國立中山大學108學年度第1學期國際行銷課程大綱

【本資料僅供參考,課程大綱仍依教師確認後資料為準】

國立中山大學 108學年度第1學期課程教學大綱

National Sun Yat-sen University 108Academic year1st Semester Course syllabus

中文名稱
Course name(Chinese)

國際行銷

課號
Course Code

CM494

英文名稱
Course name(English)

INTERNATIONAL MARKETING

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

管理學院

授課教師
Instructor

林帆

學分
Credit

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，授課方式調整如下：

尚未建立傳染性肺炎(武漢肺炎)授課方式調整

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，評分方式調整如下：

尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞

課程大綱 Course syllabus

本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

Week 1: Introductory session
Week 2: Mobilizing the marketing endeavour
Week 3: Developing products and services
Week 4: Analysis and understanding
Week 5: Understanding why they buy
Week 6: No class [Tomb Sweeping Holiday]
Week 7: How much are they prepared to pay?
Week 8: Seminar (John Murn)
Week 9: Presentation of the essay topic and cinema session (The Founder)
Week 10: Over-promising, ethics, and sustainability
Week 11: Successful brand building
Week 12: Finding the right marketing space
Week 13: Communication heaven Deadline for submitting the essay.
Week 14: Maverick marketing
Week 15: Analysing and optimising campaigns
Week 16: Outing in Pingtung
Week 17: Final examination
Week 18: Closing session

課程目標 Objectives

This course explores international marketing from the planning phases through to the execution of research, advertising, and distribution activities. Operations across cultures (marketing mix elements, management of people) are usually more complex than in domestic settings. Accordingly, this course explores a diversity of organisations to provide students with the practical knowledge needed to deploy successful marketing strategies.
At the end of this course, students will be able to elaborate culturally sensitive marketing thinking that will inform their practices in different countries.

授課方式 Teaching methods

The course builds on concrete websites and applications to cover a range of techniques for increasing profitability and marketing products and services effectively. It combines short lectures and practical workshops based on case studies, Taiwanese and international news, and student presentations. A seminar led by John Murn is scheduled on 4/20, as well as an excursion to Pingtung on 6/15 (details available at https://udn.com/news/story/6895/2001773).
Class structure:
Duration Content Description
50 min Lecture Interactive presentation of one textbook chapter.
50 min Case study and debate In-class reading of a case study and group presentation.
50 min Presentations One chapter review of McDonald’s.

評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

1.Group/individual presentations：30%
2.Mid-term examination (1000-word essay) ：30%
3.Final examination (multiple-choice review of the course)：40%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

序號	作者	書名	出版社	出版年	出版地	ISBN#
1	Stewart, D. and M. Saren (2014)	The Marketing Pathfinder	Wiley	2014		9781119961765
2	Blythe, J. (2009)	100 Great Marketing Ideas from Leading Companies Around the World	Marshall Cavendish	2009		9780462099422

彈性暨自主學習規劃 Alternative learning periods

本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）

Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?

否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。
No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)

是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。
Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).

學生彈性或自主學習活動 Alternative learning periods	勾選或填寫規劃內容 Place a check in the appropriate box or provide details	時數 Number of hours
學生分組實作及討論 Group work and discussion
參與課程相關作業、作品、實驗 Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽 Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀 Extracurricular reading
線上數位教材學習 Learning with online digital learning materials
其他（請填寫規劃內容） Other (please provide details)

每週課程內容及預計進度 Weekly scheduled progress

週次	日期	授課內容及主題
1	2018/02/26~2018/03/04	Week 1: Introductory session
2	2018/03/05~2018/03/11	Week 2: Mobilizing the marketing endeavour
3	2018/03/12~2018/03/18	Week 3: Developing products and services
4	2018/03/19~2018/03/25	Week 4: Analysis and understanding
5	2018/03/26~2018/04/01	Week 5: Understanding why they buy
6	2018/04/02~2018/04/08	Week 6: No class [Tomb Sweeping Holiday]
7	2018/04/09~2018/04/15	Week 7: How much are they prepared to pay?
8	2018/04/16~2018/04/22	Week 8: Seminar (John Murn)
9	2018/04/23~2018/04/29	Week 9: Presentation of the essay topic and cinema session (The Founder)
10	2018/04/30~2018/05/06	Week 10: Over-promising, ethics, and sustainability
11	2018/05/07~2018/05/13	Week 11: Successful brand building
12	2018/05/14~2018/05/20	Week 12: Finding the right marketing space
13	2018/05/21~2018/05/27	Week 13: Communication heaven Deadline for submitting the essay.
14	2018/05/28~2018/06/03	Week 14: Maverick marketing
15	2018/06/04~2018/06/10	Week 15: Analysing and optimising campaigns
16	2018/06/11~2018/06/17	Week 16: Outing in Pingtung
17	2018/06/18~2018/06/24	Week 17: Final examination
18	2018/06/25~2018/07/01	Week 18: Closing session

課業討論時間 Office hours

時段1:
時間：星期二13:00-14:00
地點：4055-1
時段2：
時間：星期四08:00-09:00
地點：4055-1

系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university

系所學生專業能力/全校學生基本素養與核心能力

課堂活動與評量方式

本課程欲培養之能力與素養 This course enables students to achieve...

紙筆考試或測驗 Test

課堂討論︵含個案討論︶ Group discussion (case analysis)

個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment

群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment

個人口頭報告 Indivisual oral presentation

群組口頭報告 Group oral presentation

課程規劃之校外參訪及實習 Off-campus visit and intership

證照/檢定 License

參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions

課外閱讀 Outside reading

※系所所學生專業能力

1.Students will be aware of ethical issues in business.

2.Students will be able to perform effectively in teamwork.

3.Students will demonstrate their skills in a foreign language.

4.Students will be able to apply analytical tools for problem-solving.

5.Students will acquire advanced knowledge in management.

※全校學生基本素養與核心能力

1.表達與溝通能力。

2.探究與批判思考能力。

3.終身學習能力。

4.倫理與社會責任。

5.美感品味。

6.創造力。

7.全球視野。

8.合作與領導能力。

9.山海胸襟與自然情懷。

本課程與SDGs相關項目：The course relates to SDGs items:

尚未建立SDGS資料

本課程校外實習資訊: This course is relevant to internship:

本課程無註記包含校外實習