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】
拥有五千年历史的中华文明,如何依托深厚底蕴实现中国特色现代化,并为全球发展贡献中国智慧?本课程围绕文化自信这一主题,通过五个精彩篇章展开探讨。你将了解孔子"先富后教"的思想如何启迪现代教育改革,促进教育公平;体会儒家"仁政"思想如何转化为以人民为中心的现代发展理念,改善14亿人民的生活;见证故宫文物、敦煌壁画实现数字化重生,古老神话通过创意叙事和中国动漫产业的实现飞跃引发全球共鸣;体验"和而不同"的哲学思想如何促进56个民族共生共荣;理解"天下大同"理想如何塑造人类命运共同体理念,通过"一带一路"等倡议推动全球协作。五个篇章诠释了中国式现代化的独特路径,展现了当代中国从深厚文化传统中汲取智慧,将永恒哲理与时代需求相融合,为全球对话与全人类的共同繁荣作出贡献。
【About This Course】
How does the Chinese civilization, which spans over five millennia draw upon its profound heritage to modernize on its own terms and offer insights for global development? This course unpacks this question through five engaging episodes centered on cultural confidence.
You will explore diverse dimensions where tradition converges with innovation:
- Education: Discover how the ancient philosophy of educating people after they are enriched informs modern educational reforms and promote equality.
- Governance: See how the Confucian concept of benevolent governance translates into the modern people-centered philosophy of development that improves the lives of 1.4 billion citizens of China.
- Cultural Preservation: Witness the digital rebirth of treasures from the Palace Museum to Dunhuang murals, and how ancient myths find new global resonance through creative storytelling and the quantum leap in China’s animation industry.
- Ethnic Harmony: Experience how the philosophy of "harmony without uniformity" enables 56 ethnic groups to thrive together, as seen in the communities of Lijiang in Yunnan province, Inner Mongolia Autonomous Region, and Xinjiang Uygur Autonomous Region.
- Global Vision: Understand how the enduring ideal of universal harmony shapes the modern vision of of building a community with a shared future for humanity, with endeavors like the Belt and Road Initiative fostering worldwide collaboration.
These narratives reveal a Chinese approach to modernity: one that is guided by and continues to draw vitality from its profound cultural legacy. It blends timeless wisdom with contemporary relevance to contribute to global dialogue and shared prosperity.
【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】
段俊晖 上海商学院
【Instructor】
Duan Junhui, Shanghai Business School