课程简介
本课程为首批国家级一流本科课程，广东省级精品在线开放课程。
在本课程结束时，
预期学员能够具备用专业英语
进行国际商务沟通时需要的基本能力：
专业词汇量达到能基本读懂专业文献的程度；
能就市场营销话题进行基本对话；
能就自己熟悉的商务话题用英语进行陈述；
能用英语书面表达自己对营销话题的理解并与他人交换意见。
本课程特点：
全英授课，
教师英语发音纯正，
语言难度适中，
讲解简洁清晰，
配有可开关字幕，
语速可自由调整
系统全面的市场营销基本知识，
可满足有一定英语基础的商科学习者
想提高专业领域内的英语能力的愿望，
亦可满足想要学习商科知识的英语专业学习者。
适合人群：
希望以英语学习市场营销学基础知识的人，
希望出国留学商科专业的大学生，
工作环境中需要用英语进行营销及其他商业话题交流的人。
如何深度高效使用本慕课：
教学视频可用于锻炼听力（可选择关闭字幕）
教学视频可用于锻炼翻译（可选择中文字幕对比）
教学视频可用于锻炼演说能力（可模仿教师）
词汇表可以用来检测词汇量
专业文献阅读可以用于提高获取专业知识的能力
听写作业可以用于扎实锻炼听力
课程大纲
Chapter 1 Marketing Basics
Unit 1 What is Marketing and Marketing Process
Unit 2 Customer Needs
Unit 3 The Changing Marketing Landscape
Chapter 2 Company and Marketing strategy
Unit 4 Marketing Mix
Unit 5 Marketing Strategy
Unit 6 Business Portfolio and BCG
Chapter 3 Analysing the Marketing Environment
Unit 7 SWOT Analysis
Unit 8 The Macroenvironment and Microenvironment
Chapter 4 Managing Marketing Information to Gain Customer Insights
Unit 9. Marketing Research
Unit 10. Marketing Information and Customer Insights
Chapter 5 Understanding Customers and Buyer Behaviour
Unit 11. The Buyer Decision Process
Unit 12. Consumer Markets and Consumer Buyer Behaviour
Unit 13. Business Market and Business Buyer Behaviour
Chapter 6 Designing a Customer-driven Marketing Strategy
Unit 14. Market Segmentation
Unit 15. Market Targeting
Unit 16. Customer Loyalty
Chapter 7 Products, Services, and Brands
Unit 17. Product and Service Decisions
Unit 18. Product Mix and Product Line Decisions
Unit 19. Branding Strategy: Building Strong Brands
Chapter 8 New Product Development and Product Life-Cycle Strategies
Unit 20. New Product Development Process
Unit 21. Product Life-Cycle Strategies
Chapter 9 Pricing Issues
Unit 22. Definition of Price and Major Pricing Strategies
Unit 23. Other Considerations Affecting Price Decisions
Chapter10 Marketing Channels: Delivering Customer Value
Unit 24. Supply Chains and Marketing Channels
Unit 25. Retailing and Wholesaling
Chapter 11 Engaging Customers
Unit 26. Media Strategy
Unit 27. Public Relations
Unit 28. Customer Relationship Management
Chapter 12. Personal Selling and Sales Promotion
Unit 29. Personal Selling and Managing the Sales force
Unit 30. Sales Promotion
Chapter 13 Buzz Marketing, Digital and Social Media Marketing
Unit 31. Buzz Marketing
Unit 32. Digital and Social Media Marketing
Chapter 14 Marketing Budget and Legal Aspects
Unit 33. Marketing Budget
Unit 34. Legal Aspects of Marketing
Chapter 15 The Global Marketplace
Unit 35. Global Marketing and Its Environment
Unit 36. Decision on Global Marketing Issues
Chapter 16 Sustainable Marketing: Social Responsibility and Ethics
Unit 37. Marketing Ethics
Unit 38. Sustainable Marketing
Final Exam
Unit 1 What is Marketing and Marketing Process
Unit 2 Customer Needs
Unit 3 The Changing Marketing Landscape
Chapter 2 Company and Marketing strategy
Unit 4 Marketing Mix
Unit 5 Marketing Strategy
Unit 6 Business Portfolio and BCG
Chapter 3 Analysing the Marketing Environment
Unit 7 SWOT Analysis
Unit 8 The Macroenvironment and Microenvironment
Chapter 4 Managing Marketing Information to Gain Customer Insights
Unit 9. Marketing Research
Unit 10. Marketing Information and Customer Insights
Chapter 5 Understanding Customers and Buyer Behaviour
Unit 11. The Buyer Decision Process
Unit 12. Consumer Markets and Consumer Buyer Behaviour
Unit 13. Business Market and Business Buyer Behaviour
Chapter 6 Designing a Customer-driven Marketing Strategy
Unit 14. Market Segmentation
Unit 15. Market Targeting
Unit 16. Customer Loyalty
Chapter 7 Products, Services, and Brands
Unit 17. Product and Service Decisions
Unit 18. Product Mix and Product Line Decisions
Unit 19. Branding Strategy: Building Strong Brands
Chapter 8 New Product Development and Product Life-Cycle Strategies
Unit 20. New Product Development Process
Unit 21. Product Life-Cycle Strategies
Chapter 9 Pricing Issues
Unit 22. Definition of Price and Major Pricing Strategies
Unit 23. Other Considerations Affecting Price Decisions
Chapter10 Marketing Channels: Delivering Customer Value
Unit 24. Supply Chains and Marketing Channels
Unit 25. Retailing and Wholesaling
Chapter 11 Engaging Customers
Unit 26. Media Strategy
Unit 27. Public Relations
Unit 28. Customer Relationship Management
Chapter 12. Personal Selling and Sales Promotion
Unit 29. Personal Selling and Managing the Sales force
Unit 30. Sales Promotion
Chapter 13 Buzz Marketing, Digital and Social Media Marketing
Unit 31. Buzz Marketing
Unit 32. Digital and Social Media Marketing
Chapter 14 Marketing Budget and Legal Aspects
Unit 33. Marketing Budget
Unit 34. Legal Aspects of Marketing
Chapter 15 The Global Marketplace
Unit 35. Global Marketing and Its Environment
Unit 36. Decision on Global Marketing Issues
Chapter 16 Sustainable Marketing: Social Responsibility and Ethics
Unit 37. Marketing Ethics
Unit 38. Sustainable Marketing
Final Exam