International Marketing (bilingual) curriculum standards

1. Introduction

1.1 Course nature

This course is an elective for the International Economics and Trade major, covering essential knowledge and skills in international marketing. It plays a crucial role in developing students' professional capabilities and cultivating their professional ethics. Through this course, students will gain a comprehensive understanding and deep insight into the fundamental knowledge, concepts, and theories of international marketing. They will effectively and systematically grasp the basic categories, internal relationships, and movement laws of the international marketing environment, global marketing research, international purchasing behavior, international marketing strategy combinations, and digital marketing. This enhances their theoretical knowledge, guiding their practical work.

1.2 Design ideas

The course "International Marketing" emphasizes a teaching model that integrates theory with practice, providing a comprehensive and accurate explanation of the fundamental principles of modern international marketing. It also focuses on digital marketing case studies, considering the current trends in digital economic development. By analyzing these cases, the course aims to provide students with practical insights and methods for marketing. Building on the theoretical instruction provided by instructors, the course encourages students to engage in simulated exercises, analyze typical cases, and gain hands-on experience at training bases or through school-enterprise collaborations. This approach helps develop students' practical skills and, under the guidance of industry professionals, transforms them into the practical digital marketing talents that companies need.

This course focuses on the reform of talent cultivation models through school-enterprise cooperation and integration of work and study. It conducts international market research interviews and consulting seminars through platforms like the Wuxi Cross-border E-commerce SME Chamber of Commerce, analyzing and arguing the job positions, typical work processes, and tasks in international marketing based on professional standards for international marketing roles. The course content is systematically developed with a focus on professional skills, using the practical process of international digital marketing as the main thread. This includes updating the knowledge structure of digital marketing, designing project tasks, and writing project textbooks and training manuals. Additionally, a dual-teacher structure teaching team is established to conduct project-based teaching that integrates 'teaching, learning, doing, and testing' and is driven by work tasks, with students at the center. Finally, a diversified course evaluation system is implemented, combining process assessment with outcome assessment and integrating theoretical and practical assessments.

To more clearly articulate the course objectives and enhance their guiding value in the teaching process, this course employs a performance-based approach to expressing these goals. The knowledge requirements are expressed using phrases like 'understand...,'  'familiarize...,' and 'know...' The technical skills requirements follow the format 'can (have) + degree of use + verb + object.' The degrees of use in this course include 'proficient,'  'accurate,' and 'basic.'  'Proficient' means being able to complete tasks without errors within the specified time, 'accurate' means completing tasks without any mistakes, and 'basic' means being able to complete tasks without errors without prompting from others, even without time constraints.

This course is recommended to be arranged for 48 class hours and 3 credits.

2. Course objectives

This course equips students with the fundamental concepts and principles of international marketing, enabling them to apply these principles and methods to analyze international markets, position themselves in these markets, design marketing mixes, and plan international marketing strategies. Students will learn to understand the characteristics and planning of various international marketing strategies and apply the basic methods of digital marketing strategy management to the international market, laying a solid foundation for their future international marketing practices.

Career competence training objectives

● Able to analyze the current situation of global international marketing environment

● Able to analyze and apply international marketing theories to solve practical marketing problems

● Able to analyze and apply basic methods of digital marketing strategy

● Be able to apply the principle of market segmentation and positioning in the international market for market segmentation and positioning

● Be able to analyze and apply international consumer purchasing behavior

● Be able to apply brand strategy for international product brand building and management

● Able to apply basic strategies of product pricing, product channel and promotion to design international product pricing and promotion strategies

● Be able to conduct online marketing practice through the Internet and other platforms

3. Course content and requirements

4. Implementation recommendations

4.1 Textbook writing

The textbook used in this course is the school-based textbook "International Marketing," which was co-authored by full-time teachers with rich teaching experience and practical work experience in enterprises. The book aims to achieve innovative thinking, fresh content, model transformation, enhanced application, and scientific standardization during its compilation. This textbook emphasizes the integration of the practicality of international marketing theory and real-world business practices, with key features including:

1. The textbook takes into account the systematic, forward-looking and practical nature of knowledge in theory. In addition to highlighting the classic marketing theories, it absorbs the latest achievements of international marketing theories and adds the current popular digital marketing content, so as to maintain the integrity, novelty and rich and practical content of the system;

2. In practice, the teaching materials highlight the reality, operability and application. They pay attention to the novelty, internationality and localization of cases and related materials, and insert a sufficient number of typical cases and related knowledge according to the content of each chapter;

3. Textbooks aim to stimulate students 'interest in learning by emphasizing the expansion of knowledge points, the vividness of case studies, and the autonomy of learning. Before introducing the main content, they provide' introduction cases 'to spark students' interest and attention to the chapter. Throughout each chapter, 'case studies' and 'materials' sections are included to enhance the content's depth and breadth;

4. In terms of ability cultivation, each chapter of the textbook is arranged with "case analysis", "thinking and application" and "extracurricular reading" exercises and practices, highlighting the cultivation of knowledge application ability;

5. In terms of learning methods, the textbook provides help and guidance for students. At the end of this chapter, there is a "Summary of this Chapter", which gives the knowledge points of each chapter.

4.2 Teaching Suggestions

1. Basic teaching requirements

This course is a discipline that equally emphasizes theory and practice. Selecting appropriate teaching methods can significantly enhance both the effectiveness of teaching and the learning experience of students. While focusing on marketing theory, it is important to incorporate thematic research and classroom discussions to enrich the classroom atmosphere and boost students 'interest in learning. Multimedia courseware should be used in class to guide and assist students in mastering key points, overcoming difficulties, analyzing data, and identifying common errors. The teaching process should be student-centered with teachers as guides, where teachers pose questions or design practical exercises, and students actively participate. The focus should be on' teacher guidance 'and' student practice, 'rather than' lecturing 'and' observing.' Students are encouraged to boldly express their views on marketing issues, and any mistakes or errors in their learning process should be treated with tolerance. Students should be provided with opportunities for independent learning and ample space for self-expression and development. A harmonious and democratic communication channel between teachers and students should be established, where both parties regularly reflect on the marketing learning process and outcomes, encouraging and supporting each other to achieve mutual growth in teaching and learning.

2. Teaching mode

The course adopts an integrated teaching mode of "teaching, learning and doing". It adopts teaching modes such as theoretical explanation, case teaching and situational simulation. In the whole course teaching, students are the center and teachers are the guide, fully mobilizing the enthusiasm of both teachers and students to achieve the teaching objectives.

3. Teaching methods and means

Focusing on the core training objectives, we create a digital marketing scenario-based teaching environment. We use teaching methods that align with students 'cognitive levels to stimulate their curiosity and interest in learning. The role of teachers shifts from primarily lecturing in class to focusing on teaching design, organizing scenarios, posing questions, guiding, monitoring (including motivation, answering questions, and correcting errors), and evaluating students' learning activities. When selecting teaching methods, we emphasize that these methods should encourage active and positive student participation, help tap into their learning potential, foster their learning abilities, and promote the role of learning teams and the formation of a learning organization.

(1) Case method. Use a large number of examples to explain basic concepts, so that theoretical teaching and practice are closely connected.

(2) Scenario simulation method. Through the simulation of actual scenes, students' perceptual understanding is increased and the understanding of key concepts is strengthened.

(3) Interactive teaching method. Students discuss a task in groups, students speak on the stage, teachers and listeners ask questions, and knowledge points and difficulties are clarified through interaction and communication.

(4) Project-driven teaching method. Centered on a work project, the understanding and application of theory are deepened through the completion of the project.

(5) Practical method of research and planning. Cooperate with related enterprises to help them complete cross-border market research, submit analysis reports, and finally make corresponding plans.

(6) Digital teaching extension method. Digital network course is a powerful supplement to the course teaching. The content perfect website provides students with teaching courseware, learning guidance, learning resources and other extended learning materials, and provides a platform for students' after-class learning and online tutoring.

4. Teaching team

This course recommends a teaching team composed of full-time teachers who are familiar with international marketing or related work experience. They have rich experience in import and export market development, as well as sufficient teaching experience and skills. They should meet the following conditions:

(1) Systematic international marketing expertise;

(2) Good communication skills;

(3) Ability to organize classroom teaching;

(4) Be able to use a variety of flexible and advanced teaching methods;

(5) Have enterprise practice experience, can independently guide students to practical operation;

(6) Good professional ethics.

4.3 Teaching conditions

This course suggests that the teaching should be mainly arranged in the multimedia classroom on campus, and some practical training hours should be arranged in the school training room and off-campus internship base to realize the integration of teaching places and professional places, so as to achieve better teaching results.

1. Equipment of on-campus training laboratory

Microphone, multimedia classroom, computer, desk, negotiation table, wooden chair, file cabinet, blackboard and supporting equipment set, several charts, other office supplies, etc.

Through practice and training, students can fully and systematically master the basic procedures of international marketing in enterprises, the production of market strategies, marketing plans and the design and production of planning. The marketing training room can also be used as a teaching and training field for management courses, through which students can master the basic methods and principles of enterprise system operation and management.

2. Basic requirements for off-campus training

Related to international marketing work, I can regularly accept interns according to teaching needs and provide qualified positions.

4.4 Course resources

It is important to focus on the development and construction of teaching resources for this course, including curriculum standards, electronic textbooks, project activities, teaching unit designs, learning guides, multimedia courseware, practical training project libraries, exercise sets, case studies, and question banks. Additionally, a course website should be established to enable teachers and students to effectively engage in efficient and flexible teaching and learning activities through the course website platform.

1. Existing resources

The course of "International Marketing" is a high-quality course, online open course, specialized and innovative integration course and bilingual construction course in our school. A lot of materials and experience have been accumulated in the course construction. The relevant learning materials mainly include: curriculum standards, teaching plan, teaching plan, teaching courseware, cases, video materials, case library, etc.

2. Resource development and utilization

In order to enable students to fully participate in extracurricular training and course design and other teaching activities, and better understand professional knowledge and the cutting-edge knowledge and new concepts of digital marketing in the activities, teachers should actively develop and recommend a variety of information resources such as multimedia materials, modern information technology teaching resources and network teaching resources for students to learn.

Create a network environment for teachers and students, where teachers can upload their teaching materials, allowing students to access and study them at any time. Professional resources should also be uploaded, enabling teachers to promptly review them during lesson preparation, thus expanding the scope of teaching and learning. Additionally, professional technical websites should be established to leverage the internet's advantages for quickly accessing valuable learning and research materials, thereby enhancing the quality of teaching and learning.

4.5 Teaching evaluation

The comprehensive assessment is combined with group assessment and individual assessment, process assessment and result assessment.

 

 

1. Group assessment

 

2. Personal achievements

 

5. Other information

This curriculum standard is mainly applicable to the international economy and trade major of Wuxi Business Vocational and Technical College.

Author: Huayang, Reviewer: Wang Jinlong                Author: Huayang, Reviewer: Wang Jinlong

Formulated (revised) on May 18,2024