市场营销专业主要课程中英文简介
主要课程目录
1、管理学
2、市场营销学
3、市场调研
4、消费者行为学
5、战略管理
6、市场营销策划
7、营销渠道管理
8、品牌管理
9、服务营销
10、零售管理
11、广告理论与实务
12、人力资源管理
1、《管理学》课程简介
管理学是市场营销、财务管理、会计学、国际商务、电子商务专业教学计划中一门综合性和实践性很强的核心课程，目的与任务是通过本课程的学习，使学生理解与掌握管理的基本理论与方法，并能运用这些知识来分析与解决实践问题。主要内容包括管理基本概念、基本理论、管理职能、管理原则、管理方法和管理技巧等。
学时：48
Course Introduction to "Management"
"Management" is a comprehensive and practical core curriculum in the teaching plan ofmarketing,financial management, accounting, international business and electronic business,whose purpose and mission is through the studying of this course, students can understand and master the thought and method ofmanagementand can use this knowledge toanalyze and solve practical problems.The main contents include:essential conception,basic theory, managementfunctions,management principle,managementmethods and skills.
Time: 48 class hours
2、《市场营销学》课程简介
市场营销学是一门以经济科学、行为科学和现代管理理论为基础，研究以满足消费者需求为中心的企业市场营销活动及其规律性的综合性应用科学。主要内容包括：市场营销学导论，营销环境分析、STP战略组合，竞争与合作战略，品牌战略、产品策略、价格策略、渠道策略、促销策略、市场营销运作保障、营销新领域。
学时：40
Course Introduction to "Marketing"
Marketing is acomprehensive application of disciplineson basis of economic science, behavioral science and modernmanagementtheory.It studies enterprise marketing activities andtheirrules which had better meet consumer demand. The main contents include: introduction, marketing environment analysis, STP strategy, competition and cooperation strategy, brand strategy, 4Ps of marketing strategies, marketing support, new marketing area.
Time: 40class hours
3、《市场调研》课程简介
《市场调研》是随着市场经济的发展而产生与发展起来的一门综合性、应用性的学科。它主要研究的是如何设计、收集、分析和报告用于解决特定营销问题所需的信息。作为市场营销专业教学计划中的一门核心课程，该课程的目的是使学生系统掌握市场调研的基本理论和方法，增强其为营销决策者收集制定正确营销战略所需要的市场信息的能力。本课程的内容主要包括市场调研导论、市场调研方案的设计、抽样设计和调查问卷的设计、市场调研资料的收集方法、市场调研资料的整理分析方法、市场调研结果的书面与口头报告。
学时：56学时
Course Introduction to "Marketing Research"
“Marketingresearch” is a kind of comprehensive and practical discipline produced with the development of the market economy.It mainly studies how to design,gather, analysis and report information needed to solve a specific marketing problem.As a core course intheteaching plan ofmarketing major, the purpose of this course is to make students grasp systematically the basic theory and methods of marketingresearch, enhance theirability to collect market informationthat may be used bymarketing decision makersto developsoundmarketing strategy. The main contents include:introduction to the marketingresearch,formulationof themarketingresearchproposal,sampling design and the design ofquestionnaire,methodsofdata collectionandanalysis, written and oral presentationofmarketingresearch results.
Time:56class hours
4、《消费者行为学》课程简介
消费者行为学是研究个体或群体为满足需要与欲望而挑选、购买、使用或处置产品、服务等过程的科学。消费者行为学是制定正确的营销策略基础，是营销专业学生的基础课程。
作为一种社会经济现象，消费者行为由来已久，但消费者行为学是一个年轻的领域。尽管关于消费者行为专门研究始于19世纪末，但消费者行为学作为一门独立的学科地位则是在20世纪60年代后才开始得到承认。1968年，俄亥俄州立大学的詹姆斯·恩格尔等人所著的《消费者行为学》成为第一本系统介绍消费者行为知识与理论的教科书。
作为一门交叉学科，消费者行为学以心理学、社会心理学、社会学、人类学、人口统计学和经济学等为基础，研究消费者行为的变量以及相互关系的综合性应用科学。
通过这门课的学习，使学生掌握本学科的基本理论，了解本学科与其它相关学科的联系，使本学科理论为现代市场营销活动作出有益的指导和支撑。
学时：40学时
Course Introduction to "Consumer Behavior"
Consumer Behavior is a discipline about the study of choosing, purchasing, using and disposing goods or services for meeting individual or group’s needs and desires .ConsumerBehavior is the base of making better marketing strategies and is the base course for marketing specialty.
As a social economical activities, consumer’s behavior had become more popular since ancient time, but Consumer Behavior was an young discipline.Although the study about consumer’s behavior began in the end of 19 century, Consumer Behavior wasn’t an independent discipline until 1960s. In1968,JamesEngel, fromOhio State University, publishedconsumer behaviorwhich was the first textbook to introduce the theories and knowledge of consumer’s behaviorsystematically.
Consumer Behavior is aninterdisciplinaryinvolving many yields including marketing,psychology, social psychology,sociology, anthropology,demographyand economics etc. Consumer Behavior is a comprehensiveapplied sciencewithstudying the variables of consumer behavior and their interrelations.
By studying this course, students of marketingspecialtycan master this discipline’s basic theories and understand the relations between this discipline and other relevant ones, so that they can get the guide andsupportfor modern marketing activities.
Time: 40class hours
5、《战略管理》课程简介
《战略管理》是从全局和长远的观点来研究企业在竞争环境下生存与发展的重大问题，在现代企业管理中处于核心地位。本课程的目的在于开发和培养学生的战略思维能力，使学生理解和掌握有关战略管理的基本概念，制定和实施战略的过程和方法等内容，为日后能够在实际管理工作岗位上分析企业发展的战略方向和战略选择打下理论基础。
本课程以战略环境分析，战略选择和战略实施为主线展开教学。课程体系内容可分为四大模块，第一模块：战略管理导论，主要介绍战略管理理论的发展历史，战略管理的概念和过程；第二模块：战略分析，阐述企业进行内外部战略环境分析的内容、方法，以及在此基础上提出企业的战略目标；第三模块：战略制定，列举公司战略（包含国际化战略）、竞争战略、职能战略的各种选择方案，并介绍常用的战略评价方法或战略管理工具；第四模块：战略实施，从组织结构、企业文化、领导等方面论述战略的实施及战略控制等问题。
学时：32学时
Course Introduction to "strategic management"
Strategic managementmakesa research of the survival and growth of a company in the competitive environment in the view of whole and long-term. Strategicmanagement playsacentral role in the modern enterprise management. The purpose of this course is to develop and cultivate thestudents’ strategicthought ability, let them know the basic concept about strategic management, the process and methods of strategic formulation and implementation, then lay the theory foundation of strategic orientation and analysis in enterprise management.
The course bases on the strategic environmental analysis, formulation and implementation. The course system can bedividedinto four parts: firstly, introduce to strategic development history, strategic conception and progress.Secondly, clarify strategic content analysis of external and internal environment,and thensetstrategicmission, vision and objectives on the basis of analysis.Thirdly, formulatestrategy;exploit strategic method and tools to choose all levels of strategic solutions.Finally, implementstrategyfrom structure，culture，leadership, then appraise and control strategy.
Time:32class hours
6、《市场营销策划》课程简介
市场营销策划是一门以实践应用为导向的营销专业课程，也是对学生掌握各种创新思维与方法能力的检验。主要内容包括：营销策划导论，市场调研策划，市场定位策划，品牌策划，产品策划，价格策划，分销渠道策划，广告传播策划，公关传播策划，促销活动策划。
学时：32
Course Introduction to "Marketing Planning"
Marketing planning is an application-oriented marketing professional curriculum, which tests the ability of creativethinkingand methods mastered by college students. The main contents include: introduction, market research planning, market positioning planning, brand planning, product planning, price planning, channel planning, advertising planning, PR planning, promotion planning.
Time:32class hours
7、《营销渠道管理》课程简介
《营销渠道管理》是市场营销专业教学计划中一门专业性与实践性很强的核心课程，目的与任务是通过本课程的学习，使学生比较系统地了解渠道行为理论，理解和掌握渠道结构设计的原理、方法与技术，并能运用这些知识来解决渠道管理中的现实问题。主要内容包括：渠道管理导论、渠道结构设计、渠道权力与冲突、渠道效率评价与渠道调整、物流与供应链管理、电子网络渠道。
学时：40
Course Introduction to "Marketing Channel Management"
"Marketing Channel Management" is aprofessionaland practical core curriculum in the teaching plan ofmarketing, whose purpose and mission is through the studying of this course, students can systematically understandthe channel behavior theory,understand and master the thought and method ofthe channel structure design, and can use thisknowledge toresolve the channel management practice.The main contents include:introduction, channel structure design, channel power and conflicts,channel e efficiencyevaluationand channel adjustment, logistics and SCM,electronic network channel.
Time: 48 class hours
8、《品牌管理》课程简介
拥有市场比拥有工厂更重要。拥有市场的唯一办法就是通过品牌管理拥有占市场主导地位的品牌。所谓品牌管理是指针对企业产品和服务的品牌，综合地运用企业资源，通过计划、组织、实施、控制来实现企业品牌战略目标的经营管理过程。
品牌管理包括品牌培育和品牌运营两个方面。品牌培育过程就是品牌命名、定位、传播与创立的过程：分析品牌设计的原则、内容、方法，阐述品牌结构与品牌决策、品牌定位与品牌延伸的策略方法；传达企业的经营理念、价值取向，塑造企业品牌形象，维持品牌在消费者心目中的地位。品牌运营则强调品牌的维护与应对品牌危机的思路、策略，阐述品牌联合、品牌授权和品牌资本市场运作的模式，分析品牌资产提升的思路与方法，探讨品牌资产价值评估的方法与模型。
学时：32学时
Course Introduction to "Brand Management"
It is more important to own the market than having the factory. Having a dominant market share of the brand through brand management is the only way to have a market. Brand management refers to the brand of emprise products and services, and using the enterprise resources comprehensively. Brand management is the process to achieve the objectives of corporate brand strategic through planning, organizing, implementing and controlling.
Brand management includes brand cultivation and brand operation. Brand naming, positioning, communication and creation are the process of brand cultivation. Brand cultivation analyzes the principles of brand design, contents, methods, strategies; also elaborates the strategy methods of brand structures, brand decisions, brand positioning, and brand extension. It also conveys the corporate philosophy, values, and shaping corporate brand image, maintaining brand position in the minds of consumers. Brand operation stress on the brand’s maintenance and crisis response to the brand ideas, strategies; elaborate the brand corporation, brand licensing and brand capital market mode, analyze the ideas and methods to enhance brand equity, and investigate methods and models to access the value of brand asset evaluation.
Time:32class hours
9、《服务营销》课程简介
随着服务产业在我国国民经济中发挥越来越重要的贡献，在高等教育中，尤其是市场营销专业，开设服务营销课程已经成为必要。
相对于传统的市场营销理论，服务营销学科基于服务的基本特征，以服务质量差距模型为框架，以服务营销的7Ps营销组合为工具，阐述了服务营销的理论和知识。
通过该课程的学习，学生们能够甄别传统营销与服务营销的差异，从而叫服务营销知识运用于营销活动，尤其是在以现代服务产业为主的服务活动中。
Course Introduction to "Service Marketing"
Withthe service industry has been playing more and more important role in China’s national economy, it’s necessary to establish Service Marketing in higher education courses especially for marketing specialty.
In contrast to the traditional marketing theories, this discipline states the theories of service marketing and the service marketing mix of 7Ps on the base offundamentalCharacterof service under the framework ofthe gap model of service quality.
With the study of this course, the students can tell about the differences between the traditional and service marketing so that they can apply the theories of service marketing to the marketing activities especial in the services such as modern service industries.
Time:32class hours
10、《零售学》课程简介
零售学是从微观角度系统研究零售商从事零售经营与管理的活动的基本理论、基本知识与基本技能，解释零售活动的经济规律、方法并指导零售实践的科学。内容涉及零售导论，零售战略，零售顾客分析，零售选址，零售商品规划，零售采购、库存与配送，零售价格、零售促销，零售服务，零售形象与设计，零售安全管理，零售组织与人力资源管理等。
学时：32学时
Course Introduction to "Retailing"
Retailing is a kind of science that researches the basic theory, knowledge and skills of retail operation and management, explains the economic patterns and methods of retail activities, and instructs the retail practice from micro aspect. Its content includes introduction to retailing, retailing strategies, analysis of retail customers, retail location selection, retail goods planning, retail procurement, retail stock and distribution, retail price, retail sales, retail service, retail image design, retail security management, retail organization and human resource management and so on.
Time:32class hours
11、《广告理论与实务》课程简介
广告理论与实务是市场营销专业教学计划中一门综合性和实践性很强的专业课程。本课程的学习目的与任务，是使学生在掌握广告理论的基础上，比较系统地了解广告策划的原理、过程与方法，理解与掌握广告创意的思想和方法，并能运用这些知识来指导实际营销工作。
课程主要内容包括广告原理、受众分析、广告策划、广告创意原理及方法、广告创作、广告媒体及选择、广告效果评价等。
学时：32学时
Course Introduction to advertising
advertising is a comprehensive and practical core curriculum in the teaching plan of marketing major.through the studying of this course, students can systematically understand the principle, process and method of advertisement planning; understand and master the thought and method of the ad creative, and can directly use this knowledge to guide thepracticeofactual marketing.
The main contents include: an overview of advertisingtheory, audience analysis, advertising planning, advertising creative principle and method, choice of advertising media andadvertising effectiveness evaluation, etc.
Time:32class hours
12、《人力资源管理》课程简介
本课程是人力资源管理专业的入门课程，主要从理论和实践的角度对人力资源管理的相关内容和主要活动进行系统介绍。从理论的角度对人力资源管理进行总体阐述，如通过介绍人力资源、人力资源管理、人力资源管理的产生和发展、人力资源管理者和人力资源管理部门、人力资源管理环境等方面来解决人力资源管理理念和认识问题。从实践的角度对人力资源管理的主要活动进行介绍，包括工作分析、人力资源规划、招聘录用、培训开发、绩效管理、薪酬管理等主要职能。本课程的教学目的是让学生树立“人力资源是企业的第一资源”的观念，掌握有关人力资源管理的基本观点、内容、原理和方法，为将来从事人力资源管理工作奠定牢固的理论基础和初步技能。
学时：32学时
Course Introduction to "human resource management"
HRM is a basic major course; it introduces the relevant content and primary activities in the view of theory and practice. The course extensively clarify the ideas and knowledge in the view of theory, for example, introducing human resource, the emergence and development of HRM，the manager and department of HRM, the managerial environment. The course introduce the primary activities in the view of practice, including job analysis, HRP, recruitment, training and development, performance management, compensation management and other functions.
The purpose of this course is developing the conception that human resource is the most important resource in enterprise, learning relevant ideas, content and methods, the learning of HRM may lay a substantial foundation of theory and skill in the future career.
Time: 32 class hours
