运筹学课程课件

中原工中原工 Zhongyuan University of TechnologyZhongyuan University of Technology Course SyllabusCourse Syllabus December 5December 5 Note: Each student should print out this course syllabus and bring it to each class session. COURSE TITLECOURSE TITLE: Principles of Marketing: A Global Perspective INSTRUCTORINSTRUCTOR: William Teng, Ph.D., CFA CONTACTCONTACT: wyteng@king.edu FACULTY BIO:FACULTY BIO: Dr. William Teng received his Ph.D. in Economics and Finance from the University of Memphis in Tennessee. Dr. Teng also holds the designations of Chartered Financial Analyst (CFA). Dr. Teng has more than fifteen years of teaching experience at both the undergraduate and the graduate levels. He has published research papers in the International Journal of Service Science, Ination Technology Journal, and Economics System. TEXTBOOK:TEXTBOOK: Keegan, Warren, Global Marketing, 8th edition, Prentice-Hall, 4 LEARNING OUTCOMESLEARNING OUTCOMES: Upon successful course completion, students should be able to: 1. Identify the principles of marketing and explain the impact these principles have on the global economic, social/cultural, legal/political, and regulatory environment. 2. Identify regional economic markets and explain how to qualify and quantify potential opportunities using research, segmentation, and targeting techniques. 3. Explain how marketing ‘mix’ decisions – product, price, physical distribution, promotion – impact a global marketing strategy. 4. Explain the strengths and weaknesses of a company’s global marketing plan. COURSE OUTLINECOURSE OUTLINE: The outline included below is subject to change. Class assignments and complete listing of readings and assignment questions for each class will be discussed in class. DAY 1: CHAPTERS 1 AND 2DAY 1: CHAPTERS 1 AND 2 Chapter 1: Introduction to Global MarketingChapter 1: Introduction to Global Marketing Global marketing’s importance today is shaped by the interplay of several driving and restraining forces. The er includes market needs and wants, technology, transportation and communication improvements, product costs, quality, world economic trends, and recognition of opportunities to develop leverage by operating globally. Restraining forces include market differences, management myopia, organizational culture, and national controls. After you complete this section, you should be able to answer the following questions: 1. What are the basic goals of marketing? Are these goals relevant to global marketing? 2. What is meant by “global localization?” Is Coca-Cola a global product? Explain. 3. Describe some of the global marketing strategies available to companies. Give examples of companies that use the different strategies. Chapter 2: The Global Economic EnvironmentChapter 2: The Global Economic Environment The economic environment is a major determinant of global market potential and opportunity. In today’s global economy, capital movements are the driving force, and production is uncoupled from emplo