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1、全球市场管理课程简介课程编号12MKT389课程名称全球市场管理课程性质必修学 时72学 分4.5学时分配授课：72实验：上机： 实践：实践（周）：考核方式闭卷考试，平时成绩占50% ,期末成绩占50% o开课学院国际教育学院更新时间合用专业财务管理（中澳合作）先修课程组织与管理、大学英语、市场营销学课程内容:全球市场管理是财务管理（中澳合作）专业的一门必修课。该课程的主要内容包括市场 导向的战略管理、营销战略计划、竞争市场分析、确定竞争定位、实施竞争性定位战略。通 过该门课程的学习，学生可以深入认识和了解“市场导向 将顾客作为企业经营活动的中心， 并环绕价值创造过程配置人员、信息和组织机构；
2、指出了组织资源在创造可持续竞争优势中 的作用；通过运用营销组合以及有效地组织和控制营销活动来实现定位。该门课程的主要任 务是使学生了解公司资源、资产和能力与市场机会相互匹配的重要性，深入学习确认细分市 场和当前定位的相关技术。分析战略的形成和执行，深度讨论通过创新、客户关系及内部营 销创建竞争优势。面对市场的重大变化，适当应对，更好地管理营销活动，从而在竞争中获 胜。Brief IntroductionCode12MKT389 TitleGlobal Market ManagementCourse natureOptionalSemester Hours 72 Credits 4.5Semes
3、ter Hour StructureLecture： 72 Experiment：Computer Lab： Practice：Practice (Week)：AssessmentClosed book examination, usually results accounted for 50%, the final gradeaccounted for 50%.Offered byInternational Education CollegeDateforFinancial Management (Sino-Australian cooperation)PrerequisiteOrganiz
4、ation and Management, College English, MarketingCourse Description:Global Market Management is the compulsory subject for the students majored in Financial Management (Sino-Australian cooperation). The subject covers a broad range of topics including market-led strategic management, strategic market
5、ing planning, competitive market analysis, identifying competitive positions, creating competitive positioning strategies and implementing the strategy. Learning this subject can make students examine the issue of growing understanding of market orientation as a way of doing business that places the
6、 customer at the center of e operations, and align people, information and structures around the value-creation process. They also can recognize the role of organizational resources in creating sustainable competitive advantage, then make the positioning strategy through marketing mix and organizati
7、ons operating. The mission of this course is:1. To understand the role of matching corporate resources, assets and capabilities to market opportunities.2. To examine the techniques available for identifying market segments and current positions.3. To analyze the strategy formulation and implementati
8、on.4. To discuss in more detail on how to build positioning advantage through innovation customer relationship and inner marketing .5. To identify the major changes taking place in markets, manage the marketing better togaining an edge over other competitors.全球市场管理课程教学大纲课程编号12MKT389课程名称全球市场管理课程性质必修学
9、 时72学 分4.5学时授课：72实验：上机：实践：实践（周）：考核方式闭卷考试，平时成绩占50% ,期末成绩占50% o开课学院国际教育学院更新时间合用专业财务管理（中澳合作）先修课程组织与管理、大学英语、市场营销学一、教学内容Chapter 1 Introduction to marketing strategy1.1 Marketing strategy1.2 Strategic marketing planningDifficulties: the role of strategic marketing planningKey Points: concept of market-led
10、 strategic managementChapter 2 he Marketing Environment2.1 The changing market environment2.2 Customer analysis2.3 Competitor analysisDifficulties: different approaches for analyzing industriesKey Points: the key factors for market success (or key success factors); customer needs and motivations; th
11、e role of competitor position in the market placeChapter 3 Organization Resources and research3.1 Understanding the organizational resource base3.2 Forecasting future demand and market requirementsDifficulties ： identify key marketing capabilities and explain how these capabilities can be developed,
12、 the notion of 7 portfolio of resources7Key Points ： the significance of marketing resources; the significance of the ability to develop dynamic capabilities; the key forecasting techniques used in developing effective market strategies.Chapter 4 Market Segmentation4.1 Market segmentation and compet
13、itive positioning4.2 Segmentation researchDifficulties: identify and develop market segmentation strategiesKey Points: the purpose of market segmentation; the principles of market segmentation; the principles of competitive positioning; the various methods of segmentation researchChapter 5 Sustainab
14、le Competitive Advantage5.1 Selecting target markets5.2 Creating sustainable competitive advantage5.3 Competing through the new marketing mixDifficulties: apply the various ways of creating a competitive advantage; apply various offensive and defensive strategiesKey Points: select profitable targets
15、 markets; identify the characteristics of a sustainable competitive advantageChapter 6 Competing in the Market Place6.1 Competing through innovation6.2 Competing through superior service and customer relationsDifficulties: explain the role of building customer relationships; explain and apply strate
16、gies for customer retention; and identify and explain reasons for customer satisfaction.Key Points: innovation drivers; identify and explain the dimensions of superior service;Chapter 7 Strategic Management7.1 Strategic customer management7.2 Strategic alliances and networksDifficulties: explain why
17、 collaborative arrangements are becoming a means of competing and providing superior value to customers; and identify and describe various forms of alliances and networks.Key Points: describe and explain the principles of strategic customer management; explain the changing role and expectations of t
18、he salesforce; identify and describe features of the strategic sales organisation;Chapter 8 Implementing the Marketing Strategy8.1 Strategy implementation and internal marketing8.2 Corporate social responsibility8.3 Twenty-first century marketingDifficulties: explain the link between corporate socia
19、l responsibility and competitive advantageKey Points: role of internal marketing; the scope corporate social responsibility; the changing competitive arena二、教学基本要求Chapter 1 Introduction to marketing strategyHaving successfully completed this Chapter, students should be able to explain the concept an
20、d nature of a strategy.Chapter 2 he Marketing EnvironmentHaving successfully completed this Chapter, students should be able to discuss the development of an integrated marketing plan.Chapter 3 Organization Resources and researchHaving successfully completed this Chapter, students should be able to
21、explain the relationship between the strategic marketing planning process and business strategy.Chapter 4 Market SegmentationHaving successfully completed this Chapter, students should be able to explain of concepts Market Segmentation and Positioning.Chapter 5 Sustainable Competitive AdvantageHavin
22、g successfully completed this Chapter, students should be able to explain the role of sustainable competitive advantage in stratnetg.ic assessmeChapter 6 Competing in the Market PlaceHaving successfully completed this Chapter, students should be able to discuss the role of strategic alliances and th
23、eir impact on marketing strategy in todays business environment.Chapter? Strategic ManagementHaving successfully completed this Chapter, students should be able to apply marketing strategies to achieve organizational objectives with appropriate controls in place to measure effectiveness.Chapters Imp
24、lementing the Marketing StrategyHaving successfully completed this Chapter, students should be able to analyze the opportunities and challenges of contemporary and futuristic marketing issues.三、章节学时分配童次点、课时课堂讲授上机实践备注188212123884885101068878881010总计7272四、教材与主要参考资料教材1Graham Hooley, Nigel F. Piercy, Br
25、igitte Nicoulaud. Marketing Strategy and CompetitivePositioning . Fourth edition. Prentice Hall, Pearson Education Limited, 2022.参考资料1 .Guo Huan, Brooksbank R., Taylor D. and Babbis P.; (2022)Strategic Marketing in Chinese manufacturing companies; Asia Pacific Journal of Marketing and Logistics Vol:
26、 20 Number: 3 2022 pp: 276-2882 .Hooley G. J.,Greenley G. E., Cadogan, J. W. and Fahy J.; (2005) The performance impact of marketing resources, Journal of Business Research Volume 58, Issue 1, January 2005, Pages 18-273 .Jarratt, D.G. (2022) Organizational preconditions supporting relationship management capability renewal Journal of Strategic Marketing, Volume 17, Issue 5 October 2022 , pages 365 -381执笔：审核：批准：