国际市场营销课程教学大纲-兰州财经大学-国际经济与贸易学院

本科教学大纲

学院（部）：国际经济与贸易学院

课程名称：国际市场营销（双语）

教务处

二○一三年十月

国际市场营销课程教学大纲

课程名称：（中文）国际市场营销（英文） International marketing
课程类别		专业方向	课程编号			学时数	30
归属学院（部）		国际经济与贸易学院
授课对象		国际经济与贸易专业贸易经济专业
完成人		赵霞		职称	副教授
审定人				完成日期	2013 年 10 月8 日
课程简介	国际市场营销学是一门主要以国外消费者为中心，研究企业国际市场营销活动及其规律的学科。在全球经济一体化的新国际环境下，国际市场营销学不仅是一门严谨的学科，更是一种思维方式，可以运用它去解决当前国际金融危机中遇到的社会、经济和生活各个领域中的诸多问题。本课程采用双语教学，使用英语原版教材,具有综合性、实践性、创新性等特点，强调从经济学视角对国际市场营销现象进行解释，阐释现象背后的国际市场营销学观念和理论内涵，注重学生技能的培养，实现教学理论与社会实践相结合的教学目的。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。本课程是国际经济与贸易学院国际经济与贸易专业、贸易经济专业设立的一门专业方向课,从专业课程体系来讲，是在学生学习和掌握了学科基础课和专业核心课之后的一门专业课程,对学生专业知识和能力起拓展和深化作用。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。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。

一、使用说明

（一）课程性质

国际市场营销学是一门主要以国外消费者为中心，研究企业国际市场营销活动及其规律的学科。主要运用经济学的分析方法，从经济学视角对国际市场营销现象进行解释，阐释现象背后的国际市场营销学观念和理论内涵。本课程的先行课为市场营销原理、国际贸易理论与实务。

（二）教学目的

本课程采用双语教学，使用英语原版教材,强调从经济学视角对国际市场营销现象进行解释，阐释现象背后的国际市场营销学观念和理论内涵，注重学生技能的培养，实现教学理论与社会实践相结合的教学目的。

通过本课程的教学，使学生基本掌握国际市场营销基本理论及其发生、发展过程；熟练掌握国际市场营销管理的基本原理和方法；一般了解国际市场的环境、进入国际市场的方式与应用条件、国际产品、定价、渠道和沟通策略、全球营销管理的领导、组织和控制。

（三）教学时数

共计30学时（15周、周2学时），其中课堂讲授28学时，机动2学时。

（四）教学方法

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。

（五）面向专业

国际经济与贸易、贸易经济专业（本科）。

二、课程内容及学时分配

第1章 The Scope and Challengeof International Marketing（国际营销的范围和挑战）2学时

[教学目的与要求]

To learn and understandthe following: the scope of the international marketing task; the importance ofthe self-reference criterion in international marketing; the progression ofbecoming a global marketer; the increasing importance of global awareness.

[教学重点与难点]

教学重点：国际市场营销的概念、范围及挑战。

教学难点：国际市场与国际贸易、国内市场营销的区别。

[教学内容]

第1节 International MarketingDefined

第2节 The InternationalMarketing Task

第3节 Environmental AdaptationNeeded

第4节 The Self-ReferenceCriterion and Ethnocentrism

第5节 Developing a GlobalAwareness

第6节 Stages of InternationalMarketing Involvement

第7节 Strategic Orientation

第8节 The Orientation ofInternational Marketing

[教学方法]

课堂讲授。

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

[教学目的与要求]

To learn and understandthe following: the importance of GATT and the World Trade Organization; the emergenceof the International Monetary Fund and the World Bank Group; the evolution ofthe European Community to the European Union; the trade linkage of NAFTA andSouth America and its regional effects; the development of trade within theAsia-Pacific Rim; the growth of developing markets and their importance toregional trade.

[教学重点与难点]

教学重点：the importance of GATT andthe World Trade Organization；Global Markets and Multinational Market Groups

教学难点：Protests against GlobalInstitutions（why andhow）

[教学内容]

第1节 GATT and WTO

第2节 The InternationalMonetary Fund and World Bank Group

第3节 Protests against GlobalInstitutions

第4节 Global Markets andMultinational Market Groups

第5节 Marketing in a DevelopingCountry

[教学方法]

课堂讲授、案例举例。

第3章 History and Geography:The Foundations of Culture（历史与地理– 文化的基础）2学时

[教学目的与要求]

To learn and understandthe following: the importance of history and geography in the understanding ofinternational markets; the effects of history on a country’s culture; effect ofgeographic diversity on economic profiles of a country; economic effects ofcontrolling population growth versus aging population.

[教学重点与难点]

教学重点：the effects of history ona country’s culture; effect of geographic diversity on economic profiles of acountry; economic effects of controlling population growth versus agingpopulation.

教学难点：the importance of historyand geography in the understanding of international markets

[教学内容]

第1节 Historical Perspective inGlobal Business

第2节 Geography and GlobalMarkets

第3节 Dynamics of GlobalPopulation Trends

第4节 World Trade Routes

[教学方法]

课堂讲授

第4章 Cultural Dynamics inAssessing Global Markets

（全球市场评估中的文化因素）2学时

[教学目的与要求]

To learn and understandthe following: the importance of culture to an international marketer; theorigins and elements of culture; the impact of cultural borrowing; the strategyof planned change and its consequences.

[教学重点与难点]

教学重点：Elements of Culture；the impact of culturalborrowing; the strategy of planned change and its consequences.

教学难点：Culture’s Pervasive Impact；Definitions and Origins ofCulture

[教学内容]

第1节 Culture’s PervasiveImpact

第2节 Definitions and Originsof Culture

第3节 Elements of Culture

第4节 Cultural Knowledge

第5节 Cultural Change

[教学方法]

课堂讲授

第5章 Culture, ManagementStyle, and Business Systems

（文化、管理风格与经营方式）2学时

[教学目的与要求]

To learn and understandthe following: the necessity for adapting to cultural differences; how and whymanagement styles vary around the world; the extent and implications of genderbias in some countries; the importance of cultural differences in businessethics; the differences between relationship-oriented and information-orientedcultures.

[教学重点与难点]

教学重点：the necessity for adaptingto cultural differences

教学难点：how and why managementstyles vary around the world; the extent and implications of gender bias insome countries

[教学内容]

第1节 Required Adaptation

第2节 Management Styles aroundthe World

第3节 Gender Bias inInternational Business

第4节 Business Ethics

第5节 Culture’s Influence onStrategic Thinking

第6节 A Synthesis,Relationship-Oriented versus Information-Oriented Cultures

[教学方法]

课堂讲授、课堂讨论

第6章 The Political Environment（政治环境）2学时

[教学目的与要求]

To learn and understandthe following: what the sovereignty of nations means and how it affects thestability of government policies, political parties, and nationalism; thepolitical risks of global business and the factors that affect stability; the importanceof the political system to international marketing and its effects on foreigninvestments; assessing and reducing the effects of political vulnerability.

[教学重点与难点]

教学重点：the importance of thepolitical system to international marketing and its effects on foreigninvestments; assessing and reducing the effects of political vulnerability.

教学难点：what the sovereignty ofnations means and how it affects the stability of government policies,political parties, and nationalism

[教学内容]

第1节 The Sovereignty ofNations

第2节 Stability of GovernmentPolicies

第3节 Political Risks of GlobalBusiness

第4节 Assessing PoliticalVulnerability

第5节 Reducing PoliticalVulnerability

[教学方法]

课堂讲授

第7章 The International LegalEnvironment（国际法律环境）2学时

[教学目的与要求]

To learn and understandthe following: the four heritages of today’s legal systems; the importantfactors in jurisdiction of legal disputes; issues associated with jurisdictionof legal disputes and the various methods of dispute resolution; the uniqueproblems of protecting intellectual property rights internationally; ways toprotect against piracy and counterfeiting; the legal differences betweencountries and how the differences can affect international marketing plans.

[教学重点与难点]

教学重点：the four heritages oftoday’s legal systems; the important factors in jurisdiction of legal disputes;issues associated with jurisdiction of legal disputes and the various methodsof dispute resolution

教学难点：the unique problems ofprotecting intellectual property rights internationally; ways to protectagainst piracy and counterfeiting;

[教学内容]

第1节 Bases for Legal Systems

第2节 Jurisdiction inInternational Legal Disputes

第3节 International DisputeResolution

第4节 Protection ofIntellectual Property Rights

第5节 Commercial Law withinCountries

[教学方法]

课堂讲授

第8章 Developing a GlobalVision through Marketing Research（通过营销调研建立全球视野）2学时

[教学目的与要求]

To learn andunderstand the following: the importance of problem definition in internationalresearch; the problems of availability and use of secondary data; quantitativeand qualitative research methods; sources of secondary data; how to analyze anduse research information.

[教学重点与难点]

教学重点：the importance of problemdefinition in international research

教学难点：the problems ofavailability and use of secondary data; quantitative and qualitative researchmethods

[教学内容]

第1节 Breadth and Scope ofInternational Marketing Research

第2节 The Research Process

第3节 Defining the Problem andEstablishing Research Objectives

第4节 Problems of Availabilityand Use of Secondary Data

第5节 Gathering Primary Data

第6节 Multicultural Research: ASpecial Problem

[教学方法]

课堂讲授、实证演示

第9章 Global MarketingManagement: Planning and Organization（全球营销管理– 计划和组织）2学时

[教学目的与要求]

To learn and understandthe following: how global marketing management differs from internationalmarketing management; the increasing importance of international strategicalliances; the need for planning to achieve company goals; the importantfactors for each alternative market-entry strategy.

[教学重点与难点]

教学重点：the increasing importanceof international strategic alliances

教学难点：how global marketingmanagement differs from international marketing management

[教学内容]

第1节 Global MarketingManagement

第2节 Planning for GlobalMarkets

第3节 Alternative Market-EntryStrategy

第4节 Organizing for GlobalCompetition

[教学方法]

课堂讲授

第10章Products and Services forConsumers（面向消费者的产品和服务）2学时

[教学目的与要求]

To learn andunderstand the following: the importance of offering a product suitable for theintended market; the importance of quality and how quality is defined;country-of-origin effects on product image; physical, mandatory, and culturalrequirements for product adaptation; the need to view all attributes of aproduct in order to overcome resistance to acceptance.

[教学重点与难点]

教学重点；the importance of offeringa product suitable for the intended market; the importance of quality and howquality is defined

教学难点：country-of-origin effectson product image; physical, mandatory, and cultural requirements for productadaptation

[教学内容]

第1节 Quality

第2节 Products and Culture

第3节 Analyzing ProductComponents for Adaptation

第4节 Marketing ConsumerServices Globally

第5节 Brands in InternationalMarkets

[教学方法]

课堂讲授

第11章 International MarketingChannels（国际营销渠道）4学时

[教学目的与要求]

To learn andunderstand the following: the variety of distribution channels and how theyaffect cost and efficiency in marketing; how distribution patterns affect thevarious aspects of international marketing; the growing importance ofe-commerce as a distribution alternative; the functions, advantages, anddisadvantages of various kinds of middlemen; the importance of middlemen to aproduct’s success and the importance of selecting and maintaining middlemen

[教学重点与难点]

教学重点：he variety of distributionchannels and how they affect cost and efficiency in marketing; how distributionpatterns affect the various aspects of international marketing

教学难点：the growing importance ofe-commerce as a distribution alternative; the functions, advantages, anddisadvantages of various kinds of middlemen

[教学内容]

第1节 Channel-of-DistributionStructures

第2节 Distribution Patterns

第3节 Alternative MiddlemanChoices

第4节 Factors Affecting Choicesof Channels

第5节 Locating, Selecting, andMotivating Channel Members

[教学方法]

课堂讲授

第12章 IntegratedMarketing Communications and International Advertising

（一体化的营销沟通与国际广告）2学时

[教学目的与要求]

To learn andunderstand the following: local market characteristics that affect theadvertising and promotion of products; the strengths and weaknesses of salespromotion and public relations in global marketing; when global advertising ismost effective; when modified advertising is necessary; the effect of limitedmedia, excessive media, and government regulations on advertising and promotionbudgets.

[教学重点与难点]

教学重点：local marketcharacteristics that affect the advertising and promotion of products

教学难点：the strengths andweaknesses of sales promotion and public relations in global marketing; whenglobal advertising is most effective; when modified advertising is necessary

[教学内容]

第1节 Sales Promotions inInternational Markets

第2节 International PublicRelations

第3节 International Advertising

第4节 Advertising Strategy andGoals

第5节 The Message: CreativeChallenge

第6节 Media Planning andAnalysis

第7节 Campaign Execution andAdvertising Agency

第8节 International Control ofAdvertising

[教学方法]

课堂讲授

第13章 Personal Selling andSales Management（人员推销与销售管理）2学时

[教学目的与要求]

To learn andunderstand the following: the role of interpersonal selling in internationalmarketing; the considerations in designing an international sales force; thesteps to recruiting three types of international sales people; selectioncriteria for international sales and marketing positions; the special trainingneeds of international personnel; motivation techniques for international salesrepresentatives; how to design compensation systems for an international salesforce; the changing profile of the global sales and marketing manager.

[教学重点与难点]

教学重点：the role of interpersonalselling in international marketing; the considerations in designing aninternational sales force; the steps to recruiting three types of internationalsales people;

教学难点：selection criteria forinternational sales and marketing positions; the special training needs ofinternational personnel; motivation techniques for international salesrepresentatives; how to design compensation systems for an international salesforce; the changing profile of the global sales and marketing manager.

[教学内容]

第1节Designing the SalesForce

第2节 Recruiting Marketing andSales Personnel

第3节 Selecting Sales andMarketing Personnel

第4节 Training forInternational Marketing

第5节Motivating Sales Personnel

第6节 Designing CompensationSystems

第7节 Evaluating and ControllingSales Representatives

[教学方法]

课堂讲授

第14章 Pricing for InternationalMarkets（国际市场定价）2学时

[教学目的与要求]

To learn and understandthe following: components of pricing as competitive tools in internationalmarketing; the pricing pitfalls directly related to international marketing;how to control pricing in parallel imports or gray markets; price escalationand how to minimize its effect; countertrading and its place in internationalmarketing practices; the mechanisms of price quotations.

[教学重点与难点]

教学重点：components of pricing ascompetitive tools in international marketing; the pricing pitfalls directlyrelated to international marketing

教学难点：how to control pricing inparallel imports or gray markets; price escalation and how to minimize itseffect

[教学内容]

第1节 Pricing Policy

第2节 Approaches toInternational Pricing

第3节 Price Escalation

第4节 Approaches to LesseningPrice Escalation

第5节 Leasing in InternationalMarkets

第6节 Transfer Pricing Strategy

第7节 Price Quotation

第8节 Administered Pricing

[教学方法]

课堂讲授

教学安排与课时计划

教学内容

学时

备注

1. The Scope and Challenge of International Marketing（国际营销的范围和挑战）

2. The Global Environment of International Marketing （国际营销的全球环境）

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

4. Cultural Dynamics in Assessing Global Markets（全球市场评估中的文化因素）

5. Culture, Management Style, and Business Systems（文化、管理风格与经营方式）

6. The Political Environment（政治环境）

7. The International Legal Environment（国际法律环境）

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

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

10. Products and Services for Consumers（面向消费者的产品和服务）

11. International Marketing Channels（国际营销渠道）

12. Integrated Marketing Communications and International Advertising（一体化的营销沟通与国际广告）

13. Personal Selling and Sales Management（人员推销与销售管理）

14. Pricing for International Markets（国际市场定价）

合计

三、使用说明

1、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。

2、本课程以课堂教学为主，教师可根据教学进度和学生掌握的情况适时安排课堂作业，或组织学生就某一问题展开团队谈论。提交的作业次数应不少于五次。

四、教材及主要参考书目

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

参考书：

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

2、张景智主编，国际营销学教程(第二版) ，对外经济贸易大学出版社，2003年

3、薛求知、沈伟家主编，国际市场营销管理，复旦大学出版社，2006年

4、陈启杰主编，现代国际市场营销学，上海财经大学出版社，2008年

5、(美)Philip R.Lateora,JohnL.Grahan 著.周祖城，赵银德，张琳等译，国际市场营销学(原书第10版)，机械工业出版社 2000年

6、 (美)喜思·特普斯特拉著，国际市场营销，商务印书馆 1996年

7、肖祥鸿主编，国际市场营销学，中山大学出版社，2009

8、安妮.科兰等著，营销渠道，中国人民大学出版社，2008

9、周三多主编，管理学，高等教育出版社，2008

10、（美）David R.Anderson等著，于辉译，商务定量分析方法，清华大学出版社，2007