全球市场管理 课程介绍与教学大纲.docx
全球市场管理课程简介课程编号12MKT389课程名称全球市场管理课程性质必修学时72学分4.5学时分配授课：72实验：上机：实践：实践（周）：考核方式闭卷考试，平时成绩占50%,期末成绩占50%o开课学院国际教育学院更新时间合用专业财务管理（中澳合作）先修课程组织与管理、大学英语、市场营销学课程内容：全球市场管理是财务管理（中澳合作）专业的一门必修课。该课程的主要内容包括市场导向的战略管理、营销战略计划、竞争市场分析、确定竞争定位、实施竞争性定位战略。通过该门课程的学习，学生可以深入认识和了解“市场导向”，将顾客作为企业经营活动的中心，并环绕价值创造过程配置人员、信息和组织机构；指出了组织资源在创造可持续竞争优势中的作用；通过运用营销组合以及有效地组织和控制营销活动来实现定位。该门课程的主要任务是使学生了解公司资源、资产和能力与市场机会相互匹配的重要性，深入学习确认细分市场和当前定位的相关技术。分析战略的形成和执行，深度讨论通过创新、客户关系及内部营销创建竞争优势。面对市场的重大变化，适当应对，更好地管理营销活动，从而在竞争中获胜。BriefIntroductionCode12MKT389TitleGlobalMarketManagementCoursenatureOptionalSemesterHours72Credits4.5SemesterHourStructureLecture：72Experiment：ComputerLab:Practice：Practice(Week)：AssessmentClosedbookexamination,usuallyresultsaountedfor50%,thefinalgradeacuntedfor50%.OfferedbyInternationalEducationCollegeDateforFinancialManagement(Sino-Australiancooperation)PrerequisiteOrganizationandManagement,CollegeEnglish,MarketingCourseDescription:GlobalMarketManagementisthecompulsorysubjectforthestudentsmajoredinFinancialManagement(Sino-Australianoperation).Thesubjectcoversabroadrangeoftopicsincludingmarket-ledstrategicmanagement,strategicmarketingplanning,competitivemarketanalysis,identifyingcompetitivepositions,creatingcompetitivepositioningstrategiesandimplementingthestrategy.Learningthissubjectcanmakestudentsexaminetheissueofgrowingunderstandingofmarketorientationasawayofdoingbusinessthatplacesthecustomeratthecenterofeoperations,andalignpeople,informationandstructuresaroundthevalue-creationprocess.Theyalsocanrecognizetheroleoforganizationalresourcesincreatingsustainablempetitiveadvantage,thenmakethepositioningstrategythroughmarketingmixandorganizationsoperating.Themissionofthisurseis:1. Tounderstandtheroleofmatchingcorporateresources,assetsandcapabilitiestomarketopportunities.2. Toexaminethetechniquesavailableforidentifyingmarketsegmentsandcurrentpositions.3. Toanalyzethestrategyformulationandimplementation.4. Todiscussinmoredetailonhowtobuildpositioningadvantagethroughinnovation,customerrelationshipandinnermarketing.5. Toidentifythemajorchangestakingplaceinmarkets,managethemarketingbettertogaininganedgeoverothercompetitors.全球市场管理课程教学大纲课程编号12MKT389课程名称全球市场管理课程性质必修学时72学分4.5学时分配授课：72实验：上机：实践：实践（周）：考核方式闭卷考试，平时成绩占50%,期末成绩占50%。开课学院国际教育学院更新时间合用专业财务管理（中澳合作）先修课程组织与管理、大学英语、市场营销学一、教学内容Chapter 1 Introductiontomarketingstrategy1.1 Marketingstrategy1.2 StrategicmarketingplanningDifficulties:theroleofstrategicmarketingplanningKeyPoints:nceptofmarket-ledstrategicmanagementChapter 2 heMarketingEnvironment2.1 Thechangingmarketenvironment2.2 Customeranalysis2.3 CompetitoranalysisDifficulties:differentapproachesforanalyzingindustriesKeyPoints:thekeyfactorsformarketsuccess(orkeysuccessfactors);customerneedsandmotivations;theroleofcompetitorpositioninthemarketplaceChapter 3 OrganizationResourcesandresearch3.1 Understandingtheorganizationalresourcebase3.2 ForecastingfuturedemandandmarketrequirementsDifficulties：identifykeymarketingcapabilitiesandexplainhowthesecapabilitiescanbedeveloped,thenotionof,portfolioofresources/KeyPoints：thesignificanceofmarketingresources;thesignificanoftheabilitytodevelopdynamiccapabilities;thekeyforecastingtechniquesusedindevelopingeffectivemarketstrategies.Chapter 4 MarketSegmentation4.1 Marketsegmentationandmpetitivepositioning4.2 SegmentationresearchDifficulties:identifyanddevelopmarketsegmentationstrategiesKeyPoints:thepurposeofmarketsegmentation;theprinciplesofmarketsegmentation;theprinciplesofcompetitivepositioning;thevariousmethodsofsegmentationresearchChapter 5 SustainableCompetitiveAdvantage5.1 Selectingtargetmarkets5.2 Creatingsustainablempetitiveadvantage5.3 CompetingthroughthewnewwmarketingmixDifficulties:applythevariouswaysofcreatingacompetitiveadvantage;applyvariousoffensiveanddefensivestrategiesKeyPoints:selectprofitabletargetsmarkets;identifythecharacteristicsofasustainablempetitiveadvantageChapter 6 CompetingintheMarketPlace6.1 Competingthroughinnovation6.2 CompetingthroughsuperiorserviceandcustomerrelationsDifficulties:explaintheroleofbuildingcustomerrelationships;explainandapplystrategiesforcustomerretention;andidentifyandexplainreasonsforcustomersatisfaction.KeyPoints:innovationdrivers;identifyandexplainthedimensionsofsuperiorservice;Chapter 7 StrategicManagement7.1 Strategiccustomermanagement7.2 StrategicalliancesandnetworksDifficulties:explainwhycollaborativearrangementsarebecomingameansofcompetingandprovidingsuperiorvaluetocustomers;andidentifyanddescribevariousformsofalliancesandnetworks.KeyPoints:describeandexplaintheprinciplesofstrategiccustomermanagement;explainthechangingroleandexpectationsofthesalesforce;identifyanddescribefeaturesofthestrategicsalesorganisation;Chapter 8 ImplementingtheMarketingStrategy8.1 Strategyimplementationandinternalmarketing8.2 Corpo
