課程名稱 |
國際行銷管理 International Marketing Management |
開課學期 |
102-1 |
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 |
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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 |
管二201 |
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:90人 外系人數限制:10人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1021IMM_2013 |
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 reading, case discussion, class presentations and a team project. It covers the main issues faced in strategic, tactical, and administrative international marketing. |
課程目標 |
The objective of this course is to expose you to the International Marketing management discipline from a conceptual, analytical and pragmatic perspective. As such, the course will be conducted using a combination of course lectures and in-class discussions over case studies and academic papers assigned. While the lecturer introduces international marketing discipline and the latest development, the cases offer all participants an opportunity to demonstrate their abilities in capitalizing on what has been learned from this course. On the other hand, the academic journals papers, which are mostly conceptual and/or analytical in nature, could be used to make sense of the international marketing practices observed. All students are strongly encouraged to contribute to the discussions such that everyone is able to participate in the discussion and benefit from the pool of valuable, personal resources. |
課程要求 |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
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參考書目 |
1. Keegan, W. and Green, M. (2013), Global Marketing, 7th ed., Pearson.
2. Keegan, W. (2014), Global Marketing Management, 8th ed., Pearson.
3. Kumar, N. and Steenkamp JB. (2013), How Emerging Market Brands Will Go Global, Palgrave Macmillan
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評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Attendance and Class Participation |
10% |
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2. |
Case and Reading Assignments |
30% |
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3. |
Team Project |
30% |
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4. |
Exam |
30% |
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週次 |
日期 |
單元主題 |
第1週 |
9/13 |
Introduction |
第2週 |
9/20 |
No Class |
第3週 |
9/27 |
Global Marketing Environment(I) |
第4週 |
10/04 |
Global Marketing Environment(II) |
第5週 |
10/11 |
Global Information Systems and Marketing Research |
第6週 |
10/18 |
Global Segmentation and Positioning |
第7週 |
10/25 |
Global Entry Strategy and Strategic Alliance (I) |
第8週 |
11/1 |
Global Entry Strategy and Strategic Alliance (II) |
第9週 |
11/08 |
Mid-term Exam |
第10週 |
11/15 |
No Class (School Anniversary Day) |
第11週 |
11/22 |
Brand and Product Decisions (I) |
第12週 |
11/29 |
Brand and Product Decisions (II) |
第13週 |
12/06 |
Global Marketing Mix (I) |
第14週 |
12/13 |
Global Marketing Mix (II) |
第15週 |
12/20 |
Global Marketing Mix (III) |
第16週 |
12/27 |
Winning in the Emerging Markets |
第17週 |
1/3 |
Team Project Final Report |
第18週 |
1/10 |
Final Exam |
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