三、课程性质与教学目的 本课程是一门全英课程，是专门针对金融学(“2+2”实验班)本科学生开设的一门 专业必修课。 1.通过教学和学习，使学生了解过去世界经济发展情况及全球化对市场管理带来的 影响。 2.通过教学和学习，使学生学习了解当前全球市场下存在的文化和社会的区别及文 化差别对产品和服务营销的影响。 3.通过教学和学习，使学生了解全球营销管理过程中存在哪些潜在的风险。树立正 确的社会责任与道德。 This course is an all-English course and a compulsory course for undergraduate students in the financial experimental class 1.Through the teaching and leamning,students can understand how the world economy developed over the past decades and the impact of globalization on the marketing discipline. 2.Through the teaching and leaming,students can understand how important cultural and social differences are in global marketing and how cultural differences impact the marketing of products and services. 3.Through the teaching and learning,students can understand where potential conflicts may arise in global business relations.Establish correct social responsibility and morality. 四、教学内容及要求 Chapter 1 Marketing:Creating Customer Value and Engagement (-）目的与要求Goals and Requirements a.Define marketing and outline the steps in the marketing process. b.Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts c.Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. d.Discuss customer relationship management and identify strategies for creating valu for customers and capturing value from customers in return. e.Describe the major trends and forces that are changing the marketing landscape in this age of relationships 22 三、课程性质与教学目的 本课程是一门全英课程，是专门针对金融学（“2+2”实验班）本科学生开设的一门 专业必修课。 1. 通过教学和学习，使学生了解过去世界经济发展情况及全球化对市场管理带来的 影响。 2. 通过教学和学习，使学生学习了解当前全球市场下存在的文化和社会的区别及文 化差别对产品和服务营销的影响。 3. 通过教学和学习，使学生了解全球营销管理过程中存在哪些潜在的风险。树立正 确的社会责任与道德。 This course is an all-English course and a compulsory course for undergraduate students in the financial experimental class. 1. Through the teaching and learning, students can understand how the world economy developed over the past decades and the impact of globalization on the marketing discipline. 2. Through the teaching and learning, students can understand how important cultural and social differences are in global marketing and how cultural differences impact the marketing of products and services. 3. Through the teaching and learning, students can understand where potential conflicts may arise in global business relations. Establish correct social responsibility and morality. 四、教学内容及要求 Chapter 1 Marketing: Creating Customer Value and Engagement （一） 目的与要求 Goals and Requirements a. Define marketing and outline the steps in the marketing process. b. Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. c. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. d. Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. e. Describe the major trends and forces that are changing the marketing landscape in this age of relationships