UNA课程邀请函 | Marketing Strategy
课程通知
日期：2025.05.17-18
上课时间：09:00-12:00
13:00-16:00
签到时间：08:30 开始
上课地点：苏州工业园区2.5产业园A1幢2楼3号教室
日期：2025.05.24-25
上课时间：09:00-12:00
13:00-16:00
签到时间：08:30 开始
上课地点：苏州工业园区2.5产业园A1幢2楼3号教室
2025
Summer Semester
Course Introduction
课程简介
MK 660
Marketing Strategy
营销策略
营销是为顾客、客户、合作伙伴和整个社会创造、沟通、传达和交换有价值的产品的活动、体系和过程。随着市场变得更加活跃，企业必须为当今的市场以及未来的市场制定战略。因此，学生们需要学会如何制定营销策略来应对动态的市场。
本课程涉及战略规划、产品策略、促销策略、营销技术趋势、国际市场营销战略、营销伦理等。通过学习本课程以及理解具体的课程目标，学生们将构建一种应用于战略营销问题的思维模式，能够批判性地评估战略营销计划，加深对营销组合的理解。本课程也会涉及市场营销策略的概念，营销管理的角色变化，文化对于国际和全球市场的重要影响，以及如何将产品营销方法应用于服务营销。
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. As markets become more dynamic, firms must develop strategies for today’ s marketplace as well as tomorrow’ s marketplace. Therefore, students need learn how to develop marketing strategies to respond to a dynamic marketplace.
Topics covers Strategic Planning, Product Strategy, Promotion Strategy, Technology Trends in Marketing, International Marketing Strategy, Marketing Ethics, etc. Through the learning of this course and understanding the specific course objectives, it will aid students in developing a pattern of thinking to be applied to strategic marketing problems, being able to critically evaluate strategic marketing plans and develop deeper understanding of the marketing mix. This course includes the marketing concept, the changing role of marketing management, the critical influence of culture on the international and global markets, and how to apply product marketing methods to services marketing.
Topics Covered
涵盖的主题
● 产品策略
● Product Strategy
● 竞争对手分析
Profile of Professor
教授简介
Dr. Alisha B. Horky
Dr. Alisha Horky是美国北阿拉巴马大学（UNA）市场营销系副教授。她获得了密西西比州立大学的博士学位，以及奥本大学蒙哥马利分校的MBA学位和学士学位。Dr. Horky喜欢教授各种市场营销类的课堂。她曾教授过本科和MBA的《运营和供应链管理》、《市场营销研究》、《数字营销和社会媒体分析》等课程。她尤其喜欢将最新时事、专业认证和专题研究整合到她的课程中。
她的研究主要聚焦于服务营销（特别是在服务中整合技术）和社交媒体，包含社交媒体的社会影响和小企业对社交媒体战略的利用。她的文章发表在《零售和消费者服务杂志》、《商业研究杂志》、《服务营销杂志》、《市场营销与创业研究杂志》和《互动营销研究杂志》等期刊上。她也是市场营销进步会议协会执行委员会的成员，以及多个市场营销期刊的审稿者。在进入学术界之前，Dr. Horky管理一个小型的户外生意，包括两家零售店和一家服务运营的公司。她现在还经营着一家由她家族运营的小公司，可以了解批发和零售业务方面的最新情况，与时俱进。
Dr. Alisha Horky is an associate professor of marketing at the University of North Alabama (UNA). She earned her Ph.D. from Mississippi State University and received both her MBA and B.S. from Auburn University at Montgomery (AUM). Dr. Horky enjoys teaching a variety of marketing classes. She has taught subjects ranging from Operations and Supply Chain Management to Marketing research to Digital Marketing and Social Media Analytics at both undergraduate and MBA levels. She is particularly fond of integrating current events, certifications, and projects into her courses.
Her research primarily focuses on services marketing (particularly the integration of technology in services), and social media, including the societal impact of social media and the utilization of social media strategies by small businesses. Her work has appeared in the Journal of Retailing and Consumer Services, the Journal of Business Research, the Journal of Services Marketing, the Journal of Research in Marketing and Entrepreneurship, and the Journal of Research in Interactive Marketing, among others. She also serves on the Executive Committee for the Society for Marketing Advances Conference and as a reviewer for multiple marketing journals. Prior to joining academia, Dr. Horky managed a small outdoor business that was comprised of two retail locations and a service operation. She is also involved with a small business run by her family and enjoys the opportunity to stay up-to-date in wholesale and retail operations.
About Us
关于我们
北阿拉巴马大学(University of North Alabama)，简称UNA，创建于1830年, 是一所具有近两百年历史的州立大学，也是美国阿拉巴马州最古老的公立大学。UNA商学院是全球最高国际商管学院评鉴委员会AACSB会员，通过了AACSB的认证。AACSB是商学院的最高认证，全世界仅有不超过5%的商学院取得了这项精英认证。
University of North Alabama, or UNA for short, founded in 1830. It is a state university with a history of nearly 200 years, and it is the oldest public university in the state of Alabama, USA. The College of Business and Technology in UNA was certified through AACSB and it is a member of AACSB, which is the world's highest international business school evaluation committee. No more than 5 percent of the world's business schools have this elite accreditation.
UNA-EMBA课程设置充分考虑课程对中国市场的适应性、对全球市场发展的前瞻性、在专业领域的实用性和课程间的逻辑性，旨在造就既具有国际竞争力又深谙中国国情的青年精英、未来领袖。
The curriculum of UNA-EMBA is designed to be adaptable to the Chinese market and the foresight of global market development.
Focusing on the practicability in the field of expertise and logic between courses, it aims to create young elite future leaders who are both internationally competitive and well versed in China's national conditions.
Previous Courses
往期课程
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Previous Course | Human Capital Development
Previous Course | Organizational Behavior
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