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
Chapter 1 Marketing Basics
Unit 1 What is Marketing and Marketing Process
Unit 2 Customer Needs
Unit 3 The Changing Marketing Landscape
Exam: Chapter 1
Chapter 2 Company and Marketing strategy
Unit 4 Marketing Mix
Unit 5 Marketing Strategy
Unit 6 Business Portfolio and BCG
Exam: Chapter 2
Chapter 3 Analysing the Marketing Environment
Unit 7 SWOT Analysis
Unit 8 The Macroenvironment and Microenvironment
Exam: Chapter 3
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
Exam: Chapter 5
Chapter 6 Designing a Customer-driven Marketing Strategy
Unit 14. Market Segmentation
Unit 15. Market Targeting
Unit 16. Customer Loyalty
Exam: Chapter 6
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
Exam: Chapter 8
Chapter 9 Pricing Issues
Unit 22. Definition of Price and Major Pricing Strategies
Unit 23. Other Considerations Affecting Price Decisions
Exam: Chapter 9
Chapter10 Marketing Channels: Delivering Customer Value
Unit 24. Supply Chains and Marketing Channels
Unit 25. Retailing and Wholesaling
Exam: Chapter10
Chapter 11 Engaging Customers
Unit 26. Media Strategy
Unit 27. Public Relations
Unit 28. Customer Relationship Management
Exam: Chapter 11
Chapter 12 Personal Selling and Sales Promotion
Unit 29. Personal Selling and Managing the Sales force
Unit 30. Sales Promotion
Exam: Chapter 12
Chapter 13 Buzz Marketing, Digital and Social Media Marketing
Unit 31. Buzz Marketing
Unit 32. Digital and Social Media Marketing
Exam: Chapter 13
Chapter 14 Marketing Budget and Legal Aspects
Unit 33. Marketing Budget
Unit 34. Legal Aspects of Marketing
Exam: Chapter 14
Chapter 15 The Global Marketplace
Unit 35. Global Marketing and Its Environment
Unit 36. Decision on Global Marketing Issues
Exam: Chapter 15
Chapter 16 Sustainable Marketing: Social Responsibility and Ethics
Unit 37. Marketing Ethics
Unit 38. Sustainable Marketing
Exam: Chapter 16
