课程编码：T1202211-T1202212
课程名称：商务英语（市场营销专业英语）
课程英文名称：Marketing Special English             
总学时：76（上下学期各38学时）                                  
 学  分：2.5+2.5
开课单位：管理学院 工商管理系
授课对象：管理学院 工商管理系 市场营销专业
先修课程：市场营销原理，管理学，大学英语
教    材： 《Marketing Management》, Philip Kotler 著，清华大学出版社，2001年。

      一、本课程的教学目的、基本要求及其在教学计划中的地位：
      通过本课程的教学与安排, 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。
          要求学生上课认真听讲, 积极参与, 按时完成课后作业.
      二、本课程的主要内容及学时安排：
      1.(1) the purpose and requirement of studying special English
      (2)the content and arrangement of  the course  (2学时)
      (3)test of the ability of English level
       2 .(1)defining Marketing
      (2) Core Marketing Concepts: Target Markets and Segmentation (2学时)
       3 (1) Core Marketing Concepts: Needs Wants and Demands
      (2) Core Marketing Concepts: Product or offering  (2学时)
       4 (1) Core Marketing Concepts: Value and Satisfaction
      (2) Core Marketing Concepts: Exchange and Transactions (2学时)
       5 (1) Core Marketing Concepts: Relationships and Networks
      (2) Core Marketing Concepts: Marketing Channels
      (3) Supply Chain (2学时)
      6 (1) Competition
      (2) marketing environment
      (3) marketing mix (2学时)
       7 (1) Company orientations toward the marketplace:
      the  production concept;
      (2) the product concept  (2学时)
       8 (1) the selling concept
      (2). the marketing concept (2学时)
      9   customer needs (2学时)
      10  integrated marketing (2学时)
      11  profitability (2学时)
      12  the societal marketing concept (2学时)
      13  customer value (2学时)
      14  customer satisfaction (2学时)
      15 (1)value chain
      (2)value delivery network (2学时)
      16 defining the corporate mission (2学时)
      17(1) tablishing strategic business units
      (2)assigning resources to each SBU (2学时)
      18 the boston consulting group approach (2学时)
      19 the general electric model behavioral segmentation(2学时)
      (下学期)
      1. (1) the purpose and requirement of studying special English
          (2)the content and arrangement of  the course  (2学时)
      2（1）the marketing process : the value delivery sequence
        （2）step on the planning process (2学时)
      3  managing the marketing effort (2学时)
      4 （1） the order-to-payment cycle
         （2）sales information systems (2学时)
      5  marketing intellingence system (2学时)
      6（1）the measures of market demand
        （2）.which market to measure  (2学时)
      7（1）market demand
         （2）market forecast (2学时)
       8   （1） the stages of the buying decision process: problem recognition
            （2） information search (2学时)
       9   evaluation of alternatives (2学时)
      10   （1） purchase decision
             （2） postpurchase behavior (2学时)
      11   （1） postpurchase satisfaction
             （2） postpurchase actions
             （3）postpurchase use and disposal  (2学时)
      12   （1） setting up the system
             （2）collecting the data  (2学时)
      13   （1） evaluating and analyzing the data
             （2）disseminating information and responding
             （3）selecting competitors to attack and to avoid (2学时)
      14    classes of competitors (2学时)
      15   （1）position defense
             （2）flank defense
             （3） preemptive defense (2学时)
      16 （1） segmenting consumer and business markets
           （2） geographic segmentation (2学时)
      17  demographic segmentation (2学时)
      18  psychographic segmentation (2学时)
      19  behavioral segmentation (2学时)