International Marketing (English)

1. Basic Course Information

Course code:091052
Course name: International Marketing
Course type: Specialty course
Periods: 32
Credits: 2
Target students: Undergraduates majoring in English
Assessment: Examination
Preparatory courses: Integrated English I-IV

2. Brief Course Introduction

Principles of Marketing is offered to Business English majors and English majors (with an International Management orientation) as a compulsory course in the higher years of their study. A general introduction to the theory and application of marketing, this course includes four basic modules of marketing: the meaning, process and environment of marketing; pursuing of marketing opportunities and the designing of marketing strategies; development of marketing mix and the management of marketing. It intends to develop the student's understanding of Marketing; to appreciate the importance of the separate marketing functions, (the major functions are marketing management, marketing research, products, distribution channels, pricing and promotion, etc.) the management of these functions, and how each function affects other functions within the marketing domain. This course takes advantage of the latest trends in business to cover marketing issues and it combines cases, discussions, readings, and a term project to provide an integration of concepts and hands-on problem solving. This course will emphasize consumer markets over business markets.