市场营销专业的课程企业战略
教学内容:企业战略的含意和重要性。企业战略规划的基本程序。企业战略规划的内容:规定企业任务,确定企业目标,鉴别和评价战略方案。企业增长策略:密集性增长策略、一体化策略、多样化策略。产品投资组合战略方案:战略业务单位,波士顿矩阵。
教学目的与要求:通过本章的学习,使市场营销专业在职研究生掌握企业战略的基本含义,掌握制定企业战略的基本方法。
CP.6 Strategy for enterprise
Content: Meaning and importance of enterprise strategy ; basic procedure of enterprise strategy planning; content of enterprise strategy planning:to define enterprise task; determine enterprise objective; identify and evaluate strategic scheme ; tactics for enterprise growth: intensive growth strategy, integrating growth strategy, diversification strategy; product investment portfolio strategic plan; Boston Matrix
The purpose and demand: to make students grasp basic meaning of enterprise strategy and basic method to make enterprise strategy through study.