《MARKETING英文》课程教学大纲

ADDINCNKISM.UserStyle《Marketing》课程教学大纲（理论课程）1.BasicCourseInformationCourseID0423D14001OpeningdepartmentSchoolofManagementCourseName市场营销学MarketingCoursenatureCompulsoryCourseAssessmenttypeExamCoursecoursecredit3Coursehours51CoursecategoryBasicCoursesoftheSubject(CoreCoursesoftheSubject)PrerequisitecoursesManagementApplicablemajors(categories)HumanResourcesManagementCooperationClass2.CourseDescriptionandObjectives2.1CourseIntroductionMarketingisanapplieddisciplinebasedoneconomicscience,behavioralscienceandmodernmanagementtheory.Undertheconditionsofamarketeconomy,marketingtheories,methods,andtechniquesarenotonlywidelyappliedtoenterprisesandvariousnon-profitorganizations,butgraduallyappliedtovariousaspectsofsocialandeconomiclifeatthemicroandmacrolevels.Thepurposeofmarketingactivitiesistoguideacertaintypeorcommodity(includinglabor)fromproducerstoconsumersorusersthroughacertainsocialmarketingsystem,meetsocialneeds,andachievethegoalofmaximizingenterpriseprofits.The"Marketing"courseisacorecourseinthefieldofhumanresourcemanagementcooperationorganizedbyHebeiUniversityandtheNationalCollegeofIreland.Throughthestudyofthiscourse,theaimistorequirestudentstoestablishacustomerorientationbusinessphilosophy,understandbasicconceptssuchascustomervalue,customerrelationships,marketingstrategies,marketpositioning,andmarketingstrategies,andmasterbasicknowledgeinthefieldofmarketing,Havethebasicabilitytocarryoutmarketanalysisandmarketingplanning,andlaythemarketorientedawarenessandoveralloperationideaforthefollow-upcoursessuchasHumanResourcesManagementandorganizationalbehavior.2.2TeachingObjectivesThroughthestudyofthiscourse,studentsshouldsystematicallymasterthebasictheoriesofmarketanalysis,marketselection,marketmarketingmix,andmarketmarketingmanagement,andbeabletoapplythemincombinationwithpractice,layingafoundationforfuturetheoreticalresearchandpracticalwork.Courseobjective1:Constructthebasictheoreticalsystemandknowledgeframeworkofmarketing,andmasterthebasicconceptsandanalyticalmethodsofmarketing.Courseobjective2:Havethebasicabilityandskillsofenvironmentalanalysis,demandinsight,strategydesignandbrandmanagement.Courseobjective3:Establishacorrectmarketconcept,formabasicconceptofcustomerorientationandcreatingcustomervalue,andcontinuouslyinnovatethroughcriticalthinking.3.TheSupportingRelationshipbetweenCourseObjectivesandGraduationRequirementsGraduationRequirementIndicatorPointsCourseObjectivesWeight1-1:Basicknowledge.Proficientinmasteringthetheoriesandmethodsofbasicdisciplinessuchasmathematics,statistics,economics,etcCourseObjective15%1-2:Professionalknowledge.Masterthebasicprofessionalknowledgeofmanagementdiscipline,andbeabletoapplythelearnedknowledgetoexplainandanalyzephenomenaandproblemsintheprofessionalfield;Strongabilitytoindependentlyacquireknowledge,proposeproblems,analyzeproblems,andsolveproblems,aswellasstrongcomprehensiveknowledgeapplication,innovation,andpracticalabilities.CourseObjective140%2-1:Knowledgeacquisitionability.Abletoapplyscientificmethodstoacquireknowledgethroughchannelssuchasclassroom,literature,online,andinternshippractice;Proficientinlearningandabsorbingknowledgefromothers,andbuildingone'sownknowledgesystem.CourseObjective220%2-2:Knowledgeapplicationability.Havetheabilityofinterpersonalcommunication,organizationandcoordination,andpolicyimplementation;StrongEnglishlistening,reading,andwritingskills.CourseObjective210%2-3:Innovationandentrepreneurshipability.Developtheabilityofexploratoryandcriticalthinking,andconstantlytrytoinnovateintheoryorpractice.CourseObjective210%3-2:Professionalquality.Havinganinternationalperspective,possessingthesensitivityandjudgmenttodiscoverproblems,andbeingabletoapplymanagementtheoriesandmethodstosystematicallyanalyzeandsolveorganizationalenterprisemanagementproblems.CourseObjective315%4.TeachingmethodsandmethodsThecourseismainlyconductedinthewayofclassroomteaching,strengtheningtheCasemethod,classroomdiscussion,projectdesignandothermethodsintheclassroom,focusingongrouplearning.Accordingtotheteachingplan,studentsareallowedtosolveproblemsbyconsultingbooks,journals,networkretrieval,anddiscussionwithothers.Inthisprocess,thenewandoldknowledgestructuresarereintegratedtocultivatestudents'independentlearningability.5.TeachingFocusandDifficulties5.1TeachingfocusThiscoursefocusesontheformulationofmarketingstrategy,thedesignofmarketingmarketingmix,andtheimplementationofmarketingplan,organizationandcontrol,sothatstudentscansystematicallyandcomprehensivelymasterthemarketingtheoryandestablishanintegratedknowledgeframework.5.2TeachingdifficultiesTheteachingdifficultyofthiscourseistoenablestudentstoestablishacorrectunderstandingofmarketingconcepts,masterthemethodsandskillsofmarketresearch,scientificallyconductmarketsegmentation,designsystematicmarketingstrategiesaccordingtotheneedsofenterprises,andtrulyachievethepurposeofapplyingwhattheyhavelearned.6.Teachingcontent,basicrequirements,andclasshourallocationSerialNumberSerialNumberBasicRequirementsClasshourTeachingmethodsCorrespondingcourseobjectives1Chapter1:MarketingIntroductionThroughthestudyofthischapter,studentswillunderstandthebasicconceptsandfunctionsofmarketandmarketing,understandthebasicstagesofthedevelopmentofabnormalbusinessconceptsinthemarket,andestablishacustomer-centeredbusinessphilosophy.5LectureanddiscussionCourseobjectives1and32Chapter2:DevelopingMarketingStrategiesandPlansThroughthestudyofthischapter,studentsneedtounderstandandmasterthecompanylevelstrategicplanningprocess,masterintensivegrowthstrategies,integrationstrategies,diversificationstrategies,etc.Masterthebasiccontentofmarketingplanandmarketingcontrol3LectureanddiscussionCourseobjectives1and23Chapter3:AnalyzingConsumerMarketsThroughthischapter,studentsneedtounderstandandmasterthemeaning,influencingfactors,characteristics,andpurchasingbehavioroftheconsumermarket6LectureanddiscussionCourseobjectives1and34Chapter4:AnalyzingBusinessMarketsThroughthischapter,studentsneedtounderstandandmasterthemeaning,characteristics,influencingfactors,andpurchasingprocessoforganizationalmarkets3LectureanddiscussionCourseobjectives1and35Chapter5:MarketResearchandForecastingDemandThroughthischapter,studentsneedtounderstandandmasterthecontent,types,procedures,andmethodsofmarketresearch4LectureanddiscussionCourseobjectives1and26Chapter6:STP:Segmentation、Targeting、PositioningThroughthestudyofthischapter,studentsshouldunderstandandmasterthebasisofmarketsegmentationandthedeterminationoftargetmarkets,andchooseareasonablepositioning4Courseobjectives2and37Chapter7:ShapingtheMarketOfferings:ProductandServiceThroughthischapter,studentsneedtounderstandandmastertheconceptofoverallmarketproducts,productportfoliotheory,packagingdecision-making,characteristicsandstrategiesofdifferentproductlifecyclestages,aswellastheprocessofnewproductdevelopmentanddiffusion.5LectureanddiscussionCourseObjective1and28Chapter8:BuildingBrandThroughthestudyofthischapter,studentsneedtounderstandandmastertheessenceofbrands,understandtheroleofbrandsinthedevelopmentofenterprises,andmasterthedifferentlevelsandstrategiesofbrands2LectureanddiscussionCourseobjectives1and29Chapter9:DevelopingPricingStrategiesandProgramsThroughthischapter,studentsneedtounderstandandmasterthepricingobjectives,factorsthataffectpricing,pricingmethods,pricingtechniques,andpricingstrategies3LectureanddiscussionCourseobjectives1and210Chapter10:DesigningandManagingIntegratedMarketingChannelsThroughthischapter,studentsneedtounderstandandmasterthemeaningandtypesofsaleschannels,thebasicmodelsofsaleschannelcombinations,theroleandmaintypesofintermediaries,andthemaindecision-makingissuesofsaleschannels5LectureanddiscussionCourseobjectives1and211Chapter11:ManagingRetailing,Wholesaling,andLogisticsThroughthischapter,studentsneedtounderstandandmasterthespecifictypesofwholesalersandretailers,aswellasthebasicknowledgeoflogistics3LectureanddiscussionCourseobjectives1and212Chapter12:DesigningandManagingIntegratedMarketingCommunicationsThroughthischapter,studentsneedtounderstandandmasterthebasiccontentofpromotionalcombinations,promotionalstrategyplanning,andvariouspromotionalstrategies5LectureanddiscussionCourseobjectives1and213Chapter13:ManagingMassCommunicationsChapter14:ManagingPersonalCommunicationsThroughthischapter,studentsneedtounderstandandmasterthemethodsofinterpersonalandnoninterpersonalcommunication3LectureanddiscussionCourseobjectives1and2Total518.Academicevaluationandcourseassessment8.1Assessmenttype:þExamination8.2Assessmentmethod:þOpenbookexamClosedbookexamCoursepaperCourseReportOther:8.3Scoreevaluation:AssessmentbasisSuggestedscoreAssessment/EvaluationRulesCorrespondingtoCourseObjectivesUsually-

inspects40%Attendance30%AttendanceSituationCourseObjective1-3task40%BasicConcepts,andCorrectnessofIndividual