1、浙江科技学院市场营销专业培养方案一、培养目标 本专业培养既具有扎实的市场营销专业知识，又了解工商管理、国际贸易等其他相关学科基本理论和知识的高素质应用型专门人才。通过四年的系统学习，在专业能力方面，使学生具备从事市场调查、分析、预测以及营销实施等工作的基本能力；在专业素质方面，使学生具有企业家精神和素养、创业创新意识和能力，成为能够适应市场经济和社会发展需要的高素质应用型营销管理人才。 二、培养标准 按照“高素质，国际化，应用型”等原则组织教学，本专业学生主要学习市场营销、经济学和工商管理方面的基本理论、基本业务和实践技能。毕业生应获得以下几个方面的知识和能力：1、掌握管理学、经济学的基本理论
2、和现代市场营销的基本知识；2、掌握市场营销的定性与定量分析方法；3、具有较强的语言与文字表达、人际沟通、分析和解决市场营销实际问题的基本能力；4、了解本区域经济社会特色的同时，具有国际化的视角，适应国际市场营销的惯例和规则；5、掌握创业知识及其基本技能，具备有胆有识、沉着稳重的思维习惯和风格。6、学习相关专业技术，为成为高素质应用型人才打下坚实基础。 三、知识、能力和素质实现矩阵要求内容配套主要课程或教育培养措施知识要求具备从事创业活动所需的基础知识KAB和创业导论、经济法、会计学、浙商创业经典案例具备从事市场营销活动的基础性知识微观经济学、宏观经济学、管理学、统计学具备从事市场营销活动的专业
3、关知识市场营销、消费者行为学、国际市场营销、网络营销、广告学、电子商务、市场调查与预测、推销理论与技巧、商务谈判与沟通、品牌管理能力要求具备较强的市场营销业务能力消费者行为学课程设计、市场营销模拟决策系统、电子商务系统软件综合实验、国际营销模拟、市场调查课程设计、广告学课程设计、管理信息系统课程设计、ERP沙盘模拟 创业、创新能力创业实践、科研实践、社会实践素质要求生理素质体育、军事理论及训练、体质健康训练心理素质大学生心理健康、大学生就业指导文化素质思想道德修养和法律基础、中国古代管理思想四、主干学科管理学经济学五、专业核心课程市场营销学、网络营销、消费者行为学、国际市场营销、电子商务、营销
4、策划、市场调查与预测、广告学、商务谈判与沟通、推销理论与技巧、品牌管理等。双语教学课程： 管理学、国际市场营销。六、主要实践环节认识实习、军训、管理实习、课程设计、创业实践、毕业实习、毕业论文等七、学制、学位及学分要求 1、学制：实行弹性学制，本科基本学制一般为4年，可提前1年毕业，最长不超过8年。 2、授予学位：管理学学士学位 3、本专业毕业最低学分要求：169学分 八、学分结构要求课程设置及修读类型学分及占比学分学分比例理论教学环节基础层次（必修）3630.22%专业层次（必修）3025.50%拓展复合层次（选修）5344.28%合计11970.49%实践教学环节必修5029.51%合计1
5、69100%Undergraduate Program in MarketingI. Training ObjectivesThis program is to cultivate the basic theory, knowledge and skill of cross-disciplinary with marketing and business administration, management science, economy and trade to student ;Students have engaged in market research, analysis, pla
6、nning, marketing, market forecasts and market management in these areas such as basic capacity; Students have entrepreneurial, professional skills, innovative ideas, such as high-level application marketing-management personnel of the international vision field .II. Training StandardsStudents are ma
7、in learning the basic theory and basic knowledge of marketing ,accept influence and baptism from part-time general manager of the well-known enterprises and entrepreneurs of all types; To become entrepreneurs, market analyst, human resources director, international business people , engaged in a ser
8、ies of thinking skills and training. Graduates should be given in the following areas of knowledge and ability:1.Learn basic theories and knowledge on management, economics and modern marketing;2.Learn the qualitative and quantitative analysis on marketing;3.Have the basic ability of strong language
9、 and presentation, and interpersonal communication, analyzing and solving marketing problems;4.Familiar with the relevant national marketing strategies, policies and regulations, knowledge of international marketing practices and rules; 5.Familiar with the theories and practice of marketing developm
10、ents;6.Skilled use of a foreign language at least.III.Realization Matrix of Knowledge, Ability and Quality ContentsThe Main Courses or Education Training Strategy KnowledgeEntrepreneurKnow about Business and Introduction to Being an Entrepreneur，Chinese Business Law，Accounting，Venture Case of Zhejia
11、ng BusinessmenEconomics and ManagementMicro-economics，Macro-economics，Management，StatisticsMarketingMarketing，Consumer Behavior，The Marketing Planning，International market marketing，Network marketing，Sales Promotion Theory and Skill，Brand Management，Business Negotiation and Communications ，E-Busines
12、sAbilityProfessional SkillsSimulation Training on Business ，Synthetical Experiment for Electronic Commerce Software，Simulation Training on Marketing ，The Consumer Behavior Curriculum Designs，Research in International Marketing ，Course Design for advertisingInnovation and Entrepreneurial AbilityBy pa
13、rticipating in the engineering practice, science and technology competition, scientific research projects, volunteer activities, community activities and social practice to training the students ability of communication, cooperation, organization and managementQualityPhysical QualitiesPhysical Educa
14、tionPsychological QualitiesMental Health Education for College Students, relevant training and help provided by schoolCultural QualitiesFundamentals of Morality and LawIV. Major DisciplinesManagement,EconomicsV. Core CoursesMarketing, Consumer Behavior, International Marketing, Marketing Investigati
15、onAnalysis, Network marketing, Advertising, E-Business, The Marketing Planning, Sales Promotion Theory and Skill, Brand Management, Business Negotiation and Communications Bilingual teaching courses: Management, International MarketingSelf-study courses or seminars : Professional EnglishVI. Main Int
16、ernship and PracticeCognition Practice, Military Training, Curriculum Internship, Curriculum Design, Management Internship, Undergraduate Internship, Undergraduate ThesisVII. Length of Schooling, Degree and Credits Requirements for Graduation 1Length of Schooling：The length of schooling is flexible,
17、 generally it lasts four years. The students can graduate one year in advance or within 8 years. 2Degree Conferred：management 3The Minimum Graduation Credits：169 VIIICredits Structure and Ratio： The curriculum Provisionand Study TypeCreditsCredits RatiosTheory Teaching Basic Level（Required）3630.22%S
18、pecialty Level（Required）3025.50%Expand and RecombinationLevel（Optional）5344.28%Total11970.49%Practice TeachingRequired5029.51%Total169100%课程设置与学时安排（表一）专业名称：市场营销课程层次课程性质课程代码课程名称学分总学时课内教学考试学期各学期周学时分配备注理 论 学 时实验学时实践学时第一学年第二学年第三学年第四学年长1长2长3长4长5长6长7长816周16周16周16周16周16周16周16周基础层次 必修26115001中国近现代史纲要Outline
19、 of Contemporary Chinese History 2322481226115002思想道德修养与法律基础 Fundamentals of Morality and Law 34836122326115003马克思主义基本原理概论Introduction to Fundamental Principles of Marxism34836123326115004毛泽东思想和中国特色社会主义理论体系概论 Introduction to Mao Zedongs Thought and Theoretical System of Socialism with Chinese Charac
20、teristics46448164426115201-26115204形势与政策Situation and Policy232321-4长1-4讲座27116385大学生心理健康教育 Mental Health Education for College Students11616213116007-13116010体育1-4 Physical Education 1-4 41281281-4222231117082-31117083大学生职业发展与就业指导1-2Career planning and guidance for college students 1-2116162和622讲座1
21、0111350- 10111351高等数学B1-B2(微积分) Advanced Mathematics Level B1-B2（Calculus）81281281-24425114359-25114361大学英语2-4 College English 2-4121921921-3444实施分级教学25114360-25114362大学英语3-5 College English 3-5121921921-344410111043概率论与数理统计B Probability Theory and Mathematical Statistics Level B232323218113049科技文献检
22、索 Scientific Documents Retrieval1161622基础层次合计43752576017614131160200专业层次必修06133002微观经济学 Micro-economics348481306116602宏观经济学 Macro-economics348482306135000市场营销学 Marketing232322206136000经济法 Chinese Business Law348483306135001消费者行为学 Consumer Behavior232323206231519网络营销 Network marketing232324206135003国
23、际市场营销（双语） International market marketing2323242必修专业层次06131510广告学 Advertising23232（表一续一）5206131504市场调查与预测 Marketing Investigation and Forecasting232325206232300电子商务 E-Business23222105206231554营销策划 The Marketing Planning23232206231520推销理论与技巧 Sales Promotion Theory and Skill23232206131505品牌管理 Brand Man
24、agement23232206131523商务沟通与谈判 Business Negotiation and Communications 232322专业层次合计3149648610035566600拓展复合层次专业拓展(选修)06116511管理学（双语） Management348481306135002中国古代管理思想和管理艺术Thoughts of Chinese Ancient Management232322206326900KAB和创业导论 Know about Business and Introduction to Being an Entrepreneur348483306
25、132017管理信息系统 Management Information Systems232284206331591公共关系学 Public Relation Science34848306131542技术经济学 Technology Economics23232206131503管理心理学 Psychology of Management23232206315126浙商创业经典案例 Venture Case of Zhejiang Businessmen 23232206116604统计学 Statistics348484306337000会计学 Accounting348484306231
26、517人力资源管理 Human Resources Management23232206136463现代物流管理 Modern Logistics Management23232206231555服务营销Services Marketing23232206231521营销渠道管理 Place Management23232206231516创新管理 Innovation Management 232322专业拓展(选修)拓展复合层次06232203客户关系管理Customer RelationshipManagement232284（表一续二）206231527房地产营销 Real Estat
27、e Marketing 23232406330108企业战略管理Strategic Management of Enterprises23232406331546风险管理 Risk Management232324小计43688680803281078120至少选修学分3962462040328107680专业拓展至少选修学分3962462040328107680拓展复合层次专业复合（跨专业选修）06231704财务管理 Financial Management34848306126611公共经济学 Public finance34848306331001生产与运作管理 ProductionO
28、peration Management23232206126321国际贸易实务 International trade practice 34848306131511金融学 Finance23232206336603当代中国经济专题 Special topic about the contemporary China economy23232406226307证券投资学 Negotiable Securities Investment232324小计172722720000008580专业复合至少选修学分81281280000005240专业拓展复合至少选修学分合计47752748403281
29、0128120拓展复合层次公共拓展复合选修自然科学拓展及工程技术拓展课程群至少选修4学分4646422自然科学拓展及工程技术拓展之外的课程群至少选修2学分232322公共拓展复合至少选修学分696960022200000拓展复合层次课程至少选修学分合计5384884440541010128120（基础层次+专业层次+拓展复合层次）合计1272096190614176222226221816120实践教学安排（表二）课程代码所属模块实践教学活动名称学分周或学时按学期分配（周或周学时）备注第一学年第二学年第三学年第四学年长1长2短1长3长4短2长5长6短3长7长831461014公共实践大学始业教
30、育 Induction of university life11113461013军事理论及训练 Military Theory and Training 33313461015体质健康训练Health Training0.5168831467084大学生职业发展与就业指导实践 Practice of career planning and guidance for college students1222231463007思政社会实践Ideological Social Practice22206452300基础实验企业经营决策模拟系统 Simulation Training on Busi
31、ness 11106441010ERP沙盘模拟 ERP Simulation22206451009电子商务系统软件综合实验 Synthetical Experiment for Electronic Commerce Software22206451302专业实验市场营销模拟 Simulation Training on Marketing 11106444551国际营销模拟 Research in International Marketing 11106444204专项设计管理信息系统课程设计 The Management Information System Curriculum Designs11106444731会计学课程设计 The accounting Curriculum Designs11106444541消费者行为课程设计 The Consumer Behavior Curriculum Designs111根据兴趣选择至少2个专项06444533市场调查课程设计 The Market Investigation Curriculum Designs11106444536广告学课程设计 Course Design for advertising 1
