,andBrands:BuildingCustomerValue7.1WhatIsProduct?A4課堂講授7.2ProductsandServiceDecisionsB課堂講授7.3BrandingStrategy:BuildingStrongBrandsA案例分析課堂討論7.4ServiceMarketingC課堂講授課外閱讀8、New-ProductDevelopmentandProductLife-CycleStrategies8.1New-ProductDevelopmentStrategyA3課堂講授8.2TheNew-ProductDevelopmentProcessB課堂講授案例討論8.3ManagingNew-ProductDevelopmentC課堂講授8.4ProductLife-CycleStrategiesA課堂講授9、Pricing:UnderstandingandCapturingCustomerValue9.1WhatIsaPrice?A3課堂講授9.2FactorstoConsiderWhenSettingPriceC課堂講授案例討論9.3New-ProductPricingStrategiesB課堂講授9.4ProductMixPricingStrategiesB課堂講授10、MarketingChannels:DeliveringCustomerValue10.1SupplyChainsandtheValueDeliveryNetworkC3課堂講授10.2TheNatureandImportanceofMarketingChannelsC課堂講授10.3ChannelBehaviorandOrganizationA課堂講授10.4ChannelDesignDecisionsB課堂討論案例分析10.5ChannelManagementDecisionsB課堂討論11、RetailingandWholesaling11.1RetailingA1課堂講授課外閱讀11.2WholesalingA課堂講授12、CommunicatingCustomerValue:PersonalSellingandSalesPromotion12.1ThePromotionMixA2課堂講授12.2AdvertisingB課堂講授案例討論12.3PublicRelationsB課堂講授案例討論13、CommunicatingCustomerValue:PersonalSellingandSalesPromotion13.1PersonalSellingA2課堂講授案例分析13.2ManagetheSalesForceB課堂講授13.3ThePersonalSellingProcessB課堂講授13.4SalesPromotionA課堂講授14、DirectandOnlineMarketing:BuildingDirectCustomerRelationships14.1TheNewDirectMarketingModelA2課堂講授案例分析14.2GrowthandBenefitsofDirectMarketingC課堂講授14.3CustomerDatabasesandDirectMarketingB課堂講授14.4OnlineMarke