《营销策划A》课程教学大纲

1、营销策划A课程教学大纲20XX 年 12 月制定20XX 年 12 月第 0 次修订制定人：冯臻一、课程名称及代码课程名称：营销策划A课程代码： BCB404009二、适用教育层次及专业教育层次：高职本科适用专业：市场营销专业三、学分、学时学分数：2学时数：32四、课程类型课程性质：专业课课程类别：纯理论课五、先修课程名称及代码市场营销学Marketing （ BCB404005 ）、六、教学目标本课程主要讲授营销策划的一般流程、企业营销策划观念、营销策划前的市场调研与环境分析、营销策划方案的撰写、企业战略策划、目标市场策划、产品策划、价格策划、营销渠道策划和促销策划等内容，并要求学生能结合企

2、业实际，撰写营销策划方案。本课程将采用英文授课方式。 矚慫润厲钐瘗睞枥庑赖。This course mainly teaches such contents as the general process of marketing planning, marketing planning, marketing planning, marketing planning, product planning, product planning, price planning, marketing channel planning and promotion planning. This course

3、will be taught in English. 聞創沟燴鐺險爱氇谴净。1知识目标Knowledge Target1）熟悉营销策划的流程及要素。Familiar with the process and factors of marketing planning残骛楼諍锩瀨濟溆塹籟。2）掌握营销策划的调查研究。Research on marketing plan3）了解市场营销的战略策划。Familiar with the strategtic planning4）掌握市场营销的战术策划。Marketing tactic planing5）掌握营销策划方案的撰写技巧。Skills of m

4、arketing planning report2能力目标Compentence Target1）具备市场调研策划的基本能力，能实施项目调研。Have the basic ability of market research and planning, can implement the project survey.酽锕极額閉镇桧猪訣锥。2）具备营销策划方案撰写的基本能力。Have the basic ability of marketing plan writing report.彈贸摄尔霁毙攬砖卤庑。3）具备制定营销战略策划（尤其是市场定位策划、企业形象策划等）的初步能力。Have th

5、e ability to develop marketing strategy planning (especially the market positioning planning, 1 / 6corporate image planning, etc.). 謀荞抟箧飆鐸怼类蒋薔。4）具备制定营销战术策划（主要是产品策划、价格策划、营销渠道策划、促销策划）的一般能力。With the development of marketing tactics planning (mainly product planning, price planning, marketing channel pl

6、anning, promotion planning) of the general ability. 。 厦礴恳蹒骈時盡继價骚。七、教学内容及要求Unit 1. Introduction1、课程教学基本要求1）了解策划与营销策划的内涵、特征及要素分析。Understanding of planning and marketing planning, connotation, characteristics and factors analysis茕桢广鳓鯡选块网羈泪。2）熟悉并掌握营销策划的一般流程；Familiar with and master the general process o

7、f marketing planning; 鹅娅尽損鹌惨歷茏鴛賴。3）了解营销策划方案的结构，能进行策划方案的撰写；Understanding of the structure of the marketing plan, and the writing of the plan;籟丛妈羥为贍偾蛏练淨。2、教学重点、难点Teaching key and difficult points1）教学重点Teaching key营销策划的流程、 营销策划方案的结构与内容；The structure and content of the process and the marketingplan of t

8、he marketing plan 預頌圣鉉儐歲龈讶骅籴。2）教学难点difficult points营销策划方案的结构与内容；Structure and content of marketing plan; 渗釤呛俨匀谔鱉调硯錦。3、教学资源PPT 演示文稿：营销策划概要Unit 2Situation Analysis1、课程教学基本要求1）了解分析营销环境：宏观环境分析；The market environment: Macro-environmentPEST analysis 铙誅卧泻噦圣骋贶頂廡。2）了解分析营销环境：微观环境分析；The market environment: Mic

9、ro-environment3）掌握 SWOT 分析；SWOT analysis4）掌握企业竞争优势分析；Competitive advantage5）掌握 5 力分析模型；five-foce factor analysis2、教学重点、难点1）教学重点SWOT 分析 SWOT analysis2 / 62）教学难点5 力分析模型five-foce factor analysis3、教学资源PPT 演示文稿：营销环境分析Unit 3Targeting Marketing1、课程教学基本要求1）了解市场细分原则。Market segmentation2）能够进行目标市场选择。Targeting

10、strategies3）能够进行市场定位分析。Positioning2、教学重点、难点1）教学重点进行 STP 战略分析；撰写市场定位调研报告或分析研究报告。STP strategic analysis; market positioningresearch report or analysis 擁締凤袜备訊顎轮烂蔷。2）教学难点STP 战略分析STP strategic analysis;3、教学资源PPT 演示文稿：目标市场选择Unit 4 Marketing mix1、课程教学基本要求1）了解产品组合策划、产品品牌策划及产品包装策划等。Understanding of product p

11、ortfolio planning, product brand planning and product packaging planning, etc.贓熱俣阃歲匱阊邺镓騷。2）掌握制订、修订和变动价格策划。Master formulation, revision and change price plan3）了解分销策划。Place strategies4）掌握促销组合策划。Promotion mix2、教学重点、难点1）教学重点价格策划；促销策划。price plan ,Promotion mix2）教学难点价格策划；促销策划。price plan ,Promotion mix3、教学

12、资源PPT 演示文稿：营销组合策划Unit 5Financials, budgets and forecasts1、课程教学基本要求1）熟悉营销活动的盈亏平衡点分析；3 / 6Break even analysis2）能够进行营销活动销售额(量 )预测；Sales forecast3）能够进行营销活动费用预测；Expense forecast2、教学重点、难点1）教学重点营销活动销售额(量) 预测 Sales forecast2）教学难点盈亏平衡点的计算Expense forecast3、教学资源PPT 演示文稿：营销预算策划Unit 6Marketing implementation and

13、 control1、课程教学基本要求1）策划营销活动具体活动；Plan implementation tactics2）能够进行营销活动的评测；Develop and measure marketing performance3）能够进行营销活动的伦理性分析；Legal and ethical requirements4）能够进行营销活动的法律性分析Legal environment坛摶乡囂忏蒌鍥铃氈淚。2、教学重点、难点1）教学重点营销活动的评测Develop and measure marketing performance2）教学难点策划具体的营销活动Plan implementatio

14、n tactics3、教学资源PPT 演示文稿：营销执行策划Unit 7 Prepare marketing plan1、课程教学基本要求1）能够进行营销策划活动的汇报；Present the marketing plan2）能够进行营销策划个人贡献的评测；Contribution assessment2、教学重点、难点1）教学重点营销策划活动的评测Present the marketing plan2）教学难点策划活动个人贡献的评测Contribution assessment3、教学资源PPT 演示文稿：4 / 6八、教学时数分配表 1营销策划课程学时数分配表序课程内容号Theprinci

15、ples ofmarketing营销原1Unit 1 Introduction 导理论Format of the marketing plan营销策划格式2.1Themarketenvironment:2Macro-environmentPEST analysis 宏观环境分析 (PEST)3Unit2 Situation2.2Themarket environment:Analysis环境分析Micro-environment微观环境分析42.3 SWOT analysis SWOT 分析2.4 Competitive advantage 竞争优势5分析2.5 five-foce facto

16、r analysis 5力分析学时分配讲授实验合计2222222222678910111213141516Unit 3 Targeting Marketing 目标市场营销Unit 4 Marketing Mix 营销组合Assessment introduction 评估Unit 5 Financials, budgets and forecasts财务预算Unit 6 Marketing implementation and control 营 销 计划的执行与控制Unit 7 Prepare a marketing plan 准备营销策划汇报3.1 Market segmentation

17、市场细分3.2 Targeting strategies 目标市场选择战略3.3 Positioning市场定位Develop STP analysis: 3 target markets for Iphone 5 STP 战略分析4.1 Product Mix产品组合4.2Price strategy 价格组合4.3Place strategies 渠道组合4.4Promotion mix 促销组合 Elements of a marketing plan-An example of marketing plan 营销策划的主要因素5.1Break even analysis 盈亏平衡点5.

18、2Sales forecast 销售预测5.3Expense forecast 费用预测6.1Plan implementation tactics 执行策略6.2Develop and measure marketingperformance 评价营销绩效6.3Legal and ethical requirements 法律和伦理要求6.4Legal environment法律环境7.1 Present the marketing plan 汇报营销策划报告7.2Contribution assessment 营销策划贡献度评估2222222222222222222222合计备注：学时分配可以根据课程实际进行调整九、课程实践教学内容5 / 63232无十、课程评价方法1、评价形式Assessment method1）出勤 present2）表现 activite3）项目报告report4）项目汇报 presentation2非教务处统一安排测试的课程评分结构Mark Stucture表 3非教务处统一安排测试课程评分结构表测试成绩平时成绩比例 (%)ratio项目汇报（ %）个人项目贡献率（%）（ %）出勤 present项目报告 reportpresentationcontributionmark100