全球市場管理課程介紹與教學(xué)大綱

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1、《全球市場管理》課程簡介 課程編號 12MKT389 課程名稱 全球市場管理 課程性質(zhì) 必修 學(xué) 時 72 學(xué) 分 4.5 學(xué)時分配 授課：72實驗： 上機：實踐：實踐（周）： 考核方式 閉卷考試，平時成績占50% ,期末成績占50%。 開課學(xué)院 國際教育學(xué)院 更新時間 適用專業(yè) 財務(wù)管理（中澳合作） 先修課程 組織與管理、大學(xué)英語、市場營銷學(xué) 課程內(nèi)容： 全球市場管理是財務(wù)管理（中澳合作）專業(yè)的一門必修課。該課程的主要內(nèi)容包括市場 導(dǎo)向的戰(zhàn)略管理、營銷戰(zhàn)略計劃、競爭市場分析、確定競爭定位、實施競爭性定位戰(zhàn)略。通 過該門課程的學(xué)習(xí)，學(xué)生可

2、以深入認識和了解“市場導(dǎo)向”，將顧客作為企業(yè)經(jīng)營活動的中心, 并圍繞價值創(chuàng)造過程配置人員、信息和組織機構(gòu)；指出了組織資源在創(chuàng)造可持續(xù)競爭優(yōu)勢中 的作用；通過運用營銷組合以及有效地組織和控制營銷活動來實現(xiàn)定位。該門課程的主要任 務(wù)是使學(xué)生了解公司資源、資產(chǎn)和能力與市場機會相互匹配的重要性，深入學(xué)習(xí)確認細分市 場和當(dāng)前定位的相關(guān)技術(shù)。分析戰(zhàn)略的形成和執(zhí)行，深度討論通過創(chuàng)新、客戶關(guān)系及內(nèi)部營 銷創(chuàng)建競爭優(yōu)勢。面對市場的重大變化，適當(dāng)應(yīng)對，更好地管理營銷活動，從而在競爭中獲 勝。 Brief Introduction Code 12MKT389 Title Global Mark

3、et Management Course nature Optional Semester Hours 72 Credits 4.5 Semester Hour Structure Lecture： 72 Experiment： Computer Lab： Practice： Practice (Week)： Assessment Closed book examination, usually results accounted for 50%, the final grade accounted for 50%. Offered by International E

4、ducation College Date for Financial Management (Sino-Australian cooperation) Prerequisite Organization and Management, College English, Marketing Course Description: Global Market Management is the compulsory subject for the students majored in Financial Management (Sino-Australian cooperat

5、ion). The subject covers a broad range of topics including market-led strategic management, strategic marketing planning, competitive market analysis, identifying competitive positions, creating competitive positioning strategies and implementing the strategy. Learning this subject can make stude

6、nts examine the issue of growing understanding of market orientation as a way of doing business that places the customer at the center of e operations, and align people, information and structures around the value-creation process. They also can recognize the role of organizational resources in c

7、reating sustainable competitive advantage, then make the positioning strategy through marketing mix and organizations operating. The mission of this course is: 1. To understand the role of matching corporate resources, assets and capabilities to market opportunities. 2. To examine the technique

8、s available for identifying market segments and current positions. 3. To analyze the strategy formulation and implementation. 4. To discuss in more detail on how to build positioning advantage through innovation ,customer relationship and inner marketing . 5. To identify the major changes taking

9、 place in markets, manage the marketing better to gaining an edge over other competitors. 《全球市場管理》課程教學(xué)大綱 課程編號 12MKT389 課程名稱 全球市場管理 課程性質(zhì) 必修 學(xué) 時 72 學(xué) 分 4.5 學(xué)時分配 授課： 72實驗： 上機：實踐：實踐（周）： 考核方式 閉卷考試，平時成績占50% ,期末成績占50% o 開課學(xué)院 國際教育學(xué)院 更新時間 適用專業(yè) 財務(wù)管理（中澳合作） 先修課程 組織與管理、大學(xué)英語、市場營銷學(xué) 一

10、、教學(xué)內(nèi)容 Chapter 1 Introduction to marketing strategy 1.1 Marketing strategy 1.2 Strategic marketing planning Difficulties: the role of strategic marketing planning Key Points: concept of market-led strategic management Chapter! the Marketing Environment 2.1 The changing market environment 2.2

11、Customer analysis 2.3 Competitor analysis Difficulties: different approaches for analyzing industries Key Points: the key factors for market success (or key success factors); customer needs and motivations; the role of competitor position in the market place Chapter 3 Organization Resources and

12、 research 3.1 Understanding the organizational resource base 3.2 Forecasting future demand and market requirements Difficulties： identify key marketing capabilities and explain how these capabilities can be developed, the notion oPportfolio of resources9 Key Points： the significance of marketi

13、ng resources; the significance of the ability to develop dynamic capabilities; the key forecasting techniques used in developing effective market strategies. Chapter 4 Market Segmentation 4.1 Market segmentation and competitive positioning 4.2 Segmentation research Difficulties: identify and d

14、evelop market segmentation strategies Key Points: the purpose of market segmentation; the principles of market segmentation; the principles of competitive positioning; the various methods of segmentation research Chapter 5 Sustainable Competitive Advantage 5.1 Selecting target markets 5.2 Creat

15、ing sustainable competitive advantage 5.3 Competing through the "new” marketing mix Difficulties: apply the various ways of creating a competitive advantage; apply various offensive and defensive strategies Key Points: select profitable targets markets; identify the characteristics of a sustaina

16、ble competitive advantage Chapter 6 Competing in the Market Place 6.1 Competing through innovation 6.2 Competing through superior service and customer relations Difficulties: explain the role of building customer relationships; explain and apply strategies for customer retention; and identify

17、 and explain reasons for customer satisfaction. Key Points: innovation drivers; identify and explain the dimensions of superior service; Chapter 7 Strategic Management 7.1 Strategic customer management 7.2 Strategic alliances and networks Difficulties: explain why collaborative arrangements are

18、 becoming a means of competing and providing superior value to customers; and identify and describe various forms of alliances and networks. Key Points: describe and explain the principles of strategic customer management; explain the changing role and expectations of the salesforce; identify an

19、d describe features of the strategic sales organisation; Chapter 8 Implementing the Marketing Strategy 8.1 Strategy implementation and internal marketing 8.2 Corporate social responsibility 8.3 Twenty-first century marketing Difficulties: explain the link between corporate social responsibilit

20、y and competitive advantage Key Points: role of internal marketing; the scope corporate social responsibility; the changing competitive arena 二、教學(xué)基本要求 Chapter 1 Introduction to marketing strategy Having successfully completed this Chapter, students should be able to explain the concept and nat

21、ure of a strategy. Chapter! the Marketing Environment Having successfully completed this Chapter, students should be able to discuss the development of an integrated marketing plan. Chapter 3 Organization Resources and research Having successfully completed this Chapter, students should be abl

22、e to explain the relationship between the strategic marketing planning process and business strategy. Chapter 4 Market Segmentation Having successfully completed this Chapter, students should be able to explain of concepts Market Segmentation and Positioning. Chapter 5 Sustainable Competitive A

23、dvantage Having successfully completed this Chapter, students should be able to explain the role of 'sustainable competitive advantage5 in strategic assessment. Chapter 6 Competing in the Market Place Having successfully completed this Chapter, students should be able to discuss the role of str

24、ategic alliances and their impact on marketing strategy in today's business environment. Chapter? Strategic Management Having successfully completed this Chapter, students should be able to apply marketing strategies to achieve organizational objectives with appropriate controls in place to measu

25、re effectiveness. Chapters Implementing the Marketing Strategy Having successfully completed this Chapter, students should be able to analyze the opportunities and challenges of contemporary and futuristic marketing issues. 三、章節(jié)學(xué)時分配 章次 總課時 課堂講授 實驗 上機 實踐 備注 1 8 8 2 12 12

26、 3 8 8 4 8 8 5 10 10 6 8 8 7 8 8 8 10 10 總計 72 72 四、教材與主要參考資料 教材 111Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud. Marketing Strategy and Competitive Positioning. Fourth edition. Prentice Hall, Pearson Educa

27、tion Limited, 2008. 參考資料 1. Guo Huan, Brooksbank R., Taylor D. and Babbis P.; (200S)Strategic Marketing in Chinese manufacturing companies; Asia Pacific Journal of Marketing and Logistics Vol: 20 Number: 3 2008 pp: 276-288 2. Hooley G. J.,Greenley G. E., Cadogan, J. W. and Fahy J.; (2005) The p

28、eiformance impact of marketing resources, Journal of Business Research Volume 58, Issue 1, January 2005, Pages 18-27 3. Jarratt, D.G. (2009) Organizational preconditions supporting relationship management capability renewal Journal of Strategic Marketing, Volume 17, Issue 5 October 2009 , pages 365 -381 執(zhí)筆: 審核: 批準(zhǔn):