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课程思政专栏
《国际营销学》课程思政的教学目标
人文类专业课程的思政元素首先是人文精神,在《国际营销学》课程教学中既要需要关注“文化”与“人(企业)的行为”,也需要关注两者的关系,广工国贸专业《国际营销学》课程在思政目标的设计上,正是基于上述考虑,在课程大纲中设置了如下思政目标:
思政目标1:将专业知识传授与社会主义核心价值观引领相结合,使学生树立社会主义核心价值观和正确的营销价值观、职业道德,实现知识、能力与素质的协调发展,达成全方位课程育人目标。
思政目标2:课程立足于国际市场的开发,强调国际化思维,但不能抛弃中国立场,因此,在课程中“基因式”融入中华优秀传统文化元素,讲中国企业国际营销的成功案例,培养制度自信和文化自信,增强民族自豪感和荣誉感,坚定爱国主义信念。
思政目标3:建立国际营销活动中尊重、理解、包容、合作、互鉴的跨文化交往理念和正确的工作态度。
正确的跨文化交往(Intercultural Communication)理念是国际市场营销活动取得成功的思想基础。三个思政目标之中,思政目标1重点关注“文化”元素;思政目标2重点关注企业行为;思政目标3关注文化与行为的关系。
2020国贸此版块的任务以小组为单位,在教学平台上选择思政栏目相关主题完成小视频的拍摄(可以有对业界人士等的采访,那就更好了),小组在实训讨论区提交拍摄的视频、脚本、详细文案。
国际营销学实训 Professor CHEN Yuan
Unit 1 Introduction to Global Marketing (4 hours) Professor CHEN Yuan
【本章重点】
(1) Define global marketing properly,to trace the evolution of marketing and understand the difference between the domestic marketing and global marketing.
(2) Explain the major issues of global marketing strategy: balance between a standardization approach and a localization approach; concentration of marketing activities; global market participation.
(3) Identify the management orientation of certain company toward the world: ethnocentric, polycentric, regiocentric or geocentric.
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
为方便大家及时收到课程相关信息,请在新云课堂平台个人档案那里将默认邮箱修改为您个人的常用邮箱。
教材:全球营销管理(第八版)影印版
Global Marketing Management (Edition8)
Unit 2 The Global Marketing Environment (4 hours)Professor CHEN Yuan
【本章重点】
A. Describe the environmental forces that affect the company’s ability to serve its customers.
B. Explain how changes in the internal & external environments affect global marketing decisions.
C. Understand one or more of the environment analysis framework such as PEST, SWOT and others .
【学习方法提示】大家可能感觉该单元内容非常庞杂,不少教材在该部分的体量内容也是非常惊人(约占1/4--1/3本教材),大家可以把各类教材当成学习的参考资料,学习过程中,一定要把握一个逻辑主线,就是各种环境因素的变化对制定和调整企业营销策略的影响,或者说,各种环境因素与营销的关系。不要被各种概念、故事把自己的脑子带得满天飞,然后不知所云。
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
若觉得课程考核方式不够多样化、教学仍有可以改进的地方,恳请提出宝贵建议。调查问卷可多次填写,烦请移步填写问卷,谢谢!
里面有数百种管理思维工具,包括诸如SWOT等策略工具,提供在项目管理、营销管理、时间管理、团队管理、管理决策等进行有效思考的框架。
教材:全球营销管理(第八版)影印版
Global Marketing Management (Edition8)
教材:全球营销管理(第八版)影印版
Global Marketing Management (Edition8)
Unit 3 Market Information and Marketing Research (4 hours)Professor CHEN Yuan
【学习重点】
A. Explain the importance of information to the company;
B. Understand the advantages and disadvantages of various methods of collecting information;
C. Describe the purpose and components of global marketing information systems
D. Understand the main methods & procedure to make marketing research
【学习方法提示】本单元的学习一定要与营销实训结合起来,在用中学,在学中用。多看文献,多在讨论区与老师和同学进行研讨。
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
美国东田纳西州立大学视频公开课(2011),该部分介绍了营销调研的步骤、常用的方法,特别是在EXPERIMENTAL APPROACH方面介绍得较为详细。
A blog on data science, analytics, code and everything else related to marketing technology. Backed by the geeks of Greenhouse.
Unit 4 Market Segmentation, targeting and Positioning (4 hours) Professor CHEN Yuan
【学习重点】
A. Explain what is meant by market segmentation and positioning and what bases on which we can choose to segment a market;
B. Understand the basic requirements for market segmentation;
C. Evaluate how to segment a market – the basic process;
D. Offer examples to clarify how to position to gain competitive edge;
E. Illustrate how to make and implement positioning strategies.
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
市场定位之差异化战略(中文动画)
市场定位之产品组合策略(中文动画)
下面这个电商报微信推的文章,原来的标题是“揭秘茶行业内幕:街边的茶叶店永远没人,为什么不会倒闭?“这是个吸引读者的噱头吗?
而看到最后,发现其实这个文章很严肃地思考了营销甚至商业定位。大家也可以思考一下。
Unit 5 Competitive Analysis & Competitive Strategy (2 hours)
【学习重点】竞争战略这一章,重点学习4种分析模型,三种竞争战略,三种成长模式。这些内容对于大家以后的学习都非常有用,比如参加商业精英挑战赛要撰写参赛计划书,比如后面的课程“专业综合研讨”要撰写市场营销企划,以及以后写毕业论文(营销部分)都需要用到。
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
Unit 6 International Market Entry (2 hours)
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
Unit 7 Product and Brand Decisions (4 hours)
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。
Unit 8 Pricing Decisions(4 hours)
- Explain how internal and external variables influence international pricing decisions
- Components of pricing as competitive tools in international marketing
- Understand why and how prices escalate in export selling
- How to control pricing in parallel import or gray markets
- Discuss the different international pricing strategies
- Explain how varying currency conditions challenge the international marketer
- The mechanics of getting paid
Unit 9 Channel Decisions(2 hours)
- The variety of distribution channels and how they affect cost and efficiency in marketing
- The Japanese distribution structure and what it means to Japanese customers and to competing importers of goods
- How distribution patterns affect the various aspects of international marketing
- The functions, advantages, and disadvantages of various kinds of middlemen
- The importance of selecting and maintaining middlemen
- The growing importance of e-commerce as a distribution alternative
- The interdependence of physical distribution activities
美国东田纳西州立大学公开课(2011)
The leading wholesale distributors in the market of Miami, Florida, USA
This is the Social Media Marketing Hub of Marketing91. You can learn all Social Media Concepts from this knowledge base. Do note, that Facebook Marketing is another hub on Marketing91 and is not a part of this hub.
Unit 10 Global Communications Decisions(2 hours)
【学习要求】请各位同学务必课前预习(PREVIEW),课后复习(REVIEW)。