市场营销英语教学大纲.docx

经贸系《市场营销专业英语》课程教学大纲
课程性质：专业必修课 总学时数：48学时
适合专业：09级经贸系市场营销专业
（一）课程教学目标
通过本课程的学习，要求掌握以下知识目标：
1. 了解市场营销的运行平台、基本理念、主要类型。
2. 运用所学知识分析和指导企业、事业单位的营销实践活动。
3.不断提高学生英语的应用水平，成为国际商务中的有用人才。
（二）课程的目的与任务
本课程是经贸系市场营销专业方向的专业基础课程，培养学生掌握一些营销理论和技能，在商务交际环境中，用英语进行交际的基本技能。
通过本课程的学习，能够培养学生适应社会主义市场经济需要，具有良好英语语言实际运用能力，掌握一定的国际营销专业知识，能够从事国际市场营销工作的应用型专业人才。
此外，学生通过系统的针对市场营销常用的英语的听、说、读、写、译等方面的学习，要掌握市场营销英语常用的各种英语词汇及表达方法，全面提高阅读和理解市场营销英语资料的能力，增强市场营销英语的写作水平和对外交流能力。
（三）理论教学的基本要求
在具有一定的市场营销基础知识和相当英文水平的基础上，通过理论与实践相结合的教学方式，采用实例、演示、PPT等多种教学方法和手段来保证教学任务的顺利完成。
学生应掌握市场营销相关的词汇和具体运行流程，具体要求如下：
1. 掌握足够的与市场营销相关的词汇和表达方式。
2. 熟悉市场营销的基本交易类型的操作原理、方法和步骤。
3. 了解其它与市场营销相关的话题并能通过网上交流拓展学业与职业空间。

（四）实践教学的基本要求
实训一
实验（实训）学时
10
应开实验（实训）个数
5
序号
实验（实训）名称
实验实训要求
学时分配
实验（实训）类型
备注
1
Customer value and satisfaction
必做
2
综合性

2
Consumer purchase decision process
必做
2
综合性

3
How to set a price on a product
必做
2
综合性

4
Sales promotion
必做
2
综合性

5
Advertising
必做
2
综合性

实践教学目的：
培养学生的实际营销活动能力，将所学的英语知识和市场营销知识结合起来，通过实际和模拟营销活动场景给学生更多实践机会。
实践教学要求：
要求学生积极参与市场营销实践、实训活动。就课本上的讨论题发表自己的观点，也可以展开辩论。作业有口头和笔头两种：笔头作业为各单元汉译英的翻译题和实用写作，巩固语法知识和提高写作能力；口头作业为每个单元的话题练习题和思考题。

（五）教学学时分配
市场营销专业英语
章 次
各章名称
总学时
学时分配
讲课
实验
实训
习题
1
Introduction to core marketing concepts
3
2

1

2
Marketing Environment
3
2

1
3
Customer Value and Satisfaction
3
2

1

4
Types of Marketing Research
3
2

1
5
Consumer Purchase Decision Process
3
2

1

6
A Model of Business Buyer Behavior
3

2

1
7
Market Segmentation, Targeting, and Positioning
3
2

1

8
Product Classification and Product Decisions
3
2

1
9
Product Life Cycle and Its Marketing Implications
3
2

1

10
How to Set a Price on a Product
3
2

1
11
Retailer Marketing Decisions
3
2

1

12
Integrated Logistics Management
3
2

1
13
Sales Promotion
3
2

1

14
Functions of the Advertising
3
2

1
15
Characteristics of Services and the Related Marketing Strategies
3
2

1

合计

45
30

8
7

（六）大纲内容
Unit 1 Introduction to core marketing concepts
1.主要内容：a. marketing offers
b. value and satisfaction
c. markets
d marketing
2.教学重点：a. key terms and concepts
3.教学难点：Make clear the process of marketing
4.教学要求：Require teacher to analyze the related information of marketing
5.习题要求：Require students to finish some exercises after the text.
Require students to summarize marketing related terms or useful sentences in this Unit.

Unit 2 Marketing Environment
1.主要内容：a. company’s micro-environment
b. competitors
c. publics
2.教学重点： a. key terms and concepts
3.教学难点： What is marketing environment? Can companies change their marketing environment according to their will?
4.教学要求：Require teacher to introduce the important premise and condition of marketing Environment.
5.习题要求：Require students to finish some questions after the text.

Unit 3 Customer Value and Satisfaction
1.主要内容：a. definition of Customer Value and Satisfaction
b. delivering customer value and satisfaction
2.教学重点：key terms and concepts
3.教学难点： The real understanding of customer value and satisfaction .
4.教学要求：Require teacher to introduce customer value and satisfaction .
5.习题要求： Require students to finish some questions after the text.
Require students to summarize customer value and satisfaction related terms or useful sentences in this Unit.

Unit 4 Types of Marketing Research
1.主要内容：a. exploratory research
b. descriptive research
c. casual research
2.教学重点 a. key terms and concepts
3.教学难点：How to classify the marketing research?
4.教学要求：Require teacher to explain the difficult sentence firstly, next analyze the text
5.习题要求：Require students to finish some questions after the text.
Unit 5 Consumer Purchase Decision Process
1.主要内容：a. need recognition
b. information search
b. alternative evaluation
2.教学重点：key terms and concepts
3.教学难点: Try to explain clearly how to decide the marketing strategies according to the features of customers.
4.教学要求：Require teacher to lead the students to learn customer purchase decision process.
5.习题要求：Require students to finish some questions after the text.
Require students to conclude the on-line marketing strategies.
Unit 6 A Model of Business Buyer Behavior
1.主要内容：a. major types of buying situations
b. participants in the business buying process
2.教学重点：key terms and concepts
3.教学难点：How to describe the eight stages in the business buying process.
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about business buyer behavior.
5.习题要求：Require students to finish some questions after the text.
Unit 7 Market Segmentation, Targeting, and Positioning
1.主要内容：a. segmenting markets
b. target marketing
2.教学重点：key terms and concepts
3.教学难点：the clear understanding of market segmentation, targeting, and positioning
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about market segmentation, targeting, and positioning.
5.习题要求：Require students to finish some questions after the text.

Unit 8 Product Classification and Product Decisions
1.主要内容：a. product classifications
b. product decisions
2.教学重点：key terms and concepts
3.教学难点：the clear understanding of product classifications product decisions.

4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about product classifications product decisions.
5.习题要求：Require students to finish some questions after the text.
Unit 9 Product Life Cycle and Its Marketing Implications
1.主要内容：a. introduction stage
b. growth stage
c. maturity stage
d. decline stage
2.教学重点：key terms and concepts
3.教学难点：the limitations of product life cycle concept.
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about product life cycle.
5.习题要求：Require students to finish some exercises after the text.

Unit 10 How to Set a Price on a Product
1.主要内容：a. establishing pricing goals
b.estimate demand,costs,and profits
c. choose a price strategy
d. fine-tune the base price
2.教学重点：key terms and concepts
3.教学难点：How to choose a price strategy?
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about how to set a price on a product.
5.习题要求：Require students to finish some exercises after the text.

Unit 11 Retailer Marketing Decisions
1.主要内容：a. target market and positioning decision
b.product assortment and services decision
c. price decision
d. promoting decision
e. place decision
2.教学重点：key terms and concepts
3.教学难点：developing a positioning strategy
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about retailer marketing decisions.
5.习题要求：Require students to finish some exercises after the text.

Unit 12 Integrated Logistics Management
1.主要内容：a. cross-functional teamwork inside the company
b.building channel partnerships
2.教学重点：key terms and concepts
3.教学难点：managing the channel
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about integrated logistics management.
5.习题要求：Require students to finish some exercises after the text.

Unit 13 Sales Promotion
1.主要内容：a.major forms of sales promotion
2.教学重点：key terms and concepts
3.教学难点：promotion and advertising
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about sales promotion.
5.习题要求：Require students to finish some exercises after the text.

Unit 14 Functions of the Advertising
1.主要内容：a. marketing function
munication function
c. education function
d. economic function
e. social function
2.教学重点：key terms and concepts
3.教学难点：functions of media
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about advertising.
5.习题要求：Require students to finish some exercises after the text.

Unit 15 Characteristics of Services and the Related Marketing Strategies
1.主要内容：a. the characteristics of services
2.教学重点：key terms and concepts
3.教学难点：relationship marketing
4.教学要求：Require teachers to explain difficult sentence so as to make students know these knowledge about related marketing strategies.
5.习题要求：Require students to finish some exercises after the text.