課程名稱 |
新興市場行銷策略 Marketing Strategy in Emerging Markets |
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 |
IB5075 |
課程識別碼 |
724 U4180 |
班次 |
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學分 |
3 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期四6,7,8(13:20~16:20) |
上課地點 |
管一402 |
備註 |
限學士班三年級以上 總人數上限:60人 外系人數限制:10人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1021MSEM_2013 |
課程簡介影片 |
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核心能力關聯 |
本課程尚未建立核心能力關連 |
課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
This course examines the challenges and opportunities facing businesses in emerging markets. Filled with international case studies and packed with real-life examples from across the world, this text covers all the key topics on an Emerging Markets course in an engaging and accessible way. Examining pre-entry as well as post-entry issues and strategies, this text shows how the emerging market context challenges traditional international business theories. Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focused on marketing issues. This course provides an overall perspective of the rising power of emerging economies. It focuses on emerging Asia countries in order to understand market opportunities and issues relevant to doing business in such emerging economies. |
課程目標 |
The objective of this course is to expose you to the emerging markets global 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. 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. Cavusgil, S. Tamer, Ghauri, Pervez N., and Akcal, Ayse A. (2012), Doing Business in Emerging Markets, Second ed., SAGE Publications Ltd
2. Mutum, Dilip S., Roy, Sanjit Kumar, and Kipnis, Eva. (2013), Marketing Cases from Emerging Markets, Springer.
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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 |
9/12 |
Introduction |
第2週 |
9/19 |
No Class |
第3週 |
9/26 |
Global Emerging Markets |
第4週 |
10/03 |
Information Systems and Marketing Research in Emerging Markets |
第5週 |
10/10 |
No Class |
第6週 |
10/17 |
Global Segmentation and Positioning in Emerging Markets |
第7週 |
10/24 |
Entry Strategy and Strategic Alliance in Emerging Markets (I) |
第8週 |
10/31 |
Entry Strategy and Strategic Alliance in Emerging Markets (II) |
第9週 |
11/07 |
Mid-term Exam |
第10週 |
11/14 |
New Business Models in Emerging markets |
第11週 |
11/21 |
Marketing Cases from Emerging markets (I) |
第12週 |
11/28 |
Marketing Cases from Emerging markets (II) |
第13週 |
12/05 |
Marketing Cases from Emerging markets (III) |
第14週 |
12/12 |
Marketing Cases from Emerging markets (IV) |
第15週 |
12/19 |
Marketing Cases from Emerging markets (V) |
第16週 |
12/26 |
Marketing Cases from Emerging markets (VI) |
第17週 |
1/02 |
Team Project Final Report |
第18週 |
1/09 |
Final Exam |
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