《全球市場(chǎng)管理課程介紹與教學(xué)大綱》由會(huì)員分享，可在線閱讀，更多相關(guān)《全球市場(chǎng)管理課程介紹與教學(xué)大綱（7頁(yè)珍藏版）》請(qǐng)?jiān)谘b配圖網(wǎng)上搜索。
1、全球市場(chǎng)管理課程簡(jiǎn)介課程編號(hào)12MKT389課程名稱全球市場(chǎng)管理課程性質(zhì)必修學(xué) 時(shí)72學(xué) 分4.5學(xué)時(shí)分配授課：72實(shí)驗(yàn)：上機(jī)：實(shí)踐：實(shí)踐（周）：考核方式閉卷考試，平時(shí)成績(jī)占50% ,期末成績(jī)占50%。開課學(xué)院國(guó)際教育學(xué)院更新時(shí)間適用專業(yè)財(cái)務(wù)管理（中澳合作）先修課程組織與管理、大學(xué)英語(yǔ)、市場(chǎng)營(yíng)銷學(xué)課程內(nèi)容：全球市場(chǎng)管理是財(cái)務(wù)管理（中澳合作）專業(yè)的一門必修課。該課程的主要內(nèi)容包括市場(chǎng)導(dǎo)向的戰(zhàn)略管理、營(yíng)銷戰(zhàn)略計(jì)劃、競(jìng)爭(zhēng)市場(chǎng)分析、確定競(jìng)爭(zhēng)定位、實(shí)施競(jìng)爭(zhēng)性定位戰(zhàn)略。通過該門課程的學(xué)習(xí)，學(xué)生可以深入認(rèn)識(shí)和了解“市場(chǎng)導(dǎo)向”，將顧客作為企業(yè)經(jīng)營(yíng)活動(dòng)的中心,并圍繞價(jià)值創(chuàng)造過程配置人員、信息和組織機(jī)構(gòu)；指出了組
2、織資源在創(chuàng)造可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)中的作用；通過運(yùn)用營(yíng)銷組合以及有效地組織和控制營(yíng)銷活動(dòng)來實(shí)現(xiàn)定位。該門課程的主要任務(wù)是使學(xué)生了解公司資源、資產(chǎn)和能力與市場(chǎng)機(jī)會(huì)相互匹配的重要性，深入學(xué)習(xí)確認(rèn)細(xì)分市場(chǎng)和當(dāng)前定位的相關(guān)技術(shù)。分析戰(zhàn)略的形成和執(zhí)行，深度討論通過創(chuàng)新、客戶關(guān)系及內(nèi)部營(yíng)銷創(chuàng)建競(jìng)爭(zhēng)優(yōu)勢(shì)。面對(duì)市場(chǎng)的重大變化，適當(dāng)應(yīng)對(duì)，更好地管理營(yíng)銷活動(dòng)，從而在競(jìng)爭(zhēng)中獲勝。Brief IntroductionCode12MKT389TitleGlobal Market ManagementCourse natureOptionalSemester Hours72 Credits 4.5Semester HourStr
3、uctureLecture： 72 Experiment：Computer Lab： Practice：Practice (Week)：AssessmentClosed book examination, usually results accounted for 50%, the final gradeaccounted for 50%.Offered byInternational Education CollegeDateforFinancial Management (Sino-Australian cooperation)PrerequisiteOrganization and Ma
4、nagement, College English, MarketingCourse Description:Global Market Management is the compulsory subject for the students majored in FinancialManagement (Sino-Australian cooperation). The subject covers a broad range of topics includingmarket-led strategic management, strategic marketing planning,
5、competitive market analysis,identifying competitive positions, creating competitive positioning strategies and implementingthe strategy. Learning this subject can make students examine the issue of growing understandingof market orientation as a way of doing business that places the customer at the
6、center of eoperations, and align people, information and structures around the value-creation process. Theyalso can recognize the role of organizational resources in creating sustainable competitiveadvantage, then make the positioning strategy through marketing mix and organizations operating.The mi
7、ssion of this course is:1. To understand the role of matching corporate resources, assets and capabilities to marketopportunities.2. To examine the techniques available for identifying market segments and current positions.3. To analyze the strategy formulation and implementation.4. To discuss in mo
8、re detail on how to build positioning advantage throughinnovation ,customer relationship and inner marketing .5. To identify the major changes taking place in markets, manage the marketing better togaining an edge over other competitors.全球市場(chǎng)管理課程教學(xué)大綱課程編號(hào)12MKT389課程名稱全球市場(chǎng)管理課程性質(zhì)必修學(xué) 時(shí)72學(xué) 分4.5學(xué)時(shí)分配授課：72實(shí)驗(yàn)：
9、上機(jī)：實(shí)踐：實(shí)踐（周）：考核方式閉卷考試，平時(shí)成績(jī)占50% ,期末成績(jī)占50% o開課學(xué)院國(guó)際教育學(xué)院更新時(shí)間適用專業(yè)財(cái)務(wù)管理（中澳合作）先修課程組織與管理、大學(xué)英語(yǔ)、市場(chǎng)營(yíng)銷學(xué)一、教學(xué)內(nèi)容Chapter 1 Introduction to marketing strategy1.1 Marketing strategy1.2 Strategic marketing planningDifficulties: the role of strategic marketing planningKey Points: concept of market-led strategic managemen
10、tChapter! the Marketing Environment2.1 The changing market environment2.2 Customer analysis2.3 Competitor analysisDifficulties: different approaches for analyzing industriesKey Points: the key factors for market success (or key success factors); customer needs andmotivations; the role of competitor
11、position in the market placeChapter 3 Organization Resources and research3.1 Understanding the organizational resource base3.2 Forecasting future demand and market requirementsDifficulties： identify key marketing capabilities and explain how these capabilities can bedeveloped, the notion oPportfolio
12、 of resources9Key Points： the significance of marketing resources; the significance of the ability to developdynamic capabilities; the key forecasting techniques used in developing effective marketstrategies.Chapter 4 Market Segmentation4.1 Market segmentation and competitive positioning4.2 Segmenta
13、tion researchDifficulties: identify and develop market segmentation strategiesKey Points: the purpose of market segmentation; the principles of market segmentation; theprinciples of competitive positioning; the various methods of segmentation researchChapter 5 Sustainable Competitive Advantage5.1 Se
14、lecting target markets5.2 Creating sustainable competitive advantage5.3 Competing through the new” marketing mixDifficulties: apply the various ways of creating a competitive advantage; apply various offensiveand defensive strategiesKey Points: select profitable targets markets; identify the charact
15、eristics of a sustainablecompetitive advantageChapter 6 Competing in the Market Place6.1 Competing through innovation6.2 Competing through superior service and customer relationsDifficulties: explain the role of building customer relationships; explain and apply strategies forcustomer retention; and
16、 identify and explain reasons for customer satisfaction.Key Points: innovation drivers; identify and explain the dimensions of superior service;Chapter 7 Strategic Management7.1 Strategic customer management7.2 Strategic alliances and networksDifficulties: explain why collaborative arrangements are
17、becoming a means of competing andproviding superior value to customers; and identify and describe various forms of alliances andnetworks.Key Points: describe and explain the principles of strategic customer management; explain thechanging role and expectations of the salesforce; identify and describ
18、e features of the strategicsales organisation;Chapter 8 Implementing the Marketing Strategy8.1 Strategy implementation and internal marketing8.2 Corporate social responsibility8.3 Twenty-first century marketingDifficulties: explain the link between corporate social responsibility and competitive adv
19、antageKey Points: role of internal marketing; the scope corporate social responsibility; the changingcompetitive arena二、教學(xué)基本要求Chapter 1 Introduction to marketing strategyHaving successfully completed this Chapter, students should be able to explain the conceptand nature of a strategy.Chapter! the Ma
20、rketing EnvironmentHaving successfully completed this Chapter, students should be able to discuss thedevelopment of an integrated marketing plan.Chapter 3 Organization Resources and researchHaving successfully completed this Chapter, students should be able to explain therelationship between the str
21、ategic marketing planning process and business strategy.Chapter 4 Market SegmentationHaving successfully completed this Chapter, students should be able to explain of conceptsMarket Segmentation and Positioning.Chapter 5 Sustainable Competitive AdvantageHaving successfully completed this Chapter, st
22、udents should be able to explain the role ofsustainable competitive advantage5 in strategic assessment.Chapter 6 Competing in the Market PlaceHaving successfully completed this Chapter, students should be able to discuss the role ofstrategic alliances and their impact on marketing strategy in todays
23、 business environment.Chapter? Strategic ManagementHaving successfully completed this Chapter, students should be able to apply marketingstrategies to achieve organizational objectives with appropriate controls in place to measureeffectiveness.Chapters Implementing the Marketing StrategyHaving succe
24、ssfully completed this Chapter, students should be able to analyze theopportunities and challenges of contemporary and futuristic marketing issues.三、章節(jié)學(xué)時(shí)分配章次總課時(shí)課堂講授實(shí)驗(yàn)上機(jī)實(shí)踐備注188212123884885101068878881010總計(jì)7272四、教材與主要參考資料教材111Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud. Marketing Strategy and C
25、ompetitivePositioning. Fourth edition. Prentice Hall, Pearson Education Limited, 2008.參考資料1. Guo Huan, Brooksbank R., Taylor D. and Babbis P.; (200S)Strategic Marketing in Chinesemanufacturing companies; Asia Pacific Journal of Marketing and Logistics Vol: 20 Number: 32008 pp: 276-2882. Hooley G. J.
26、,Greenley G. E., Cadogan, J. W. and Fahy J.; (2005) The peiformance impact ofmarketing resources, Journal of Business Research Volume 58, Issue 1, January 2005, Pages18-273. Jarratt, D.G. (2009) Organizational preconditions supporting relationship managementcapability renewal Journal of Strategic Marketing, Volume 17, Issue 5 October 2009 , pages 365-381執(zhí)筆:審核:批準(zhǔn):
全球市場(chǎng)管理課程介紹與教學(xué)大綱
