國立中山大學 108學年度第2學期 課程教學大綱
National Sun Yat-sen University 108Academic year Course syllabus
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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
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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: |
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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: |
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1.Group/individual presentations:30% 2.Mid-term examination (1000-word essay) :30% 3.Final examination (multiple-choice review of the course):40%
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課程大綱 Course syllabus |
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課程目標 Objectives |
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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.
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授課方式 Teaching methods |
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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.
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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
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1.Group/individual presentations:30% 2.Mid-term examination (1000-word essay) :30% 3.Final examination (multiple-choice review of the course):40%
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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
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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 | 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 |
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彈性暨自主學習規劃 Alternative learning periods
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每週課程內容及預計進度 Weekly scheduled progress |
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週次 | 日期 | 授課內容及主題 | Week | Date | Content and topic | 1 | 2020/02/27~2020/02/29 | Week 1: Introductory session | 2 | 2020/03/01~2020/03/07 | Week 2: Mobilizing the marketing endeavour | 3 | 2020/03/08~2020/03/14 | Week 3: Developing products and services | 4 | 2020/03/15~2020/03/21 | Week 4: Analysis and understanding | 5 | 2020/03/22~2020/03/28 | Week 5: Understanding why they buy | 6 | 2020/03/29~2020/04/04 | Week 6: No class [Tomb Sweeping Holiday] | 7 | 2020/04/05~2020/04/11 | Week 7: How much are they prepared to pay? | 8 | 2020/04/12~2020/04/18 | Week 8: Seminar (John Murn) | 9 | 2020/04/19~2020/04/25 | Week 9: Presentation of the essay topic and cinema session (The Founder) | 10 | 2020/04/26~2020/05/02 | Week 10: Over-promising, ethics, and sustainability | 11 | 2020/05/03~2020/05/09 | Week 11: Successful brand building | 12 | 2020/05/10~2020/05/16 | Week 12: Finding the right marketing space | 13 | 2020/05/17~2020/05/23 | Week 13: Communication heaven Deadline for submitting the essay. | 14 | 2020/05/24~2020/05/30 | Week 14: Maverick marketing | 15 | 2020/05/31~2020/06/06 | Week 15: Analysing and optimising campaigns | 16 | 2020/06/07~2020/06/13 | Week 16: Outing in Pingtung | 17 | 2020/06/14~2020/06/20 | Week 17: Final examination | 18 | 2020/06/21~2020/06/24 | Week 18: Closing session |
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課業討論時間 Office hours |
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時段1 Time period 1: 時間 Time:星期二13:00-14:00 地點 Office/Laboratory:4055-1 時段2 Time period 2: 時間 Time:星期四08:00-09:00 地點 Office/Laboratory:4055-1
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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 |
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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 | |
※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 | | | | | | | | | | | | 2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities | | | | | | | | | | | | 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 | | | | | | | | | | | | 7.全球視野。 7. Global perspective | | | | | | | | | | | | 8.合作與領導能力。 8. Team work and leadership | | | | | | | | | | | | 9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature | | | | | | | | | | | |
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本課程與SDGs相關項目:The course relates to SDGs items: |
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本課程校外實習資訊: This course is relevant to internship: |
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