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

中文名稱
Course name(Chinese)

國際行銷管理

課號
Course Code

GHRM650

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

人力資源管理全英語碩士學位學程

授課教師
Instructor

鍾金才    

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:

         同步遠距【透過網路直播技術,同時進行線上教學,得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術,同時進行線上教學並同時錄影,課程內容可擇日再重播,得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習,得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程,經評估無法採遠距課程教學,後續復課後密集補課

★遠距教學軟體操作說明連結

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:

        
1.Individual Assignment (submit to kimchoychung@cm.nsysu.edu.tw). Posted in cyber university25%
2.Calculation Assignment (submit to kimchoychung@cm.nsysu.edu.tw). Will be posted in cyber university15%
3.Case study (submit to kimchoychung@cm.nsysu.edu.tw). Will be posted in cyber university20%
4.Online classes participation (substitution for in-class participation) 10%
5.Project report (submit to kimchoychung@cm.nsysu.edu.tw). Posted in cyber university. Posted in cyber university30%

課程大綱 Course syllabus

         This course provides an overview of the scope, challenge and dynamic of international marketing environment. Topics to be covered include the cultural environment of global markets; global market opportunities; global marketing strategies; and how human resource personnel can adopt marketing techniques to manage talent (including recruitment of foreign talents)





課程目標 Objectives

         Upon completion of this course, students will:
1) Have a solid understanding of the theoretical and conceptual principles of international marketing;
2) Be able to research and analyze international marketing opportunities;
3) Be able to develop and manage strategic international marketing initiative (International Marketing Plan).
4) Be able to utilize internal resources and marketing techniques to manage talent from the human resource perspective.






授課方式 Teaching methods

         Lectures, group discussions, in-class self reflection exercises, mini cases and video presentations. Field trips will be notified when necessary





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.Individual Assignment25%
2.In-class Assignment15%
3.Case Study (written in class)20%
4.Group Assignment & presentation30%
5.Class Participation & attendance10%

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

         Cateora, P., Graham, J. & Gilly, M. (2016), International Marketing, 17th Ed., McGraw-Hill, NJ





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
12020/02/27~2020/02/29No class
22020/03/01~2020/03/07Class Orientation & Overview of international marketing Chapter 1: The scope and challenge of international marketing
32020/03/08~2020/03/14Chapter 2: The dynamic of international trade
42020/03/15~2020/03/21Chapter 3: The environment of international trade and marketing - Political, legal & economic factors
52020/03/22~2020/03/28Chapter 3 (continue): The environment of international trade and marketing - Culture, management style and business system
62020/03/29~2020/04/04Chapter 4 Assessing global market opportunities -Industry and competitor analysis -Market segmentation & targeting
72020/04/05~2020/04/11Chapter 4 (continue) Assessing global market opportunities -Assessing opportunities through marketing research -Business opportunities in the Asia Pacific region
82020/04/12~2020/04/18Chap 5: Global marketing management: Planning and organization; Ind Assignment dateline (25%);Chap 7: Pricing for international markets & International distribution; Calculation exercise (15%)
92020/04/19~2020/04/25Chapter 6: Developing global marketing initiatives - Product adaptation and services for consumers - Product and services for business
102020/04/26~2020/05/02Chapter 8: Integrated marketing communications and international advertising
112020/05/03~2020/05/09Guest lecture on global business opportunity and branding within B2B and B2C
122020/05/10~2020/05/16Chapter 9: Marketing strategies for human resource management
132020/05/17~2020/05/23Case study on developing capability in international marketing (channel push vs brand pull): The case of Unilever in India; and Shiseido in Japan
142020/05/24~2020/05/30Case Study (written)-worth 20%
152020/05/31~2020/06/06Group Project consultation
162020/06/07~2020/06/13Group Project Presentations – worth 30%
172020/06/14~2020/06/20Group Project Presentations – worth 30%
182020/06/21~2020/06/24No class (semester ends earlier because of extra lesson on 18th April)

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期一1.00-2.00pm
地點 Office/Laboratory:CM 1025-1
時段2 Time period 2:
時間 Time:星期四1.00-4.00pm
地點 Office/Laboratory:CM 1025-1

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.V          
2.具備充分的人資管理專業知能。 2. Students are able to posses sufficient Human Resource Management professionaal competency.V          
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          
4.具備邏輯思考及解決問題的能力。 4. Students are able to develop logical thinking and apply analytical tools for problem-solving.           
5.具備國際觀。 5. Students are able to possess global vision.V          
※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          
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 perspectiveV          
8.合作與領導能力。 8. Team work and leadershipV          
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature V          

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