双语课程规划书.doc

双语课程规划书 课程名称：市场营销双语课 课程介绍： 本课程采用双语教学方式，全面介绍市场营销的相关理论和企业实践，特别是市场营销中出现的新现象、产生的新问题和理论的新发展。具体地，本课程的教学内容主要包括，Chapter 1 ：Marketing in a Changing World : Creating Customer Value and Satisfaction Objectives Requirements:Be aware of ? reasons for studying marketing ? general framework of Marketing? goals of the marketing system? how marketing is used by different kinds of organizations Time required :4 hours Ⅰ.What is marketing ? 1.Marketing defined 2.needs, wants and demands 3.products and services 4.value, satisfaction, and quality 5.exchange, transactions, and relationships 6.markets 7.marketing Teaching content: define what marketing is and discuss its core concepts. Ⅱ. Marketing management 1.demand management 2.building profitable customer relationships 3.marketing management practice Teaching content: define marketing management and understand how marketers manage demand and build profitable customer relationships Ⅲ.Marketing management philosophies 1.the production concept 2.the product concept 3.the selling concept 4.the marketing concept 5.the societal marketing concept Teaching content: compare the five marketing management philosophies Ⅳ.Marketing Challenges in the New “Connected” Millennium 1.technologies for connecting 2.connections with customers 3.connections with marketing partners 4.connections with the world around us 5.the new connected world of marketing Exercises and Discussion: 1.Discuss the concept of customer value and its importance of successful marketing. How are customer value and relationship marketing linked? 2.Considering the company’s profit goals, discuss the ways in which it might resolve the conflicts that arise between satisfying individual wants and guarding societal welfare. 3.List and discuss three important connections made possible by the connecting technologies. Give examples of companies taking advantages of such connections. Chapter 2： Environment and Opportunities Objective