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
【课程简介】
The course adopts a formal teaching system, combined with authoritative materials and research results, and through rigorous explanations and rich case analysis, enables students to systematically grasp the basic knowledge framework and core values of traditional Chinese culture. At the same time, emphasis is placed on practical experience, encouraging students to personally participate in the learning and creation of traditional skills, in order to deepen their understanding and perception of traditional culture.
Through the study of this course, students will be able to have a deeper understanding of the importance of traditional Chinese culture and become the backbone of inheriting and promoting excellent traditional Chinese culture.
【课程特色】
本课程构建了一套系统完整、涵盖艺术、科技及民俗等多领域的课程体系,全面而深入地挖掘中华传统文化的精髓。通过混合式教学与实践体验相结合的教学方法,课程不仅注重理论知识的传授,更强调学生的亲身参与和感悟,从而加深了对传统文化的理解和认同。课程汇聚了权威师资与丰富教学资源,确保了教学质量与效果,在传承中华优秀传统文化的同时,又鼓励了文化创新,推动了传统文化与现代理念的融合。
【主讲团队】
邱璟:南昌大学教授,博士生导师,高级工艺美术师, 中华人民共和国教育部课程思政教学名师,教育部课程思政示范课程负责人,教学团队带头人,教育部首批国家级一流本科课程负责人,教育部第二批一流本科课程负责人,江西省高水平本科教学团队带头人,南昌大学教学名师,江西省课程思政示范项目负责人,中国工艺美术大师评委,江西省专业技术资格评委会评委,江西省艺术教育委员会委员,江西省美协设计艺术委员会副主任。主要从事课程思政教学、文化素质教学指导美术与设计等领域的教学和研究工作。
迄今获江西省本科教学成果奖一等奖等奖项100余项。主持完成省部级以上科研项目20余项,发表学术论文20余篇,出版学术专著及教材20余部。迄今主持并主讲了9门跨学科、线上线下相结合,并在联合国可持续发展项目平台、新华网新华思政平台、中宣部学习强国平台等多家平台上线运行的精品课程及国际课程。
【课程简介】
本课程通过展现中国青年在乡村振兴、科技创新、生态文明、教育扶助、全球合作等领域的真实故事,深度探讨青年一代如何将个人理想融入国家发展大局。您将看到一位耶鲁毕业生选择扎根偏远乡村贡献力量,见证青年科学家研发手语翻译机器人以科技消除隔阂,感受三代人用智慧与科技将沙漠变绿洲的坚守,体会音乐教师用艺术点燃山区孩子自信的教育情怀,并了解中国青年在海外通过篮球教学、中医分享等方式搭建友谊桥梁的实践。这些故事共同诠释了新时代中国青年“有理想、敢担当、能吃苦、肯奋斗”的精神内核,展现了他们将个人奋斗与国家发展、全球责任相结合,在实现民族复兴的征程中贡献青春力量的生动实践。
【About This Course】
How does the younger generation align personal aspirations with national development? This course explores that question through real-life stories of Chinese youth engaged in rural revitalization, technological innovation, environmental protection, and global cooperation.
You will meet diverse individuals, including:
A Yale graduate who chose to serve in remote villages.
Young scientists developing sign language robots to bridge communication gaps.
Three generations of a family transforming deserts into oases through wisdom and technology.
A music teacher igniting confidence in children from mountainous regions.
Youth building international bridges through sports and Traditional Chinese Medicine.
These stories illustrate the spirit of the new era: having ideals, taking responsibility, enduring hardships, and striving for excellence. They showcase how young individuals are contributing their energy to the journey of China’s rejuvenation.
【课程特色】
1. 系统阐释中国式现代化,以叙事方式增强传播效能
2. 汇聚权威外语专家,构建高水平课程建设团队
3. 融入多元国际声音,增强课程亲和力与可信度
【Course Highlights】
1.Narrative-Driven Learning: Explains Chinese modernization systematically through engaging storytelling rather than dry theory.
2.Expert Team: Developed by a team of experienced language and culture experts.
3.Global Perspectives: Incorporates diverse international viewpoints to enhance relatability and credibility.
【主讲教师】
翟峥 北京外国语大学
王文丽 北京外国语大学
【Instructors】
Professor Zhai Zheng, Beijing Foreign Studies University
Associate Professor Wang Wenli, Beijing Foreign Studies University
【课程简介】
本课程致力于构建理解中国特色社会主义法治体系的清晰理论框架,系统阐释其文化根基与核心要素,内容涵盖从国内治理到全球视野的多元议题。课程深入剖析中国法治建设历经的三个重要阶段及其开创性成就,系统讲解从“以法治国”到“依法治国”再到“全面依法治国”的历史性演进,深刻展现法治为中国式现代化提供的重要制度支撑与治理保障。
【About This Course】
This course provides a clear framework for understanding China’s rule of law. It systematically explores the cultural foundations and key components of China’s rule of law, covering topics from domestic governance to a global perspective. It shows the groundbreaking progress and achievements made through three stages in strengthening the rule of law: from “govern the country by law” to “govern based on the rule of law” and further to “advance law-based governance.” It helps students comprehensively understand how the rule of law fundamentally supports Chinese modernization.
【课程特色】
1. 系统阐释中国式现代化,以叙事方式增强传播效能
2. 汇聚权威外语专家,构建高水平课程建设团队
3. 融入多元国际声音,增强课程亲和力与可信度
【Course Highlights】
1.Narrative-Driven Learning: Explains Chinese modernization systematically through engaging storytelling rather than dry theory.
2.Expert Team: Developed by a team of experienced language and culture experts.
3.Global Perspectives: Incorporates diverse international viewpoints to enhance relatability and credibility.
【主讲教师】
伍巧芳 华东政法大学
【Instructor】
Wu Qiaofang, East China University of Political Science and Law