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市场营销专业培养方案(2014版)

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市场营销专业培养方案(Marketing)

专业代码(Major Code):020208

专业名称(Major Name):市场营销(Marketing)

一、培养目标体系

I. Objectives 

本专业培养适应我国社会市场经济发展和经济全球化需要的德、智、体、美全面发展的,具有扎实的现代经济学和管理学基本理论,系统掌握现代企业经营管理和市场营销基本知识,了解国内外市场格局及营销规制,具有市场调研与分析、新产品开发、营销策划、国际营销管理等基本技能的高级专门人才。

To adapt to the development of social market economy and economic globalization, the candidates will be trained for solid modern economic and management theory, modern business management and marketing principles, and equipped with the knowledge of global market structure and marketing regulations. After finishing the program, the candidates are expected to master the comprehensive capabilities of professional marketing research, strategic planning and marketing development.

.二、基本要求

II. Basic Requirements

本专业要求学生全面掌握市场经济理论和管理基本理论;熟悉企业经营管理、市场营销所需的经济、管理、财会、金融、计算机、数学等方面的基础知识;熟练运用外语;有独立分析、解决问题的能力,以及从事市场调查、战略策划、市场开拓等方面的综合技能。

The candidates are required to master market-oriented economic and management theory, familiar with basic knowledge of economics, management, accounting and finance, computer, math, which required by business management and marketing; to master foreign languages; are expected to deal with academic and practical problems independently; to master comprehensive skills including market research, strategic planning, market development, etc.

(1)基本知识

A1历史、哲学、文学、艺术等领域的基本知识(培养学生具有正确的历史观、世界观、人生观、价值观、审美观)

A2社会科学学科研究方法的基本知识(让学生掌握社会科学的基本知识,了解基本研究方法,具有人文情怀和社会责任感)

A3数理与逻辑分析以及物理学的基础知识(让学生掌握数理与逻辑分析、大学物理的基本知识)

A4现代信息技术的基本知识(让学生掌握现代网络技术、通信技术和信息处理技术等的基本知识)

A5生态环境、生命科学、经济管理等方面的基本知识(让学生掌握自然环境与社会发展、经济管理与社会科学、科技发展与文明传承、文明对话与国际视野等方面的基本知识)

(1)   Basic Knowledge

A1: Basic understanding about history, philosophy, literature, etc.  (Making sure the students have correct values of history, the world, life, aesthete, etc.)

A2: Basic understanding of social scientific research methods.  (Making the students learn basic social scientific knowledge, understand basic research methods, having concerns about human and social responsibility.)

A3: Basic knowledge about math, physical and logic.  (Making the students learn basic physical, and the ability of math or logical analysis.)

A4: Basic knowledge about modern information technology.  (Making the students learn the knowledge about internet, communication technology and the information processing.)

A5: Basic knowledge about environment, life science, economics and management.  (Making the students learn the basic knowledge about nature, environment, social development, economics, management, technological development, civilization heritage, etc.)

(2)专业知识

A6 经济学基本知识(让学生掌握微观经济学、宏观经济学基本理论知识)

A7 管理学基本知识(让学生掌握管理学原理、现代企业管理等基本理论知识)

A8统计定量方法基本知识(让学生掌握统计分析、定量分析经济管理问题的基本知识)

A9财务管理基本知识(让学生掌握会计学、财务管理等基本理论知识)

A10市场营销基础知识(让学生掌握市场营销原理及营销策划等基本知识)

A11市场营销理论前沿与发展动态知识(让学生掌握国际营销、网络营销等营销领域的前沿发展知识)

A12 相关政策法规知识

(2)Professional knowledge

A6: Basic knowledge about economics.  (Making the students learn the basic knowledge about microeconomics, and macroeconomics.)

A7: Basic knowledge about management principle.  (Making the students learn the basic knowledge about management principle, management of modern enterprises.)

A8: Basic knowledge about statistics and econometrics.  (Making the students learn how to settle the economic or managerial problems with statistics or econometrics.)

A9: Basic knowledge about accountancy.  (Making the students learn the basic knowledge about accountancy and financial management.)

A10: Basic knowledge about marketing.  (Making the students learn the basic knowledge about marketing and marketing planning.)

A11: Frontier theories and development about marketing.  (Making the students learn the knowledge about international marketing, E-marketing, etc.)

A12: Basic knowledge about relevant law and legislation.

(3)基本能力

B1清晰思考和用语言文字准确表达的能力

B2发现、分析和解决问题的能力

B3批判性思考、创造性工作以及终身学习的能力

B4组织、管理与领导能力,与人合作共事的能力

B5对文学艺术作品的基本鉴赏能力

(3) Basic abilities

B1: Thinking clearly and basic language skills.

B2: Abilities about finding, analyzing and solving problems.

B3: Abilities of critical thinking, creative working, and life learning.

B4: Abilities of organizing, managing, leading, and working as a team.

B5: Abilities of appreciating literature and art.

(4)专业能力

B6经济形势分析、判断及预测能力

B7企业财务状况分析能力

B8企业经营管理基本能力

B9企业市场分析能力

B10企业市场营销策划及创新能力

B11企业人际沟通及协调能力

(4) Professional abilities

B6: Abilities of analyzing, estimating, and forecasting economic situations.

B7: Abilities of analyzing corporate financial situations.

B8: Abilities of corporate management.

B9: Abilities of analyzing marketing situations.

B10: Abilities of marketing planning and creative working.

B11: Abilities of inter-personal communication and coordination.

(5)基本素质

C1志存高远、意志坚强(以传承文明、探求真理、振兴中华、造福人类为己任,矢志不渝)

C2刻苦务实、精勤进取(脚踏实地,不慕虚名;勤奋努力,追求卓越)

C3身心和谐、视野开阔(具有良好的身体和心理素质;具有对多元文化的包容心态和宽阔的国际化视野)

C4思维敏捷、乐于创新(勤于思考,善于钻研,对于推陈出新怀有浓厚的兴趣,富有探索精神并渴望解决问题)

(5) Basic Qualities

C1: Qualities of ambition, strong-willed.  (Unshaken about the responsibilities of passing civilizations, searching for truth, rejuvenating China, bringing benefits to human.)

C2: Qualities of hard pragmatic, diligence, enterprise.  (Down to earth, not for fame, diligence, pursuing of excellence.)

C3: Physical and mental harmony, visional.  (Good qualities of physical and mental conditions, welcoming different cultural merge, international vision.)

C4: Qualities of quick thinking, willing to innovate.  (Willing to hard thinking, good at studying and researching, very interested in creation and exploring new subjects and methods, eager to solving problems.)

(6)专业素质

C5爱岗敬业,协同创新(培养学生对工作单位的责任感、荣誉感及团队合作的基本素质)

C6诚实守信,公平竞争(培养学生市场经营中良好商业道德价值观、诚信价值观等基本素质)

C7服务顾客,传递价值(培养学生持续服务顾客、传递产品附加价值等基本素质)

(6) Professional qualities

C5: Qualities of dedicating to career, and collaborative creation.  (Culturing the students have responsibilities, honor, and the value of teamwork in future career.)

C6: Qualities of honesty and fair competition.  (Culturing the students have correct value of commercial morality, honest business, etc.)

C7: Qualities of customer service, and value delivery.  (Culturing the students have the basic idea of continuous customer service, delivering extra value to customer, etc.)

三、主干学科及相关学科

III. Main and Relevant Subjects

主干学科Main subject(s):工商管理Business and management

相关学科Relevant subject(s):应用经济学Applied economics

四、核心课程

微观经济学、宏观经济学、统计学、现代企业管理、战略管理、消费者行为学、市场营销学、市场调研、产品管理、渠道管理、营销策划等。

IV. Core Courses

Microeconomics,Macroeconomics,Statistics,Modern Enterprise Management,Strategic Management,Consumer Behavior,Principles of Marketing,Marketing Research,Product Management,Distribution Management,Principles of Advertisement,Marketing Planning, etc.

五、实践教学环节

实践性教学共40周,其中包括:军事训练、工程实习、教学实习、毕业论文等环节。

V. Hands-on Experience

Total 40 weeks for different internship, including military training, engineering practice, teaching internship, graduation thesis, etc.

六、学分分配

VI. Credits Allocation

课程Course

学分

Credit

课程教学   Courses

实践教

学环节

Hands-on Experience

合计

Total

必修课Compulsory

选修课Optional

通识类

General

学科类

Specialized

通识类

General

学科类

Specialized

学    分

Credits

52

63

6

25

29

175

额定学分

Minimum Credits

52

63

6

10

29

160

学分比例(%)

 Percentage

32.5

39.37

3.75

6.25

18.13

100

七、学制

VII. Duration

四年(Four years)

八、学位

VIII. Degree

管理学学士(Bachelor of Management)

九、毕业条件

IX. Graduation Requirements

毕业额定学分:160学分(课内)+8学分(课外)。

Minimum credits for graduation: 160 credits (curricular) +8credits (extracurricular).

课内:必修课115学分,选修课16学分,实践教学环节29学分。

Curricular: 115 credits for compulsory courses, 16 for elective courses, and 29 for hands-on experience.

课外:素质与能力拓展8学分。

Extracurricular: 8 credits for innovation and skill development.

取得额定学分,方可准予毕业。

Minimum credits are required for graduation.