《MARKETING英文》课程教学大纲_第1页
《MARKETING英文》课程教学大纲_第2页
《MARKETING英文》课程教学大纲_第3页
《MARKETING英文》课程教学大纲_第4页
《MARKETING英文》课程教学大纲_第5页
已阅读5页,还剩2页未读 继续免费阅读

下载本文档

版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领

文档简介

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

温馨提示

  • 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
  • 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
  • 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
  • 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
  • 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
  • 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
  • 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。

评论

0/150

提交评论