課程大綱

課程資訊

課程名稱

國際行銷管理
INTERNATIONAL MARKETING MANAGEMENT

開課學期

95-1

授課對象

國際企業學系

授課教師

任立中

課號

IB3003

課程識別碼

704 30800

班次

學分

全/半年

半年

必/選修

必修

上課時間

星期一2,3,4(9:10~12:10)

上課地點

管壹102

備註

先修科目:行銷管理(適用全校學士班學生)。
限本系所學生(含輔系、雙修生)
總人數上限：70人
外系人數限制：10人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/951IM_JEN

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課程概述

This course is designed to provide an informed appreciation of global
marketing as an academic subject as well as an increasingly important
management practice. Linked to this attempt are the three following goals: i)
to provide students with insights into the key developments in the
international marketing environment and concepts; ii) to examine the topic of
market entry by considering the strategic options in market selection and to
review the topic related to global segmentation, targeting, and positioning;
and iii) to focus on the strategic issues in terms of transferring marketing
mix and level of standardization/adaptation.

課程目標

面對全球多樣化的人文地理與異質性的市場需求，如何研究及發展有效的國際行銷策略與
管理為本課程之主要宗旨。學員們將評估外在經營環境的因素對企業國際化之影響；學習
何時採取：(一)不同「產品－市場」組合的切入與滲透策略；(二)標準化的行銷組合亦或
是因地適宜的差異化行銷策略；(三)中央集權式或地方分權式的行銷決策模式等。本課程
將以課堂講授與個案研討方式並行，以求理論與實務的兼顧。

課程要求

先修課程:
1. 行銷管理(Marketing Management)
2. 國際企業管理(International Business Management)

TEACHING AND LEARNING STRATEGY:
The course will be conducted using a combination of lectures and literature
reviews (with presentation/discussion). In general, each class is divided
into two sections by a 20-minute break. I will give lecture in the first
section and assigned groups will conduct literature presentation/discussion in
the second section. Students are expected to work in groups of 3-5 people for
discussing literature and presenting the results/findings of the discussion to
the class so that all students can learn from those valuable articles.
Another assigned group is responsible for rising questions and criticizing the
article. The rest of the groups will be randomly chosen to ask questions
related to each presentation. Detailed schedule regarding the contents of
chapters and papers in every week please refers to the CLASS SCHEDULE section.

LITERATURE PRESENTATION/DISCUSSION:
Great emphases will be placed on literature reviews in terms of grading. For
the literature reviews grade, students will be evaluated at both group and
individual level. In addition to oral presentation/discussion, each group is
subject to submit a written report summarizing the discussion of the
literature review. At the group level, the group’s performance will be
evaluated based on the submitted written report. At the individual level,
each student will peer-evaluate other group members’ performance based on
his/her i) attendance in paper discussion; ii) preparation for paper preview
and review; and iii) contributions to the discussions. The given group grade
will be weighted based on individual grade. In other words, individual grade
is the weighted group grade using peer-assessment as the weighting factor.
This part of excise will count as 30% of the final mark. Students who
voluntarily deliver their insights to the class will be given extra credit
based on the quality of content, organization and clarity as part of the 10%
class participation mark.

TERM PAPER:
Working with group members, students will be responsible for submitting a
group term paper in relation to global marketing management and making a 15-
minute group presentation to the class on the 17th week (January 8). By the
end of the 3rd week (October 2), each group should decide a research subject
(either a global company or brand) and perform an exploratory research
regarding its industry background. All research subjects will be confirmed in
the class on October 9 (the 4th week). Students should constantly observe and
research the development of the firm/brand under investigation. The paper
should focus on cross-national differences/ similarity that you observe in
each of the major topics covered in the course. (i.e., macro environments,
micro consumer/or organization behavior, entry mode selection, segmentation,
targeting, and positing strategies and marketing mix adaptation). Each group
will choose to focus on the products or services from one of the following
industries: Food & beverage, financial services, telecommunication,
electronics & semiconductors, health care, retailers and consumer services,
media and entertainment, transportation…etc. All completed final reports and
presentation materials should be on my desk before 2pm, Friday, January 5,
2007. Any work submitted after that time will receive zero marks.

MIDTERM AND FINAL EXAM:
There are two exams during the semester, a midterm and a final exam. Each
exam will comprise of two types: multiple-choice questions and short essay
questions. The multiple- choice questions will consist of questions from a
test bank that is based off the course textbook (Kotabe and Helsen). That
means you should not neglect the contents of the textbook if you wish to get a
good grade. The short essay questions will focus on the various articles
assigned throughout the semester. Therefore, in order to get a good mark, you
should not limit yourself to those papers you presented in class, but also
need to study the rest of the articles. The Midterm and the Final Exam will
each count towards 20% of the final mark.

預期每週課後學習時數

Office Hours

每週一 14:00~17:00

指定閱讀

參考書目

TEXTBOOKS AND COURSE MATERIALS:
1. Kotabe, Masaaki and Kristiaan Helsen (2007), Global Marketing
Management, 4th ed, John Wiley & Sons, Inc., New York, NY. (Textbook)
2. Journal of International Marketing
3. Journal of International Business Studies
4. Journal of Marketing
5. Harvard Business Review and other journals
6. Selected Master Theses or Doctorial Dissertations

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	Term Paper	20%	Due before 2 pm, January 5 Presentation on January 8
2.	Midterm and Final Exams	40%	Midterm Exam — (November 13) Final Exam — (January 15)
3.	Group Presentation	40%	Group Presentation 30% Contribution to Class Discussion 10%

課程進度

週次	日期	單元主題
第1週	9/18	Introduction
第2週	9/25	The Evolution of Global Marketing
第3週	10/02	Global Marketing Research Process, Design, and Implementation
第4週	10/09	Environment Analysis I: Economic, Financial, Political and Legal
第5週	10/16	Environment Analysis II: Cultural
第6週	10/23	Global Segmentation and Positioning
第7週	10/30	Global Competitive Analysis
第8週	11/06	Global Market Entry Strategies
第9週	11/13	Midterm Exam
第10週	11/20	Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces
第11週	11/27	Global Product Policy Decisions I
第12週	12/04	Global Product Policy Decisions II
第13週	12/11	Global Pricing
第14週	12/18	Global Advertising Strategy
第15週	12/25	Global Logistics and Export/Import Management
第16週	1/01	Holiday/No class (元旦放假一天)
第17週	1/08	Term Paper Presentation
第18週	1/15	Final Exam