国际市场营销课程介绍.doc

精编资料 通过本课程的学习,掌握国际营销的基本原理,掌握营销策略在国际市场中的具体应用,培养全球营销的思想和国际竞争的意识.并在此基础上通过双语教学让学生进一步掌握国际... 市场营销,营销,市场 国际市场营销 开课院系：商学经管系 课程编号：2004206 课程英文名称：International Marketing 课程总学时：72 总学分：3 含实验或实践学时：　　　　　　学　分： 推荐使用教材：国际营销　　　　编者：菲利普.R.凯特奥拉；约翰.L.格雷厄姆　　　　　 出版社：中国人民大学出版社　　出版时间及版次：2005年3月 第1版 课程教学目标与基本要求： 通过本课程的学习，掌握国际营销的基本原理，掌握营销策略在国际市场中的具体应用，培养全球营销的思想和国际竞争的意识。并在此基础上通过双语教学让学生进一步掌握国际营销理论的英语表达，提高英语理解水平。 考试形式：开卷考试 授课内容（细化到章、节、目） 教学目标 授课模式（指传统讲授、讨论、多媒体教学等） 学时分配 Chapter 1 The Scope and Challenge of International Marketing Ⅰ.The Internatioanalization of U.S.Business Ⅱ.Definition of IM Ⅲ.The IM task: controllable environment; Domestic uncontrollable environment; Foreign uncontrollable environment; Ⅳ.The self-reference criterion and ethnocentrism 1. The scope of the international marketing task 2. The changing face of U.S. business 3. The importance of the self-reference criterion (SRC) in international marketing lecture 2 Ⅴ.Global Awareness Ⅵ.Stages of IM involvement Ⅶ.Strategic orientation 1.The increasing importance of global awareness 2.The Stages of IM involvement 3..Strategic orientation lecture，case analysis 2 Chapter 2 The Global Environment of International Marketing Ⅰ.GATT and WTO Ⅱ.The International Monetary Fund and World Bank Group Ⅲ.Protests against Global Insitutions Ⅳ.Global Markets and Multinational Market Groups 1.The importance of GATT and the WTO 2.The emergence of the International Monetary Fund and World Bank Group lecture 2 Ⅴ.Europe Ⅵ.The Americas Ⅶ.Asia-Pacific Rim Ⅷ.Marketing in a Developing Country 1.The evolution of the European Community to the European Union 2.The development of trade within the Asia-Pacific Rim 3.The growth of developing markets and their importance to regional trade lecture 2 Chapter 3 History and Geography: The Foundations of Culture Ⅰ.Historical perspective in Global business Ⅱ.Geography and global markets 1. The Importance of History and Geography in the Understanding of International Markets 2. History and Contemporary