《全球营销管理双语》课程教学大纲.docx

《全球营销管理双语》课程教学大纲.docx

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《全球营销管理双语》课程教学大纲

《全球营销管理（双语）》课程教学大纲

一、课程基本信息

课程代码：

16181602

课程名称：

全球营销管理

英文名称：

GlobalMarketingManagement

课程类别：

专业课

学   时：

32 

学　分：

2

适用对象:

管理类、人文类、信息技术类、经济类等

考核方式：

考查

先修课程：

管理学；市场营销学。

二、课程简介

全球化的趋势推动着企业的营销活动的全球化发展。

在全球化时代的营销必须面临着全球化的战略及决策。

从国际视野的角度分析营销活动的环境及其各种因素对营销活动的影响是正确制定营销战略的前提和基础。

本课程在帮助学生认识什么是全球营销的基础上，分析全球化时代的国际政治、国际经济、国际科技等营销环境的变化及其对营销活动的影响，从而帮助学生正确进行国际市场进入战略、国际投资策略、国际产品及创新策略、以及国际传播策略的营销战略。

同时，认识不同文化背景下的营销环境分析方法，帮助学生掌握有关全球营销的基础理论知识，从而帮助学生开拓视野，把自己本身变成国际化的毕业生。

Theglobalizationisincreasinglydrivingtheinternationalizationofmarketingactivities.Intheageofglobalization,marketingstrategiesshouldbefocusedonmeetingthechallengesofglobalization.Itisthepretextandbasisofmakingappropriatemarketingstrategiestoanalyzethemarketingenvironmentandinfluencingfactorsfromtheperspectivesofglobalization.Thiscourseisplannedtohelpstudentsknowabouttheconceptofglobalization,sothattheycanhavetheabilityofidentifyingthechangesofinternationalpolitics,internationaleconomy,aswellasinternationaltechnology,whichmayhaveinfluenceonmarketingactivities.Afterstudyingthiscourse,studentsshouldhavetheabilityofmakingstrategicdecisionsonentryintointernationalmarkets,internationalinvestment,internationalproductinnovation,andinternationalmarketingcommunication,etc.atthesametime,studentsshouldbeabletoanalyzetheinternationalmarketingenvironment,knowaboutthemaintheoriesofglobalmarketing,soastowidentheirvision,andbecomeaninternationalizedstudent.

三、课程性质与教学目的

课程性质：

专业课

教学目的

本课程的教学目的是让学生了解分析国际市场营销环境的方法，认识不同文化环境下的消费需求的差异性，以及根据国际不同营销环境的差异选择合适的国际市场将进入战略，国际市场开发战略、国际市场产品与创新战略、国际市场渠道战略、以及国际市场传播战略等。

通过学习，学生应当能够掌握分析不同文化环境下的研究方法，了解全球营销的相关理论，并且运用这些理论帮助企业制定合适的全球营销战略。

四、课程内容及要求

Chapter1IntroductiontoGlobalMarketing

（一）目的与要求

1.Understandinghowtheworldeconomydevelopedoverthepastdecades

2.Knowingtheimpactofglobalizationonthemarketingdiscipline

3.Learningabouttheinterdependenciesbetweenmanagementorientationandmarketingperformance

4.Understandingthefactorssupportingorinhibitinginternationalmarketingactivities

（二）教学内容

1.TheMarketingConcept

2.TheThreeKeyElementsofMarketing

3.ScopeandBoundariesofGlobalMarketing

4.ImportanceofGlobalMarketing

5.ManagementOrientationandGlobalMarketing

6.FactorsSupportingorInhibitingGlobalIntegration

（三）思政元素

1.Usesthelawofthecontradictioncampaignbetweenproductiveforcesandproductionrelationstoexplainthetrendofglobalization.

2.Predictthedevelopingtrendofworldeconomyaswellastheinternationalrelationshipsamongvariousnations

（四）思考与实践

1.Dothecasestudyonpage29,“whichcompanyistransnational?

”

2.Dothequalitativeanalysisof18guidingprinciplesofthemarketingcompany

（五）教学方法与手段与手段

TeachingandSeminar

Chapter2TheGlobalEconomicEnvironment

（一）目的与要求

1.Understandingthemaindifferencesbetweeneconomicsystemsfoundaroundtheworld

2.Learningwaysofclassifyingcountriesbytheirmarketdevelopment

3.Understandingconsumptionpatternsindifferentcountries

4.Knowingthemainregionaleconomicco-operationagreements

（二）教学内容

1.TheWorldEconomy–AnOverview

2.EconomicSystems

3.StagesofMarketDevelopment

4.IncomeandPurchasingPowerParity

5.RegionalizationofMarkets

（三）思政元素

1.ExplaintheeconomicdevelopmentbetweenChinaandIndiabasedonthesocialcultureandpoliticalsystems.

2.Theindustrializationbasedon156large-scalecapital-intensiveSoviet-assistedprojects.

3.Thecontributionof43PlantoChina’seconomicdevelopment

（四）思考与实践

1.Whatarethestagesofnationalmarketdevelopment,andwhatpercentageofworldincomeisfoundineachofthestages?

2.Whatispatternofincomedistributionintheworldtoday?

Howdodevelopingcountrymarketscomparewithhigh-incomecountrymarketsintheproportionofincomegoingtothebottomandthetop20percentofthepopulation?

3.Areincomeandstandardoflivingthesamething?

Whatismeantbytermstandardofliving?

（五）教学方法与手段

Teachingandseminar,casestudy

Chapter3SocialandCulturalEnvironments

（一）目的与要求

1.Understandinghowimportantculturalandsocialdifferencesareinglobalmarketing

2.Learningfundamentalconceptsthatprovideanunderstandingofculturaldifferences

3.Understandingwherepotentialconflictsmayariseinglobalbusinessrelations

Knowinghowculturaldifferencesimpactthemarketingofproductsandservices

（二）教学内容

1.BasicAspectsofSocietyandCulture

2.AnalyticalApproachestoCulturalFactors

3.HandlingCulturalDiversity

（三）思政元素

1.MaoZedongThoughtasthecorevaluesofmodernChina

2.TheThreeConstantlyReadArticles:

InmemoryofBethune,ServethePeople,andYugongremovingmountains.

3.OnPractice,OnContradiction,andOnprotractedwar.

（四）思考与实践

1.Whatisculture?

Istheresuchathingasaculturaluniversalorculturaluniversals?

2.CanHofstede’sculturaltypologyhelpmarketersbetterunderstandculturesoutsidetheirhomecountry?

3.Explaintheself-referencecriterion.

4.Whatisthedifferencebetweenalow-contextcultureandahigh-contextculture?

（五）教学方法与手段

Teachingandseminar,casestudy

Chapter4ThePolitical,Legal,AndRegulatoryEnvironmentsinGlobalMarketingManagement

（一）目的与要求

1.Knowingtheimportanceofpoliticalenvironmentsforglobalmarketingactivities

2.Understandingtheconsequencesofdifferentlegalsystems

3.Knowingtheinfluenceofthepoliticalandlegalframeworkonglobalcompanyactivities

4.Learningaboutopportunitiesofdisputesettlementininternationallitigations

（二）教学内容

1.ThePoliticalEnvironment

2.InternationalLaw

3.WaystoAvoidLegalProblems

4.ConflictResolution,DisputeSettlementandLitigation

5.InternationalInstitutionsandtheirPoliticalRole

（三）思考与实践

1.Whatissovereignty?

Whyisitanimportantconsiderationinthepoliticalenvironmentofglobalmarketing?

2.Brieflydescribesomeofthedifferencesbetweenthelegalenvironmentofacountrythatembracescommonlawasopposedtoacountrythatobservescivillaw?

3.Globalmarketerscanavoidlegalconflictsbyunderstandingthereasonsconflictsariseinthefirstplace.

（四）教学方法与手段

Teachingandseminar,casestudy

Chapter5GlobalCustomers

（一）目的与要求

1.Knowtheimportanceofeconomiccooperationandpreferentialtradearrangements

2.Identifythevariousregionalmarketsandtheircharacteristics

3.Identifythebuybehaviorofvariousregionalmarkets.

（二）教学内容

1.RegionalMarketCharacteristics

2.MarketinginTransitionalEconomicsandLessDevelopedCountries

3.GlobalBuyers

4.TheGlobalMarketingPlanning

（三）思政元素

1.RegionalComprehensiveEconomicPartnership（RCEP）

2.SignificanceofShanghaiCooperationOrganization

（四）思考与实践

1.Describethesimilaritiesanddifferencesofafreetradearea,acustomsunion,acommonmarket,andaneconomicunion.Giveanexampleofeacharea.

2.Whatarethemajorcharacteristicsoftheworld’sregionalmarkets?

Whichisthefastestgrowing?

Why?

3.Whatisthesignificanceofthevalueequationforglobalmarketers?

（五）教学方法与手段

Teachingandseminar,casestudy

Chapter6GlobalMarketingInformationSystemsandResearch

（一）目的与要求

1.Tounderstandthekeyglobalinformationneedsofacompany

2.Toappreciatetheimpactofglobalizationonthemarketingresearchdiscipline

3.Tolearnhowenvironmentaldifferencesimpingeonprimaryandsecondaryresearch

（二）教学内容

1.OverviewofGlobalMarketingInformationSystem

2.SourcesofmarketingInformation

3.FormalMarketingResearch

4.CurrentIssuesinglobalMarketingResearch

5.AnIntegratedApproachtoInformationCollection

（三）思政元素

1.TheeffectsofChina’sscienceandtechnologicdevelopmentonmarketingenvironmentandconsumerbehavior,whichincludes5G,artificialintelligence,blockchain,digitalcurrency,andsoon

（四）思考与实践

1.Whatisthemajorsourceofinformationforheadquartersexecutivesofglobalcompanies?

2.Whatarethedifferentmodesofinformationacquisition?

Whichisthemostimportantforgatheringstrategicinformation?

3.Outlinethebasicstepsofthemarketingresearchprocess.

（五）教学方法与手段

Teachingandseminar,casestudy

Chapter7Segmentation,TargetingandPositioning

（一）目的与要求

1.Tounderstandtheobjectivesandusefulnessofglobalmarketsegmentation

2.Toknowtheapproachestoglobalmarketsegmentationusingdifferentsegmentationcriteriatodefinetargetgroups

3.Tolearndifferentwaysofpositioningproductsinglobalmarkets

（二）教学内容

1.GlobalMarketSegmentation:

criteria:

geographic,demographic,psychographic,behavior,andbenefitsegmentation

2.GlobalTargeting

3.SelectingaGlobalTargetMarketStrategy

4.GlobalProductPositioning

5.High-TechorHigh-TouchPositioning

（三）思政元素

1.China’sInternationalSocietyPositioning:

peacefulrising

2.ReversingChina’sbrandimageintheinternationalmarket

（四）思考与实践

1.Whatisaglobalmarketsegment?

Pickamarketthatyouknowsomethingaboutanddescribetheglobalsegmentsforthismarket.

2.Identifythemajorgeographicanddemographicsegmentsinglobalmarkets.

（五）教学方法与手段

Teachingandseminar,casestudy

Chapter8EntryandExpansionStrategy

（一）目的与要求

1.Compareandcontrastexportsellingandexportmarketing.

2.Identifythestagesacompanygoesthrough,andtheproblemsitislikelytoencounter,asitgainsexperienceasanexporter.

3.Describethevariousnationalpoliciesthatpertaintoexportsandimports.

4.ExplainthestructureoftheHarmonizedTariffSystem.

5.Identifythefactorsthatglobalmarketersconsiderwhenmakingsourcingdecisions

（二）教学内容

1.Theneedforasolidmarketentrydecisionisanintegralpartofaglobalm