双语课程规划书new

《双语课程规划书new》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、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

2、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Chapter1：MarketinginaChangingWorld:CreatingCustomerValueandSatisfactionObjectives&Requirements:Beawareof•reasons

3、forstudyingmarketing•generalframeworkofMarketing•goalsofthemarketingsystem•howmarketingisusedbydifferentkindsoforganizationsTimerequired:4hoursⅠ.Whatismarketing?1.Marketingdefined2.needs,wantsanddemands3.productsandservices4.value,satisfaction,andquality5.exchange,transactions,an

4、drelationships6.markets7.marketingTeachingcontent:definewhatmarketingisanddiscussitscoreconcepts.Ⅱ.Marketingmanagement1.demandmanagement2.buildingprofitablecustomerrelationships3.marketingmanagementpracticeTeachingcontent:definemarketingmanagementandunderstandhowmarketersmanagede

5、mandandbuildprofitablecustomerrelationshipsⅢ.Marketingmanagementphilosophies1.theproductionconcept2.theproductconcept3.thesellingconcept4.themarketingconcept5.thesocietalmarketingconceptTeachingcontent:comparethefivemarketingmanagementphilosophiesⅣ.MarketingChallengesintheNew“Con

6、nected”Millennium1.technologiesforconnecting2.connectionswithcustomers3.connectionswithmarketingpartners4.connectionswiththeworldaroundus5.thenewconnectedworldofmarketingExercisesandDiscussion:1.Discusstheconceptofcustomervalueanditsimportanceofsuccessfulmarketing.Howarecustomerv

7、alueandrelationshipmarketinglinked?2.Consideringthecompany’sprofitgoals,discussthewaysinwhichitmightresolvetheconflictsthatarisebetweensatisfyingindividualwantsandguardingsocietalwelfare.3.Listanddiscussthreeimportantconnectionsmadepossiblebytheconnectingtechnologies.Giveexamples

8、ofcompaniestakingadvantagesofsuchconnect