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2025安徽文达信息工程学院市场营销专升本专业课考试大纲

2024-11-13
来源:好老师升学帮
阅读 212
导读:本文是2025安徽文达信息工程学院市场营销专升本专业课考试大纲,由好老师升学帮整理给大家参考!

总 纲

  2025 年我校市场营销专业专升本考试对象为安徽省省属普通高 校(以及经过批准举办普通高等职业教育的成人高等院校)的应届全 日制普通高职(专科)毕业生,安徽省高校毕业的具有普通高职(专 科)学历的退役士兵。招生考试实行“2 门公共课(各 150 分)+2 门 专业课(各 150 分)”的入学测试方式,公共课为“大学语文+英语 ”, 专业课为高职(专科)阶段所学专业课程,为管理学原理和市场营销 学。

  市场营销专业考试大纲是对该专业专升本考试选拔的纲要性文 件,是对全省符合报名资格的学子公平、公正、公开选拔的标准和依 据。本考试大纲依据安徽省教育招生考试院下发的“安徽省2025 年 普通高校专升本考试招生工作操作办法 ”,结合当前安徽省高校市场 营销专业课程教学的实际情况而制定。

  我校市场营销专业始终贯彻国家和省里的培养要求,依据有关政 策文件,落实、实现考查与培养目标,即以服务地方经济为导向,以 应用型本科教育为主要路径,培养德、智、体、美、劳全面发展,适 应当前社会对市场营销专业人才的需要,掌握必备的自然科学基础理 论和专业知识,具备良好的学习能力、实践能力、专业能力和创新意 识的高素质应用型专门人才。本专业主要考查考生管理、市场营销等

  方面的基础理论和基本知识,以及计算机信息技术、网络营销和现代 物流等方面的基本能力。在考查过程中,通过基础性、综合性、应用 性、创新性四种类型试题的命题,对考生进行全面考查和评价。

  科目一:管理学原理 Ⅰ.考核目标与要求

  《管理学原理》是管理类各专业共同开设的课程,是管理类各专 业的基础课。通过本课程的学习,使学生正确理解管理的概念,掌握 管理的普遍规律、基本原理和一般方法,初步具有解决一般管理问题 的能力,培养学生的综合管理素质,为进一步学习专业课程打下坚实 的基础。

  教材版本为:《管理学原理》(第 2 版),王光健,胡友宇,石 媚山 主编,中国人民大学出版社,书号:ISBN:978-7-300-23855-5。

  课程考核目标:本课程考试旨在考查学生对本课程的基本内容、 基本要求及基本应用掌握的深度和广度。考查管理学基本概念和知 识,要求学生能够理解计划、组织、领导及控制四大模块的基本内容; 掌握决策的制定、计划的制定、组织结构的设计、激励措施的制定及 控制措施制定的基本方法;学会如何依据员工心理与行为规律进行组 织激励,如何识别领导者风格与组织情境相匹配,从而提高管理技能 及管理水平;能够理性地看待经济管理活动中的各种矛盾,从换位思 考到多角度地看待问题的转变中形成全局观;能够具有管理智慧,解 决各种管理实践工作。

  Ⅱ. 考试范围与要求

  本课程要求学生能够了解管理及管理理论的相关概念,理解计 划、组织、领导及控制的基本内容;掌握预测的方法、决策的制定、 计划的制定、组织结构的设计、有效的沟通方法、激励措施的制定及 控制措施制定的基本方法。

  考核知识范围及考核要求:

  一、 管理概述

  1)掌握管理与管理者的概念;

  2)理解管理的职能;

  3)了解管理道德与社会责任。

  二、管理理论

  1)掌握各古典管理理论主要内容、特点、作用及代表人物;

  2)掌握行为科学管理理论的主要内容、特点、作用及代表人物;

  3)了解管理理论主要内容、特点、作用及代表人物。

  三、预测与决策

  1)了解预测的含义及步骤;

  2)掌握预测的种类和方法;

  3)掌握决策的概念,决策的原则和依据;

  4)了解决策方法的分类。 四、计划

  1)掌握计划的任务,形式和性质,计划的过程;

  2)了解计划与决策的关系;

  3)理解计划的类型。 五、组织

  1)了解组织的概念;

  2)了解组织结构的类型;

  3)理解组织职权的划分。 六、 领导

  1)掌握领导的内涵,领导的作用,领导方式的基本类型;

  2)理解领导者的类型;

  3)了解领导生命周期理论。 七、沟通

  1)掌握沟通的概念、过程,沟通的类别;

  2)掌握组织中有效沟通的障碍,有效沟通的实现;

  3)理解组织中沟通的形式:人际沟通,团队沟通,组织间沟通。 八、 激励

  1)掌握激励的概念,激励产生的激励的要素构成、内因与外因;

  2)理解激励的内容理论,过程理论;

  3)理解激励的一般形式和实务;

  4)了解激励与行为之间的关系。 九、控制

  1)了解控制的必要性;

  2)掌握管理控制的类型及控制的过程;

  3)知晓信息技术在供应链信息管理中的应用;

  4)了解预算控制和生产控制及财务控制的方法。

  补充说明:

  1、考试形式为闭卷、笔试。试卷满分为 150 分。

  2、试卷难易比例:易、中、难分别为 40%、40%和 20%。

  3、试题类型:名词解释、选择题、填空题、判断题、简答题、

  分析题等。

  科目二:市场营销学 Ⅰ.考核目标与要求

  《市场营销学》课程是一门管理类专业重要的专业基础课。主要 介绍市场营销的环境分析,如何进行市场细分、目标市场选择和市场 定位,4P(产品、价格、渠道、促销)的制定等,从而为学生在今后的 工作中解决企业发展问题打下一定基础。

  教材版本为:《市场营销学》,岳俊芳 吕一林 主编,中国人民 大学出版社,书号:ISBN:978-7-300-26044-0。

  课程考核目标:本课程考试旨在考查学生对本课程的基本内容、 基本要求及基本应用掌握的深度和广度。要求考生能理解并准确地解 释市场营销学基本概念,树立现代营销管理理念,坚持理论联系实际, 构建营销思维方式,掌握学科的基本概念、基本原理和基本方法,培 养营销分析能力,能熟练掌握营销工具进行各种组合开展营销活动, 具备分析问题和解决问题的基本能力,为后继专业课程学习和今后从

  事设计工作打下坚实的基础。

  Ⅱ. 考试范围与要求

  本课程考试范围主要为市场营销的概述、市场营销环境、消费者 市场与产业市场、营销调研、如何制定营销战略和市场营销组合(即: 产品、价格、渠道、促销)。要求学生掌握市场营销的演变过程,能 够进行企业的市场营销环境分析,了解消费者和团体的购买行为,能 运用市场调查的方法和手段,了解如何进行市场细分、目标市场选择 和市场定位,掌握市场营销策略组合及其各项策略。

  考核知识范围及考核要求:

  一、营销概述

  1)了解市场营销的相关概念,准确把握市场、市场营销的含义;

  2)了解市场营销学的核心及研究内容,掌握市场营销组合的基本构 架和市场营销组合的特点;

  3)了解市场营销观念的产生与发展,掌握市场营销观念的演变,掌 握现代营销观念与传统营销观念的区别;

  4)了解市场营销需求中市场需求的不同状况,掌握市场营销需求管 理;

  5)了解企业营销创新的概念,理解市场营销观念对企业的重要性, 理解营销创新的必要性,掌握营销创新的策略。

  二、 市场营销调研

  1)了解市场营销环境的概念和分类,掌握营销环境的特征;

  2)了解市场营销环境的作用以及对企业营销的影响,学会适应并有

  效利用市场营销环境;

  3)了解微观环境和宏观环境的主要构成,掌握分析、评价市场机会 与环境威胁的基本的基本方法;

  4)了解市场调查的定义,及在市场营销中的作用,掌握市场调查的 方法和步骤,学会设计市场调研问卷和编写市场调研报告;

  5)了解消费者购买行为模式,分析影响消费者购买行为的外在因素 和内在因素,掌握消费者购买决策过程;

  6)了解产业市场购买行为的类型及特征,及影响产业市场购买行为 的因素,掌握产业市场购买决策过程各阶段及特点,重点了解政府采 购的内容及程序。

  三、市场开发分析

  1)了解市场发展战略的概念、作用和特征,了解市场发展战略与企 业战略的关系,掌握市场发展四个战略和市场发展战略的实施步骤;

  2)了解市场细分的概念和作用,掌握市场细分的原理与理论依据, 掌握市场细分的标准,并能对某一商品市场进行细分,能够对细分市 场进行评估;

  3)掌握目标市场选择的方法,了解影响目标市场策略选择的因素;

  4)了解市场定位的概念,掌握市场定位的步骤和策略;

  5)了解市场竞争和市场竞争的类型,掌握分析竞争者的内容,掌握 市场竞争的策略。

  四、市场营销组合

  1)了解产品的整体概念和产品组合策略;

  2)了解新产品的概念,新产品开发的、原则和策略以及新产品开发 程序;

  3)掌握品牌策略和包装策略;

  4)掌握产品生命周期理论及各阶段的特点、熟练掌握产品生命周期 理论各阶段策略;

  5)了解企业常见的几种定价目标及影响商品价格的内外部因素;

  6)熟练掌握企业的三大类定价方法;

  7)掌握企业常见的几种定价策略;

  8)掌握价格调整策略;

  9)了解分销渠道概念和作用;

  10)了解零售与批发的区别;

  11)掌握选择中间商的标准;

  12)了解影响分销渠道选择的因素,熟悉分销渠道“长度 ”和“宽度” 策略;

  13)掌握分销渠道的管理与调整;

  14)掌握窜货的控制与预防;

  15)了解促销和促销组合、促销策略等概念;

  16)了解人员推销策略特点;

  17)熟练掌握广告的媒体的特点;

  18)掌握推销队伍的建设及人员推销的管理;

  19)了解营业推广内容和实施过程;

  20)了解公共关系的原则和策略。

  补充说明:

  1.考试形式为闭卷、笔试。试卷满分为 150 分。

  2.试卷难易比例:易、中、难分别为 40%、40%和 20%。

  3.试题类型:名词解释、选择题、填空题、判断题、简答题、分 析题等。


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2020安徽文达信息工程学院专升本招生简章

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2021年安徽文达信息工程学院专升本招生简章(含招生计划)

最新资讯

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专升本专题

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Severity: Notice

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Backtrace:

File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 190
Function: newsInfo

File: /www/wwwroot/hlszsb.com/index.php
Line: 294
Function: require_once

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Severity: Notice

Message: Undefined variable: _city_letter

Filename: site/news_info.php

Line Number: 284

Backtrace:

File: /www/wwwroot/hlszsb.com/app/Views/portMember/trmlWeb/site/news_info.php
Line: 284
Function: _error_handler

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Core.php
Line: 171
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 2501
Function: view

File: /www/wwwroot/hlszsb.com/app/Controllers/portMember/trmlWeb/Site.php
Line: 190
Function: newsInfo

File: /www/wwwroot/hlszsb.com/index.php
Line: 294
Function: require_once

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