课程特色
课程内容丰富，视频制作精良
课程覆盖知识面广，内容涵盖：基本概念、营销组合、营销策略、营销环境分析、市场细分、产品组合、产品线组合、新产品开发、品牌建设、客户关系管理、营销道德、可持续营销、产品生命周期、消费者市场及商业市场，媒体策略，在线营销及社交媒体营销、国际化营销等。视频风格清新、动感，时代特色鲜明，符合当代大学生审美。
课程结构合理，学习环节科学
课程设置科学、合理，循序渐进、逐步深入，课程从基本概念入手，到市场营销实操和管理，佐以丰富的例证，让学习更加有效地发生。
案例真实丰富，理论实践相结合
每个单元中，在讲解完相关知识后，在阅读材料中都配有真实案例。这些案例在生动、形象诠释知识点的同时，也帮助学生体验商务交往的真实情境。
作业形式创新，语言专业并重
课程作业形式为听录音、做听写。可下载录音文件后提交听写作业。这样的设计兼顾语言技能提升和专业知识掌握：一方面，帮助学习者把单词发音、拼写和意义间关联起来，并促进学习者精准掌握语法，提高语言能力；另一方面，听写材料是对市场营销知识概括总结，有助于巩固知识。
课堂讨论深入，培育思辨能力
课程精心设计了讨论话题，通过讨论问题鼓励学生独立思考，形成批判思维能力。课程团队的老师们将关注讨论，并给予反馈和引导，期待在讨论中与学习者撞击出精彩的思维火花！
（* 因教学需要，本课程视频中有部分资料直接引自互联网，在此对相关资料所有方表示真诚感谢！若资料涉及版权问题，还请联系课程团队予以妥善解决。）
授课教师
刘亮星，广东外语外贸大学英语专业副教授，硕士生导师。昆士兰大学商学院市场营销系访问学者。曾获BEC Higher A等证书，微课大赛冠军。刘老师讲授《市场营销英语》、《商务英语》等课程多年。科研方面，他主持广东省教改项目两项、在线课程一项；他还是广东省教学团队骨干成员。刘老师业余时间还开办了微信公众号“米糕商务英语充电站”。此外，刘老师还是两个孩子的父亲，他热爱家庭、热爱生活，也是一位马拉松爱好者。
邓谊，邓谊，广东外语外贸大学讲师，伦敦大学亚非学院硕士，香港理工大学博士。曾获英国9th DICOEN Early Career Award，湖南省教学竞赛三等奖，拥有BEC高级证书。邓老师的研究领域包括：多模态商务和机构话语研究、语用学和跨文化交际。她主讲工商管理、国际贸易以及商务英语等课程，教学经验丰富。
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 & 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
Chapter 10 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 Direct, Online, Social Media & Mobile 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 Market Ethics
Unit 38 Sustainable Marketing
It has helped millions of people achieve their dreams to study, work or live abroad. More than 10,000 institutions of higher education, government agencies and organizations worldwide accept TOEFL scores for making important decisions.
This course will help you understand what you can do to achieve a better TOEFL test score. Instructors will guide you through each section (Reading, Listening, Speaking and Writing) and, using archived past test questions, will explain the kinds of questions you can expect. You will receive valuable advice, including how to register for the test, how it is scored and how to prepare for test day.
This course is highly interactive, using videos, sample questions with explanations, short quizzes and collaborative discussion boards. You will also have access to real test materials from past tests.
In addition, there will be free resources and discounted test prep offers throughout the course. Finally, you will receive valuable insider tips to help you do better on the TOEFL test so you can apply to the university or job of your dreams.
【Meet the instructors】
Michael W. Knab (“Inside the TOEFL® Test” Host) is the host of “Inside the TOEFL® Test” video series and a frequent contributor to the ETS TOEFL® blog, “Study. Learn. Live.” He joined ETS in 2002, and has been part of the TOEFL® team in various roles since 2007. Before coming to ETS, he developed advanced teacher standards and was a middle-school English teacher. He holds a Master of Arts in Teaching from Trinity University (D.C.) and a Bachelor of Arts, cum laude, from Villanova University.
Cynthia Newman (Reading Instructor) has worked in the field of English Language Learning for 30 years. She holds a Master of Arts in Teaching English to Speakers of Other Languages (TESOL) from the University of Northern Iowa and the Cambridge Diploma in Teaching English as a Foreign Language to Adults (DTEFLA, currently known as DELTA). Throughout her career, she has specialized in the curriculum development, teaching, and testing of English for Academic Purposes. She has taught in pre-university Intensive English Programs as well as post-admittance Spoken English/Teaching Assistant preparation programs, academic Writing programs, and English for Specific Purposes programs both in the United States and the Middle East. Since joining ETS upon her return to the United States in 2005, she has worked on the TOEFL iBT® speaking and reading measures.
Shawn Gorman (Writing Instructor) holds a Ph.D. in French Language and Literature from Boston University. He also taught French and English at the high school and university level in Europe and the United States for 9 years. He has published research on topics in 20th century French literature and philosophy and presented research on second language acquisition at professional conferences. He also worked as a librarian at Harvard University for 7 years.
Molly Palmer (Speaking Instructor) has worked as an Assessment Specialist in English Language Learning at ETS since 2013. She works primarily on the TOEFL® test speaking and reading measures. Before coming to ETS, Molly taught Spanish language and literature for several years at the university level. She earned her Ph.D. in Spanish Cultural Studies from Rutgers University in 2010. Molly also has extensive experience teaching English. She lived in Spain for many years, where she taught English to university students.
Faye Weidner (Host) joined ETS in 2013 and has been working on the speaking section of the TOEFL® test ever since. She works on development of speaking items and also oversees online scoring activities. Prior to coming to ETS, she taught English to university students in Changsha, China, and to adult immigrants in Washington, D.C. She holds a Bachelor of Arts in Linguistics and German from Dickinson College, as well as a Master of Education in Intercultural Communication from the University of Pennsylvania. She loves to study languages and explore the world—she speaks German and Spanish, and has lived in Spain, Germany, and China.
Insook Chung (Listening Instructor) is an Assessment Specialist in the Assessment Development Division at ETS in Princeton, New Jersey. She has been working on the TOEFL® test, specializing in listening assessment, and developing the SAT Korean Subject Test. She received her Doctor of Education degree (Ed.D.) in Language Education from Rutgers, the State University of New Jersey. Her experiences include teaching English as a foreign language in Korea and teaching Korean language in the United States.
Kathleen Fletcher (Moderator) is a TOEFL® Test Prep and Skill Building Product Manager at ETS in Princeton, New Jersey. She began her career with ETS in 2006 and over the last 10 years, has worked within the Global Education, New Product Development and the Higher Education groups. In her current position as a TOEFL® Test Prep and Skill Building product manager, Kathleen manages current TOEFL® test preparation tools, as well as works on the development of new products.
Elizabeth Jenner (Moderator) is an Assessment Specialist in English Language Learning at ETS. She has specialized in developing the TOEFL® iBT test and its supporting materials for test takers since 2004. She earned her Master of Arts in Applied Linguistics from the University of New England, Australia. She speaks Spanish, has lived in Mexico and Guatemala, and loves learning about the indigenous cultures of Latin America.
Ashley Woodrow (Moderator) joined ETS in 2013 as part of the TOEFL® team. She works on the TOEFL® social media properties and the development of the TOEFL® scholarship program. She holds a Bachelor of Science from West Chester University, and is currently pursuing a Master of Business Administration from Rider University.
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