《国际市场营销学 International Marketing 》（双语）课程教案.doc

外国语学院教案 ? ? ? ? 2010 ~~ 2011 学年 第 1 学期 ? ? 系 部 外国语学院 课 程 组 《国际市场营销学》（双语） 课 程 名 称 《国际市场营销学》（双语） 授 课 对 象 英语专业本科生 授 课 教 师 职 称 职 务 教 材 名 称 《国际市场营销学》（双语） ? 2010年 9 月 6 日 ? ? ? 《国际市场营销学》（双语） 课程教案 授课题目（教学章节或主题）： Chapter 1 Introduction to Global Marketing 授课类型　 ?理论 + 讨论 + 案例分析+模拟市场调查+实践环节教学 授课时间 每周一 第1-2 节 教学目标或要求： Learning about the concept of Marketing and Global Marketing Understanding the reasons for Global Marketing Understanding the concepts of globalization，global industry and competitive advantage 教学内容（包括基本内容、重点、难点）： The definition of International/Global Marketing The four management orientations The driving forces for global integration and global marketing The restraining forces for global marketing The fastest globalizing nations have enjoyed rates of economic growth up to 50 percent higher than those that have integrated into the world economy more slowly. Linked to this growth, these same countries have also achieved relatively more gains in political freedom, and greater increases in life expectancy, literacy, rates, and their overall standard of living.Firms have benefited substantially from global marketing expansion. With wider market reach and many more customers, firms in the international market produce more and do so more efficiently than do their domestic-only counterparts. As a result, international firms simultaneously achieve lower costs and higher profits both at home and abroad. Market diversification and the stability arising from firm’s lack of dependence on any particular market are other positive effects. Firms also learn from their competitors, and can recruit and develop the best talent from all over the world. The cumulative effect of all these dimensions is significant. Research has shown that firms of all sizes and in all industries engaged in international marketing outperformed their