56 《互联网营销》+N0860048+课程教学大纲英文版.docx

Sy11abusofInternetMarketingCourseName：InternetMarketingCourseCode：N0860048Credits：2.0Tota1CreditHours：321ectureHours：32ExperimentHours：0ProgrammingHours：0PracticeHours：0Tota1NumberofExperimenta1(Programming)Projects0Where,Compu1sory(0),Optiona1(0).Schoo1：Schoo1ofBusiness,JiangnanUniversityTargetMajor：Marketing;BusinessAdministrationI、CourseNature&AimsThiscourseisanoptiona1courseofbusinessadministrationmajorsandbe1ongstogenera1courseinIIUUortrainingprogramofbusinessadministration.Fromtakingthiscourse,studentsmain1ystudythere1evantconceptsandtheoriesofInternetmarketingandspecifictoo1sandmethodsofInternetmarketing.InternetmarketingorInternetmarketingischanging,andconsumers'accesstoinformationandthemarketingenvironmenttheyarefacinghaschangeda1ot.Therefore,itisnecessarytoadaptcontentsystem,theconceptofteachingideaandteachingmodeoftheInternetmarketing(othenewInternetapp1icationenvironment.Theprincip1esofthiscourseinc1udethecombinationoftheoryandpractice,know1edge1earningandabi1itycu1tivation,know1edgeapp1ication.Themainpurposeofthiscourseistohe1pstudentstoacquireknow1edgeandski11sthatareusefu1forInternetmarketingpractice,suchasfu11yunderstandingthebasicknow1edgeofInternetmarketing,1earninghowtousethetoo1sandmethodsofInternetmarketingandmasteringtheoperationprincip1esandcorrespondingski11sofInternetmarketing.、CourseObjectives1.Mora1EducationandCharacterCu1tivation.Through1earning(hecourseofInternetmarketing,studentswi11haveacomprehensiveunderstandingofthetheoretica1systemandtechno1ogyofInternetmarketing,aswe11asthemaint1sandmethodsofInternetmarketing.Byexp1ainingthedeve1opmentofInternetmarketingandtheevo1utionofre1evanttheories,1etstudentsunderstandthemacroandmicrofactorsthatpromotethesuccessofsomee-commerceenterprisesandbrands,makestudentsknowhowtograsppotentia1opportunitiesandovercomedifficu1ties,he1pstudentstoestab1ishascientificwayofthinkingandtraintheirabi1itytofacecha11engesin1ifeandwork.Basedontheimportantro1eofbusinessscienceindrivingthedeve1opmentofinnovationandentrepreneurshipinChina,thiscoursewi11takethefrontiertheoretica1know1edgesystemofInternetmarketingasthecarrier,he1pstudentscorrect1yunderstandthe1awofmarketdeve1opment,rememberthebasicnationa1conditionsofourcountryandgraspscientificwor1dviewandmethodo1ogy.According1y,wewi11motivatestudentstodeve1opcorrectwor1dviewsandva1ues,andintegratetheeducationa1e1ementsofsocia1ismwithChinesecharacteristics,suchas(hefourdimensionsofse1f-confidence,intothecurricu1um.!.CourseObjectivesThroughthestudyofthiscourse,students'qua1ities,ski11s,know1edgeandabi1itiesobtainedareasfo11ows：Objective1.Understandthetheoretica1know1edgesystemofInternetmarketing.(CorrespondingtoChapter1-5,supportingforgraduationrequirementsindex2.2)Objective2.Understandandmasterthemaintoo1sandmethodsofInternetmarketing.(CorrespondingtoChapter7-10,supportingforgraduationrequirementsindex2.5)Objective3.Mastertheoperationthoughtsandcorrespondingoperationski11sofInternetmarketing(CorrespondingtoChapter11-14.supportingforgraduationrequirementsindex2.6)3.SupportingforGraduationRequirementsThegraduationrequirementssupportedbycourseobjectivesaremain1yref1ectedinthegraduationrequirementsindices2.2,2.5,2.6,asfo11ows:SupportingforGraduationRequirementsCourseObjectivesGraduationRequirementsIndicesandContentsSupportingforGraduationRequirementsTeachingTopics1eve1ofSupportIndicesContentsObjective1Abi1itytoana1yzetheprob1emsIndex2.2Understandthebasicknow1edgeandtheoretica1systemofInternetmarketing,andbeab1etofindandana1yzethedeficienciesandprob1emsintheInternetoperationofenterprises.ChapterI-51Objective2Professiona1competenceIndex2.5ProficientinusingInternetmarketingtoo1sandmethodssuchassearchengine,socia1network,understandtheapp1icationski11sofvira1marketing,word-of-mouthmarketing,eventmarketingandpersona1izedmarketing.Chapter7-10HObjective3Practica1abi1ityIndex2.6MasterthecharacteristicsofmarketingstrategyinthecontextofInternetmarketing,beab1etouseInternetmarketingIookandmethodstocarryoutmarketingactivities,havethepractica1abi1itytomanagetheInternetmarketingperformance.Chapter11-14MHI、BasicCourseContentChapter 1 IntroductiontoInternetMarketing(supportingcourseobjective1)1.1 ThebackgroundofInternetmarketing1.2 OverviewofInternetmarketingTeachingRequirements:Bystudyingthecontentofthischapter,studentsshou1dunderstandthetechnica1background,economicbackground,marketbackground,socia1backgroundandbehaviora1backgroundofInternetmarketing;understandthemeaning.CharaCteriStiCSandfunctionsofInternetmarketing;understandthedifferencesandconnectionsbetweenInternetmarketingande-commerce,andwhatcha11engesInternetmarketingbringstotraditiona1marketing;understandhowtointegrateInternetmarketingandtraditiona1marketing,andonthisbasismasterthepractica1abi1itytodescribeandana1yzetheenvironmentandactivitiesofInternetmarketing.KeyPoints：UnderstandthecharacteristicsandfunctionsofInternetmarketing,aswe