課程名稱 |
國際行銷管理 International Marketing Management |
開課學期 |
103-2 |
授課對象 |
管理學院 國際企業學研究所 |
授課教師 |
許嘉文 |
課號 |
IB7017 |
課程識別碼 |
724 M0400 |
班次 |
|
學分 |
3 |
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 |
管二301 |
備註 |
先修科目:行銷管理。 限碩士班以上 且 限本系所學生(含輔系、雙修生) 總人數上限:90人 外系人數限制:10人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1032IB7017_ |
課程簡介影片 |
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
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. Assigned Readings
3. Mid-term & Final Examination
4. Team Project |
預期每週課後學習時數 |
|
Office Hours |
另約時間 備註: by appointment |
指定閱讀 |
Keegan, W. J. & Green, M. C. (2015), Global Marketing, 8th ed., Pearson. |
參考書目 |
Keegan, W. J. (2014), Global Marketing Management, 8th ed., Pearson. |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Course Participation |
10% |
|
2. |
Reading Presentation & Comments |
20% |
|
3. |
Mid-term Examination |
20% |
|
4. |
Final Examination |
20% |
|
5. |
Team Project |
30% |
|
|
週次 |
日期 |
單元主題 |
第2週 |
3/02 |
Course orientation |
第3週 |
3/09 |
Introduction to Global Marketing |
第4週 |
3/16 |
Economic, Regional and Legal Environments |
第5週 |
3/23 |
Social and Cultural Environments |
第6週 |
3/30 |
Global Information Systems and Market Research |
第7週 |
4/06 |
Spring Vacation |
第8週 |
4/13 |
Segmentation, Targeting, and Positioning |
第9週 |
4/20 |
Mid-term examination |
第10週 |
4/27 |
Global Entry and Expansion Strategies |
第11週 |
5/04 |
Product Decisions |
第12週 |
5/11 |
Pricing Decisions |
第13週 |
5/18 |
Global Marketing Channels |
第14週 |
5/25 |
Global Integrated Marketing Communications |
第15週 |
6/01 |
Global Organization and Leadership |
第16週 |
6/08 |
Team Project Presentation (I) |
第17週 |
6/15 |
Team Project Presentation (II) |
第18週 |
6/22 |
Final examination |
|