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).
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.
Auther
Title
Publisher
Year of publish
Publisher place
ISBN#
1
Baack, Czarnecka, and Baack
International Marketing
SAGE Publications Ltd; 2nd edition
2018
9781506389219
2
Kotler, Philip
Marketing Management
International Edition, 15th edition, Prentice Hall
2015
9781292092621
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
Week
Date
Content and topic
1
2019/09/09~2019/09/15
Introduction of the Course & Preparation
2
2019/09/16~2019/09/22
Recent International Marketing Trends: Definition and Scope
3
2019/09/23~2019/09/29
Conducting International Marketing Research
4
2019/09/30~2019/10/06
The Environments of International Marketing
5
2019/10/07~2019/10/13
Consumer Behavior in International Market
6
2019/10/14~2019/10/20
International Marketing (Entry) Strategy
7
2019/10/21~2019/10/27
Market STP on a Global Scale
8
2019/10/28~2019/11/03
Marketing Math
9
2019/11/04~2019/11/10
Midterm Exam
10
2019/11/11~2019/11/17
Towards to GLOCAL Marketing
11
2019/11/18~2019/11/24
International Brand Strategy
12
2019/11/25~2019/12/01
Product Policies for World Markets
13
2019/12/02~2019/12/08
Pricing in World Markets
14
2019/12/09~2019/12/15
Distribution Decisions in International Marketing
15
2019/12/16~2019/12/22
Communication Strategies in World Markets
16
2019/12/23~2019/12/29
Guest Speaker (TBA)
17
2019/12/30~2020/01/05
Final group project presentation (1)
18
2020/01/06~2020/01/12
Final 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.
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2.具備專業管理知能。 2.Students will develop advanced knowledge in the management of business.
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3.具備溝通及團隊合作能力。 3.Students will be able to communicate and perform effectively in teamwork.
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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.
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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 skills
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2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
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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. Creativity
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7.全球視野。 7. Global perspective
8.合作與領導能力。 8. Team work and leadership
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9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature