《市場(chǎng)營(yíng)銷學(xué)專業(yè)英語(yǔ)》教學(xué)大綱

1、市場(chǎng)營(yíng)銷學(xué)專業(yè)英語(yǔ)Specialized English一、課程基本情況課程類別：專業(yè)任選課課程學(xué)分：2 學(xué)分課程總學(xué)時(shí)：32學(xué)時(shí)(講課：32學(xué)時(shí))課程性質(zhì)：選修開(kāi)課學(xué)期：第六學(xué)期先修課程：管理學(xué)，市場(chǎng)營(yíng)銷學(xué)適用專業(yè)：市場(chǎng)營(yíng)銷教 材：市場(chǎng)營(yíng)銷專業(yè)英語(yǔ)，機(jī)械工業(yè)出版社，沈鋮、曹莉麗，2008年開(kāi)課單位：經(jīng)濟(jì)管理學(xué)院市場(chǎng)營(yíng)銷系二、課程性質(zhì)、教學(xué)目標(biāo)和任務(wù)課程性質(zhì)：本課程是市場(chǎng)營(yíng)銷專業(yè)的一門(mén)專業(yè)基礎(chǔ)選修課。本課程主要研究市 HYPERLINK /search.aspx?type=notice&key=%u5E02%u573A%u8425%u9500 t _blank 場(chǎng)營(yíng)銷、 HYPERLINK /

2、search.aspx?type=notice&key=%u6D88%u8D39%u8005%u884C%u4E3A t _blank 消費(fèi)者行為、整合營(yíng)銷傳播、當(dāng)代廣告、 HYPERLINK /search.aspx?type=notice&key=%u9500%u552E%u7BA1%u7406 t _blank 銷售管理、 HYPERLINK /search.aspx?type=notice&key=%u54C1%u724C%u7BA1%u7406 t _blank 品牌管理、 HYPERLINK /search.aspx?type=notice&key=%u8425%u9500%u8C

3、03%u7814 t _blank 營(yíng)銷調(diào)研、 HYPERLINK /search.aspx?type=notice&key=%u96F6%u552E%u8425%u9500 t _blank 零售營(yíng)銷、 HYPERLINK /search.aspx?type=notice&key=%u670D%u52A1%u8425%u9500 t _blank 服務(wù)營(yíng)銷、 HYPERLINK /search.aspx?type=notice&key=%u5168%u7403%u8425%u9500 t _blank 全球營(yíng)銷和電子營(yíng)銷，其中每個(gè)專題又由案例、正文、核心詞匯和知識(shí)擴(kuò)展等四個(gè)部分組成。學(xué)生通過(guò)

4、本課程的學(xué)習(xí)，應(yīng)具有較高的聽(tīng)、讀、說(shuō)、寫(xiě)、譯的能力，能夠在不同的營(yíng)銷活動(dòng)中正確使用英語(yǔ)，并具有較強(qiáng)的營(yíng)銷能力和團(tuán)隊(duì)協(xié)作精神。教學(xué)目標(biāo)與任務(wù)：通過(guò)市場(chǎng)營(yíng)銷專業(yè)英語(yǔ)課程的教學(xué)，使學(xué)生本課程包括公司結(jié)構(gòu)與經(jīng)營(yíng)、客戶服務(wù)、 財(cái)務(wù)管理、 市場(chǎng)調(diào)研與開(kāi)發(fā)、技術(shù)培訓(xùn)與發(fā)展、招聘與求職、廣告與市場(chǎng)競(jìng)爭(zhēng)、銷售與服務(wù)、工作中的交際、團(tuán)隊(duì)中的交際、 跨文化交際、商務(wù)寫(xiě)作、企劃報(bào)告和調(diào)研等內(nèi)容。有利于全面掌握營(yíng)銷領(lǐng)域的專業(yè)英語(yǔ)知識(shí)；各專題內(nèi)容安排新穎，所用參考資料直接來(lái)源于國(guó)外的經(jīng)典教材和專著，既便于課堂講授，也可用于學(xué)生自學(xué)。三、教學(xué)內(nèi)容和要求1 Marketing Management HYPERLINK /se

5、arch.aspx?type=notice&key=%u8425%u9500%u7BA1%u7406 t _blank 營(yíng)銷管理（ 2 學(xué)時(shí)）（1）掌握 Marketing Management Philosophies（2）掌握Market Segmentation，Market Targetingand Positioning（3）掌握Relationship Marketing重點(diǎn)：Market Segmentation，Market Targetingand Positioning難點(diǎn)：Relationship Marketing2 Consumer Behavior消費(fèi)者行為（ 3

6、學(xué)時(shí)）（1）掌握The Buyer Decision Process（2）掌握Factors Influencing Consumer Behavior（3）掌握Modelsof Consumer Behavior重點(diǎn)：Factors Influencing Consumer Behavior難點(diǎn)：Modelsof Consumer Behavior3 Integrated Marketing Communications整合營(yíng)銷傳播（ 3 學(xué)時(shí)）（1）掌握What is Integrated Marketing Communications（2）掌握Publicity and Public

7、Relations（3）掌握The Practice and the Adoption Process for IMC重點(diǎn)：Publicity and Public Relations難點(diǎn)：The Practice and the Adoption Process for IMC4 Contemporary Advertising當(dāng)代廣告（ 3 學(xué)時(shí)）（1）掌握Types of Advertising（2）掌握Advertising Planning（3）掌握Criticisms of Advertising重點(diǎn)：Advertising Planning難點(diǎn)：Criticisms of Adv

8、ertising5 Sales Force Management銷售管理（ 3 學(xué)時(shí)）（1）掌握The Tasks of Sales Management（2）掌握Steps in the Selling Process重點(diǎn)：The Tasks of Sales Management難點(diǎn)：Steps in the Selling Process6 BrandManagement品牌管理（ 3 學(xué)時(shí)）（1）掌握What is Brand（2）掌握New Products and Brand Extension（3）掌握Advantages of Extensions（4）掌握Disadvanta

9、ges of Brand Extensions重點(diǎn)：New Products and Brand Extension難點(diǎn)：Disadvantages of Brand Extensions7 Marketing Research營(yíng)銷調(diào)研（ 3 學(xué)時(shí)）（1）掌握The Types of Marketing Research（2）掌握Focus Groups（3）掌握Depth Interviews and Projective Tests（4）掌握Types of Surveys重點(diǎn)：Depth Interviews and Projective Tests難點(diǎn)：Types of Surveys

10、8 Retail Marketing零售營(yíng)銷（ 2 學(xué)時(shí)）（1）掌握Increasing Sales from the Existing Customer Base（2）掌握Increase Sales by Expanding the Custmer Base重點(diǎn)：Increasing Sales from the Existing Customer Base難點(diǎn)：Increase Sales by Expanding the Custmer Base9 Marketing of Services服務(wù)營(yíng)銷（ 2 學(xué)時(shí)）（1）掌握The Uniqueness of Service（2）掌握Ho

11、w Consumers Purchase Services（3）掌握Managing the Marketing of Services重點(diǎn)：How Consumers Purchase Services難點(diǎn)：Managing the Marketing of Services10 Global Marketing全球營(yíng)銷（ 2 學(xué)時(shí)）（1）掌握The Scope of Global Marketing（2）掌握Emergence of a Borderless Economic World（3）掌握Cross-Culture Analysis in a Global Economy重點(diǎn)：Em

12、ergence of a Borderless Economic World難點(diǎn)：Cross-Culture Analysis in a Global Economy11 E-Marketing電子營(yíng)銷（ 2 學(xué)時(shí)）（1）掌握The Emergence of E-Marketing（2）掌握E-Marketing Environment（3）掌握E-Marketing in Emerging Economies重點(diǎn)：E-Marketing Environment難點(diǎn)：E-Marketing in Emerging Economies12Business Letter（ 4 學(xué)時(shí)）（1）掌握Basic Knowledge of English Business Letter（2）掌握Establishing Business Relations（3）掌握Enquiries, Offers and Counter-offers（4）掌握Orders（5）掌握Packing and Shipment重點(diǎn)：Esta