课程号：

TS196004

课程名：

国际市场营销管理- 全面介绍

英文课程名：

International Marketing Management – A Comprehensive Introduction

开课单位：

本科生院

授课教师：

Prof.Dr.Hartmut Holzmüller

责任教师：

助理教师：

学分/学时：

1/16

选课年级：

大二起

选课专业：

经济管理方向专业、工程专业、人文专业

教师简介（中英文）：

Holzmueller教授1955年出生于奥地利，1978年在维也纳经济大学硕士毕业，1982年获得社会与经济科学博士学位。之后在维也纳经济大学、纽约市立大学、南卡罗莱纳大学、博伊西州立大学等国内外学府担任助教与科研学者。1998年被多特蒙德工业大学召唤成为市场营销系教授。作为客座教授，Holzmueller教授接下来继续访问过维也纳大学、斯图加特大学、上海复旦大学、瑞典经济学院、新加坡国立大学等数十所高校，在那里授课。同时教授也担任着多个专业刊物的编辑工作、科研与转化研究院RIF执行会成员，并为麦当劳、Schenker、RWE等大型企业开办高管培训班。

Professor Holzmueller was born in Austria in 1955. He graduated from the Vienna University of Economics in 1978 and received his Ph.D. in social and economic science in 1982. He then worked as a teaching assistant and research scholar at universities and colleges such as the Vienna University of Economics, the City University of New York, the University of South Carolina, and Boise State University. In 1998, he was summoned by Dortmund University of Technology to become a professor of marketing. As a visiting professor, Professor Holzmueller continued to visit dozens of universities such as the University of Vienna, the University of Stuttgart, Shanghai Fudan University, the Swedish School of Economics and the National University of Singapore. At the same time, the professor also serves as an editor of several professional journals, member of the Executive Committee of the RIF Research and Transformation Institute and holds executive training courses for large enterprises such as McDonald's, Schenker and RWE.

课程简介（中英文）：

课程内容：

该课程将概述负责进行国际产品与服务销售的经理所面临的典型挑战，以及对挑战的处理方法。该课程是一个实用课程，有很多实际案例。

将展示并处理以下主题：

•营销基础知识

•国际营销的特征

•国际营销战略决策

•国际营销研究

•使产品和服务适应国外市场

•定价

•国际推广和广告活动

•国际分销和销售

•国际营销管理的实践

该课程以讲师的演讲以及学生在国际营销迷你案例上的作业为基础。

The course provides on overview on the typical challenges managers who are responsible for selling products and services abroad are confronted with and how those could be handled. The course is a hands-on course with a lot of examples from practice.

The following topics are presented and worked on:

•Basics of Marketing

•Characteristics of International Marketing

•Strategic Decision Making in International Marketing

•International Marketing Research

•Adapting Products and Services to Foreign Markets

•Pricing

•International Promotion and Advertising Activities

•International Distribution and Sales

•Implementation of International Marketing Management

The course builds on presentations by the instructor as well as students’ work on international marketing mini-cases.

先修课程：

没有特殊要求，如果经济方向基础为佳