市场营销专业本科培养方案

市场营销专业本科培养方案

Undergraduate Program for Specialty in Marketing

一、培养目标

I. Educational Objectives

本专业培养德智体美全面发展，适应经济社会发展需要的，系统地掌握经济学、管理学基本原理和熟悉市场营销、企业管理、财务管理和法律等方面知识的工商管理学科高级专门人才。学生毕业后，主要去企业从事营销业务、营销策划以及其它管理工作，也可在事业单位及政府部门从事策划与管理工作。

The program provides an all-round development education to adapt to economic and social development needs with opportunities to study Economics, Management, Marketing, Business Management, Financial Management and Law. After graduation students are supposed primarily to engage in marketing, marketing planning, as well as other management works. They are also capable of planning and management work in public institutions and government departments engaged.

二、基本要求 II. Skills Profile

As a student of this program, he/she is required to:

1、热爱祖国，拥护中国共产党的领导，掌握马列主义、毛泽东思想、邓小平理论、“三个代表”重要思想和科学发展观的基本理论体系；有强烈的社会责任感、明确的职业理想和良好的职业道德，愿为社会主义现代化建设服务；具有敬业爱岗、艰苦奋斗、热爱劳动、遵纪守法、团结合作的品质。

1. Love motherland, support the Chinese Communist Party’s leadership and grasp the basic principles of Marxism-Leninism, Mao Zedong Thought, Deng Xiaoping Theory, “Three Represents” Thought and Scientific Outlook on Development; be willing to serve the socialist modernization drive and the masses; have a strong sense of responsibility and aspirations to endeavor for the country and nation’s prosperity; be conscientious and meticulous in work, observe disciplines and obey laws, and cherish team spirit; have good moral character, social morality and professional ethics.

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2、掌握本专业必需的管理学、经济学的基本理论、基础知识和基本技能，具有独立获取知识、提出问题、分析解决问题的基本能力及开拓创新精神；具有较强的语言文字表达、人际沟通能力；了解本学科的理论前沿和发展动态，并熟悉我国市场营销的有关方针、政策和法规；具有分析和解决企业市场营销实际问题的能力；并掌握财会、金融、经济信息管理的相关知识和具有较强的外语与计算机应用能力。

2. Master the basic theories, knowledge and skills in management and economics; be with the independent access to knowledge and the capability to raise questions, analyze problems and solve them independently; have the pioneering spirit; have the strong language and writing expression and interpersonal communication skills; be familiar with the forward position and develop trend of the subject, as well as China-related marketing strategies, policies and regulations; have the abilities of analyzing and solving the practical problems in enterprise marketing; require students to master related knowledge on finance and accounting, economic information management and have the strong ability of application in the foreign language and computer.

3、掌握科学锻炼身体的基本知识和技能，养成良好的锻炼和卫生习惯，具备健全的心理和健康的体魄。

3. Master the basic knowledge and skills to develop good exercise and health habits, have a sound psychological and physical health.

三、学制与学位

III. Length of Schooling and Degree

学制四年，符合学士学位授予条件的授予管理学学士学位。

4 years, in accordance with the Bachelor’s requirements, the graduates will be conferred with Bachelor’s Degree in Management.

四、主要课程

IV. Curriculum Provision

本专业课程结构： The Course Structure:

本专业必修课分为公共基础课、专业基础课和专业课三大类，选修课分为专业选修课和公共选修课两类。

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The Compulsory Courses are classified into three categories of Public Basic Courses, Specialty Basic Courses and Specialty Courses; the Optional Courses are classified into two categories of Public Optional Courses and Specialty Optional Courses.

本专业主要课程: Main Courses are:

管理学（△）、经济学、统计学、会计学、市场营销学（△）、营销调研（△）、商务谈判学、现代推销学、经济法、消费者行为学、国际市场营销等（后有“△”为学位课程）。

Management(△), Economics, Statistics, Accounting, Marketing(△), Marketing Research(△), Business Negotiation, Techniques of Modern Sales, Economic Law, Consumer Behavior, International Marketing, etc. (“△” indicates Degree Courses).

五、实践教学 V. Practical Teaching

1、学生参加军事训练、入学教育及公益劳动，由学校统一安排。

1. Students are required to participate in Military Training, Enrollment Education and Labor for Public Benefits.

2、在专业教师的指导下，按课程教学大纲的要求，完成相应的案例分析。 2. Under the guidance of teachers, students should complete the case analysis according to the curriculum syllabus.

3、在专业教师的指导下，在有关实验室进行模拟网络营销、谈判、公关、推销等内容等。

3. Under the guidance of teachers, students should practice laboratory simulation of network marketing, negotiations, public relations, sales and so on.

4、在专业教师的指导下，在实验室进行本专业的技能训练：普通话训练，形体礼仪训练，交际舞训练，撰写广告、公关、营销策划及CI设计方案。

4. Under the guidance of teachers, students should carry out the Specialty skills training: Putonghua training, physical training in etiquette, ballroom dancing training, writing advertising, public relations, marketing planning and CI design in the laboratory.

5、在专业教师的指导下，参加市场调研及企业的营销策划与实施活动。 5. Under the guidance of teachers, students should participate in market research and business marketing planning and implementation activities.

6、通过学校组织与自己联系相结合，在专业教师的指导下，在企业进行生产实习。

6. Organized by the university or contacting on their own, under the guidance of

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teachers, students should practice in the enterprise.

7、在专业教师的指导下，完成毕业论文。

7. Under the guidance of teachers students should complete the Graduation Thesis.

六、毕业条件

VI. Graduation Requirements

本专业学生应按培养方案修满179学分，并通过毕业资格审核，方准予毕业。 The students can be conferred graduation, after obtaining 179 Credits in accordance with the program requirements and meeting graduation qualification.

七、教学进程表

VII. Tables of Teaching Schedule

1、总周数分配表 I. Week-distribution Table

学年、学期 Year / Semester 教学环节 Teaching Links 课堂教学（含教学实践） Classroom Teaching (including Practical Teaching) 考试 Tests 小计 Subtotal 军训和国防教育 Military Training and National Defense Education 入学教育和毕业教育 Enrollment Education and Graduate Education 公益劳动 Labor for Public Benefits 社会调查（生产实习） Social Survey (Production Practice) 中期论文（课程设计） Mid-term Paper (Course Design) 毕业实习 Graduation Internship 毕业论文 Graduation Thesis 小计 Subtotal 机动 Flexible 假期 Vacation Classroom Teaching 第一学年 1st Year 第二学年 2nd Year 第三学年 3rd Year 第四学年 4th Year 第1学期 第2学期 第3学期 第4学期 第5学期 第6学期 第7学期 第8学期 1st Semester 2nd Semester 3rd Semester 4th Semester 5th Semester 6th Semester 7th Semester 8th Semester 合计 Total 12 2 14 3 16 2 18 16 2 18 16 2 18 16 2 18 16 2 18 16 2 18 108 14 122 3 课堂教学1 1 1 1 1 1 1 1 1 2 3 4 Practical Teaching 综合实践教学 4 2 5 2 7 2 5 2 7 1 1 5 2 2 7 2 2 5 6 8 15 4 4 6 8 30 7 41

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总计 Total 25 27 25 27 25 27 25 19 200

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2、实践教学环节安排表 2. Practical Teaching Schedule

内 容 Contents 入学教育和毕业教育 Enrollment Education and Graduate Education 军训和国防教育 Military Training and National Defense Education 公益劳动 Labor for Public Benefits 社会调查 Social Survey 中期论文 Mid-term Paper 毕业实习 Graduation Internship 毕业论文 Graduation Thesis 合 计 Total

学 期 Semester 1、8 周 数 Weeks 2 学 分 Credits 2 1 2、3、4 2、3、4、5 6、7 8 8 3 3 4 4 6 8 30 1 3 8 4 4 8 30 3、课程设置及教学环节安排表（△—学位课程）

III. Curriculum and Teaching Schedule Table (△ - Degree Courses)

学时分配 Hour Distribution Theoretical Teaching 序 号No. 课程名称 Courses Name 周学时分配 Hours per Week Courses Classified 课程类别总学时理论教学实践教学学分第一学年 1st Year 2 2nd Semester 1 1st Semester 第二学年 2nd Year 3 3rd Semester 4 4th Semester 第三学年 3rd Year 5 5th Semester 6 6th Semester 第四学年 4th Year 7 7th Semester 8 8th Semester Total Hours 48 48 32 Practical Teaching Credits 第第第第第第第第学期学期学期学期学期学期学期学期公共基础课思想道德修养与法律基础1 Moral & Ethics and Fundamentals of Laws 马克思主义基本原理 2 Marxist Philosophy 中国近现代史纲要 3 Survey of Modern Chinese History 毛泽东思想、邓小平理论和“三个代表”重要思想概论 4 Introduction to Mao Zedong Thought, Deng Xiaoping Theory and “Three Represents”Thought 42 32 32 6 16 3 3 2 4 3 2 Public Basic Courses

96 64 32 6 4 5 6 7 8 9 形势与政策 Situation and Policies 大学英语一 College English I 大学英语二 College English II 大学英语三 College English III 大学英语四 College English IV 32 72 96 64 64 32 72 96 64 64 2 5 6 4 4 6 6 4 4 -

大学语文 College Chinese 体育一 Physical Education I 体育二 Physical Education II 体育三 Physical Education III 体育四 Physical Education IV 微积分一 Calculus I 微积分二 Calculus II 线性代数 Linear Algebra 概率论与数理统计 Probability Theory and Mathematical Statistics 计算机文化基础 Basics of Computer 数据库应用技术 Database Application 小计 Subtotal 管理经济学 Managerial Economics 宏观经济学 Macro-economics 会计学 Accounting 经济法 Economic Law 统计学 Statistics 管理学△ Management△ 市场营销学△ Marketing△ 国际贸易学 International Trade 小计 Subtotal 营销策划 Marketing Planning 财务管理学 Financial Management 现代推销学 Techniques of Modern Sales 商务谈判 Business Negotiation 营销调研△ Marketing Research△ 消费者行为学 Consumer Behavior 电子商务 E-commerce 商务英语 Business English 国际市场营销 International Marketing 服务营销 Service Marketing 10 11 12 13 14 15 16 17 18 19 20 48 24 30 30 30 48 64 48 48 64 64 48 24 30 30 30 48 64 48 48 48 32 16 32 102 6 6 6 6 6 6 6 3 1 1 1 1 3 4 3 3 4 3 62 3 3 3 3 3 3 3 3 24 3 3 3 3 3 3 3 3 3 3 4 2 4 20 4 4 2 4 4 16 3 3 6 2 3 4 18 3 3 6 2 3 13 3 3 6 3 3 3 3 3 3 3 3 3 3 3 3 1050 948 48 48 48 48 48 48 48 48 384 48 48 48 48 48 48 48 48 48 48 48 48 48 48 48 48 48 48 384 42 48 42 42 42 42 48 48 42 42 21 22 23 24 25 26 27 28 Specialty Basic Courses 专业基础课29 30 31 32 33 34 35 36 37 38 Specialty Courses 专业课

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创业管理 48 Entrepreneurship Management 小计 528 Subtotal 39 42 480 6 48 3 33 119 30 30 24 22 24 3 22 12 15 3 12 12 6 6 必修课小计 Subtotal of Compulsory Courses 选修课小计 Subtotal of Optional Courses 实践教学环节小计 Subtotal of Practical Teaching 1962 1812 150 公共基础课必修学分62，占总学分34.6% Public Basic Courses have 62 compulsory Credits, 34.6 % of total Credits 专业基础课必修学分26，占总学分14.5% Specialty Basic Courses have 26 compulsory Credits, 14.5 % of total Credits 专业课必修学分33，占总学分18.4% 毕业应取得总学分179 Specialty Courses have 33 compulsory Credits, 18.4 % of total Credits Graduates should obtain a total of 179 Credits 综合实践教学环节学分30，占总学分16.8% Practical Teaching has 30 compulsory Credits, 16.8 % of total Credits 选修课学分≥30，其中公共选修课≥16 Credits of Optional Courses ≥ 30，including the Credits of Public Optional Courses ≥ 16 4、选修课设置 4. Optional Courses

课程类别 Courses Classified 序号 No. 1 2 3 4 5 Specialty Optional Courses 6 7 8 9 10 11 12 13 14 公共选修课 Public Optional Courses 课程名称 Course Name 消费经济学 Consumer Economics 经济地理 Economic Geography 人力资源管理 Human Resources Management 商品学 Merchandising 销售渠道管理 Sales Channel Management 贸易经济学 Trade Economics 管理信息系统 Management Information System 连锁经营管理 Chain Operation Management 品牌管理 Brand Management 生产管理 Production Management 新概念营销 New Concept Marketing 企业战略管理 Strategic Enterprise Management 证券市场理论与实务 Theory and Practice of Securities Market 物流管理 Logistics Management 教学时数 学分 Teaching Credits Hours 32 32 32 32 32 32 32 32 32 32 32 32 32 32 2 2 2 2 2 2 2 2 2 2 2 2 2 2 开设学期 Semester 5 5 5 5 5 5 5 6 6 6 7 7 7 7 本类课程应修满16学分 16 Credits should be obtained for courses of this category 14 14 Credits should be obtained for courses of this category 备 注 Remarks 专业选修课本类课程应修满学分见学校公共选修课一览表 Refer to the Public Optional Courses Table

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