課程名稱 |
國際行銷管理 International Marketing Management |
開課學期 |
101-2 |
授課對象 |
管理學院 國際企業學研究所 |
授課教師 |
黃恆獎 |
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 |
星期四2,3,4(9:10~12:10) |
上課地點 |
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備註 |
初選不開放。上課地點:管二102 總人數上限:10人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1012global_marketing |
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 looks at the marketing dimension of multinational businesses. It is designed to offer participants an opportunity to pin down a range of topics which constitute the pillars of global marketing. International marketing by itself has been thought of as a mere extension of domestic marketing, because it usually involves many market-specific factors. This course attempts to systematically filter out the key issues related to MNCs’ global marketing successes. This course begins with the rationale for expanding marketing activities overseas. Then it discusses various marketing environments and how these contextual factors affect buyer behavior and the way we do marketing research. After a brief analysis of STP, global marketing selection and entry, our attention turns to the 4P decisions and the coordination of global marketing efforts. To facilitate astute thinking, we pay special attention to global strategic implications from time to time. It can be shown that experiences gained in some markets may be applicable in others. That is, spillover effects can help MNCs achieve scale or scope economies. But at the same time, global marketing has to respond to individual market idiosyncracies. Hence the tradeoff between global standardization and local adaptation becomes the most important concern in international marketing. |
課程目標 |
More specifically, you will learn:
1. How international marketing differs from domestic marketing.
2. To provide an understanding of the similarities and differences in economic, cultural, social, political, and legal environments of other nations and an awareness of how each affects marketing.
3. To learn about sources of information and to develop analytic competence in
researching, and evaluating international markets.
4. To develop strategic competence in recognizing opportunities, designing appropriate market-entry decisions, developing competitive advantages, and forming cooperative strategies.
5. To develop skills in designing product, distribution, price, and promotion strategies for an international marketing program.
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課程要求 |
This course is mainly designed for senior undergraduate students. The objective of this course is to expose you to the international marketing discipline from a conceptual, analytical and pragmatic perspective. It is basically a lecture-type of course, with frequent in-class discussions over assigned cases or examples drawn from real business world. Keegan & Green’s textbook provides real world examples. The cases, on the other hand, offer all participants an opportunity to demonstrate their abilities in capitalizing on what has been learned from this course. Sharing these facts and ideas will be part of your participation. To stimulate maximum responses from the audience, the instructor strongly urges students to become well-prepared for all cases.
Since an essential part of this course is students‘ exposure to international marketing concepts dealing with consumers, we certainly hope students will have the chances to present their ideas and receive feedback from their classmates. Therefore students are required to form groups such that each individual group must present one case during the semester. Before the case presentation(s), the responsible group must submit their printed powerpoint slides. In addition, there will be several mini-cases for which the discussion will be based on individual participation and involvement. All participants are urged to contribute to the discussions such that everyone can benefit from the pool of valuable, personal resources.
In addition, each group must also finish a group-based term paper on international marketing. The topics suitable for your term paper will be announced in due time. We also strongly recommend the forming of study groups to facilitate exchange of viewpoints during the whole class. A sincere desire to learn is by all means a prerequisite of this course.
Finally, the mid-term and final exams will also constitute a substantial evaluative part of students’ performance. Both exams will include true-false, multiple-choice, and short-essay questions. Essay questions are mostly related to concept definitions and real-world applications of course materials. Overall, the grading formula is summarized as follows. |
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 |
Keegan, Warren J. and Mark C. Green (2013), Global Marketing, 7th ed., New
Jersey: Prentice-Hall. (雙葉書局: 02-2368-4198) |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Final exam |
25% |
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2. |
Midterm exam |
25% |
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3. |
In-class Participation |
10% |
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4. |
Term paper (group) |
20% |
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5. |
Case Presentation (group) |
20% |
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週次 |
日期 |
單元主題 |
第1週 |
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Overview of Course
The Global Imperatives & International Marketing |
第2週 |
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228紀念日(放假) |
第3週 |
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Introduction to Global Marketing |
第4週 |
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The Global Economic Environment
The Global Trade Environment
The political, Legal and Regulatory Environments |
第5週 |
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Social and Cultural Environments |
第6週 |
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Global Information Systems and Market Research |
第7週 |
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清明節(放假) |
第8週 |
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Segmentation, Targeting, and Positioning |
第9週 |
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Importing, Exporting, and Sourcing
Global Market Entry Strategies: Licensing, Investment & Strategic Alliances
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第10週 |
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Brand and Product Decisions in Global Marketing |
第11週 |
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期中考 |
第12週 |
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Pricing Decisions |
第13週 |
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Global Marketing Channels and Physical Distribution |
第14週 |
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Global Marketing Communications Decisions (I) : Advertising & Public relations |
第15週 |
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Global Marketing Communications Decisions (II) : Sales Promotion, Personal Selling & Special Forms of Marketing Communication |
第16週 |
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Global Marketing and Digital Revolution
Strategic Elements of Competitive Advantage
Leadership, Organization, and Corporate Social Responsibility
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第17週 |
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Term Paper Presentations |
第18週 |
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期末考 |
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