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(完整版)市场营销英语教学大纲

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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）5 个数序实验（实训）名称实验实学时实验（实备注号训要求分配训）类型 Customer value and satisfaction 1 必做 2 综合性Consumer purchase decision process 2 必做2 综合性How to set a price on a product 3 必做 2 综合性Sales promotion 4 必做 2 综合性 Advertising 5 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学时分配章次各章名称总学时讲课实验实训习题1 Introduction to core 32 1 marketing concepts2 Marketing Environment3 2 1 3 Customer Value2 1 and3 Satisfaction4 Types of Marketing 3 2 1 Research5 Consumer Purchase 3 2 1 Decision Process6 A Model of Business 3 2 1 Buyer Behavior7 Market 2 1 Segmentation, 3 Targeting, and Positioning8 Product Classification and 3 2 1 Product Decisions9 Product Life Cycle and Its 3 2 1 Marketing Implications 10 How to Set a Price on a 3 2 1 Product 11 Retailer Marketing 3 2 1 Decisions 12 Integrated Logistics 3 2 1 Management 13 Sales Promotion3 2 114 Functions of the 3 2 1 Advertising 15 Characteristics of Services 3 2 1 and the Related Marketing Strategies 45 30 8 7 合计（六）大纲内容Unit 1 Introduction to core marketing concepts 1.主要内容：a. marketingoffers 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 relatedterms 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 teacherto introduce the important premise and condition ofmarketing Environment. 5.习题要求：Requirestudents 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 customervalue and satisfaction . 4.教学要求：Require teacherto introduce customer value and satisfaction . 5.习题要求：Require students to finish some questionsafter the text. Require students to summarize customer value and satisfaction related terms oruseful 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 thetext. Unit 5 Consumer Purchase Decision Process1.主要内容：a. need recognition b. informationsearch b. alternative evaluation 2.教学重点：keyterms 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 Decisions1.主要内容： a.product classificationsb.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：. introduction stage a 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 someexercises after the text. Unit 10 How to Set a Price on a Product 1.主要内容：. establishing pricing goals a 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：. target market and positioning decision a b.product assortment and services decision c. price decisiond. promoting decisione. 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 aboutretailer 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：. cross-functional teamwork inside the company a 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 aboutintegrated 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：.major forms of sales promotion a2.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 aboutsales 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：. marketing function a munication function c. education function d. economic functione. 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 soas to make students know these knowledge aboutadvertising. 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：. the characteristics of services a2.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 aboutrelated marketing strategies. 5.习题要求：Require students to finish some exercises after the text.。

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市场营销英语教学大纲

市场营销英语教学大纲

市场营销英语教学大纲《市场营销英语》教学大纲（MARKETING ENGLISH）一、理论教学内容1．Introduction to marketing（市场营销概述） 2. Marketing planning (市场营销计划)3. The marketing environment（市场营销环境）4. Marketing research （市场调研）5. Products（产品）6. Price（定价）7. Distribution（分销）8. Promotion（促销）9. Customer service（顾客服务）10. International marketing（国际市场营销）二、实践教学内容1. Cases analysis: a marketing plan, a marketing research report, how to introduce a product to a supermarket, an advertising champion, a customer visit2. Make a questionnaire3. Make a promotion plan4. Write an order letter5. Make a marketing plan三、学时分配教学内容 Introduction to marketing （市场营销概述）Marketing planning (市场营销计划) The marketing environment（市场营销环境） Marketing research （市场调研） Products （产品） Price （定价）Distribution （分销） Promotion （促销） Customer service （顾客服务）International marketing （国际市场营销） Examination (机动、考试) 合计学时数 4 4 4 4 4 4 4 16 4 4 8 804 4 4 4 4 实践网上课堂《市场营销英语》教学大纲说明（MARKETING ENGLISH）一、本课程性质、作用和任务随着社会经济的不断发展，商品生产和贸易在经济生活中的地位日益重要，市场营销的重要性日益突出，而经济全球化的趋势也使得市场营销专业的毕业生必须具备一定的专业外语知识，能够较好地进行企业内部外部的有效的沟通。

《市场营销(英文)》教学大纲.

《市场营销(英文)》教学大纲.

《市场营销(英文)》教学大纲一、课程名称：市场营销（英文）（Marketing）二、课程编码：三、学时与学分：34/2四、考核方式：考试五、先修课程：无六、适用学科专业：英语（商务方向）七、教学目的：市场营销是一门以英语为授课语言、将关于营销基本理论概念与实际案例分析、模拟训练融为一体的实践性课程。

开设此课程的目的在于以一种轻松而又有效的方式帮助学生掌握现代市场营销的基本概念和操作技巧。

用实际操作中鲜活的例子将理论应用于生活中，让学生了解企业直接面临的商业环境，加强在确定战略规划等方面的实际运用能力。

培养应用型商务人才，学生在完成该课程后能基本胜任企业营销人员的工作岗位。

八、基本教学内容与学时安排：该课程共持续17周，每周2学时。

具体安排如下：第1-4周：介绍市场营销核心概念的定义及关联；介绍进入21世纪的全球营销环境（包括国际贸易体系，进入国际市场的主要途径，调整营销组合等）；案例分析。

第5-8周：分析市场营销宏观及微观环境；介绍市场营销系统中的行为者（供应商，企业，竞争对手，消费者，公众等）和社会性因素（人口，经济，自然环境，政治，文化等）；案例分析。

第9-12周：介绍最基本的营销因素：产品——产品与服务的性质定义及分类，企业的产品开发战略及产品生命周期战略，服务营销；案例分析。

第13-16周：介绍总体营销宣传组合：主要促销方式--广告，销售促销，公共关系，人员销售及直复销售；案例分析。

第17周：综合性模拟训练。

九、教材：教师自编讲义十、主要参考书目：Philip Kotler，Gary Armstrong &laquo，《科特勒市场营销教程》，华夏出版社，2004S．马杰罗，《市场营销》，中信出版社，2000乔尔·埃文斯，《市场营销教程（第七版）（上）》，华夏出版社，2001。

《国际市场营销(英)》-课程教学大纲

《国际市场营销(英)》-课程教学大纲

《国际市场营销（英）》课程教学大纲The Course Syllabus of Marketing一、课程基本信息(Basic Course Information)课程代码：16051702Course Code: 16051702课程名称：国际市场营销（英）Course Name : International Marketing课程类别：专业方向课Course Type : Specialized Course学时: 32Period：32学分：2Credit：2适用对象：英语专业本科高年级学生Target Students: Undergraduate in High Grade Majoring in English考核方式：考查Assessment: Examination先修课程：当代商学概论I , IIPreparatory Course: Introduction to Contemporary Business I , II二、课程简介（Brief Course Introduction）本课程是外国语学院商务英语（国际商务与管理方向）本科高年级学生的专业方向必修课。

本课程包含国际市场营销学的四大知识板块，即国际市场营销的含义，过程和环境；如何利用国际市场营销机遇和制定营销战略；如何开发市场营销组合；怎样进行国际市场营销管理。

This course is offered to Business English majors (with an International Business and Management orientation) as a compulsory course in the 7th semester. This course includes fourbasic modules of marketing: the meaning, process and environment of marketing, the pursuing of marketing opportunities and the designing of marketing strategies , the development of marketing mix and the management of marketingThis course will also be using many examples, past and up-to-date, to provide Ss with necessary principles and know-how in marketing; to introduce the development of businesses in various fields in China, to raise Ss’ awareness of business and economic achievements in China and its contribution to the world economy, especially into the 21st century; to build Ss’confidence and pride in themselves as well as in the nation; to encourage Ss to think critically not only in matters of marketing and business, but also in life and future career, and to help Ss to develop initiatives in their life and study, preparing them for future contributions to larger purposes of the nation.本课程是外国语学院商务英语专业及英语专业（国际商务与管理方向）本科高年级学生的专业方向选修课。

商务英语(市场营销专业英语)课程教学大纲

商务英语(市场营销专业英语)课程教学大纲

《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。

内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。

三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。

通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。

本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。

四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。

（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。