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課程名稱 |
國際行銷管理
International Marketing Management |
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開課學期 |
112-1 |
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授課對象 |
管理學院 工商管理學系 |
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授課教師 |
林嘉薇 |
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課號 |
MBA5095 |
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課程識別碼 |
741EU3030 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期三7,8,9(14:20~17:20) |
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上課地點 |
管二304 |
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備註 |
本課程以英語授課。
總人數上限：40人 |
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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 |
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課程大綱
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課程概述 |
Examination of the problems and opportunities in marketing across national borders. Major topics covered in this course are descriptions of major world markets, including cultural and political implications of target market selection, market entry alternatives, marketing strategy, and implementation issues in a global environment. |
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課程目標 |
• Explain the impact of cultural, economic, political, and legal environments on international marketing decisions
• Analyze the abovementioned essential environmental elements of a selected foreign market.
• Utilize the analysis results to choose international marketing strategies for a product to be launched in this foreign market
• Develop global awareness – Empathize with people from different cultural backgrounds |
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課程要求 |
Note: Having knowledge of principles of marketing (i.e., marketing planning process, environmental scanning, STP, 4Ps) is essential for your success in this course. Marketing foundations will briefly be reviewed at the beginning of the semester. But if you struggle to understand the review materials in Week 2, you need to do some additional work to catch up. |
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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 |
• Textbook: International Marketing, by Cateora, Money, Gilly, & Graham, 18th edition, McGraw-Hill (see more information on NTU COOL course page Preparation Module)
• Supplementary Materials: Other supplementary class materials will be announced on NTU COOL or distributed in class. |
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參考書目 |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Term Project |
30% |
Group Presentation and Written Report, Individual Reflection, and Peer Evaluation |
2. |
Assignment |
25% |
Case Study and Region Profile Presentation |
3. |
Exam |
20% |
One Exam |
4. |
In-Class Exercises |
25% |
Quizzes, Worksheet, and Class Participation |
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週次 |
日期 |
單元主題 |
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第1週 |
Sep 6 |
Course Introduction |
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第2週 |
Sep 13 |
Brief Marketing Principles Review
The Scope and Challenge of International Marketing |
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第3週 |
Sep 20 |
The Dynamic Environment of International Trade
The Foundations of Culture |
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第4週 |
Sep 27 |
Cultural Dynamics in Assessing Global Markets |
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第5週 |
Oct 4 |
Culture, Management Style, and Business Systems
The Political Environment and The International Legal Environment |
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第6週 |
Oct 11 |
Global Marketing Management: Planning and Organization
Case Study #1 |
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第7週 |
Oct 18 |
Products and Services for Consumers
Region Profile #1 |
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第8週 |
Oct 25 |
Products and Services for Consumers
Region Profile #2 |
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第9週 |
Nov 01 |
Integrated Marketing Communications and International Advertising
Region Profile #3 |
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第10週 |
Nov 08 |
Pricing for International Markets
Region Profile #4 |
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第11週 |
Nov 15 |
** NTU’s Anniversary Celebration = No Class ** |
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第12週 |
Nov 22 |
International Marketing Channels
Region Profile #5 |
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第13週 |
Nov 29 |
Exam |
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第14週 |
Dec 06 |
Global Marketing Management - Entry Modes
Case Study #2 |
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第15週 |
Dec 13 |
Group Project Presentations |
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第16週 |
Dec 20 |
Written Report, Reflection, and Peer Evaluation Due |
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