国际市场营销课程教学大纲

河北工业大学教学大纲—1—国际市场营销课程教学大纲课程名称：国际市场营销英文名称：Internationalmarketing课程类别：专业模块课总学时：48学分：3分适应对象：国际经济与贸易、工商管理、市场营销专业一、本课程的性质、目的与任务：国际市场营销是国际经济与贸易专业和市场营销专业的专业基础课，是一门研究以顾客需求为中心，而从事国际市场营销活动的国际企业管理方面的应用科学。该课程从理论和实践两方面，系统地阐述了企业开展国际市场营销活动的规律，体现了理论性、实用性特点。二、教学基本要求：要求教师熟悉市场营销基本理论和国际企业管理基本理论，了解国际企业营销管理现状和营销环境，具有业务工作或指导实习的实践经验，能承担国际市场营销的课程设计与实验教学工作。本课程在教学过程中，要求学生会分析国际市场营销环境，研究国际市场购买者行为，制定最佳的国际市场营销组合策略，有计划地组织和控制国际市场营销活动的过程和方法，培养和提高学生正确分析和解决国际市场营销管理的问题的能力，更好地适应涉外企业国际市场营销管理工作的需要。三、课程内容：本课程主要讲授：进入国际市场的方式、国际市场环境分析(政治环境、经济环境、贸易环境、社会文化环境)、国别市场分析、现代国际营销方式、国际市场营销战略、国际市场4P策略、国际市场营销组织管理等理论。四、学时分配：学时教学主题（内容）要求4Ch-1:IntroductiontoGlobalMarketing1-1Overviewofmarketing1-2Globalmarketing:whatitisandwhatitisn’t?1-3Managementorientations1-4ForcesaffectingglobalintegrationandmarketingUnderstandhowtheworldeconomydevelopedoverthepastdecades;Knowtheimpactofglobalizationonthemarketingdiscipline；Learnabouttheinterdependenciesbetweenmanagementorientation&marketingperformance;Understandthefactorssupportingorinhibitinginternationalmarketingactivities;4Ch-2:GlobalEconomicEnvironment2-1theworldeconomy-anoverview2-2economicssystems2-3stagesofmarketdevelopment2-4balanceofpaymentUnderstandthemaindifferencesbetweeneconomicsystemsaroundtheworld;Learnwaysofclassifyingcountriesbytheirmarketdevelopment;Understandconsumptionpatternsindifferentcountries;Knowthemainregionaleconomicco-operationagreements;4Ch-3:TheGlobalTradeEnvironment3-1GATTandWTO3-2Americanmarket3-3Asia-Pacificmarket3-4Europemarket3-5AfricamarketLearnthemaindifferencesbetweendifferentkindsofPreferentialTradeAgreements.Understandthewaysofclassifyingcountriesbypreferentialtradeagreements.Understandthemaineconomicorganizationsaroundtheworld河北工业大学管理学院教学大纲—2—4Ch-4:Social&CulturalEnvironment4-1highandlow-contextcultures4-2Hofstede’sculturaltypology4-3self-referencecriterion4-4DiffusiontheoryHavinganunderstandingoftheculturecanactuallybecomeafirm’scompetitiveadvantage.Understandtheseveraldifferentconceptualframeworksthatinclude:GrasptheHall’snotionofhigh-andlow-contextcultures,Maslow’shierarchy,GrasptheHofstede’sculturaltypology,Understandtheself-referencecriterion,UnderstandtheDiffusiontheory.2Ch-5ThePolitical,Legal,andRegulatoryEnvironments5-1thepoliticalenvironment5-2thelegalenvironment5-3theregulatoryenvironmentUnderstandthemaincontentsofpoliticalenvironmentUnderstandthepoliticalrisksUnderstandthepoliticalenvironmentroleintheinternationalmarketingStudythepoliticalcultureinthetargetcountryandanalyzethegoverningparty'sattitudetowardsovereignty,politicalrisk,taxes,thethreatofequitydilution,andexpropriation.4Ch-6:Segmentation&Targeting6-1GlobalMarketSegmentation6-2Accessingmarketpotentialandchoosingtargetmarketsorsegments6-3Product-marketdecisions6-4Targetmarketstrategyoptions6-5positioningUnderstandtheGlobalMarketSegmentationGrasphowtoAccessthemarketpotentialandchoosetargetmarketsorsegmentsUnderstandtheTargetmarketstrategyoptionsStudythemeaningofpositioningKnowthedifferenceofHigh-TechPositioningandHigh-TouchPositioning2Ch-7:Entry&ExpansionStrategies7-1licensing7-2investment7-3thenatureofglobalstrategicpartnershipsGraspthemeaningoflicensing、investment、strategicalliancesKnowtheadvantageanddisadvantageofeachways；Learnthebasictheoryofentrystrategic；UsethetheorytoanalysesthecasesGraspthenatureofglobalstrategicpartnerships4Ch-8:ProductDecisions8-1productandbrandconcept8-2productpacking8-3productstrategyinglobalmarketing8-4newproductsinglobalmarketingKnowtheconceptofproduct；UnderstandtheimportantofbrandandhowtomakeaninternationalbrandUnderstandtheproductstrategyinglobalmarketing；Learnhowtoexpandthemarketofnewproducts；4Ch-9:PricingDecisions9-1basicpricingconcept9-2pricingdecisions9-3globalpricing:threepolicyalternatives9-4transferpricingKnowtheComponentsofpricingascompetitivetoolsintheinternationalmarketingUnderstandThemechanicsofpricequotations；HowtomakeanofferininternationaltradeGraspthetermsofsaleGraspthreepolicyalternatives2Ch-10:GlobalMarketingChannels10-1channelobjectives10-2distributionchannels10-3workingwithchannels10-4globalretailingUnderstandthechannelobjectives;Knowthedifferenceofconsumerproductchannelandindustrialproductchannel;GrasptheGlobalRetailingStrategiesLearnhowtoworkwiththechannelsinglobalmarketing;河北工业大学教学大纲—3—2Ch-11Globalmarketingcommunicationsdecisions:advertising&publicrelations11-1globaladvertising11-2creatingglobaladvertising11-3globalmediadecisions11-4publicrelationsandpublicityLearntheglobaladvertisingcontents;Knowhowtoselectanadvertisingagency;Grasphowtocreatetheglobaladvertising;Knowtheglobalmediadecisions;2Ch-12:Strategicelementsofcompetitiveadvantage12-1industryanalysis12-2competitiveadvantage12-3globalcompetitionandnationalcompetitiveadvantageLearnthebasictheoryofstrategicmarketing；UnderstandthePotterfivestrengthmodelsUnderstandthenationalcompetitiveadvantageGraspthegeneticstrategicforcreatingcompetitiveadvantage8CasestudyDividethestudentsintodifferentgroupsandletthemshowtheirhomework’s2Reviewandsummary五、教材及参考书：1、WARRENKEEGAN著GLOBALMARKETINGMANAGEMENT(FOURTHEDITION)中国人民大学出版社200