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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).
Students who have interest in (Digital) Marketing
授課方式 Teaching methods
Lecture, Case Discussion, Case Analysis, Group project
參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
Year of publish
International Edition, 15th edition, Prentice Hall
每週課程內容及預計進度 Weekly scheduled progress
Content and topic
Introduction of the Course & Preparation
Defining Marketing & International Marketing
Conducting International Marketing Research
The Environments of International Marketing
Consumer Behavior in International Market
Market STP on a Global Scale
Product Policies for World Markets
Distribution Decisions in International Marketing
Communication Strategies in World Markets
Pricing in World Markets
Towards to GLOCAL Marketing and (Entry) Strategy
Guest Speaker (TBA)
Guest Speaker (TBA)
Final group project presentation (1)
Final group project presentation (2)
課業討論時間 Office hours
時段1 Time period 1: 時間 Time：星期三15:00-17:00 地點 Office/Laboratory：CM4074-1 時段2 Time period 2： 時間 Time：星期五14:00-17:00 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.
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.
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.
2.具備專業管理知能。 2.Students will develop advanced knowledge in the management of business.
3.具備溝通及團隊合作能力。 3.Students will be able to communicate and perform effectively in teamwork.
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.
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
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