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《市场营销(英)》

 

 

《市场营销(英)》
课程整体设计

Overall Curriculum Design of

Marketing (English)

 

 

 

 

 

肖莉

武汉船舶职业技术学院经济管理系

 

 

 

 

 

2007731


目录

一、管理信息... 3

二、课程性... 3

三、课程设计指导思想... 3

四、教学目标分析... 3

五、教学对象分析... 5

六、教学活动项目设计和学时分配... 5

、课程内容... 8

程进度安排... 8

九、课程考核... 8

 

 

 

 

 


 

一、     管理信息

课程名称:《市场营销()

编制者:肖莉

编制时间:20077

所在部门:武汉船舶职业技术学院经济管理系

二、课程性质

课程性质:专业基础课

先修课程:管理学

后续课:国际贸易

学时:68学时

教学对象:高职商务英语专业二年级学生

三、课程设计指导思想

       本课程是商务英语专业基础课,虽然理论性较强,但也可设计为以各种项目活动培养学生市场营销能力,采用活动项目驱动开展教学。课程设计为要求学生通过本课程的学习,能开发出一个年度市场营销计划。

四、教学目标分析

能力目标:

根据“以就业为导向、以能力为核心”的指导思想,本专业在经过广泛市场调查后,分析了市场对外贸人才的需求,并将其细化,归纳出市场主要需要的8类外贸人才,并将本专业目标岗位定义为一般外贸专业人才,即跟单员、外贸业务员、单证员、报关员、国际货代业务员和报检员,分析了这些岗位必须具备的能力和知识,归纳出4项核心能力, 包括:

ü         英语语言能力;

ü         国际贸易实务操作能力;

ü         计算机能力;

ü         个人性格能力。

本课程为国际贸易实务操作能力的一门基本理论准备课,提供国际贸易中产品营销必备的知识和技能。因此本门课程能力目标定义为:高职商务英语专业二年级学生(Audience),在完成《市场营销(英)》课程前两部分学校后(Condition),能以小组为单位完成一次市场营销环境的分析和竞争策略的选择幻灯片展示,在完成整门课程学习后,能独立制定一份产品年度市场营销计划(Behavior),达到两次作业要求(Degree)。

知识目标

为实现总体能力目标,学生需具备的知识有:

Marketing: Managing profitable customer relationships

Company and marketing strategy

Marketing in the digital age

The marketing environment

Consumer markets and consumer buyer behavior

Business markets and business buyer behavior

Segmentation, targeting and positioning

Developing Marketing mix

Product, service and branding strategies

Product life-cycle strategies

Pricing Strategies

Marketing channels and supply chain management

Integrated marketing communication strategy

五、教学对象分析

1、一般特征:经调查显示,经过高考洗礼和筛选近进入高职高职院校的学生,思维活跃、动手能力强、创造能力强、冒险精神强,但注意力集中时间不长,不适合满堂灌、背概念。需要给与充分展示的机会和信任,让他们有责任意识,以团队的形式或个人形式完成任务。

2、起始能力预估:商务英语专业二年级学生在学习完英文的管理学后,具备一定商务思维能力,了解商务管理的基本概念。市场营销是管理中的一个功能部分,其战略规划思想是一致的。学习英文管理学已为学生铺垫了一定商务阅读基础和商务思维能力,应能习惯上课方式和独立工作的能力。

3、学习态度:学生对商务世界充满幻想,对该门课程应有较大的兴趣,初始态度积极。应尽量让他们对商务世界的憧憬实现,感受到实现梦想的成就感,加强对本门课程的积极态度。

六、教学活动项目设计

本课程采用项目驱动法组织教学,主要有两大项目,一是在学习完第8章后以小组为单位完成一次市场营销环境的分析和竞争策略的选择幻灯片展示,在完成整门课程学习后,独立制定一份产品年度市场营销计划。两个项目分解成8个子项目,在整个教学过程中,学生在各个子项目中逐步获得完成总项目需要的能力,实现次级能力目标,并能在课程结束时完成总项目。项目的完成情况作为本课程的考核依据之一。

项目分解及进度安排情况如下表:

项目编号

项目名称

子项目

项目活动内容

能力目标

知识目标

教学方法

项目成果

学时

教学手段

1

市场营销环境的分析和竞争策略的选择

 

1.1 Understanding marketing in today’s world

 

 

 

 

 

 

 

1.2 Marketing Environment Analysis

 

 

 

 

 

 

 

1.3 Consumer behavior analysis

 

 

 

 

 

 

 

1.4 Market segmentation, targeting and positioning

 

 

 

 

 

 

 

2

市场营销组合开发

2.1 Product Strategy

 

 

 

 

 

 

 

2.2 Price Strategy

 

 

 

 

 

 

 

2.3 Channel Strategy

 

 

 

 

 

 

 

2.4 IMC Strategy

 

 

 

 

 

 

 

 

 


 

七、课程内容

1. 

八、课程进度安排  

Week

Module

Reading

Assessment

1-7 (Sep. 4-Oct.15)

1

Chapter 1-3

Assessment 1 Due: Every week

8-11 (Oct.16 –Nov.12)

2

Chapter 4-7

Assessment 2

Due: Nov.10

12-18 (Nov.13-Dec.31)

3

Chapter 8-17

Assessment 3

Due: Jan. 5

 

九、课程考核

      

Description

Marks out of

Wtg (%)

Due date

Written ex

10

20

Every week

Presentation Notes & Aids 2000 wds

20

40

Nov.10

Written report 2500 wds

20

40

Jan. 5

 

1Assignment 1

After each chapter, there are some written exercises either from the textbook or assigned in class. You are required to complete in your exercise book.

Due date: 1 week after each chapter, every Friday

2Assignment 2

For this assignment, you (or your team) are required to prepare (but not actually make) a presentation that would last about 20 minutes on a certain consumer product.

 

Assessment objectives

After completion of this assignment, you should be able to:

demonstrate an understanding of target marketing, positioning and consumer behaviour, discuss their relationship to marketing planning and apply these concepts to a marketing situation

demonstrate effective oral presentation skills including the preparation of a script and relevant visual aids

correctly reference sources of information using standard academic referencing formats

demonstrate effective teamwork (if working as part of a team).


The content of the hypothetical presentation

Introduction and session overview (1 mark)

Brief description of the company & product

Provide a brief background of the company in terms of its size, scope of operations, product range, when established, where located etc. (8 marks)

Description of the product (4 marks)

Choose the right target market for the product using multiple segmentation bases and describe it in terms of the bases followed. (20 marks)

Position the product for competitive advantage by using appropriate positioning strategies. (15 marks)

Identify the type of the buyer decision behavior and the reason. (10 marks)

Discussion of the buyer behavior associated with the product (relate to level of involvement) including the decision making process and the relevant internal psychological process. If you select a low involvement product, you should note that the consumer decision-making process would not follow the five-step process presented on page 193 of the text. If you select a new product, refer to page 200-201. (20 marks)

Conclusion (1 mark)

References (1 mark)

Attachments (individuals 20 marks, teams 18 marks)

script of presentation including references to both the text book and other relevant sources (2000 words)

paper copy of PowerPoint or overhead slides

team report if required (2 marks for teams only)

appendices if required.

 

Marking sheet - Assignment 2

 

Introduction and session overview                            (  /1 mark)

Brief description of the company                              (  /8 marks)

Strategic planning                                        

company mission                                    (  /5 marks)

company objectives                                  (  /5 marks)

business portfolio, SBUs, Product/market Expansion Grid.  (  /5 marks)

Marketing environment analysis

microenvironment                                     (  /5 marks)

macro environment                                    (  /5 marks)

Choose one typical consumer product of the company and identify the key target market.

Product description                                      (  /5 marks)

target market                                           (  /10 marks)

Analyze the factors that may affect the target consumers’ behavior (P179-196)

Cultural factors                                        (  /5 marks)

Social factors                                         (  /5 marks)

Personal factors                                       (  /5 marks)

Psychological factors                                   (  /5 marks)

Buyer decision behavior and the reason.                        (  /10 marks)

Discussion of the buyer behavior associated with the product      (  /20 marks)

Conclusion                                                  (  /1 mark)

TOTAL                                                            (  /100)       

 

 

3Assignment 3

This assignment builds on the analysis that you conducted for assignment 2. For this assignment, you should assume that you are the brand manager for the product selected in assignment 2.

One of your key tasks is to develop an integrated marketing plan for the financial year 1 July 2006 – 30 June 2007.

Assignment objectives

After completion of this assignment, you should be able to:

demonstrate an understanding of how to develop a marketing plan and apply concepts to a marketing situation.

prepare a formal report on a marketing campaign using correct report writing format.

correctly reference sources of information using standard referencing style.

 

You are required to prepare a formal report that includes the following:

Letter of transmittal to the CEO (1 mark)

Title page (1 mark)

Executive summary (5 marks)

Table of contents (1 mark)

Formal introduction (1 mark)

Brief background (6 marks)

A brief introduction to the company and the product

Provide a description of the main consumer target market on key segmentation variables and identify the most likely buyer decision behavior. You should simply provide this information for the marker’s benefit; no justification is required as this was addressed in assignment 2.

Develop overall marketing objectives (15 marks)

Marketing mix (70 marks)

 

Marking sheet - Assignment 3

Memo of transmittal to the CEO                        (   /2 mark)

 

Title page                                           (   /1 mark)

 

Table of contents                                     (   /1 mark)

 

Executive summary                                  (   /3 marks)

 

Formal Introduction                                  (   /3 marks)

 

Brief Background                                     (   /5 marks)

 

Current Situation Analysis                             (  /10 marks)

Microenvironment Analysis

Current Market Situation

Current Company development 

Competitors

Macroenvironment Analysis

Economic Environment

Political Environment

Technical Development

Marketing Objectives                                (    /5 marks)

Marketing Mix Strategy (45 marks)

Product Strategy                                   (    /10marks)

Target Market

Product Positioning

Pricing Strategy                                    (   /10 marks)

Channel decisions                                  (   /10 marks)

Promotion Strategy

Communication Objectives                           (   /5 marks)

IMC Action Programs                                (   /10 marks)

 

Conclusions                                         (   /2 marks)

 

Summary of recommendations                         (   /2 marks)

 

List of references                                     (   /1 mark)

 

Evidence of using relevant sources of information in addition to the text

  /5 marks)

 

Presentation marks                                   (    /5 marks)

Total                                                  /100

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