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

IB519

英文名稱
Course name(English)

INTERNATIONAL MARKETING MANAGEMENT

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

管理學院國際經營管理碩士學程

授課教師
Instructor

金志衍    

學分
Credit

3

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.)】

This course will equip students with the tools and terminology to explore and understand marketing practices in a global environment. The course addresses how to design and implement the best combination of marketing efforts to carry out a firm’s strategy in its target markets. The course has two main objectives. First, to develop your understanding of how the firm can benefit from creating and delivering value to its customers and related stakeholders. Second, to develop your skills in applying the analytic perspectives, decision tools, and concepts of marketing to the following issues:
1. Market definition, segmentation, targeting, and positioning. How to: assess market potential, analyze customer behavior, and focus resources on specific customer populations and against specific competitors.
2. Product branding. How to: develop, measure, and capitalize on brand equity.
3. Pricing. How to: set prices that demonstrate value to the customer and capture value for the firm.
4. Distribution channels. How to: understand the role of distributors, retailers, and other intermediaries in delivering products, services, and information to customers.
5. Marketing communications. How to: develop an effective mix of marketing communication efforts (with emphasis on advertising and public relations).

課程目標 Objectives

         Students who have interest in (Digital) Marketing

授課方式 Teaching methods

         Lecture, Case Discussion, Case Analysis

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.Class attendance5%
2.Class participation10%
3.Individual presentation15%
4.Midterm exam30%
5.Group project 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#
No.AutherTitlePublisherYear of
publish
Publisher
place
ISBN#
1Baack, Czarnecka, and BaackInternational MarketingSAGE Publications Ltd; 2nd edition20189781506389219
2Kotler, PhilipMarketing ManagementInternational Edition, 15th edition, Prentice Hall20159781292092621

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
WeekDateContent and topic
12019/09/09~2019/09/15Introduction of the Course & Preparation
22019/09/16~2019/09/22Recent International Marketing Trends: Definition and Scope
32019/09/23~2019/09/29Conducting International Marketing Research
42019/09/30~2019/10/06The Environments of International Marketing
52019/10/07~2019/10/13Consumer Behavior in International Market
62019/10/14~2019/10/20International Marketing (Entry) Strategy
72019/10/21~2019/10/27Market STP on a Global Scale
82019/10/28~2019/11/03Marketing Math
92019/11/04~2019/11/10Midterm Exam
102019/11/11~2019/11/17Towards to GLOCAL Marketing
112019/11/18~2019/11/24International Brand Strategy
122019/11/25~2019/12/01Product Policies for World Markets
132019/12/02~2019/12/08Pricing in World Markets
142019/12/09~2019/12/15Distribution Decisions in International Marketing
152019/12/16~2019/12/22Communication Strategies in World Markets
162019/12/23~2019/12/29Guest Speaker (TBA)
172019/12/30~2020/01/05Final group project presentation (1)
182020/01/06~2020/01/12Final group project presentation (2)

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期一14:00-17:00
地點 Office/Laboratory:CM4074-1
時段2 Time period 2:
時間 Time:星期三14:00-17:00
地點 Office/Laboratory:CM4074-1

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
basic disciplines and core capabilities of the department and the university
課堂活動與評量方式
Class activities and evaluation
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.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1.具備專業倫理觀與社會責任實踐力。 1.Students will be aware of issues in business ethics and will carry out their social responsibilities.VV VV      
2.具備專業管理知能。 2.Students will develop advanced knowledge in the management of business.VVVVV      
3.具備溝通及團隊合作能力。 3.Students will be able to communicate and perform effectively in teamwork.V V  VV    
4.具備分析與解決問題的能力。 4.Students are able to develop logical thinking and apply analytical tools for problem-solving.VVVVVVV    
5.具備國際觀之新思維。 5.Students are able to possess global vision.           
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skillsV V  VV    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesVVVVVVV    
3.終身學習能力。 3. Lifelong learning           
4.倫理與社會責任。 4. Ethnics and social responsibility           
5.美感品味。 5. Aesthetic appreciation           
6.創造力。 6. CreativityV VVVVV    
7.全球視野。 7. Global perspective           
8.合作與領導能力。 8. Team work and leadershipV   V V    
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature            

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