課程資訊
課程名稱
 國際行銷管理
International Marketing Management 
開課學期
 101-1 
授課對象
 管理學院  國際企業學研究所  
授課教師
 陳厚銘 
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
 管一104 
備註
 碩二必修。建議先修科目：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：80人 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1011IMM 
課程簡介影片
 
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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 reading, case discussion, class presentations and a term project. It covers the main issues faced in strategic, tactical, and administrative international marketing. 

課程目標
 stduents will fully understand what is the international marketing via case discusion and reading 
課程要求
 Course grades will be based on the following elements:
1. Attendance and Class Participation 10%
2. Case and Reading Assignments 30%
3. Term Project 30%
4. Exam 30%

 
預期每週課後學習時數
  
Office Hours
  
指定閱讀
 1. Kotler, Philip (2011), “Reinventing Marketing to Manage the Environmental Imperative,” Journal of Marketing, 75(4), 132-135.
2. Stalk, G. and Michael, D. (2011), “What the West Doesn't Get About China”, Harvard Business Review, 89(6): 25-27
3. Ichii, Shigeki, Hattori, Susumu and Michael, David, (2012), “How to Win in Emerging Markets: Lessons from Japan”, Harvard Business Review, 90(5): 126-130.
4. Sheth, Jagdish N. (2011) “Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices.” Journal of Marketing, Vol. 75, July, 166-182.
5. Porter, Michael E.and Rivkin, Jan W.(2012), “CHOOSING THE UNITED STATES”, Harvard Business Review, 90(3): 80-93.
6. Pisano, Gary P.; Shih, (2012), “DOES AMERICA REALLY NEED MANUFACTURING? “, Harvard Business Review, 90(3): 94-102.
7. Douglas, S. P. and C. S. Craig (1989), “Evolution of Global Marketing Strategy: Scale, Scope and Synergy,” Columbia Journal of World Business, Fall: 47-59.
8. Pecotich, A. and Ward, S. (2007), “Global branding, country of origin and expertise: An experimental evaluation”, International Marketing Review, 24(3): 271-296.
9. Wong, H. Y. and Merrilees, B. (2007), “Multiple roles for branding in international marketing”, International Marketing Review, 24(4): 384-408.
10. Schau, Hope Jensen; Muñiz, Albert M; Arnould, Eric J. (2009), “How Brand Community Practices Create Value,” Journal of Marketing, 73(5).
11. Viswanathan, N. K., and Dickson, P. R. (2007). “The fundamentals of standardizing global marketing strategy”, International Marketing Review, 24(1): 46-63.
12. Corstjens, Marcel, and Lal, Rajiv, (2012), “.Retail Doesn't Cross Borders”, Harvard Business Review, 90(4): 104-111.
13. Casadesus-Masanell, Ramon, and Tarziján, Jorge (2012), “When One Business Model Isn't Enough”, Harvard Business Review, 90(1/2): 132-137.
14. CKo, E., Kim, E., Taylor, C. R., Kim, K. H. and Kang, I. J. (2007). “Cross-cultural advertising research: where we have been and where we need to go”, International Marketing Review, 24(5): 499-518.
15. Khanna, T., Song, J., and Lee, K. (2011), “The Paradox of Samsung's Rise”, Harvard Business Review, 89(7/8): 142-147

 
參考書目
 Keegan, W. and Green, M. (2013), Global Marketing, 7th ed., Prentice Hall 
評量方式
(僅供參考)
    
課程進度
週次
日期
單元主題
第1週
 9/10  Introduction  
第2週
 9/17  Global Marketing Environment(I) 
第3週
 9/24  Global Marketing Environment(II) 
第4週
 10/01  Global Information Systems and Marketing Research 
第5週
 10/08  Global Segmentation and Positioning 
第6週
 10/15  Global Entry Strategy and Strategic Alliance (I) 
第7週
 10/22  Global Entry Strategy and Strategic Alliance (II) 
第8週
 10/29  Global Brand Management (I) 
第9週
 11/05  Mid-term Exam 
第10週
 11/12  Global Brand Management (II) 
第11週
 11/19  Global Brand Management (III) 
第12週
 11/26  Global Brand Management (IV) 
第13週
 12/03  Global Marketing Mix (I) 
第14週
 12/10  Global Marketing Mix (II) 
第15週
 12/17  Global Marketing Mix (III) 
第16週
 12/24  Students Present Term Project Report 
第17週
 12/31  Students Present Term Project Report 
第18週
 1/7  Final Exam