課程名稱 |
國際行銷管理 International Marketing Management |
開課學期 |
102-2 |
授課對象 |
國際企業學系 |
授課教師 |
許嘉文 |
課號 |
IB3003 |
課程識別碼 |
704 30800 |
班次 |
01 |
學分 |
3 |
全/半年 |
半年 |
必/選修 |
必修 |
上課時間 |
星期五2,3,4(9:10~12:10) |
上課地點 |
管二301 |
備註 |
國企系大三下必修。建議先修科目:行銷管理。 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 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1022IB3003_01 |
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 |
課程大綱
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課程概述 |
This course examines the challenges of entering and operating effectively in foreign markets. Decisions must be made regarding international marketing objectives, strategies and policies, foreign market selection, adaptation of products, distribution channels and communications to fit each foreign market, and systems of international marketing organization, information gathering, planning and control. These topics, along with exploration of cultural issues, are examined through textbook reading, case discussion, and class presentations. It covers the main issues faced in strategic, tactical, and administrative international marketing. |
課程目標 |
This course heavily relies upon case-based learning and conscious reading efforts. As a managerial course, your constant participation and meaningful contribution to sustaining a good conversation are a must. Overall, we hope that students could establish their global marketing capabilities through intensive and interactive learning processes. |
課程要求 |
1. Active and Meaningful Participation
2 Cases & Write-ups (CWs)
3. Mid-term & Final Examination |
預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
Keegan, W. J. (2014), Global Marketing Management, 8th ed., Pearson. |
參考書目 |
Keegan, W. J. & Green, M. C. (2013), Global Marketing, 7th ed., Pearson. |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Course Participation |
10% |
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2. |
Case Write-ups & Presentation |
40% |
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3. |
Mid-term Examination |
25% |
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4. |
Final Examination |
25% |
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週次 |
日期 |
單元主題 |
第1週 |
2/21 |
Course orientation |
第2週 |
2/28 |
228 Peace Memorial Day (Holiday) |
第3週 |
3/07 |
Introduction to global marketing |
第4週 |
3/14 |
Economic, Regional and Legal Environments |
第5週 |
3/21 |
Social and Cultural Environments |
第6週 |
3/28 |
Global Information Systems and Market Research |
第7週 |
4/04 |
Spring Vacation (Holiday) |
第8週 |
4/11 |
Segmentation, Targeting, and Positioning |
第9週 |
4/18 |
Mid-term examination |
第10週 |
4/25 |
Global Entry and Expansion Strategies |
第11週 |
5/02 |
Product Decisions |
第12週 |
5/09 |
Pricing Decisions |
第13週 |
5/16 |
Global Marketing Channels |
第14週 |
5/23 |
Global Integrated Marketing Communications |
第15週 |
5/30 |
Global Organization and Leadership: Managing the Global Marketing Effort |
第16週 |
6/06 |
Global Corporate Social Responsibility and Environmental Sustainability |
第17週 |
6/13 |
The Future of Global Marketing |
第18週 |
6/20 |
Final examination |
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