International Marketing
本课程聚焦企业在国际市场中的营销战略与策略，探讨跨国营销面临的特殊挑战。课程内容包括国际市场环境分析（政治法律、经济发展、社会文化）、国际市场调研、全球市场细分与定位、国际产品策略、国际定价策略、国际分销渠道管理、国际促销与整合营销传播、数字营销与跨境电商等。通过真实国际品牌案例分析，培养学生的全球营销思维与跨文化营销能力。
This course focuses on marketing strategies and tactics of firms in international markets, exploring unique challenges of cross-border marketing. Topics include international market environment analysis (political legal, economic development, social culture), international marketing research, global market segmentation and positioning, international product strategy, pricing strategy, distribution channel management, promotion and IMC, digital marketing and cross-border e-commerce.
学生选择一个中国品牌，为其制定进入某一海外市场的完整营销方案。内容包括：目标市场宏观环境与消费者行为分析、竞品分析与市场机会识别、品牌定位策略、产品适应性调整方案、定价策略与渠道模式选择、整合营销传播方案（线上线下结合，含社交媒体与KOL营销）、以及实施时间表与预算分配。期末进行方案提案展示。
Students select a Chinese brand and develop a complete marketing plan for entering an overseas market. The plan includes target market macro environment and consumer behavior analysis, competitor analysis and market opportunity identification, brand positioning strategy, product adaptation plan, pricing strategy and channel model selection, integrated marketing communications including social media and KOL marketing, implementation timeline and budget allocation.