市场营销专业本科培养计划

华中科技大学本科专业人才培养计划PAGE·PAGE304·专业本科培养计划一、培养目标Ⅰ．EducationalObjectives市场营销专业培养具备国际视野、较强分析能力和沟通能力、掌握规范科学研究方法、适应科研工作和大型企业、跨国企业需求的高素质营销人才。通过本专业的培养，学生能在市场营销的市场研究、消费行为分析、广告与促销、销售渠道及物流管理等方面掌握系统的理论和实践技能。本专业注重加强学生在外语、量化分析能力和人际沟通等方面的能力。Themarketingprogrampreparesstudentstobemarketingprofessionalsforlarge-sizedandcross-nationalcorporations,aswellasforscientificresearchorganizations,characterizedasbetterinternationalviews,stronginanalysisandcommunication,andgoodatscientificresearchmethodology.Thespecializedtraininggivesstudentssystematictheoriesandpracticalskillstoapplyonmarketresearch,consumptionbehavioranalysis,advertisementandpromotion,marketingchannelandlogisticmanagement.Theprogramemphasizestheabilitytouseaforeignlanguage,expertiseinquantitiveanalysisandcommunication.二、基本规格要求Ⅱ．SkillsProfile市场营销专业学生主要学习市场营销的基本理论和基本知识、受到营销方法和技能方面的基本训练，具有分析解决营销问题的基本能力。毕业生应获得以下几方面的知识和能力：1.掌握管理学、经济学和现代企业管理的基本理论、基本知识；2.掌握市场营销的定性、定量分析方法；3.掌握信息管理技术的基本理论和基本知识；4.具有较强的语言与文字表达、人际沟通以及组织管理的基本能力；5.熟悉我国有关市场营销的方针、政策及法规以及了解国际市场营销的惯例和规则；6.了解本学科的理论前沿及发展动态；7.掌握文献检索、资料查询的基本方法，具有一定的科学研究和实际工作能力。Marketing：Asastudentofthisprogram,youwillgain：Knowledgeofmanagementscience,economicsandmodernenterprisemanagement；Skillsofqualitativeandquantitativeanalysisinmarketingmanagement；Skillsofgatheringinformationanditsmanagement；Abilityintheuseofmotherlanguagetoplan,conductandpresentabusinessproject,essentialskillsforeffectivecommunication,abilitytoworkasanorganizerandaleader；Understandingthepolicy,regulationsandlawsofChina,andtheroutinerulesofinternationalmarketing；Anawarenessofitscurrentstageofdevelopment；and Theskillstosearchdocumentsanddata,andabilitiestodoresearchandpracticaljob.三、培养特色Ⅲ．EducationCharacteristics1、实行通识教育基础上的宽口径专业教育；2、注重学生专业基础理论知识的教育；3、注重学生专业基本技能和动手能力的训练；4、统一性和多样性相结合，体现培养个性化；5、注重培养学生分析问题和解决问题的能力。1．Thisprogramcarriesoutthegeneraleducationmodelofwidescope;2．Thisprogrampaysmuchattentiontotheeducationofbasicprofessionaltheory;3．Thisprogramattachesmuchimportancetothetrainingofbasicskillsandpracticeability;4．Combineonenesswithdiversity，indicatetheeducationofindividuality;5．Thisprogramhighlightstheabilityofproblemanalysisandresolve.四、主干学科Ⅳ．MajorDisciplines管理学Management五、学制与学位Ⅴ．LengthofSchoolingandDegree修业年限：四年Duration：4years授予学位：管理学学士DegreesConferred：BachelorofManagement六、学时与学分Ⅵ．Hours/Credits完成学业最低课内学分（含课程体系与集中性实践教学环节）要求：183MinimumCreditsofCurricular(Comprisingcoursesystemandintensifiedinternshippracticaltraining)：183完成学业最低课外学分要求：5MinimumExtracurricularCredits：51.课程体系学时与学分Hours/CreditsofCourseSystem课程类别课程性质学时/学分占课程体系学分比例（％）通识教育基础课程必修1000/62.541.39选修160/106.62学科基础课程学科大类基础课程必修432/2717.88选修80/53.31学科专业基础课程必修312/20.513.58专业课程必修416/2617.22合计2400/151100CourseClassifiedCourseNatureHrs/CrsPercentage(%)BasicCoursesinGeneralEducationRequired1000/62.541.39Elective160/106.62BasicCoursesinDisciplineBasicCoursesinGeneralDisciplineRequired432/2717.88Elective80/53.31BasicCoursesinDisciplineRequired312/20.513.58CoursesinSpecialtyRequired416/2617.22Total2400/1511002.集中性实践教学环节周数与学分Weeks/CreditsofIntensifiedInternshipandPracticalTraining实践教学环节名称课程性质周数/学分占实践教学环节学分比例（％）军事训练必修2/26.25公益劳动必修1/13.125金工实习必修2/26.25课程设计必修3/26.25生产实习必修4/412.5管理类综合实验（ERP）必修2/26.25毕业设计（论文）必修16/1650.0专业社会实践必修1/13.125专业实验必修2/26.25合计30/30100Internship&PracticalTrainingCourseNatureWeeks/CreditsPercentage(%)MilitaryTrainingRequired2/26.25LaboringforPublicBenefitRequired1/13.125MechanicalEngineeringTrainingRequired2/26.25CourseProjectRequired2/26.25EngineeringInternshipRequired4/412.5ManagementIntegratedExperimentRequired2/26.25UndergraduateThesisRequired16/1650.0ProfessionalSocialPracticeRequired1/13.125ProfessionalExperimentsRequired2/26.25Total30/301003.课外学分ExtracurricularCredits类别活动名称活动要求课外学分基础部分社会实践完成一次社会实践，提交社会实践的活动总结或调查报告1演讲或论文至少参加一次公众演讲或完成一篇规范的论文1竞赛参加并完成一项科技、文化或体育竞赛1领导者经历至少有一年领导者经历1奖励部分社会实践个人、团队或实践成果被校团委评定为优秀1个人、团队或实践成果被团省委评定为优秀2外语考试全国大学生英语六级考试，成绩达标2通过BEC商务英语中级考试（或相当水平的英语考试）2通过BEC商务英语高级考试3通过日语二级，或德语、法语等四级考试3计算机考试全国计算机等级考试获二级及以上证书2全国计算机软件资格、水平考试获程序员证书2获高级程序员证书3获系统分析员证书4竞赛院级获三等奖及以上1校级获三等奖1获二等奖2获一等奖3省级、区域级（华中区、中南地区）获三等奖2获二等奖3获一等奖4续表类别活动名称活动要求课外学分奖励部分竞赛全国及以上获三等奖3获二等奖4获一等奖6科研与学术成果科研项目参与本科生科研计划1文学、艺术作品在全国性刊物发表1公开出版2论文全国性刊物公开发表2以第一作者在中文核心期刊发表3学术会议参加全国或国际学术会议并发表报告3专利个人或团队在校期间获得专利证书获得实用新型专利3获得发明专利4注：在校运动会上参加某项目获得第一名、第二名，等同于校级竞赛一等奖；获得3－5名，等同于校级竞赛二等奖；获得6－8名，等同于校级竞赛三等奖。CategoriesActivitiesRequirementsExtracurricularCreditsBaseSocialPracticeParticipateinONEsocialpracticeandsubmitasummaryorreport1PublicSpeakingorArticleAttendandfinishONEspeechcontestorsubmitaarticle1CompetitionAttendandfinishONEcompetition1LeaderExperienceasaleaderatlistONEyear1AwordSocialPracticeMembershipofthegroupentitledas“ExcellentSocialPracticeGroup”bytheCommunistYouthLeagueofHUST1Membershipofthegroupentitledas“ExcellentSocialPracticeGroup”bytheCommunistYouthLeagueofHubeiProvince2ExaminationsofForeignLanguagesCETBand-6scoresmeettheuniversity’srequirement2WinBECVantageCertificate(orotherEnglishcertificateofequivalentlevel)2WinBECHigherCertificate3PassJLPT2(Japanese),CGT4(German),CFT4(French)orotherexaminationofequivalentlevel3ExaminationsofComputerNationalComputerRankExaminationWincertificateofBand-2orhigherband2NationalComputerSoftwareQualificationWincertificateofprogrammer2WincertificateofAdvancedProgrammer3WincertificateofSystemAnalyst4CompetitionsSchoolLevelWinthirdorhigherprize1UniversityLevelWinthirdprize1Winsecondprize2Winfirstprize3ProvisionalorRegionalLevel(CentralChina,CentralSouth)Winthirdprize2Winsecondprize3Winfirstprize4NationalorHigherLevelWinthirdprize3Winsecondprize4Winfirstprize6continueCategoriesActivitiesRequirementsExtracurricularCreditsAwordScientificResearchResearchParticipateinScientificResearch1LiteratureorArtWorksThosewhoseworksappearsinnationalpublications1Thosewhoseworkspublishedasabook2ScientificResearchThesisThosewhosethesisappearsinnationalpublications2Leadauthorofthesisthatappearsinnationalcorepublications3ConferenceAttendandreportinnationalorinternationalconference3PatentGetcertificateofpatentduringstudyindividuallyorasmemberofagroupGetpatentrightforutilitymodels3Getpatentrightforinvention4Note:InHUSTSportsMeeting,thefirstandthesecondprize,thethirdtothefifthprizeandthesixthprizetotheeighthprizearedeemedrespectivelythefirstprize,thesecondprizeandthethirdprizeofuniversitylevel.七、主要课程Ⅶ．MajorCoursesinSpecialty管理经济学ManagerialEconomics、宏观经济学Macro-economics、财务会计学FinancialAccounting、财务管理FinancialManagement、市场营销学Marketing、运作管理OperationsManagement、组织行为与管理OrganizationalBehaviorandManagement、经济法LawofEconomy、运筹学OperationsResearch、计量经济学Econometrics八、主要实践教学环节（含专业试验）Ⅷ．MainInternshipandPracticalTraining(Includingexperiments)军事训练MilitaryTraining、公益劳动LabouringforPublicBenefit、金工实习IndustrialPractice、专业实习ProfessionalSocialPractice、生产实习EngineeringInternship、课程设计CourseProject、毕业设计UndergraduateThesis九、教学进程计划表Ⅸ．TableofTeachingSchedule院（系）：管理学院 专业：市场营销School(Department)：SchoolofManagementSpecialty：Marketing课程类别课程性质CourseNature课程代码CourseCode课程名称CourseName学时/学分Hrs/Crs其中Including各学期学时HoursDistributioninaSemester课外实验Exp.上机一1st二2nd三3rd四4th五5th六6th七7th八8th必修0301901思想道德修养与法律基础Morals&Ethics&FundamentalsofLaw48/31236必修0100721中国近现代史纲要SurveyofModernChineseHistory32/2824必修0100881马克思主义基本原理BasicTheoryofMarxism48/31236续表课程类别课程性质CourseNature课程代码CourseCode课程名称CourseName学时/学分Hrs/Crs其中Including各学期学时HoursDistributioninaSemester课外实验Exp.上机一1st二2nd三3rd四4th五5th六6th七7th八8th通识教育基础课程BasicCoursesinGeneralEducation必修0100931思政课社会实践SocialPracticeofIdeologicalandPoliticalTheoriesCourse32/2284必修0100321毛泽东思想和中国特色社会主义理论体系概论GeneralIntroductiontoMaoZedongThoughtandSocialistTheorywithChineseCharacteristics64/464必修0100741形势与政策CurrentAffairsandPolicy32/214333333必修0510071中国语文Chinese32/21022必修0512351基础英语（一）FundamentalEnglish（Ⅰ）64/464必修0512361基础英语（二）FundamentalEnglish（Ⅱ）64/464必修0512371基础英语（三）FundamentalEnglish（Ⅲ）32/232必修0512381基础英语（四）FundamentalEnglish（Ⅳ）32/232必修0700011微积分（一）上Calculus(Ⅰ)88/5.588必修0700012微积分（一）下Calculus(Ⅰ)88/5.588必修0833171数据库技术及应用DatabaseTechniquesandTheirApplications48/31648必修0400111大学体育（一）PhysicalEducation(Ⅰ)32/132必修0400121大学体育（二）PhysicalEducation(Ⅱ)32/132必修0400131大学体育（三）PhysicalEducation(Ⅲ)32/132必修0400141大学体育（四）PhysicalEducation(Ⅳ)32/132必修1100011军事理论MilitaryTheory16/116必修0800171大学计算机基础Fundamentalsofcomputertechnology32/21220续表课程类别课程性质CourseNature课程代码CourseCode课程名称CourseName学时/学分Hrs/Crs其中Including各学期学时HoursDistributioninaSemester课外实验Exp.上机一1st二2nd三3rd四4th五5th六6th七7th八8th必修0811161计算机网络技术及应用ComputerNetworkTechniquesandTheirApplications48/31648必修0700051线性代数（一）LinearAlgebra(Ⅰ)40/2.540必修0700063概率论与数理统计（三）ProbabilityandMathematics（Ⅲ）40/2.540必修0812313C++语言程序设计AdvanceProgrammingLanguage(C++)56/3.52056人文社科类选修课程ElectivesinHumanitiesandSocialScience160/10学科基础课程·学科大类基础BasicCoursesinGeneralDiscipline必修0400022学科（专业）概论IntroductiontoDiscipline16/116必修1204671组织行为与管理OrganizationalBehaviorandManagement48/348必修0200025管理经济学ManagementEconomics48/348必修1200024会计学原理Accounting48/348必修0200023宏观经济学Macro-Economics40/2.540必修0700241运筹学OperationsResearch64/4864必修1200052财务管理FinancialManagement40/2.540必修1200091市场营销学Marketing32/232必修1200121运作管理OperationsManagement40/2.540必修1200044管理信息系统ManagementInformationSystems40/2.5840必修0200302学科发展前沿专题研究CurrentIssuesinManagementSubject16/116学科基础选修课程80/5选修1200372供应链管理SupplyChainManagement32/232选修1201994管理统计学ManagementStatistics32/232续表课程类别课程性质CourseNature课程代码CourseCode课程名称CourseName学时/学分Hrs/Crs其中Including各学期学时HoursDistributioninaSemester课外实验Exp.上机一1st二2nd三3rd四4th五5th六6th七7th八8th学科基础课程·学科大类基础BasicCoursesinGeneralDiscipline选修0200094计量经济学Econometrics48/348选修0812072博弈论GameTheory32/232选修0300053经济法LawofEconomy32/232选修0700361数学实验MathematicalExperiments32/232选修1204361高级财务成本管理AdvancedFinancialandCostManagement48/348选修1203981商业数据分析与挖掘BusinessDataAnalysisandMining40/2.540选修0700301随机过程StochasticProcess40/2.540选修1204281公司战略与风险管理CorprateStrategyandRiskManagement32/232选修0812323VB语言程序设计AdvanceProgrammingLanguage（VB）40/2.540选修0509271商务礼仪BusinessEtiquette16/116选修0501032商务英语写作BusinessEnglishWriting32/232选修0200232货币银行学MonetaryBanking32/232选修1204041公共关系PublicRelationship32/232选修1200261证券投资分析PortfolioAnalysisandInvestment32/232选修1200871电算化会计ComputerizedAccounting32/21632选修0200152国际金融InternationalFinance32/232学科基础课程·专业基础必修1201421电子商务ElectronicCommerece32/232必修1200192管理心理学ManagementPsychology32/232必修0200421财务报表分析AnalysisofFinancialStatements32/232续表课程类别课程性质CourseNature课程代码CourseCode课程名称CourseName学时/学分Hrs/Crs其中Including各学期学时HoursDistributioninaSemester课外实验Exp.上机一1st二2nd三3rd四4th五5th六6th七7th八8th学科基础课程·专业基础BasicCoursesinDiscipline必修1200951项目管理ProjectManagement32/232必修1200351人力资源管理HumanResourceManagement32/232必修1204052案例分析方法CasestudyMethodology32/232必修0200182国际贸易与结算InternationalTrade32/232必修1204101国际商务InternationalB