♦ ⌈ 课程介绍  Introduction ⌉

1、简短概述  Brief Overview

《国际市场营销》是连接市场营销基本理论与全球商业实践的桥梁，是国际经济与贸易、市场营销及工商管理等专业的核心必修课。

"International Marketing" serves as a bridge between basic marketing theories and global business practices, functioning as a core compulsory course for majors such as International Economics and Trade, Marketing, and Business Administration.

2、详细介绍  Detailed Introduction

《国际市场营销》自专业开设以来即为教学计划中的专业核心必修课程。本课程凭借其前瞻性的国际视野与严谨的教学体系，教学成效显著，深受师生好评。

本课程致力于培养具备全球视野、跨文化交际能力及国际竞争力的营销专业人才。课程内容紧密围绕全球市场环境分析、海外市场进入战略及国际营销组合策略展开。通过本课程的学习，旨在培养学生深入分析国际政治、经济、法律及文化环境的能力，使学生掌握如何识别全球市场机会、评估市场潜力并制定科学的跨国营销决策。

课程教学注重理论与实践的结合，重点涵盖国际市场细分、定位、产品策略、定价策略、分销渠道及促销策略等核心模块。通过案例分析、模拟实训及前沿课题讨论，逐步提升学生处理复杂国际商业问题的能力，使其能够独立撰写国际市场营销计划书，并具备在全球化背景下开展品牌建设与市场拓展的初步专业能力。

Since the establishment of these majors, "International Marketing" has been a core compulsory course within the curriculum. With its forward-looking international perspective and rigorous teaching system, the course has achieved remarkable teaching results and is highly acclaimed by both faculty and students.

This course is committed to cultivating marketing professionals equipped with a global vision, cross-cultural communication skills, and international competitiveness. The curriculum revolves closely around global market environment analysis, foreign market entry strategies, and international marketing mix strategies. The course aims to develop students' ability to conduct in-depth analyses of international political, economic, legal, and cultural environments. It empowers students to identify global market opportunities, evaluate market potential, and formulate well-informed transnational marketing decisions.

The teaching approach emphasizes the integration of theory and practice, focusing on core modules such as international market segmentation, positioning, product strategies, pricing strategies, distribution channels, and promotional strategies. Through case studies, simulated practical training, and discussions on cutting-edge topics, the course progressively enhances students' capacity to handle complex international business issues. Ultimately, it enables students to independently draft comprehensive international marketing plans and equips them with the preliminary professional expertise for brand building and market expansion in a globalized context.

♦ ⌈ 课程负责人及团队介绍   Lecturers and Teams ⌉

1、课程负责人  Course Director

西昌学院经济管理学院 马衍阳 副教授

Associate ProfessorYanyang Ma

School of Economics and Management, Xichang University

2、 详细介绍  Detailed Introduction 

本团队由6位教师组成，全员具有硕士及以上学位，副教授及讲师比例协调。团队年龄结构合理，中青年骨干各占50%。成员毕业于四川大学、电子科技大学等高校，融合多校特色，主持或主研厅级及以上科研项目40余项。作为“双师双能型”教师，团队成员深耕市场营销、跨境电商等核心领域，年均授课近2000人。通过产学研深度结合，团队致力于培养具备国际视野与实战能力的复合型营销人才。

Comprising six faculty members, the team consists entirely of staff with Master’s degrees or higher, featuring a well-balanced distribution of Associate Professors and Lecturers. The age structure is highly optimized, with an equal 50% split between experienced mid-career professionals and dynamic young educators. Graduates from institutions such as Sichuan University and UESTC, the members integrate diverse academic strengths, having led or participated in over 40 research projects at or above the provincial/departmental level. As "double-qualified" instructors with industry expertise, the team specializes in core fields like Marketing and Cross-border E-commerce, teaching nearly 2,000 students annually. Through the deep integration of industry, education, and research, the team is dedicated to cultivating versatile marketing professionals with global perspectives and practical expertise.