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1、1国际市场营销（双语）课程教学大纲一、课程简介课程类别：专业课开课单位：工商管理系授课对象：本科 市场营销专业学时与学分：36学时；2学分使用教材：Warren J.Keegan and Mark C.Green，全球营销学第四版（Global Marketing, Fouth Edition），中国人民大学出版社，2005年9月参考教材：美菲利普R凯特奥拉，国际营销（International Marketing），机械工业出版社，2003年1月二、教学目的与教学要求：1.本课程教学目的是：介绍由经济与金融、社会与文化、政治与法律等方面构成的全球商务环境，进而从环境和战略的角度讨论企业的全球
2、营销策略和方式；介绍一整套先进的概念和分析工具（如价值链分析框架、产品贸易周期模型、国际产品生命周期理论、管理导向类别框架、杠杆理论、资源外取理论、全球战略伙伴关系、全球当地化整合原理和国家竞争优势分析框架等）；启迪和帮助学生在全球营销中把握发展战略，成功创作和实施4P（产品、价格、分销、促销）策略组合的途径；帮助学生运用英语学习专业知识，提高学生地英语使用能力。2.教学要求：对于教师，具体的要求有：双语授课，英语授课课时比例大约50%；使用原版英文教材；理论讲解与案例讨论相结合；对于学生，具体的要求有：必须先修完“市场营销”；英语达到4级水平3.考试方式和成绩计算：采用全英文考试；平时成绩占
3、10%，期中占20%，期末占70%。第一章 Introduction to Global Marketing学时：2 周，共 3 学时教学重点：全球化和全球本地化的概念、全球营销的管理取向、影响全球一体化和全球营销的因素。 教学难点：全球营销的管理取向、影响全球营销的因素。教学内容：1. Overview of Marketing(1)Competitive advantage(2)Globalization(3)Global Industries2. Global Marketing: What It Is and What It Isnt3. The Importance of Globa
4、l Marketing4. Management Orientations(1)Ethnocentric Orientation(2)Polycentric Orientation(3)Regiocentric(4)Geocentric orientations5. Forces Affecting Global Integration and Global Marketing(1)Driving Forces(2)Restraining Forces6. Outline of this book2本章考点：1. What are the basic goals of marketing? A
5、re these goals relevant to global marketing?2. What is mean by “global localization”? Is Coca-Cola a global product? Explain.3. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies.4. How do the global marketing strateg
6、ies of Harley-Davidson and Toyota differ?5. Describe the difference between ethnocentric, polycontric, regiocentric, and geocentric management orientations.6. Identify and briefly describe some of the forces that have resulted in increased global integration and the growing importance of global mark
7、eting.7. Define leverage and explain the different types of leverage utilized by companies with global operations.本章参考文献：1.Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A EuropeanPerspective, Pearson Education Limited，20012.菲利普 R.凯特奥拉，约翰 L.格雷厄姆，国际营销，中国人民大学出版社，20053.菲利普 R.凯特奥拉
8、，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，20046.甘碧群，国际市场营销学，武汉大学出版社，20027.王文举，张启明，国际市场营销，中国统计出版社，2003第二章 The Global Economic Environment学时：2 周，共 4学时教学重点：国家发展阶段，产品饱和度，经济合作协议 教学难点：国家发展阶段，国际结算，国际金融教学内容：1. The world Economy: An overview2. Ec
9、onomic systems(1)Market Capitalism(2)Centrally Planned Socialism(3)Centrally Planned Capitalism and Market Socialism3. Stages of Market Development(1) Low-Income Countries(2) Lower-Middle-Income Countries(3) Upper-Middle-Income Countries(4) Marketing Opportunities in LDCs and Developing Countries(5)
10、 High-Income Countries(6) The Triad(7) Marketing Implications of the stages of Development4. Banlance of Payments5. World Trade in Merchandise and Services6. Overview of International Finance(1) Managed Dirty Float3(2) Foreign Exchange Market Dynamics(3) Purchasing Power Parity(4) Economic Exposure(
11、5) Managing Exchange Rate Exposure本章考点：1. Explain the difference between market capitalism, centrally planned capitalism, centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.2. What is a BEM? Identify the BEMs according to their respe
12、ctive stages of economic development.3. A manufacture of satellite dishes is assessing the world market potential for his products. He asks you if he should consider developing countries as potential markets. How would you advise him?4. Turn to the Index of Economic Freedom (Table 2-1) and identify
13、where the BEMs are ranked. What does the result tell you in terms of the relevance of the index to global marketers?本章参考文献： 1.Warren J.Keegan and Bodo B.Schlegelmilch,Global Marketing Management: A EuropeanPerspective, Pearson Education Limited，20012.菲利普 R.凯特奥拉，约翰 L.格雷厄姆，国际营销，中国人民大学出版社，20053.菲利普 R.凯
14、特奥拉，约翰 L.格雷厄姆,国际市场营销学, 机械工业出版社，20054.马萨基.科塔比，克里斯蒂安.赫尔森，全球营销管理，中国人民大学出版社，20055.闫国庆，沈哲，孙琪，陈林兴，国际市场营销学，清华大学出版社，20046.甘碧群，国际市场营销学，武汉大学出版社，20027.王文举，张启明，国际市场营销，中国统计出版社，2003年第三章 Social and Cultural Environments学时：2 周，共3学时教学重点： 高背景文化和低背景文化、马斯洛的需求层次说、霍夫斯泰德德文化类型说以及自参考标准 教学难点： 霍夫斯泰德文化类型说、自参考标准和文化差异和相似性教学内容：1.
15、 High- and Low-Context Cultures2. Hofstedes Cultural Typology3. The Self-Reference Criterion and Perception4. Diffusion Theory+(1)The Adoption Process(2)Characteristics of Innovations(3)Adopter Categories(4)Diffusion of Innovations in Pacific Rim Countries5. Marketing Implications of Social and Cult
16、ural Environments本章考点：1. What are some of the elements that make up culture? How do these find expression in your native culture?42. What is the difference between a low-context culture and a high-context culture? Give an example of a country that is an example of each type and provide evidence for your answer.3. How can Hofstedes cultural typologies help Western marketers better understand Asian culture?4. Explain the self-referen
