课程基信息
课程代码:060651
课程名称:商务英语
英文名称:Specialized English in Marketing
课程类:专业选修课
学 时:36
学 分:2
适象市场营销专业
考核方式:考查
先修课程:市场营销原理理学原理
二课程简介
商务英语(市场营销专业英语)培养学生市场营销实际工作研究工作中运英语力课程通阅读分析容广泛材料扩学生知识面加深学生商务英语理解培养学生国际商务活动(指市场营销活动)解熟悉程度提高分析力逻辑思维独立思考力巩固提高学生商务领域(指市场营销)里运英语语言技力容包括市场营销概况市场调研营销战略品牌战略广告电子商务等领域
三课程性质教学目
专业英语市场营销专业门专业选修课程通课程学目培养提高市场营销专业科生营销活动中英语听说读写等实际应力学生解掌握营销专业英语词汇通课文阅读训练学生够英文描述营销活动熟悉营销语提高实际翻译力课程安排力求国际接轨 教材选择容安排考核方式突出应性实践性教学方法采取讲授案例分析课堂讨组讨学生授课等种形式注重创设教学情境
四教学容求
第讲 营销概述 (Unit 1 Introduction to Marketing )
() 目求
1讲求学生掌握市场营销基概念市场营销市场营销战略4P等
2求熟悉市场营销历史发展阶段
3求解市场营销历史发展阶段特点
(二) 教学容
1. 容:
1)Some concepts in marketing
2)The evolution of marketing:production erasales era marketing era
relationship marketing era
3)Case study strategic issues in Chinese marketing
2. 基概念知识点:
基概念:marketingmarketing strategypositionsegmentationtarget market 4Ps(product place price promotion ) brand value
知识点:have some knowledge of the 4Ps in Chinese market
3. 问题应(力求)
(三) 课练
写篇简短中国市场4Ps分析文章
(四) 教学方法手段
采取讲授法案例分析法组讨法
第二讲 战略规划营销理 (Unit 2 Strategic Planning and Marketing Management Process )
()目求
1讲求学生掌握市场营销战略规划营销理基概念市场营销战略规划基步骤
2求熟悉企业市场营销战略规划基容
3求解企业市场营销战略规划营销理
(二)教学容
1容:
1)The definition of Strategic Planning and Marketing Management
2)The steps of strategic planning
3)Case study strategic issues in Chinese marketing
2基概念知识点:
基概念:strategic planningthe firm’s business mission
1) Strategic planning is the managerial decision process that matches the organization’s resources and capabilities to its changing market opportunities for longterm and survival
2) A mission statement is a formal statement in an organization’s strategic planning that describes the overall purpose of the organization and what it intends to achieve in terms of its customers products and resources
知识点:the steps of strategic planning
3问题应(力求) 阅读英文案例基础分析企业市场营销战略规划营销理
(三)课练
找关企业市场营销战略规划营销理英文阅读资料组单位讨
(四)教学方法手段
采取讲授法案例分析法组讨法媒体教学
第三讲 营销环境 (Unit 3 Analysis of Marketing Environment)
() 目求
1讲求学生掌握市场营销环境基概念包括容
2求熟悉市场营销宏观微观环境项容
3运相关知识分析英文案例英文写出相关分析报告
(二)教学容
1容:
1) The concepts of marketing environmentmicroenvironmentmacroenvironment etc
2) The content of marketing environmentmicroenvironmentmacroenvironment etc
3) Analyzing the marketing environment using a SWOT Model threats and opportunities (from outside) strengths and weaknesses (inside the firm)
4) Case study Coke tries to counter Pepsi challenge
2基概念知识点:
基概念:marketing environment microenvironment macroenvironment A firm’s corporate culture Suppliers marketing intermediaries Customers Publics Sociocultural environment Cultural forces Economic environment Technological environment
知识点:
1) the content of marketing microenvironment a firm’s corporate culture
suppliers marketing intermediaries customers competitors publics
2) the content of marketing macroenvironment natural environment sociocultural environment economic environment economic environment political environment technological environment
3问题应(力求) 初步英语分析案例中营销环境
(三)课练
分组讨案例位学SWOT Model写份关Coke Pepsi 英文分析报告
(四)教学方法手段
采取讲授法组授课法媒体教学
第四讲 消费者市场消费者行 (Unit 4 Consumer Markets and Consumer Behavior)
()目求
1 讲求学生掌握消费者市场消费者行基概念影响消费者行素等
2 求熟悉案例关容
3 运相关知识分析相关英文案例
(二)教学容
1容:
1)The factors that influence consumer behavior
2) Some conceptsCulture Cultural values Subculture Personal characteristics etc
3)Case study Investigation by GNB New Zealand
2基概念知识点:
基概念:Culture Cultural values Subculture Personal characteristics
知识点:The factors that influence consumer behavior
3问题应(力求) 运专业术语表述消费者市场消费者行问题
(三)课练
分组分析案例讨新西兰电池市场消费者心理行尝试英文制定针性营销方案
(四)教学方法手段
采取讲授法案例分析法组讨法媒体授课
第五讲 市场调查信息系统 (unit 5 Marketing research and information system)
()目求
1讲求学生掌握市场营销调查基程序基方法
2求熟悉市场调研注意事项
3运相关知识分析相关英文案例
(二)教学容
1容:
1)The important facts about marketing research
2)The basic marketing research process:problem recognitionmeet and define problem and determine how to solve itSearch secondary data sources and own databaseUndertake quickand dirty primary researchUndertake thorough primary researchAnalyze informationPresent findings
3) The major topics in marketing researchconsumer research competitor research channel research publicpolicy research
4)Three tools used in marketing research:the marketing information system
decision support systemsthe research project
5)Case study strategic issues in Chinese marketing
2基概念知识点:
基概念:
Marketing research is about helping to improve manager's intuitive understanding of the behavior of customers compertitors and distribution
知识点:the basic marketing research process tools used in marketing research
3问题应(力求) 运专业术语表述市场营销领域问题
(三)课练
(四)教学方法手段
采取讲授法案例分析法组讨法
第六讲 市场定位市场细分 (unit 6 Marketing SegmentationTargeting and Positioning
()目求
1讲求学生掌握市场定位市场细分概念市场定位市场细分基方法
2求熟悉市场定位市场细分技巧
3求运相关知识分析英文案例
(二)教学容
1容:
1)The definition of marketing segmentationtargeting and positioning
2)The target marketing selection process and market segmentation methods
geographic segmentation demographic segmentation gender segmentation
income segmentation psychographic segmentation behavioral segmentation
3) Criteria for successful segmentation heterogeneous measurable
Substantial actionable accessible accessible
4) How to target the various segments
5)Case study
McDonald’s
Pizza
2基概念知识点:
基概念:
• Market Segmentation is a process of dividing a market into distinct groups of buyers who might require seperated products or marketing mix
• Market Segment is a group of consumers that are alike based on some characteristic(s)
• Targeting is a process of matching a specialized marketing mix with the needs of a specific market segment
• Positioning is the image that customers have about a product especially in relation to the product's competitors
知识点:
1)The target marketing selection process and market segmentation methods
2) How to target the various segments
3问题应(力求) 英文分析相关案例
(三)课练
(四)教学方法手段
采取讲授法案例分析法组讨法
第七讲 市场营销渠道(unit 7 Marketing Channels and Physical Distribution)
()目求
1讲求学生掌握市场营销渠道概念结构分销渠道基系统
2求区分市场营销渠道分销渠道
(二)教学容
1容:
1)The definition of marketing channel and physical distribition
2)Marketing channel structure Length of channel structure Intensity of channel structure Determinants of channel structure
3) Physical distribution system
2基概念知识点:
基概念:
Marketing channel also referred to as a distribution channel or channel distribution is the network of organizations that creates time place and possession utilities for consumers and business users
Physical distribution also referred to as logistics is commonly defined as 'planning implementing and controlling the physical flows of materials and final goods from points of origin to points of use to meet customer's needs at a profit'
知识点:the structure of marketing channel physical distribution system
3问题应(力求) 运英文专业术语表达方式表述市场营销渠道分销系统问题
(三)课练
(四)教学方法手段
采取讲授法
第八讲 市场营销传播 (unit 8 Marketing communication)
()目求
1讲求学生掌握市场营销传播概念基方法市场推广基方法
2求通案例阅读解目前较新营销传播方法
(二)教学容
1容:
1)The definition of marketing communication and its basic elements
2)The tools of marketing communication
3) The promotional mix strategy
4)Case study
A New Advertising Medium—mobile marketing
Amazon A Successful Etailer
WalMart’s Business Marketing
Toys R Us Versus eToys
2基概念知识点:
基概念:
Marketing communication advertising personal selling publicity sales promotion sponsorship marketing pointofpurchase communications
知识点:the tools of marketing communication the promotional mix strategy
3问题应(力求) 通案例讨培养学生英文表达力通量英文案例阅读解世界新营销传播方法提高学生专业英文阅读力
(三)课练
分组讨新营销传播方法
(四)教学方法手段
采取讲授法案例分析法组讨法
五教学环节学时分配(黑体4)
教学环节
教学时数
课程容
讲
课
题
课
讨
课
实验
教学环节
计
Unit 1 Introduction to Marketing
3
1
Unit 2 Strategic Planning and Marketing Management Process
3
1
Unit 3 Analysis of Marketing Environment
3
1
Unit 4 Consumer Markets and Consumer Behavior
3
1
Unit 5 Marketing research and information system
3
1
Unit 6 Marketing SegmentationTargeting and Positioning
3
1
Unit 7 Marketing Channels and Physical Distribution
3
1
Unit 8 Marketing communication
3
3
Review
2
合计
25
11
六推荐教材教学参考资源
推荐教材:
芦文娟 市场营销英语阅读 北京航空航天学出版社出版 2004
参考书:
[1]滕美容许楠编著市场营销英语 首济贸易学出版社出版2003
[2]Michael R CzinkotaPeter R Dickson Marketing Best Practices Published by The Dryden Press2001
[3] Leon G SchiffmanLeslie Lazar Kanuk Consumer Behavior(Eighth Edition) 清华学出版社20048
[4] John CMowenMichael Minor John C Consumer Behavior(Fifth Edition) 清华学出版社1998
七说明
考核:课程教学重点训练学生阅读分析英文营销案例力专业英语表达力考核中着重考察学生力考核三部分组成:
时成绩:30(包括出勤课堂讨组讨参时作业)
组时成绩:20(包括组讨组课纪律表现)
期末分析报告:50(口头展示:20调研报告:30)
纲修订: 修订日期:2007
纲审定: 审定日期:
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