课程概述：

This is a basic course for the students of Marketing. All the essays are selected from authoritative works. They have been selected from different works, so they are written in different ways. The essays expatiate on almost all aspects of Marketing—introduction to marketing, strategic planning and marketing management process, analysis of marketing environment, consumer markets and consumer behavior, organizational markets and buying behavior, marketing research and information system, measuring and forecasting demand, market segmentation, targeting and positioning, designing products, pricing, marketing channels and physical distributing, marketing communication strategy and integrated marketing communication, promotion tools, competitive marketing strategies, and international marketing.

　　教学目的：

　　帮助学生在完成基础阶段的学习任务，比较全面地掌握了市场营销专业知识，同时大学英语达到四级或六级水平之后，都能够研读市场营销专业的英语原著，使学生从学习阶段过渡到应用阶段，成为当今社会所需要的复合型人才。

　　教学方法：

讲练结合。从句式和专业词汇着手，介绍相关知识，引导学生阅读专业阅读材料。

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