国际市场营销双语教学大纲

国际市场营销双语教学大纲一、教学目的与要求在全球化战略背景下，国际化已经成为中国企业寻求新一轮增长的新动力，越来越多的中国企业正走出国门在国际市场上寻求发展机遇。《国际市场营销（双语）》这门课的基本知识和基本技能对企业进行跨国经营与管理、克服在国际化的过程中遇到的文化、政治、经济、法律等方面的困境、恰当地选择进入国际市场的方式、制订有效的市场营销战略与策略等方面提供理论框架与指导。《国际市场营销（双语）》课程的教学实践将有助于推动中国企业成功的实现跨国经营与管理，提高在国际市场上的竞争力。学习《国际市场营销（双语）》这门课，要求掌握以下几点要求：熟练掌握国际营销的基本概念和基本理论，学习分析和掌握经济、政治、文化、法律等方面的宏观环境给企业进行国际化营销带来的机遇与挑战、企业进入国际市场的战略规划与进入方式选择、国际市场细分、目标选择与定位、国际市场产品与服务提供、品牌建设、国际分销渠道设计与管理、国际市场沟通与促销管理、国际市场价格管理等领域的基础理论和方法。2.能够灵活运用国际营销理论与方法，进行国际市场营销环境调研和分析，辨析和解决国际市场营销的理论与实际问题的能力，策划和实施切实可行的国际市场营销策略组合。3.通过阅读、学习、讨论等多种途径掌握市场营销的英文专业术语，提高外语沟通能力，掌握英语信息资料查找和分析能力。二、教学中应注意的问题1.以企业进行国际营销的基本流程为逻辑主线，以相关基本理论为重点，与企业的国际市场营销实践相结合，在注重学生对理论的理解与掌握同时，兼顾学生英文专业术语的学习，提高学生用英语获取和交流专业知识的水平和能力。2.本课程虽然用的是原版英文教材，保证了语言的原汁原味，但课程学习的目的在于帮助中国企业走出国门，成功实现跨国经营与管理。由此，在教学案例的选择上应尽可能以中国企业国际市场经营的实践为例，分析其在跨国经营中遇到的各种问题与机遇，将理论与中国企业国际市场营销现状相结合，同时分析与借鉴优秀跨国公司的国际营销实践，以真正达到帮助中国企业提升市场竞争力目的。3.因为教材与课件全部用英语，因而在授课与学习的过程，对学生的英文水平提出了一定的要求。在教学进行的过程中，应根据学生的外语水平进行授课进度、授课内容、作业形式等方面的调整，避免因为语言的问题影响学生的学习兴趣和学习效果。三、大纲内容Chapter1：TheScopeandChallengeofInternationalMarketing【LearningObjectives】Tolearnandunderstandthefollowings:Thescopeoftheinternationalmarketingtask;Theimportanceofthecross-culturalanalysisininternationalmarketing;Theprogressionofbecomingaglobalmarketer;Theincreasingimportanceofglobalawareness.【ContentandCourse】InternationalMarketingDefinedTheInternationalMarketingTaskEnvironmentalAdaptationNeededTheSelf-ReferenceCriterionandEthnocentrism:MajorObstaclesDevelopingaGlobalAwarenessStagesofInternationalMarketingInvolvementTheOrientationofInternationalMarketing【EmphasesandDifficulties】Emphases:Todefineanddemonstratethescopeoftheinternationalmarketingtask;tosuggesttheincreasingimportanceofglobalawareness;tounderstandthestagesofinternationalmarketinginvolvement:Difficulty:Toexamineandillustratetheimportanceofthecross-culturalanalysisininternationalmarketing.【Questions】Define:Internationalmarketing,self-referencecriteria,globalawareness,globalorientation.Discussthefourphasesofinternationalmarketinginvolvement.Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.【CaseAnalysis】1.StarbucksGoingGlobalFast2.三星人才的国际化Chapter2：TheGlobalEnvironmentofInternationalMarketing【LearningObjectives】Tolearnandunderstandthefollowings:TheimportanceofGATTandtheWorldTradeOrganization;TheemergenceoftheInternationalMonetaryFundandtheWorldBankGroup;TheevolutionoftheEuropeanCommunitytotheEuropeanUnion;ThetradelinkageofNAFTAandSouthAmericaanditsregionaleffects;ThedevelopmentoftradewithintheAsia-PacificRim;Thegrowthofdevelopingmarketsandtheirimportancetoregionaltrade.【ContentandCourse】GATTandWTOTheInternationalMonetaryFundandWorldBankGroupProtestsagainstGlobalInstitutionsGlobalMarketsandMultinationalMarketGroupEuropeanUnionNorthAmericanFreeTradeAgreementAssociationofSoutheastAsianNationsAsia-pacificEconomicCooperationMarketinginaDevelopingCountryDemandinaDevelopingCountry【EmphasesandDifficulties】Emphases:ToseeandunderstandtheimportanceofGATTandtheWorldTradeOrganization;theemergenceoftheInternationalMonetaryFundandtheWorldBankGroup；toseethedevelopmentoftradewithintheAsia-PacificRim;thegrowthofdevelopingmarketsandtheirimportancetoregionaltrade.Difficulty:ToexaminethetradelinkageofNAFTAandSouthAmericaanditsregionaleffects.【Questions】Define:WTO,IMF,EMU,NAFTA,ASEAN+3,APECDiscusstheevolutionofworldtradethatledtotheformationoftheWTO.Discusstheeconomicandtradeimportanceofthebigemergingmarkets【CaseAnalysis】MarketingMicrowaveOvenstoaNewMarketSegmentCokeandPepsLearntoCompeteinIndia全球汽车市场分析Chapter3:CulturalDynamicsinAssessingGlobalMarkets【LearningObjectives】Tolearnandunderstandthefollowings:Theimportanceofculturetoaninternationalmarketer;Theoriginsofculture;Theelementsofculture;Theimpactofculturalborrowing;Thestrategyofplannedchangeanditsconsequences.【ContentandCourse】Culture’sPervasiveImpactDefinitionsandOriginsofCultureElementsofCultureCulturalChangeCulturalBorrowingSimilarities:AnIllusionResistancetoChangePlannedandUnplannedCulturalChange【EmphasesandDifficulties】Emphases:Toseetheimportanceofculturetoaninternationalmarketer;tounderstandtheoriginsandelementsofcultureDifficulty:Toexamineandillustratetheimpactofculturalborrowing.【Questions】Define:SocialInstitutions,CulturalValue,LinguisticDistance,StrategyofPlannedchange.Whatistheimportanceofculturalempathytoforeignmarkets?Howdotheyacquireculturalempathy?Socialinstitutionsaffectcultureandmarketinginavarietyofways.Discuss,givingexamples.【CaseAnalysis】TheNotSoWonderfulWorldofEuroDisneyCulturalNormsFairLovelyandadvertisingChapter4:Culture,ManagementStyle,andBusinessSystems.【LearningObjectives】Tolearnandunderstandthefollowings:Thenecessityforadaptingtoculturaldifferences;Howandwhymanagementstylesvaryaroundtheworld;Theextentandimplicationsofgenderbiasinsomecountries;Theimportanceofculturaldifferencesinbusinessethics;Thedifferencesbetweenrelationship-orientedandinformation-orientedcultures.【ContentandCourse】RequiredAdaptationDegreeofAdaptationManagementStylesaroundtheWorldGenderBiasinInternationalBusinessBusinessEthicsCulture'sInfluenceonStrategicThinkingASynthesis,Relationship-OrientedversusInformation-OrientedCultures【EmphasesandDifficulties】Emphases:ToDefineanddemonstratehowandwhymanagementstylesvaryaroundtheworld;toseetheimportanceofculturaldifferencesinbusinessethics.Difficulty:Toexamineandillustratethedifferencesbetweenrelationship-orientedandinformation-orientedcultures.【Questions】Define:CulturalImperative,CulturalExclusive.M-time,T-time.Principleofutilitarianethics.PrincipleofJusticeorfairness.Explorethevariouswaysinwhichcustomsaffectthestructureofcompetition.Whyisitimportantthatthebusinessexecutivebealerttothesignificanceofdifferingmanagementstyles?【CaseAnalysis】EthicsandAirbusWhenInternationalBuyerandSellersDisagreeChapter5:ThePoliticalEnvironment:ACriticalConcern【LearningObjectives】Tolearnandunderstandthefollowings:Whatthesovereigntyofnationmeansandhowitaffectsthestabilityofgovernmentpolicies;Howdifferentgovernmentaltypes,politicalparties,nationalism,targetedfear/animosity,andtradedisputescanaffecttheenvironmentformarketinginforeigncountries;Thepoliticalrisksofglobalbusinessandthefactorsthataffectstability;Theimportanceofthepoliticalsystemtointernationalmarketinganditseffectsonforeigninvestments;Theimpactofpoliticalandsocialactivists,violence,andterrorismoninternationalbusiness;Assessingandreducingtheeffectsofpoliticalvulnerability;Howandwhygovernmentsencourageforeigninvestment.【ContentandCourse】TheSovereigntyofNationsStabilityofGovernmentPoliciesPoliticalRisksofGlobalBusinessAssessingPoliticalVulnerabilityReducingPoliticalVulnerabilityGovernmentEncouragement【EmphasesandDifficulties】Emphases:Toseewhatthesovereigntyofnationsmeansandhowitaffectsthestabilityofgovernmentpolicies,politicalparties,andnationalismDifficulty:Toassesspoliticalvulnerabilityandtakerightmethodstoreducepoliticalvulnerability【Questions】Define:Sovereignty,Expropriation,Domestication,ConfiscationWhatarethemainfactorstoconsiderinassessingthedominantpoliticalclimatewithinacountry?Selectacountryandanalyzeitpoliticalfromamarketingviewpoint【CaseAnalysis】国家之门中兴通讯的菲利宾之困Chapter6：TheInternationalLegalEnvironment【LearningObjectives】Tolearnandunderstandthefollowings:Thefourheritagesoftoday'slegalsystems;Theimportantfactorsinjurisdictionoflegaldisputes;Issuesassociatedwithjurisdictionoflegaldisputesandthevariousmethodsofdisputeresolution;Theuniqueproblemsofprotectingintellectualpropertyrightsinternationally;Waystoprotectagainstpiracyandcounterfeiting;Thelegaldifferencesbetweencountriesandhowthedifferencescanaffectinternationalmarketingplans.【ContentandCourse】BasesforLegalSystemsJurisdictioninInternationalLegalDisputesInternationalDisputeResolutionProtectionofIntellectualPropertyRights:ASpecialProblemCommercialLawwithinCountriesCyberlaw:Unresolvedissues【EmphasesandDifficulties】Emphases:Todefineanddemonstrateissuesassociatedwithjurisdictionoflegaldisputesandthevariousmethodsofdisputeresolution;tounderstandthelegaldifferencesbetweencountriesandhowthedifferencescanaffectinternationalmarketingplans.Difficulty:Toexamineandillustratethefourheritagesoftoday'slegalsystems;theimportantfactorsinjurisdictionoflegaldisputes【Questions】Define:Commonlaw,Codelaw,Conciliation,Arbitration,Litigation,PriorUseVersusRegistrationDiscussthestateofinternationalcommerciallaw.Discusstheadvantagestotheinternationalmarketerarisingfromtheexistenceofthevariousinternationalconventionsontrademarks,patents,andcopyrights.【CaseAnalysis】1.娃哈哈与达能的商标之争Chapter7：DevelopingaGlobalVisionthroughMarketingResearch【LearningObjectives】Tolearnandunderstandthefollowings:Theimportanceofproblemdefinitionininternationalresearch;Theproblemsofavailabilityanduseofsecondarydata;Quantitativeandqualitativeresearchmethods;Sourcesofsecondarydata;Multiculturalsamplinganditsproblemsinless-developedcountries;Usinginternationalmarketingresearch.【ContentandCourse】BreadthandScopeofInternationalMarketingResearch.TheResearchProcessDefiningtheProblemandEstablishingResearchObjectivesProblemsofAvailabilityandUseofSecondaryDataGatheringPrimaryData:QuantitativeandQualitativeResearchProblemsofGatheringPrimaryDataMulticulturalResearch:ASpecialProblemResearchontheInternet:AGrowingOpportunityEstimatingMarketDemandProblemsinAnalyzingandInterpretingResearchInformationResponsibilityforConductingMarketingResearchCommunicatingwithDecisionMakers【EmphasesandDifficulties】Emphases:Tounderstandtheimportanceofproblemdefinitionininternationalresearch;tolearnthequantitativeandqualitativeresearchmethods.Difficulty:Toexplorehowtoanalyzeanduseresearchinformation.【Questions】Define:MarketingResearch,InternationalMarketingResearch,ResearchProcess,SecondaryData,PrimaryData,MulticulturalResearch.Discusshowtheshiftfrommaking“marketentry”decisionsto“continuousoperations”decisioncreatesaneedfordifferenttypesofinformationanddata.Samplingofferssomemajorproblemsinmarketresearch.Discuss.【CaseAnalysis】InternationalMarketingResearchattheMayoClinicChapter8：GlobalMarketingManagement:PlanningandOrganization【LearningObjectives】Tolearnandunderstandthefollowings:Howglobalmarketingmanagementdiffersfrominternationalmarketingmanagement;Theincreasingimportanceofinternationalstrategicalliances;Theneedforplanningtoachievecompanygoals;Theimportantfactorsforeachalternativemarket-entrystrategy.【ContentandCourse】GlobalMarketingManagement:AnOldDebateandaNewViewPlanningforGlobalMarketsAlternativeMarket-EntryStrategyOrganizingforGlobalCompetition【EmphasesandDifficulties】Emphases:Toanalyzetheimportantfactorsforeachalternativemarket-entrystrategy.Difficulty:Toexaminehowglobalmarketingmanagementdiffersfrominternationalmarketingmanagement.【Questions】Define:CorporatePlanning,Strategicplanning,Tacticalplanning,Directexporting,Indirectexporting,Licensing,Franchising,StrategicInternationalAlliance(SIA).JointVenture(JV).Whatistheimportanceofcollaborativerelationshipstocompetition?Howwillentryintoadevelopedforeignmarketdifferfromentryintoarelativelyuntappedmarket?【CaseAnalysis】国际化之路的选择——海尔、联想与TCL的国际化对比ContinuedGrowthforZaraandInditexChapter9：ProductsandServicesforConsumers【LearningObjectives】Tolearnandunderstandthefollowings:Theimportanceofofferingaproductsuitablefortheintendedmarket;Theimportanceofqualityandhowqualityisdefined;Country-of-origineffectsonproductimage;Physical,mandatory,andculturalrequirementsforproductadaptation;Theneedtoviewallattributesofaproductinordertoovercomeresistancetoacceptance.【ContentandCourse】QualityProductsandCultureAnalyzingProductComponentsforAdaptationMarketingConsumerServicesGloballyBrandsinInternationalMarkets.【EmphasesandDifficulties】Emphases:Tounderstandtheimportanceofofferingaproductsuitablefortheintendedmarket.Difficulty:Toseetheneedtoviewallattributesofaproductinordertoovercomeresistancetoacceptance.【Questions】Define:GreenMarketing,Innovation,ProductDiffusion,ProductComponentModel,GlobalBrand,Homologation.Discussthedifferentpromotional/productstrategiesavailabletoaninternationalmarketer.Assumeyouaredecidingto“gointernational”.Outlinethestepsyouwouldtaketohelpyoudecideonaproductline.【CaseAnalysis】1.TambrandsOvercomingCulturalResistanceChapter10:InternationalMarketingChannels【LearningObjectives】Tolearnandunderstandthefollowings:Thevarietyofdistributionchannelsandhowtheyaffectcostandefficiencyinmarketing;Howdistributionpatternsaffectthevariousaspectsofinternationalmarketing;Thegrowingimportanceofe-commerceasadistributionalternative;Thefunctions,advantages,anddisadvantagesofvariouskindsofmiddlemen;Theimportanceofmiddlementoaproduct'ssuccessandtheimportanceofselectingandmaintainingmiddlemen.Theinterdependenceofphysicaldistributionactivities.【ContentandCourse】Channel-of-DistributionStructuresDistributionPatternsAlternativeMiddlemanChoicesFactorsAffectingChoicesofChannelsChannelManagement:Locating,Selecting,andMotivatingChannelMembersTheInternet:Culture,Adaptation,Localcontact,Payment,Delivery,PromotionLogistics【EmphasesandDifficulties】Emphases:Todefinethevarietyofdistributionchannelsandhowtheyaffectcostandefficiencyinmarketing;toseethegrowingimportanceofe-commerceasadistributionalternative.Difficulty:Toexaminehowdistributionpatternsaffectthevariousaspectsofinternationalmarketing.【Questions】Define:DistributionProcess,Distributionstructure,TradingCompanies,DistributionChannels.Explainhowandwhydistributionchannelsareaffectedwhenthestageofdevelopmentofaneconomyimproves.Discussthevariousmethodsofovercomingblockedchannels.【CaseAnalysis】1.可口乐公司的渠道设计与管理Chapter11:IntegratedMarketingCommunicationsandInternationalAdvertising【LearningObjectives】Tolearnandunderstandthefollowings:Localmarketcharacteristicsthataffecttheadvertisingandpromotionofproducts;Thestrengthsandweaknessesofsalespromotionandpublicrelationsinglobalmarketing;Whenglobaladvertisingismosteffective;whenmodifiedadvertisingisnecessary;Thecommunicationprocessandadvertisingmisfires;Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.【ContentandCourse】SalesPromotionsinInternationalMarketsInternationalPublicRelationsInternationalAdvertising.AdvertisingStrategyandGoalsTheMessage:CreativeChallengeMediaPlanningandAnalysisCampaignExecutionandAdvertisingAgency.InternationalControlofAdvertising:BroaderIssues.【EmphasesandDifficulties】Emphases:ToDefinethestrengthsandweaknessesofsalespromotionandpublicrelationsinglobalmarketing.Difficulty:Toillustratetheeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.【Questions】Define:IntegratedMarketingCommunications,SalesPromotions,PublicRelation.Whatspecialmediaproblemsconfronttheinternationaladvertiser?Whatissalespromotionandhowisitusedininternationalmarketing?【CaseAnalysis】TheObstaclestoIntroducingaNewProductintoaNewMarketChapter12:PersonalSellingandSalesManagement【LearningObjectives】Tolearnandunderstandthefollowings:Theroleofinterpersonalsellingininternationalmarketing;Theconsiderationsindesigninganinternationalsalesforce;Thestepstorecruitingthreetypesofinternationalsalespeople;Selectioncriteriaforinternationalsalesandmarketingpositions;Thespecialtrainingneedsofinternationalpersonnel;Motivationtechniquesforinternationalsalesrepresentatives;Howtodesigncompensationsystemsforaninternationalsalesforce;Thechangingprofileoftheglobalsalesandmarketingmanager.【ContentandCourse】DesigningtheSalesForceRecruitingMarketingandSalesPersonnelSelectingSalesandMarketingPersonnelTrainingforInternationalMarketingMotivatingSalesPersonnelDesigningCompensationSystems.EvaluatingandControllingSalesRepresentatives.DevelopingCulturalAwarenessTheChangingProfileoftheGlobalManagerForeignLanguageSkills【EmphasesandDifficulties】Emphases:Toillustrateselectioncriteriaforinternationalsalesandmarketingpositions;tosuggestmotivationtechniquesforinternationalsalesrepresentatives.Difficulty:Toexaminehowtodesigncompensationsystemsforaninternationalsalesforce.【Questions】Define:Expatriate,TCNs,LocalNationals,SeparationAllowance.Evaluatethethreemajorsourcesofmultinationalpersonnel.Whyisitimportanttodevelopaskillinaforeignlanguage?Discuss.【CaseAnalysis】1.NationalOfficeMachines—MotivatingJapaneseSalespeople:StraightSalaryorCommission?Chapter13:PricingforInternationalMarkets【LearningObjectives】Tolearnandunderstandthefollowings:Componentsofpricingascompetitivetoolsininternationalmarketing;Howtocontrolpricinginparallelimportsorgraymarkets;Priceescalationandhowtominimizeitseffect;Countertradinganditsplaceininternationalmarketingpractices;Themechanismsofpricequotations;Themechanicsofgettingpaid.【ContentandCourse】PricingPolicyApproachestoInternationalPricingPriceEscalationSampleEffectsofPriceEscalation.ApproachestoLesseningPriceEscalationLeasinginInternationalMarketsCountertradeasaPricingToolTransferPricingStrategyPriceQuotationAdministeredPricing【EmphasesandDiff