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Ch-2: Global Economic Environment 2-1 the world economy-an overview 2-2 economics systems
2-3 stages of market development 2-4 balance of payment
Ch-3: The Global Trade Environment 3-1 GATT and WTO 3-2 American market 3-3 Asia-Pacific market 3-4 Europe market 3-5 Africa market
河北工业大学教学大纲
国际市场营销课程教学大纲
课程名称：国际市场营销
英文名称：International marketing 课程类别：专业模块课
总 学 时：48 学分：3分
适应对象：国际经济与贸易、工商管理、市场营销专业 一、 本课程的性质、目的与任务：
国际市场营销是国际经济与贸易专业和市场营销专业的专业基础课，是一门研究以顾客需求为中心，而从事国际市场营销活动的国际企业管理方面的应用科学。该课程从理论和实践两方面，系统地阐述了企业开展国际市场营销活动的规律，体现了理论性、实用性特点。 二、教学基本要求：
要求教师熟悉市场营销基本理论和国际企业管理基本理论，了解国际企业营销管理现状和营销环境，具有业务工作或指导实习的实践经验，能承担国际市场营销的课程设计与实验教学工作。
本课程在教学过程中，要求学生会分析国际市场营销环境，研究国际市场购买者行为，制定最佳的国际市场营销组合策略，有计划地组织和控制国际市场营销活动的过程和方法，培养和提高学生正确分析和解决国际市场营销管理的问题的能力，更好地适应涉外企业国际市场营销管理工作的需要。 三、 课程内容：
本课程主要讲授：进入国际市场的方式、国际市场环境分析(政治环境、经济环境、贸易环境、社会文化环境)、国别市场分析、现代国际营销方式、国际市场营销战略、国际市场4P策略、国际市场营销组织管理等理论。 四、 学时分配： 学
教学主题（内容） 要求
时
Understand how the world economy developed over the past
Ch-1: Introduction to Global decades; Marketing
Know the impact of globalization on the marketing 1-1 Overview of marketing
discipline； 1-2 Global marketing: what it is and
4
what it isn’t? Learn about the interdependencies between management 1-3 Management orientations
orientation & marketing performance;
1-4 Forces affecting global integration
Understand the factors supporting or inhibiting international and marketing
marketing activities;
Understand the main differences between economic systems around the world;
Learn ways of classifying countries by their market development;
Understand consumption patterns in different countries; Know the main regional economic co-operation agreements ;Learn the main differences between different kinds of Preferential Trade Agreements.
Understand the ways of classifying countries by preferential trade agreements.
Understand the main economic organizations around the world
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河北工业大学管理学院教学大纲
Having an understanding of the culture can actually become a firm’s competitive advantage.
Ch-4: Social & Cultural Environment Understand the several different conceptual frameworks that
include: 4-1 high and low-context cultures
4-2 Hofstede’s cultural typology Grasp the Hall’s notion of high- and low-context cultures, 4-3 self-reference criterion
Maslow’s hierarchy,
4-4 Diffusion theory
Grasp the Hofstede’s cultural typology, Understand the self-reference criterion, Understand the Diffusion theory.
Understand the main contents of political environment Understand the political risks
Ch-5The Political, Legal, and Understand the political environment role in the international Regulatory Environments
5-1 the political environment marketing 5-2 the legal environment Study the political culture in the target country and analyze 5-3 the regulatory environment
the governing party's attitude toward sovereignty, political risk, taxes, the threat of equity dilution, and expropriation.
Ch-6: Segmentation & Targeting Understand the Global Market Segmentation 6-1 Global Market Segmentation
Grasp how to Access the market potential and choose target
6-2 Accessing market potential and markets or segments
choosing target markets or segments
Understand the Target market strategy options
6-3 Product-market decisions
Study the meaning of positioning
6-4 Target market strategy options Know the difference of High-Tech Positioning and 6-5 positioning High-Touch Positioning Grasp the meaning of licensing、investment、strategic Ch-7: Entry & Expansion Strategies
alliances
7-1 licensing
Know the advantage and disadvantage of each ways； 7-2 investment
7-3 the nature of global strategic Learn the basic theory of entry strategic； partnerships
Use the theory to analyses the cases
Grasp the nature of global strategic partnerships Know the concept of product； Ch-8: Product Decisions
8-1 product and brand concept Understand the important of brand and how to make an 8-2 product packing
international brand
8-3 product strategy in global Understand the product strategy in global marketing； marketing
8-4 new products in global marketing Learn how to expand the market of new products； Know the Components of pricing as competitive tools in the
Ch-9: Pricing Decisions
international marketing 9-1 basic pricing concept
9-2 pricing decisions Understand The mechanics of price quotations； 9-3 global pricing: three policy How to make an offer in international trade alternatives
Grasp the terms of sale 9-4 transfer pricing
Grasp three policy alternatives Understand the channel objectives; Ch-10: Global Marketing Channels
Know the difference of consumer product channel and 10-1 channel objectives
industrial product channel; 10-2 distribution channels
10-3 working with channels Grasp the Global Retailing Strategies 10-4 global retailing Learn how to work with the channels in global marketing;
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河北工业大学教学大纲
Ch-11 Global marketing Learn the global advertising contents;
communications decisions: advertising
Know how to select an advertising agency; &public relations
11-1 global advertising Grasp how to create the global advertising; 11-2 creating global advertising Know the global media decisions; 11-3 global media decisions
11-4 public relations and publicity
Ch-12: Strategic elements of Learn the basic theory of strategic marketing； competitive advantage
Understand the Potter five strength models 12-1 industry analysis
2 Understand the national competitive advantage 12-2 competitive advantage
Grasp the genetic strategic for creating competitive
12-3 global competition and national advantage competitive advantage
Divide the students into different groups and let them show
8 Case study
their homework’s
2 Review and summary 五、 教材及参考书：
1、WARREN KEEGAN著 GLOBAL MARKETING MANAGEMENT(FOURTH EDITION) 中国人民大学出版社 2005.9
2、PHILIP CATEORA 著 周祖城译， 国际市场营销学，机械工业出版社2002 3、EDMUND CURRY著 竺彩华译， 国际营销， 经济科学出版社2002 4、甘碧群，国际市场营销学，武汉大学出版社，2000 5．王学成，国际营销学，天津人民出版社，2000
6、蔻小萱 国际市场营销学 首都经济贸易大学出版社 2002． 六、 说明：
教学中将根据放假情况、学生理解情况、作业情况以及对同学反映的难点问题或习题讲解等情况，对学时安排会稍有调整。 七、 考核方法：
1、本课为必修课，开卷考试
2、考试总成绩=平时成绩+考试成绩： 平时成绩30%，考试成绩70% 八、 制订者：陈朝阳
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