《營(yíng)銷策劃A》課程教學(xué)大綱

1、營(yíng)銷策劃A課程教學(xué)大綱20XX 年 12 月制定20XX 年 12 月第 0 次修訂制定人：馮臻一、課程名稱及代碼課程名稱：營(yíng)銷策劃A課程代碼： BCB404009二、適用教育層次及專業(yè)教育層次：高職本科適用專業(yè)：市場(chǎng)營(yíng)銷專業(yè)三、學(xué)分、學(xué)時(shí)學(xué)分?jǐn)?shù)：2學(xué)時(shí)數(shù)：32四、課程類型課程性質(zhì)：專業(yè)課課程類別：純理論課五、先修課程名稱及代碼市場(chǎng)營(yíng)銷學(xué)Marketing （ BCB404005 ）、六、教學(xué)目標(biāo)本課程主要講授營(yíng)銷策劃的一般流程、企業(yè)營(yíng)銷策劃觀念、營(yíng)銷策劃前的市場(chǎng)調(diào)研與環(huán)境分析、營(yíng)銷策劃方案的撰寫、企業(yè)戰(zhàn)略策劃、目標(biāo)市場(chǎng)策劃、產(chǎn)品策劃、價(jià)格策劃、營(yíng)銷渠道策劃和促銷策劃等內(nèi)容，并要求學(xué)生能結(jié)合企

2、業(yè)實(shí)際，撰寫營(yíng)銷策劃方案。本課程將采用英文授課方式。 矚慫潤(rùn)厲釤瘞睞櫪廡賴。This course mainly teaches such contents as the general process of marketing planning, marketing planning, marketing planning, marketing planning, product planning, product planning, price planning, marketing channel planning and promotion planning. This course

3、will be taught in English. 聞創(chuàng)溝燴鐺險(xiǎn)愛氌譴凈。1知識(shí)目標(biāo)Knowledge Target1）熟悉營(yíng)銷策劃的流程及要素。Familiar with the process and factors of marketing planning殘騖樓諍錈瀨濟(jì)溆塹籟。2）掌握營(yíng)銷策劃的調(diào)查研究。Research on marketing plan3）了解市場(chǎng)營(yíng)銷的戰(zhàn)略策劃。Familiar with the strategtic planning4）掌握市場(chǎng)營(yíng)銷的戰(zhàn)術(shù)策劃。Marketing tactic planing5）掌握營(yíng)銷策劃方案的撰寫技巧。Skills of m

4、arketing planning report2能力目標(biāo)Compentence Target1）具備市場(chǎng)調(diào)研策劃的基本能力，能實(shí)施項(xiàng)目調(diào)研。Have the basic ability of market research and planning, can implement the project survey.釅錒極額閉鎮(zhèn)檜豬訣錐。2）具備營(yíng)銷策劃方案撰寫的基本能力。Have the basic ability of marketing plan writing report.彈貿(mào)攝爾霽斃攬磚鹵廡。3）具備制定營(yíng)銷戰(zhàn)略策劃（尤其是市場(chǎng)定位策劃、企業(yè)形象策劃等）的初步能力。Have th

5、e ability to develop marketing strategy planning (especially the market positioning planning, 1 / 6corporate image planning, etc.). 謀蕎摶篋飆鐸懟類蔣薔。4）具備制定營(yíng)銷戰(zhàn)術(shù)策劃（主要是產(chǎn)品策劃、價(jià)格策劃、營(yíng)銷渠道策劃、促銷策劃）的一般能力。With the development of marketing tactics planning (mainly product planning, price planning, marketing channel pl

6、anning, promotion planning) of the general ability. 。 廈礴懇蹣駢時(shí)盡繼價(jià)騷。七、教學(xué)內(nèi)容及要求Unit 1. Introduction1、課程教學(xué)基本要求1）了解策劃與營(yíng)銷策劃的內(nèi)涵、特征及要素分析。Understanding of planning and marketing planning, connotation, characteristics and factors analysis煢楨廣鰳鯡選塊網(wǎng)羈淚。2）熟悉并掌握營(yíng)銷策劃的一般流程；Familiar with and master the general process o

7、f marketing planning; 鵝婭盡損鵪慘歷蘢鴛賴。3）了解營(yíng)銷策劃方案的結(jié)構(gòu)，能進(jìn)行策劃方案的撰寫；Understanding of the structure of the marketing plan, and the writing of the plan;籟叢媽羥為贍僨蟶練淨(jìng)。2、教學(xué)重點(diǎn)、難點(diǎn)Teaching key and difficult points1）教學(xué)重點(diǎn)Teaching key營(yíng)銷策劃的流程、 營(yíng)銷策劃方案的結(jié)構(gòu)與內(nèi)容；The structure and content of the process and the marketingplan of t

8、he marketing plan 預(yù)頌圣鉉儐歲齦訝驊糴。2）教學(xué)難點(diǎn)difficult points營(yíng)銷策劃方案的結(jié)構(gòu)與內(nèi)容；Structure and content of marketing plan; 滲釤嗆儼勻諤鱉調(diào)硯錦。3、教學(xué)資源PPT 演示文稿：營(yíng)銷策劃概要Unit 2Situation Analysis1、課程教學(xué)基本要求1）了解分析營(yíng)銷環(huán)境：宏觀環(huán)境分析；The market environment: Macro-environmentPEST analysis 鐃誅臥瀉噦圣騁貺頂廡。2）了解分析營(yíng)銷環(huán)境：微觀環(huán)境分析；The market environment: Mic

9、ro-environment3）掌握 SWOT 分析；SWOT analysis4）掌握企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)分析；Competitive advantage5）掌握 5 力分析模型；five-foce factor analysis2、教學(xué)重點(diǎn)、難點(diǎn)1）教學(xué)重點(diǎn)SWOT 分析 SWOT analysis2 / 62）教學(xué)難點(diǎn)5 力分析模型five-foce factor analysis3、教學(xué)資源PPT 演示文稿：營(yíng)銷環(huán)境分析Unit 3Targeting Marketing1、課程教學(xué)基本要求1）了解市場(chǎng)細(xì)分原則。Market segmentation2）能夠進(jìn)行目標(biāo)市場(chǎng)選擇。Targeting

10、strategies3）能夠進(jìn)行市場(chǎng)定位分析。Positioning2、教學(xué)重點(diǎn)、難點(diǎn)1）教學(xué)重點(diǎn)進(jìn)行 STP 戰(zhàn)略分析；撰寫市場(chǎng)定位調(diào)研報(bào)告或分析研究報(bào)告。STP strategic analysis; market positioningresearch report or analysis 擁締鳳襪備訊顎輪爛薔。2）教學(xué)難點(diǎn)STP 戰(zhàn)略分析STP strategic analysis;3、教學(xué)資源PPT 演示文稿：目標(biāo)市場(chǎng)選擇Unit 4 Marketing mix1、課程教學(xué)基本要求1）了解產(chǎn)品組合策劃、產(chǎn)品品牌策劃及產(chǎn)品包裝策劃等。Understanding of product p

11、ortfolio planning, product brand planning and product packaging planning, etc.贓熱俁閫歲匱閶鄴鎵騷。2）掌握制訂、修訂和變動(dòng)價(jià)格策劃。Master formulation, revision and change price plan3）了解分銷策劃。Place strategies4）掌握促銷組合策劃。Promotion mix2、教學(xué)重點(diǎn)、難點(diǎn)1）教學(xué)重點(diǎn)價(jià)格策劃；促銷策劃。price plan ,Promotion mix2）教學(xué)難點(diǎn)價(jià)格策劃；促銷策劃。price plan ,Promotion mix3、教學(xué)

12、資源PPT 演示文稿：營(yíng)銷組合策劃Unit 5Financials, budgets and forecasts1、課程教學(xué)基本要求1）熟悉營(yíng)銷活動(dòng)的盈虧平衡點(diǎn)分析；3 / 6Break even analysis2）能夠進(jìn)行營(yíng)銷活動(dòng)銷售額(量 )預(yù)測(cè)；Sales forecast3）能夠進(jìn)行營(yíng)銷活動(dòng)費(fèi)用預(yù)測(cè)；Expense forecast2、教學(xué)重點(diǎn)、難點(diǎn)1）教學(xué)重點(diǎn)營(yíng)銷活動(dòng)銷售額(量) 預(yù)測(cè) Sales forecast2）教學(xué)難點(diǎn)盈虧平衡點(diǎn)的計(jì)算Expense forecast3、教學(xué)資源PPT 演示文稿：營(yíng)銷預(yù)算策劃Unit 6Marketing implementation and

13、 control1、課程教學(xué)基本要求1）策劃營(yíng)銷活動(dòng)具體活動(dòng)；Plan implementation tactics2）能夠進(jìn)行營(yíng)銷活動(dòng)的評(píng)測(cè)；Develop and measure marketing performance3）能夠進(jìn)行營(yíng)銷活動(dòng)的倫理性分析；Legal and ethical requirements4）能夠進(jìn)行營(yíng)銷活動(dòng)的法律性分析Legal environment壇摶鄉(xiāng)囂懺蔞鍥鈴氈淚。2、教學(xué)重點(diǎn)、難點(diǎn)1）教學(xué)重點(diǎn)營(yíng)銷活動(dòng)的評(píng)測(cè)Develop and measure marketing performance2）教學(xué)難點(diǎn)策劃具體的營(yíng)銷活動(dòng)Plan implementatio

14、n tactics3、教學(xué)資源PPT 演示文稿：營(yíng)銷執(zhí)行策劃Unit 7 Prepare marketing plan1、課程教學(xué)基本要求1）能夠進(jìn)行營(yíng)銷策劃活動(dòng)的匯報(bào)；Present the marketing plan2）能夠進(jìn)行營(yíng)銷策劃個(gè)人貢獻(xiàn)的評(píng)測(cè)；Contribution assessment2、教學(xué)重點(diǎn)、難點(diǎn)1）教學(xué)重點(diǎn)營(yíng)銷策劃活動(dòng)的評(píng)測(cè)Present the marketing plan2）教學(xué)難點(diǎn)策劃活動(dòng)個(gè)人貢獻(xiàn)的評(píng)測(cè)Contribution assessment3、教學(xué)資源PPT 演示文稿：4 / 6八、教學(xué)時(shí)數(shù)分配表 1營(yíng)銷策劃課程學(xué)時(shí)數(shù)分配表序課程內(nèi)容號(hào)Theprinci

15、ples ofmarketing營(yíng)銷原1Unit 1 Introduction 導(dǎo)理論Format of the marketing plan營(yíng)銷策劃格式2.1Themarketenvironment:2Macro-environmentPEST analysis 宏觀環(huán)境分析 (PEST)3Unit2 Situation2.2Themarket environment:Analysis環(huán)境分析Micro-environment微觀環(huán)境分析42.3 SWOT analysis SWOT 分析2.4 Competitive advantage 競(jìng)爭(zhēng)優(yōu)勢(shì)5分析2.5 five-foce facto

16、r analysis 5力分析學(xué)時(shí)分配講授實(shí)驗(yàn)合計(jì)2222222222678910111213141516Unit 3 Targeting Marketing 目標(biāo)市場(chǎng)營(yíng)銷Unit 4 Marketing Mix 營(yíng)銷組合Assessment introduction 評(píng)估Unit 5 Financials, budgets and forecasts財(cái)務(wù)預(yù)算Unit 6 Marketing implementation and control 營(yíng) 銷 計(jì)劃的執(zhí)行與控制Unit 7 Prepare a marketing plan 準(zhǔn)備營(yíng)銷策劃匯報(bào)3.1 Market segmentation

17、市場(chǎng)細(xì)分3.2 Targeting strategies 目標(biāo)市場(chǎng)選擇戰(zhàn)略3.3 Positioning市場(chǎng)定位Develop STP analysis: 3 target markets for Iphone 5 STP 戰(zhàn)略分析4.1 Product Mix產(chǎn)品組合4.2Price strategy 價(jià)格組合4.3Place strategies 渠道組合4.4Promotion mix 促銷組合 Elements of a marketing plan-An example of marketing plan 營(yíng)銷策劃的主要因素5.1Break even analysis 盈虧平衡點(diǎn)5.

18、2Sales forecast 銷售預(yù)測(cè)5.3Expense forecast 費(fèi)用預(yù)測(cè)6.1Plan implementation tactics 執(zhí)行策略6.2Develop and measure marketingperformance 評(píng)價(jià)營(yíng)銷績(jī)效6.3Legal and ethical requirements 法律和倫理要求6.4Legal environment法律環(huán)境7.1 Present the marketing plan 匯報(bào)營(yíng)銷策劃報(bào)告7.2Contribution assessment 營(yíng)銷策劃貢獻(xiàn)度評(píng)估2222222222222222222222合計(jì)備注：學(xué)時(shí)分配可以根據(jù)課程實(shí)際進(jìn)行調(diào)整九、課程實(shí)踐教學(xué)內(nèi)容5 / 63232無(wú)十、課程評(píng)價(jià)方法1、評(píng)價(jià)形式Assessment method1）出勤 present2）表現(xiàn) activite3）項(xiàng)目報(bào)告report4）項(xiàng)目匯報(bào) presentation2非教務(wù)處統(tǒng)一安排測(cè)試的課程評(píng)分結(jié)構(gòu)Mark Stucture表 3非教務(wù)處統(tǒng)一安排測(cè)試課程評(píng)分結(jié)構(gòu)表測(cè)試成績(jī)平時(shí)成績(jī)比例 (%)ratio項(xiàng)目匯報(bào)（ %）個(gè)人項(xiàng)目貢獻(xiàn)率（%）（ %）出勤 present項(xiàng)目報(bào)告 reportpresentationcontributionmark100