课程名称：国际市场营销学 International Marketing（双语）

      学分/总学时：4/72

      开课单位：商学院

      开课教师：张建民

      一、课程的性质、目的和任务

      “国际市场营销学”（International Marketing）是商学院市场营销专业的专业必修课。采用双语教学，使用英语原版教材，并结合课程内容、组织学生以小组的形式开展研究、制定针对相关国家的国际市场营销计划，并将研究成果在课堂上作演说汇报。

      本课程的教学目的是使学生能较为系统地理解和掌握国际市场营销的基本理论和实践。课程的主要内容包括国际营销的范围和挑战、国际营销的全球环境、全球市场评估中的文化因素、国际营销调研、全球营销管理、国际营销渠道、国际广告及国际市场定价。本课程在教学中坚持理论分析与实例、案例分析相结合的方法，为学生提供大量的案例陈述、分析和讨论的机会，锻炼和培养学生分析问题和解决问题的能力。

      课程全部章节均使用英语授课。课件全部用英语。要求学生尽量用英语参与课堂讨论、完成作业。试卷的出题全部使用英语。通过双语教学，培养学生用英语获取和交流专业知识的水平和能力。

      二、学习本课程学生应掌握的前设课程知识

      经济学、管理学原理、市场营销学、英语综合运用知识和能力

      三、学时分配

      表1.doc(40 KB)

      四、课程内容和基本要求

      第1章 The Scope and Challenge of International Marketing（国际营销的范围和挑战）3学时

      1. International Marketing Defined

      2. The International Marketing Task

      3. Environmental Adaptation Needed

      4. The Self-Reference Criterion and Ethnocentrism

      5. Developing a Global Awareness

      6. Stages of International Marketing Involvement

      7. Strategic Orientation

      8. The Orientation of International Marketing

      Objectives（基本要求）：To learn and understand the following: the scope of the international marketing task; the importance of the self-reference criterion in international marketing; the progression of becoming a global marketer; the increasing importance of global awareness.

 

      第2章 The Global Environment of International Marketing （国际营销的全球环境）3学时

      1. GATT and WTO

      2. The International Monetary Fund and World Bank Group

      3. Protests against Global Institutions

      4. Global Markets and Multinational Market Groups

      5. Marketing in a Developing Country

      Objectives（基本要求）：To learn and understand the following: the importance of GATT and the World Trade Organization; the emergence of the International Monetary Fund and the World Bank Group; the evolution of the European Community to the European Union; the trade linkage of NAFTA and South America and its regional effects; the development of trade within the Asia-Pacific Rim; the growth of developing markets and their importance to regional trade.

      第3章 History and Geography: The Foundations of Culture（历史与地理 – 文化的基础）4学时

      1. Historical Perspective in Global Business

      2. Geography and Global Markets

      3. Dynamics of Global Population Trends

      4. World Trade Routes

      Objectives（基本要求）：To learn and understand the following: the importance of history and geography in the understanding of international markets; the effects of history on a country’s culture; effect of geographic diversity on economic profiles of a country; economic effects of controlling population growth versus aging population.

      第4章 Cultural Dynamics in Assessing Global Markets

      （全球市场评估中的文化因素）6学时

      1. Culture’s Pervasive Impact

      2. Definitions and Origins of Culture

      3. Elements of Culture

      4. Cultural Knowledge

      5. Cultural Change

      Objectives（基本要求）：To learn and understand the following: the importance of culture to an international marketer; the origins and elements of culture; the impact of cultural borrowing; the strategy of planned change and its consequences.

      第5章 Culture, Management Style, and Business Systems

      （文化、管理风格与经营方式）4学时

      1. Required Adaptation

      2. Management Styles around the World

      3. Gender Bias in International Business

      4. Business Ethics

      5. Culture’s Influence on Strategic Thinking

      6. A Synthesis, Relationship-Oriented versus Information-Oriented Cultures

      Objectives（基本要求）：To learn and understand the following: the necessity for adapting to cultural differences; how and why management styles vary around the world; the extent and implications of gender bias in some countries; the importance of cultural differences in business ethics; the differences between relationship-oriented and information-oriented cultures.

      第6章 The Political Environment（政治环境）4学时

      1. The Sovereignty of Nations

      2. Stability of Government Policies

      3. Political Risks of Global Business

      4. Assessing Political Vulnerability

      5. Reducing Political Vulnerability

      Objectives（基本要求）：To learn and understand the following: what the sovereignty of nations means and how it affects the stability of government policies, political parties, and nationalism; the political risks of global business and the factors that affect stability; the importance of the political system to international marketing and its effects on foreign investments; assessing and reducing the effects of political vulnerability.

      第7章 The International Legal Environment

      （国际法律环境）4学时

      1. Bases for Legal Systems

      2. Jurisdiction in International Legal Disputes

      3. International Dispute Resolution

      4. Protection of Intellectual Property Rights

      5. Commercial Law within Countries

      Objectives（基本要求）：To learn and understand the following: the four heritages of today’s legal systems; the important factors in jurisdiction of legal disputes; issues associated with jurisdiction of legal disputes and the various methods of dispute resolution; the unique problems of protecting intellectual property rights internationally; ways to protect against piracy and counterfeiting; the legal differences between countries and how the differences can affect international marketing plans.

      第8章 Developing a Global Vision through Marketing Research（通过营销调研建立全球视野）3学时

      1. Breadth and Scope of International Marketing Research

      2. The Research Process

      3. Defining the Problem and Establishing Research Objectives

      4. Problems of Availability and Use of Secondary Data

      5. Gathering Primary Data

      6. Multicultural Research: A Special Problem

      7. Research on the Internet

      8. Estimating Market Demand

      9. Problems in Analyzing and Interpreting Research Information

      10. Responsibility for Conducting Marketing Research

      11. Communicating with Decision Makers

      Objectives（基本要求）：To learn and understand the following: the importance of problem definition in international research; the problems of availability and use of secondary data; quantitative and qualitative research methods; sources of secondary data; how to analyze and use research information.

      第9章 Global Marketing Management: Planning and Organization（全球营销管理 – 计划和组织）6学时

      1. Global Marketing Management

      2. Planning for Global Markets

      3. Alternative Market-Entry Strategy

      4. Organizing for Global Competition

      Objectives（基本要求）：To learn and understand the following: how global marketing management differs from international marketing management; the increasing importance of international strategic alliances; the need for planning to achieve company goals; the important factors for each alternative market-entry strategy.

      第10章 Products and Services for Consumers

      （面向消费者的产品和服务）8学时

      1. Quality

      2. Products and Culture

      3. Analyzing Product Components for Adaptation

      4. Marketing Consumer Services Globally

      5. Brands in International Markets

      Objectives（基本要求）：To learn and understand the following: the importance of offering a product suitable for the intended market; the importance of quality and how quality is defined; country-of-origin effects on product image; physical, mandatory, and cultural requirements for product adaptation; the need to view all attributes of a product in order to overcome resistance to acceptance.

      第11章 International Marketing Channels

      （国际营销渠道）7学时

      1. Channel-of-Distribution Structures

      2. Distribution Patterns

      3. Alternative Middleman Choices

      4. Factors Affecting Choices of Channels

      5. Locating, Selecting, and Motivating Channel Members

      6. The Internet

      Objectives（基本要求）：To learn and understand the following: the variety of distribution channels and how they affect cost and efficiency in marketing; how distribution patterns affect the various aspects of international marketing; the growing importance of e-commerce as a distribution alternative; the functions, advantages, and disadvantages of various kinds of middlemen; the importance of middlemen to a product’s success and the importance of selecting and maintaining middlemen.

      第12章   Integrated Marketing Communications and International Advertising

      （一体化的营销沟通与国际广告）6学时

      1. Sales Promotions in International Markets

      2. International Public Relations

      3. International Advertising

      4. Advertising Strategy and Goals

      5. The Message: Creative Challenge

      6. Media Planning and Analysis

      7. Campaign Execution and Advertising Agency

      8. International Control of Advertising

      Objectives（基本要求）：To learn and understand the following: local market characteristics that affect the advertising and promotion of products; the strengths and weaknesses of sales promotion and public relations in global marketing; when global advertising is most effective; when modified advertising is necessary; the effect of limited media, excessive media, and government regulations on advertising and promotion budgets.

      第13章 Personal Selling and Sales Management

      （人员推销与销售管理）7学时

      1. Designing the Sales Force

      2. Recruiting Marketing and Sales Personnel

      3. Selecting Sales and Marketing Personnel

      4. Training for International Marketing

      5. Motivating Sales Personnel

      6. Designing Compensation Systems

      7. Evaluating and Controlling Sales Representatives

      8. Developing Cultural Awareness

      9. The Changing Profile of the Global Manager

      10. Foreign Language Skills

      Objectives（基本要求）：To learn and understand the following: the role of interpersonal selling in international marketing; the considerations in designing an international sales force; the steps to recruiting three types of international sales people; selection criteria for international sales and marketing positions; the special training needs of international personnel; motivation techniques for international sales representatives; how to design compensation systems for an international sales force; the changing profile of the global sales and marketing manager.

      第14章 Pricing for International Markets

      （国际市场定价）7学时

      1. Pricing Policy

      2. Approaches to International Pricing

      3. Price Escalation

      4. Approaches to Lessening Price Escalation

      5. Leasing in International Markets

      6. Countertrade as a Pricing Tool

      7. Transfer Pricing Strategy

      8. Price Quotation

      9. Administered Pricing

      Objectives（基本要求）：To learn and understand the following: components of pricing as competitive tools in international marketing; the pricing pitfalls directly related to international marketing; how to control pricing in parallel imports or gray markets; price escalation and how to minimize its effect; countertrading and its place in international marketing practices; the mechanisms of price quotations.

      五、教材及学生参考书

      教材：Philip Cateora等著  International Marketing（国际营销）12th Edition（第12版） 中国人民大学出版社  2005年3月

      参考书：Charles Hill著   International Business（国际商务） 5th Edition（第5版） 中国人民大学出版社  2005年8月

      六、作业及课外学习要求

      作业：本课程要求学生参与小组国际市场调研报告的写作及课堂汇报演说，并按规定完成复习和预习。

      课外学习：本课程要求学生关注Financial Times, The Wall Street Journal, The Economist, BusinessWeek等国际著名报刊关于国际市场营销的报道和案例，提交1篇读后感（附上报道或案例英文原文）。

      七、考核方式及成绩评定方法

      期末考试成绩占60%，平时成绩（包括课堂参与、出勤、平时作业及小组国际市场调研报告的写作及课堂汇报演说）占40%。

      八、其它说明

      若某学期的实际学时数少于教学大纲规定的学时，可根据实际学时调整。