双语课程规划书.doc

双语课程规划书课程名称:市场营销双语课课程介绍: 本课程采用双语教学方式,全面介绍市场营销的相关理论和企业实践,特别是市场营销中出现的新现象、产生的新问题和理论的新发展。具体地,本课程的教学内容主要包括, 企业在网络时代审视宏微观环境、发现市场机会的方法;需求预测和营销调研的原理和方法;消费者和组织的购买动机与行为;市场细分、目标市场的选择、市场定位及市场覆盖战略的确定;企业的战略规划、产品、服务、定价、分销渠道和沟通等方面的策略设计和运作的基本概念和方法;企业管理营销活动(包括制定营销计划、设立营销机构、实施和控制营销计划等环节) 的基本原理和方法。整套课程贯穿了企业最新的营销实践案例。计划学时: 54 授课对象: 目前为国际教育学院大三商务管理和市场营销专业的学生;将来逐步推广到经管学院市场营销专业的大三学生。教学手段: 主要教学方法是将讲授和案例讨论相结合,案例讨论的素材来自课本、自编的案例集以及其他来源。学生以小组为单位在课下讨论布置的案例,课上由指定的小组演讲讨论结果并接受挑战。教学大纲 Chapter 1: Marketing ina Changing World : Creating Customer Value and Satisfaction Objectives & Requirements: Be aware of ? reasons for studying marketing ? general framework of Marketing ? goals of the marketing system ? how marketing is used by different kinds anizations Time required :4 hours Ⅰ. What is marketing ? defined , wants and demands and services , satisfaction, and quality , transactions, and relationships Teaching content: define what marketing is and discuss its core concepts. Ⅱ. Marketing management management profitable customer relationships management practice Teaching content: define marketing management and understand how marketers manage demand and build profitable customer relationships Ⅲ. Marketing management philosophies production concept product concept selling concept marketing concept societal marketing concept Teaching content: compare the five marketing management philosophies Ⅳ. Marketing Challenges in the New “ Connected ” Millennium for connecting with customers with marketing partners with the world around us new connected world of marketing Exercises and Discussion: the concept of customer value and its importance of essful marketing. How are customer value and relationship marketing linked? pany ’s profit goals, discuss the ways in which it might resolve the conflicts