《产品推广与传播》课程教学大纲 一、课程基本信息 课程代码：19170393 课程名称：产品推广与传播 英文名称：Product Promotion and Communication 课程类别：专业课 学时：48 学分：3 适用对象：本科在校生 考核方式：考查 先修课程： 二、课程简介（中英文，200字左右） 中文简介 当今时代，企业所面临的外部环境复杂多变，科学技术突飞猛进，市场竞争 日益激烈，社会发展愈来愈呈现出明显的文化导向和形象力导向，企业形象的竞 争成为企业竞争的制高点。本课程将帮助大学生正确认知产品品牌形象的主要展 示方式和策略，掌握产品推广时应具备的基础知识和服务理论，选择三至四个不 同领域具有代表性的产品，尽管涵盖快销品、工业产品、无形产品等范畴，让学 生对产品品牌形象进行对比分析。 英文简介 In today's era,enterprises are facing a complex and changing external environment,rapid advances in science and technology,increasingly fierce market competition,and social development has become more and more clearly culture-oriented and image-oriented,with the competition of corporate image becoming the high point of competition.This course will help college students to correctly recognize the main ways of displaying product brand image and strategies,grasp the basic knowledge and service theory that should be possessed when promoting products,and select three to four representative products in different fields,although covering fast-moving products,industrial products,intangible products and other categories,so that students can conduct a comparative analysis of product brand image. 三、课程性质与教学目的 课程性质：选修课 教学目的：通过课堂讲解与练习，使学生们了解产品的产品需求、消费者购 买策略、用户画像、企业产品营销策略。掌握 四、教学内容及要求 第一章设计、产品与品牌《产品推广与传播》课程教学大纲 一、课程基本信息 课程代码：19170393 课程名称：产品推广与传播 英文名称：Product Promotion and Communication 课程类别：专业课 学 时： 48 学 分：3 适用对象：本科在校生 考核方式：考查 先修课程： 二、课程简介（中英文，200 字左右） 中文简介 当今时代，企业所面临的外部环境复杂多变，科学技术突飞猛进，市场竞争 日益激烈，社会发展愈来愈呈现出明显的文化导向和形象力导向，企业形象的竞 争成为企业竞争的制高点。本课程将帮助大学生正确认知产品品牌形象的主要展 示方式和策略，掌握产品推广时应具备的基础知识和服务理论，选择三至四个不 同领域具有代表性的产品，尽管涵盖快销品、工业产品、无形产品等范畴，让学 生对产品品牌形象进行对比分析。 英文简介 In today's era, enterprises are facing a complex and changing external environment, rapid advances in science and technology, increasingly fierce market competition, and social development has become more and more clearly culture-oriented and image-oriented, with the competition of corporate image becoming the high point of competition. This course will help college students to correctly recognize the main ways of displaying product brand image and strategies, grasp the basic knowledge and service theory that should be possessed when promoting products, and select three to four representative products in different fields, although covering fast-moving products, industrial products, intangible products and other categories, so that students can conduct a comparative analysis of product brand image. 三、课程性质与教学目的 课程性质：选修课 教学目的：通过课堂讲解与练习，使学生们了解产品的产品需求、消费者购 买策略、用户画像、企业产品营销策略。掌握 四、教学内容及要求 第一章 设计、产品与品牌