2015国际市场营销综述.pptx

国际市场营销学INTERNATIONAL MARKETING School of business Taught by chen-wenjun 2015-2016上学期《国际市场营销学》 授课教师：陈文军（商学院） 你对这门课的希望是什么？ What’s your hope for this course? Course outline 课程目的：开发国际市场营销学课程是为学生提供在国际商业环境下进行营销决策的背景，帮助学生提高分析评估和解决国际市场营销问题的能力，该课程还未学生提供评估国际市场现存机会的基本方法，让他们学会如何进行撰写营销计划（策划），通过演讲、讨论和调研的方式，学生将形成运作营销项目的专业能力，这些能力可以有效地降低进入国际市场的风险，并利用存在的机会。 Objective : this International Marketing course was develop to provide students with background for making marketing decision in the international business environment and to develop their capacity to assess and solve international marketing problems. This course will provide a basis for evaluating opportunities existing in the international markets and learning how to write a marketing plan. Through lecture, discussion, and research, students will develop the ability to prepare marketing programs, which effectively reduce risk and take advantage of opportunities in the marketplaces of the world. 2015-2016上学期《国际市场营销学》 授课教师：陈文军（商学院） 教学方法 方法：课程将通过演讲、讨论、案例研究来教授，学生的参与是学习情境中的关键因素，希望你们主动参与课程活动。 Approach : this course will be taught using lectures, discussions and case studying. Student participation is a key element in the learning situation and your active involvement in course activities is expected. 每星期一个案例，最后一节课讨论，４个人一个小组。每次一个人上台，呈现你的ｐｐｔ，讲解。每个小组有一人打分。 市场调研策划论文并展示：Market research paper and presentation : 你将选择一个你认为可以展示有意义的市场潜力的国家，收集它的信息，根据这些信息在课堂上作演讲呈现,选择一个最有前景的市场进行分析和讨论，让你的小组成员对这个市场机会进行检查，每个小组上交一份营销规划建议书，其中你的战略计划和分析将在课堂上向同学们展示，写成文字后上交。 you will select a country you believe exhibits significant market potential and gather information about that country .Oral presentations based on this information will be made in class. The most promising markets will be selected for further analysis and discussion. This marketing opportunities will be examined by small groups of students, and each group will hand out a marketing plan .Your strategic plans and analysis will be presented in class and submitted in writing. 成绩计算total mark