市场营销英语教学大纲

经贸系《市场营销专业英语》课程教学大纲课程性质：专业必修课总学时数：48学时适合专业：09级经贸系市场营销专业（一）课程教学目标通过本课程的学习，要求掌握以下知识目标：1.了解市场营销的运行平台、基本理念、主要类型。2.运用所学知识分析和指导企业、事业单位的营销实践活动。3.不断提高学生英语的应用水平，成为国际商务中的有用人才。（二）课程的目的与任务本课程是经贸系市场营销专业方向的专业基础课程，培养学生掌握一些营销理论和技能，在商务交际环境中，用英语进行交际的基本技能。通过本课程的学习，能够培养学生适应社会主义市场经济需要，具有良好英语语言实际运用能力，掌握一定的国际营销专业知识，能够从事国际市场营销工作的应用型专业人才。此外，学生通过系统的针对市场营销常用的英语的听、说、读、写、译等方面的学习，要掌握市场营销英语常用的各种英语词汇及表达方法，全面提高阅读和理解市场营销英语资料的能力，增强市场营销英语的写作水平和对外交流能力。（三）理论教学的基本要求在具有一定的市场营销基础知识和相当英文水平的基础上，通过理论与实践相结合的教学方式，采用实例、演示、PPT等多种教学方法和手段来保证教学任务的顺利完成。学生应掌握市场营销相关的词汇和具体运行流程，具体要求如下：1.掌握足够的与市场营销相关的词汇和表达方式。2.熟悉市场营销的基本交易类型的操作原理、方法和步骤。3.了解其它与市场营销相关的话题并能通过网上交流拓展学业与职业空间。（四）实践教学的基本要求实训一实验（实训）学时10应开实验（实训）个数5序号实验（实训）名称实验实训要求学时分配实验（实训）类型备注1Customervalueandsatisfaction必做2综合性2Consumerpurchasedecisionprocess必做2综合性3Howtosetapriceonaproduct必做2综合性4Salespromotion必做2综合性5Advertising必做2综合性实践教学目的：培养学生的实际营销活动能力，将所学的英语知识和市场营销知识结合起来，通过实际和模拟营销活动场景给学生更多实践机会。实践教学要求：要求学生积极参与市场营销实践、实训活动。就课本上的讨论题发表自己的观点，也可以展开辩论。作业有口头和笔头两种：笔头作业为各单元汉译英的翻译题和实用写作，巩固语法知识和提高写作能力；口头作业为每个单元的话题练习题和思考题。（五）教学学时分配市场营销专业英语章次各章名称总学时学时分配讲课实验实训习题1Introductiontocoremarketingconcepts3212MarketingEnvironment3213CustomerValueandSatisfaction3214TypesofMarketingResearch3215ConsumerPurchaseDecisionProcess3216AModelofBusinessBuyerBehavior3217MarketSegmentation,Targeting,andPositioning3218ProductClassificationandProductDecisions3219ProductLifeCycleandItsMarketingImplications32110HowtoSetaPriceonaProduct32111RetailerMarketingDecisions32112IntegratedLogisticsManagement32113SalesPromotion32114FunctionsoftheAdvertising32115CharacteristicsofServicesandtheRelatedMarketingStrategies321合计453087（六）大纲内容Unit1Introductiontocoremarketingconcepts1.主要内容：a.marketingoffersb.valueandsatisfactionc.marketsdmarketing2.教学重点：a.keytermsandconcepts3.教学难点：Makecleartheprocessofmarketing4.教学要求：Requireteachertoanalyzetherelatedinformationofmarketing5.习题要求：Requirestudentstofinishsomeexercisesafterthetext.RequirestudentstosummarizemarketingrelatedtermsorusefulsentencesinthisUnit.Unit2MarketingEnvironment1.主要内容：a.company’smicro-environmentb.competitorsc.publics2.教学重点：a.keytermsandconcepts3.教学难点：Whatismarketingenvironment?Cancompanieschangetheirmarketingenvironmentaccordingtotheirwill?4.教学要求：RequireteachertointroducetheimportantpremiseandconditionofmarketingEnvironment.5.习题要求：Requirestudentstofinishsomequestionsafterthetext.Unit3CustomerValueandSatisfaction1.主要内容：a.definitionofCustomerValueandSatisfactionb.deliveringcustomervalueandsatisfaction2.教学重点：keytermsandconcepts3.教学难点：Therealunderstandingofcustomervalueandsatisfaction.4.教学要求：Requireteachertointroducecustomervalueandsatisfaction.5.习题要求：Requirestudentstofinishsomequestionsafterthetext.RequirestudentstosummarizecustomervalueandsatisfactionrelatedtermsorusefulsentencesinthisUnit.Unit4TypesofMarketingResearch1.主要内容：a.exploratoryresearchb.descriptiveresearchc.casualresearch2.教学重点a.keytermsandconcepts3.教学难点：Howtoclassifythemarketingresearch?4.教学要求：Requireteachertoexplainthedifficultsentencefirstly,nextanalyzethetext5.习题要求：Requirestudentstofinishsomequestionsafterthetext.Unit5ConsumerPurchaseDecisionProcess1.主要内容：a.needrecognitionb.informationsearchb.alternativeevaluation2.教学重点：keytermsandconcepts3.教学难点:Trytoexplainclearlyhowtodecidethemarketingstrategiesaccordingtothefeaturesofcustomers.4.教学要求：Requireteachertoleadthestudentstolearncustomerpurchasedecisionprocess.5.习题要求：Requirestudentstofinishsomequestionsafterthetext.Requirestudentstoconcludetheon-linemarketingstrategies.Unit6AModelofBusinessBuyerBehavior1.主要内容：a.majortypesofbuyingsituationsb.participantsinthebusinessbuyingprocess2.教学重点：keytermsandconcepts3.教学难点：Howtodescribetheeightstagesinthebusinessbuyingprocess.4.教学要求：Requireteacherstoexplaindifficultsentencesoastomakestudentsknowtheseknowledgeaboutbusinessbuyerbehavior.5.习题要求：Requirestudentstofinishsomequestionsafterthetext.Unit7MarketSegmentation,Targeting,andPositioning1.主要内容：a.segmentingmarketsb.targetmarketing2.教学重点：keytermsandconcepts3.教学难点：theclearunderstandingofmarketsegmentation,targeting,andpositioning4.教学要求：Requireteacherstoexplaindifficultsentencesoastomakestudentsknowtheseknowledgeaboutmarketsegmentation,targeting,andpositioning.5.习题要求：Requirestudentstofinishsomequestionsafterthetext.Unit8ProductClassificationandProductDecisions1.主要内容：a.productclassificationsb.productdecisions2.教学重点：keytermsandconcepts3.教学难点：theclearunderstandingofproductclassificationsproductdecisions.4.教学要求：Requireteacherstoexplaindifficultsentencesoastomakestudentsknowtheseknowledgeaboutproductclassificationsproductdecisions.5.习题要求：Requirestudentstofinishsomequestionsafterthetext.Unit9ProductLifeCycleandItsMarketingImplications1.主要内容：a.introductionstageb.growthstagec.maturitystaged.declinestage2.教学重点：keytermsandconcepts3.教学难点：thelimitationsofproductlifecycleconcept.4.教学要求：Requireteacherstoexplaindifficultsentencesoastomakestudentsknowtheseknowledgeaboutproductlifecycle.5.习题要求：Requirestudentstofinishsomeexercisesafterthetext.Unit10HowtoSetaPriceonaProduct1.主要内容：a.establishingpricinggoalsb.estimatedemand,costs,andprofitsc.choo