市场营销课程教学大纲

市场营销课程教学大纲课程英文名称：Marketing课程编号：0401490学分：2.0学时：32一、课程教学对象本课程的教学对象为英语专业（商务英语方向）本科三年级学生。二、课程性质及教学目的课程性质：本课程是商务英语专业的方向选修课程之一。教学目的：通过该门课程的学习，系统掌握市场营销学的相关内容，并能按照市场营销活动的程序，对营销管理涉及的市场、消费者、产品开发、定价、渠道、促销及顾客价值等内容进行理解和应用，培养学生的创新能力和实务操作能力。三、对先修知识的要求学生在学习本课之前，应先修课程：管理学，商务英语。课程的主要内容、基本要求和学时分配建议（总学时数:32）基本要求：A级=掌握B级=理解C级=了解知识/技能模块知识点要求学时学习方式课外学习要求1、Marketing:CreatingandCapturingCustomerValue1.1WhatIsMarketing?A2课堂讲授阅读文献1.2UnderstandingtheMarketplaceandCustomerNeedsA课堂讲授1.3BuildingCustomerRelationshipsC课堂讲授1.4CapturingValuefromCustomersC课堂讲授2、CompanyandMarketingStrategy2.1CompanywideStrategicPlanning:DefiningMarketing’sRoleC2自学辅导2.2PlanningMarketing:PartneringtoBuildCustomerRelationshipsB课堂讲授2.3MarketingStrategyantheMarketingMixA课堂讲授阅读文献2.4ManagingtheMarketingEffortB课堂讲授3、AnalyzingtheMarketingEnvironment3.1TheCompany’sMicroenvironmentA2课堂讲授3.2TheCompany’sMacroenvironmentA课堂讲授3.3RespondingtotheMarketingEnvironmentB课堂讨论4、ManagingMarketingInformationtoGainCustomerInsight4.1MarketingInformationandCustomerInsightA2课堂讲授4.2AssessingMarketingInformationNeedsC自学辅导课外阅读4.3DevelopingMarketingInformationB自学辅导课外阅读4.4MarketingResearchA课堂讲授4.5AnalyzingandUsingMarketingInformationB课堂讲授4.6OtherMarketingInformationConsiderationC自学辅导5、UnderstandingConsumerandBusinessBuyerBehavior5.1ConsumerMarketsandConsumerBuyerBehaviorB2课堂讲授5.2BusinessMarketsandBusinessBuyerBehaviorB课堂讲授6、Customer-DrivenMarketingStrategy:CreatingValueforTargetCustomers6.1MarketSegmentationA2课堂讲授6.2MarketTargetingA课堂讲授6.3DifferentiationandPositioningB课堂讨论7、Products,Service,andBrands:BuildingCustomerValue7.1WhatIsProduct?A4课堂讲授7.2ProductsandServiceDecisionsB课堂讲授7.3BrandingStrategy:BuildingStrongBrandsA案例分析课堂讨论7.4ServiceMarketingC课堂讲授课外阅读8、New-ProductDevelopmentandProductLife-CycleStrategies8.1New-ProductDevelopmentStrategyA3课堂讲授8.2TheNew-ProductDevelopmentProcessB课堂讲授案例讨论8.3ManagingNew-ProductDevelopmentC课堂讲授8.4ProductLife-CycleStrategiesA课堂讲授9、Pricing:UnderstandingandCapturingCustomerValue9.1WhatIsaPrice?A3课堂讲授9.2FactorstoConsiderWhenSettingPriceC课堂讲授案例讨论9.3New-ProductPricingStrategiesB课堂讲授9.4ProductMixPricingStrategiesB课堂讲授10、MarketingChannels:DeliveringCustomerValue10.1SupplyChainsandtheValueDeliveryNetworkC3课堂讲授10.2TheNatureandImportanceofMarketingChannelsC课堂讲授10.3ChannelBehaviorandOrganizationA课堂讲授10.4ChannelDesignDecisionsB课堂讨论案例分析10.5ChannelManagementDecisionsB课堂讨论11、RetailingandWholesaling11.1RetailingA1课堂讲授课外阅读11.2WholesalingA课堂讲授12、CommunicatingCustomerValue:PersonalSellingandSalesPromotion12.1ThePromotionMixA2课堂讲授12.2AdvertisingB课堂讲授案例讨论12.3PublicRelationsB课堂讲授案例讨论13、CommunicatingCustomerValue:PersonalSellingandSalesPromotion13.1PersonalSellingA2课堂讲授案例分析13.2ManagetheSalesForceB课堂讲授13.3ThePersonalSellingProcessB课堂讲授13.4SalesPromotionA课堂讲授14、DirectandOnlineMarketing:BuildingDirectCustomerRelationships14.1TheNewDirectMarketingModelA2课堂讲授案例分析14.2GrowthandBenefitsofDirectMarketingC课堂讲授14.3CustomerDatabasesandDirectMarketingB课堂讲授14.4OnlineMarke