国际市场营销课程教学大纲

河北工业大学教学大纲

国际市场营销课程教学大纲

课程名称：国际市场营销

英文名称：International marketing

课程类别：专业模块课

总 学 时：48 学分：3分

适应对象：国际经济与贸易、工商管理、市场营销专业

一、 本课程的性质、目的与任务：

国际市场营销是国际经济与贸易专业和市场营销专业的专业基础课，是一门研究以顾客需求为中心，而从事国际市场营销活动的国际企业管理方面的应用科学。该课程从理论和实践两方面，系统地阐述了企业开展国际市场营销活动的规律，体现了理论性、实用性特点。

二、教学基本要求：

要求教师熟悉市场营销基本理论和国际企业管理基本理论，了解国际企业营销管理现状和营销环境，具有业务工作或指导实习的实践经验，能承担国际市场营销的课程设计与实验教学工作。

本课程在教学过程中，要求学生会分析国际市场营销环境，研究国际市场购买者行为，制定最佳的国际市场营销组合策略，有计划地组织和控制国际市场营销活动的过程和方法，培养和提高学生正确分析和解决国际市场营销管理的问题的能力，更好地适应涉外企业国际市场营销管理工作的需要。 三、 课程内容：

本课程主要讲授：进入国际市场的方式、国际市场环境分析(政治环境、经济环境、贸易环境、社会文化环境)、国别市场分析、现代国际营销方式、国际市场营销战略、国际市场4P策略、国际市场营销组织管理等理论。

四、 学时分配：

学

时

教学主题（内容） 要求

4 Ch-1: Introduction to Global

Marketing

1-1Overview of marketing

1-2Global marketing: what it is and

what it isn’t?

1-3Management orientations

1-4Forces affecting global integration

and marketing

Understand how the world economy developed over the past

decades;

Know the impact of globalization on the marketing

discipline；

Learn about the interdependencies between management

orientation & marketing performance;

Understand the factors supporting or inhibiting international

marketing activities;

4 Ch-2: Global Economic Environment

2-1 the world economy-an overview

2-2 economics systems

2-3 stages of market development

2-4 balance of payment

Understand the main differences between economic systems

around the world;

Learn ways of classifying countries by their market

development;

Understand consumption patterns in different countries;

Know the main regional economic co-operation agreements ;

4 Ch-3: The Global Trade Environment

3-1 GATT and WTO

3-2 American market

3-3 Asia-Pacific market

3-4 Europe market

3-5 Africa market

Learn the main differences between different kinds of

Preferential Trade Agreements.

Understand the ways of classifying countries by preferential

trade agreements.

Understand the main economic organizations around the

world

河北工业大学管理学院教学大纲

4 Ch-4: Social & Cultural Environment

4-1 high and low-context cultures

4-2 Hofstede’s cultural typology

4-3 self-reference criterion

4-4 Diffusion theory

Having an understanding of the culture can actually become a

firm’s competitive advantage.

Understand the several different conceptual frameworks that

include:

Grasp the Hall’s notion of high- and low-context cultures,

Maslow’s hierarchy,

Grasp the Hofstede’s cultural typology,

Understand the self-reference criterion,

Understand the Diffusion theory.

2 Ch-5The Political, Legal, and

Regulatory Environments

5-1 the political environment

5-2 the legal environment

5-3 the regulatory environment

Understand the main contents of political environment

Understand the political risks

Understand the political environment role in the international

marketing

Study the political culture in the target country and analyze

the governing party's attitude toward sovereignty, political

risk, taxes, the threat of equity dilution, and expropriation.

4 Ch-6: Segmentation & Targeting

6-1 Global Market Segmentation

6-2 Accessing market potential and

choosing target markets or segments

6-3 Product-market decisions

6-4 Target market strategy options

6-5 positioning

Understand the Global Market Segmentation

Grasp how to Access the market potential and choose target

markets or segments

Understand the Target market strategy options

Study the meaning of positioning

Know the difference of High-Tech Positioning and

High-Touch Positioning

2 Ch-7: Entry & Expansion Strategies

7-1 licensing

7-2 investment

7-3 the nature of global strategic

partnerships

Grasp the meaning of licensing、investment、strategic

alliances

Know the advantage and disadvantage of each ways；

Learn the basic theory of entry strategic；

Use the theory to analyses the cases

Grasp the nature of global strategic partnerships

4 Ch-8: Product Decisions

8-1 product and brand concept

8-2 product packing

8-3 product strategy in global

marketing

8-4 new products in global marketing

Know the concept of product；

Understand the important of brand and how to make an

international brand

Understand the product strategy in global marketing；

Learn how to expand the market of new products；

4 Ch-9: Pricing Decisions

9-1 basic pricing concept

9-2 pricing decisions

9-3 global pricing: three policy

alternatives

9-4 transfer pricing

Know the Components of pricing as competitive tools in the

international marketing

Understand The mechanics of price quotations；

How to make an offer in international trade

Grasp the terms of sale

Grasp three policy alternatives

2 Ch-10: Global Marketing Channels

10-1 channel objectives

10-2 distribution channels

10-3 working with channels

10-4 global retailing

Understand the channel objectives;

Know the difference of consumer product channel and

industrial product channel;

Grasp the Global Retailing Strategie s

Learn how to work with the channels in global marketing;