电子教案Chap.docVIP

PAGE \* MERGEFORMAT 1 教 案 International Marketing 国际市场营销 教研室： 商务英语教研室 教师姓名： 姚数萍 课程名称 国际市场营销 授课专业和班级 商务英语 B091203 授课内容 Chapter 9 –Global Marketing Management: Planning and Organization 授课学时 4 教学目的 1. Present the operating concepts an international company may have and explore the idea of global marketing management. 2. Discuss the benefits of global orientation. 3. Stress the importance of quality and cost containment in global marketing competition. 4. Examine the different types of collaborative relationships and show how these alliances are being embraced by international companies. 5. Focus on relationship marketing and strategic international alliances as two important types of collaborative relationships for the global marketer. 6. Stress the need for strategic planning to achieve company goals. 教学重点 Global marketing management, corporate planning, licensing, franchising, joint venture, direct exporting, strategic planning, indirect exporting, tactical planning, global market concept, SIA 教学方法 Student-oriented communicative teaching, free discussion and interaction. 教学过程 The teaching process of one lecture: Warm-up activities (10 minutes) Comments and suggestions (20 minutes) Detailed studies of this chapter (60 minutes) Question discussion (10 minutes) 作业 Assign homework: Case Analysis (Exercises 16 on Page 232) Exercises 1, 4, 9, 14 on Page 232. 辅助手段 Multimedia software 教学内容 Warm-up activities Part I: Question for discussion: Q1: How can a company enter into the global market? II. Comments and suggestions 1. The subject of collaborative relationships and the subsequent discussion of relationship marketing and strategic international alliances are important ideas to focus on in this chapter. Changes in technology, the shortening product life cycle, competition, the rapid growth of emerging markets and the need for cost containment as major trends in global marketing means that many firms must engage in collaborative