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課程名稱 |
國際行銷管理
INTERNATIONAL MARKETING MANAGEMENT |
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開課學期 |
96-1 |
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授課對象 |
國際企業學系 |
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授課教師 |
黃恆獎 |
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課號 |
IB3003 |
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課程識別碼 |
704 30800 |
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班次 |
01 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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上課時間 |
星期一6,7,8(13:20~16:20) |
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上課地點 |
管一101 |
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備註 |
大四上必修，96-2起改為大三下必修。先修科目:行銷管理(適用全校學士班學生)。
限學士班三年級以上 且 限本系所學生(含輔系、雙修生)
總人數上限：70人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/961IMM |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
This course looks at the marketing dimension of multinational businesses. It is designed to offer participants an opportunity to pin down a range of topics which constitute the pillars of global marketing. International marketing by itself has been thought of as a mere extension of domestic marketing, because it usually involves many market-specific factors. This course attempts to systematically filter out the key issues related to MNCs’ global marketing successes. More specifically, you will learn:
1. How international marketing differs from domestic marketing.
2. To provide an understanding of the similarities and differences in economic, cultural, social, political, and legal environments of other nations and an awareness of how each affects marketing.
3. To learn about sources of information and to develop analytic competence in researching, and evaluating international markets.
4. To develop strategic competence in recognizing opportunities, designing appropriate market-entry decisions, developing competitive advantages, and forming cooperative strategies.
5. To develop skills in designing product, distribution, price, and promotion strategies for an international marketing program.
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課程目標 |
This course begins with the rationale for expanding marketing activities overseas. Then it discusses various marketing environments and how these contextual factors affect buyer behavior and the way we do marketing research. After a brief analysis of STP, global marketing selection and entry, our attention turns to the 4P decisions and the coordination of global marketing efforts. To facilitate astute thinking, we pay special attention to global strategic implications from time to time. It can be shown that experiences gained in some markets may be applicable in others. That is, spillover effects can help MNCs achieve scale or scope economies. But at the same time, global marketing has to respond to individual market idiosyncracies. Hence the tradeoff between global standardization and local adaptation becomes the most important concern in international marketing. |
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課程要求 |
This course is mainly designed for senior undergraduate students. The objective of this course is to expose you to the international marketing discipline from a conceptual, analytical and pragmatic perspective. It is basically a lecture-type of course, with frequent in-class discussions over assigned cases or examples drawn from real business world. Keegan’s textbook provides real world examples as shown in Box of each chapter. The cases, on the other hand, offer all participants an opportunity to demonstrate their abilities in capitalizing on what has been learned from this course. Sharing these facts and ideas from Boxes will be part of your participation. To stimulate maximum responses from the audience, the instructor strongly urges students to become well-prepared for all cases. Since an essential part of this course is students‘ exposure to international marketing concepts dealing with consumers, we certainly hope students will have the chances to present their ideas and receive feedback from their classmates. Therefore students are required to form groups such that each individual group has a chance to lead one case discussions during the semester. Before the case discussion, the group leading the discussion for that day must submit their printed powerpoint slides for the case. In addition, there will be three Harvard Business cases for which the discussion will be based on individual participation and involvement. You are urged to contribute to the discussions such that everyone can benefit from the pool of valuable, personal resources.
Besides active involvement in discussions, participants are required to read additional articles (mainly from academic journals) which are meant to help you develop your own research abilities. The articles are mostly conceptual and/or analytical in nature. The instructor will briefly introduce the content of each article during the class, but the group assigned to present the article should summarize its major findings and provide critiques.
Finally, each group must also finish a mini group-based term-project on international marketing. The topics suitable for your mini-project will be announced in due time. We also strongly recommend the forming of study groups to facilitate exchange of viewpoints during the whole class. A sincere desire to learn is by all means a prerequisite of this course. |
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預期每週課後學習時數 |
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Office Hours |
每週二 14:00~17:00 |
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指定閱讀 |
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參考書目 |
Keegan, Warren J. and Mark C. Green (2005), Global Marketing, 4th ed.,
Prentice Hall, Inc. (新陸書局) |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
課堂參與 |
30% |
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2. |
個案報告（分組） |
20% |
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3. |
指定文章報告（分組） |
20% |
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4. |
期末 mini-project |
30% |
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週次 |
日期 |
單元主題 |
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第2週 |
9/29 |
第一次上課講義與全部個案檔案 |
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第3週 |
10/01 |
第二次上課講義 |
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第4週 |
10/08 |
第三次上課講義 |
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第6週 |
10/22 |
第四次講義，以及 Case 14 & Case 15 |
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第7週 |
10/29 |
第五次講義 |
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第8週 |
11/05 |
第六次講義 |
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第9週 |
11/12 |
第七次講義 |
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第10週 |
11/19 |
第八次上課講義 |
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第11週 |
11/26 |
第九次上課講義 |
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第12週 |
12/03 |
本週沒有新的講義 |
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第13週 |
12/10 |
本週沒有新的講義 |
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第14週 |
12/17 |
黃老師與台大EMBA學生赴大陸復旦大學參訪，停課一次 |
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第15週 |
12/24 |
第十次講義 |
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第16週 |
12/31 |
本週沒有新的講義 |
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