Overview
Upon successful completion of this course, you are expected to acquire basic competence in international business communication:
l Reading professional literatures without barriers caused by the lack of vocabulary;
l Conversing with others on marketing-related topics in English;
l Presenting business topics in English;
l Writing on marketing-related topics in English.
Features
l The course is with English as a medium of instruction (EMI).
l It provides systematic and comprehensive knowledge of marketing.
l It helps promote the English proficiency of business students.
l It also helps English majors acquire business knowledge.
l All lectures are with clear and concise instructions, subtitles (optional), and adjustable playback speed.
Who are this course for?
This online course is ideal for those:
who want to learn basic marketing knowledge in English;
who study business-related majors in a EMI context；
who are in a workplace where English is required for communication on marketing and other business topics.
Tips for effectively learning this course
l Lecture videos can be used to:
· practice listening skills (by switching off English subtitles)
· practice translating or interpreting (by switching on Chinese subtitles)
· practice public speaking skills (by shadowing the instructors’lecturing)
l Glossaries can be used to build your vocabulary.
l Authentic reading materials can be used to obtain professional knowledge.
l Dictation exercises can be used to practice your listening comprehension.
Objectives
l By learning the key knowledge points, professional terms and expressions of marketing English presented in the lecture videos, you may have a better command of English as a lingua franca in international business environment.
l By finishing the exercises, quizzes, and discussions in the learning forum, you may have adequate language input and output.
l By completing this course, you may improve the ability of using English in international business contexts.
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
Unit 8 The Macroenvironment & Microenvironment
Unit 7 SWOT Analysis
Exam: Chapter 3
Chapter 4
Unit 10 Marketing Information and Customer Insights
Unit 9 Marketing Research
Chapter 5
Unit 11 The Buyer Decision Process
Unit 12 Consumer Markets & Consumer Buyer Behaviour
Unit 13 Business Market & Business Buyer Behaviour
Chapter 6
Unit 16 Customer Loyalty
Unit 14 Market Segmentation
Unit 15 Market Targeting
Chapter 7
Unit 17 Product and Service Decisions
Unit 18 Product Mix and Product Line Decisions
Unit 19 Branding Strategy: Building Strong Brands
Chapter 8
Unit 20 New Product Development Process
Unit 21 Product Life Cycle Strategies
Chapter 9
Unit 22 Definition of Price and Major Pricing Strategies
Unit 23 Other Considerations Affecting Price Decisions
Chapter 10
Unit 24 Supply Chains and Marketing Channels
Unit 25 Retailing and Wholesaling
Chapter 11
Unit 26 Media Strategy
Unit 27 Public Relations
Unit 28 Customer Relationship Management
Chapter 12
Unit 30 Sales Promotion
Unit 29 Personal Selling and Managing the Sales force
Chapter 13
Unit 31 Buzz Marketing
Unit 32 Digital and Social Media Marketing
Chapter 14
Unit 34 Legal Aspects of Marketing
Unit 33 Marketing Budget
Chapter 15
Unit 35 Global Marketing and Its Environment
Unit 36 Decision on Global Marketing Issues
Chapter 16
Unit 37 Marketing Ethics
Unit 38 Sustainable Marketing
Prior knowledge requirement:
General business knowledge
Intermediate English knowledge
Professional English in Use: Marketing | |||
| Author: | Cate Farrall & Marianne Lindsley (2008) |  | |
| Publisher: | Cambridge, UK: Cambridge University Press | ||
| Pages | ISBN | Price | |
|---|---|---|---|
| Pp. 144 | 978-0-521-70269-0 | $30 U.S. | |
Associate Professor
Lecturer
由高教社联手网易推出，让每一个有提升愿望的用户能够学到中国知名高校的课程，并获得认证。
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