《国际市场营销学（双语）》-课程教学大纲.docx

PAGE PAGE 33 《国际市场营销学（英文）》课程教学大纲 一、课程基本信息 课程代码课程名称：国际市场营销学（英文） 英文名称：International Marketing 课程类别：专业必修课学 时：48 学 分：3 适用对象：国际贸易本科学士考核方式：考试 先修课程：国际贸易 二、课程简介 As global economic growth occurs, understanding marketing in all cultures is increasingly important. This course is a theoretical and practical course, in the interpretation of the basic theory of marketing at the same time, combined with the actual business case analysis. International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Not all firms engaged in overseas marketing have a global perspective, nor do they need to. It is with this future that the sixteenth edition of International Marketing is concerned. Emphasis is on the strategic implications of competition in di?erent country markets. An environmental∕cultural approach to international marketing permits a truly global orientation. The text is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside the home country and to raise the reader’s consciousness about the importance of viewing international marketing management strategies from a global perspective. Although this revised edition is infused throughout with a global orientation, export marketing and the operations of smaller companies are also included. Issues specifc to exporting are discussed where strategies applicable to exporting arise, and examples of marketing practices of smaller companies are examined. 三、课程性质与教学目的 本课程是一门全英课程，是专门针对国际贸易的本科学士开设的一门专业必修课。 通过本课程的学习，首先，使学生对国际营销的学科体系有一个全面的认识，为学生进一步学习其它专业知识奠定学科基础，并使之具有较完备、合理的知识结构和实践能力。其次，使学生能明确理解国际营销特点、作用；弄懂各种概念、范畴等基本知识；掌握运用各种分析方法。再次，培养学生理论联系实际的能力，在今后的实际工作和生活中，能将营销学的知识贯穿其中。最后，还要教会学生理论分析，使他们能够分析社会经济现象的具体营销事例并能以报告的形式给出分析结果和合理化建议。 四、教学内容及要求 PART ONE Chapter 1 The Scope and Challenge of International Marketing （一）目的与要求 The benefits of international markets The