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.
为某产品设计完整的营销策划方案，包括市场分析、目标定位、营销组合策略、预算分配和效果评估，提交策划书。
Design a complete marketing plan for a product, including market analysis, target positioning, marketing mix strategy, budget allocation and effect evaluation, and submit the plan.