國立中山大學 109學年度第1學期 課程教學大綱

National Sun Yat-sen University 109Academic 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:

         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.Class participation10%
2.Group presentation20%
3.Midterm exam20%
4.Group project 50%

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, Group project

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 participation10%
2.Group presentation20%
3.Midterm exam20%
4.Group project 50%

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#
19781506389219
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
12020/09/06~2020/09/12Introduction of the Course & Preparation
22020/09/13~2020/09/19Defining Marketing & International Marketing
32020/09/20~2020/09/26Conducting International Marketing Research
42020/09/27~2020/10/03The Environments of International Marketing
52020/10/04~2020/10/10Consumer Behavior in International Market
62020/10/11~2020/10/17Market STP on a Global Scale
72020/10/18~2020/10/24Product Policies for World Markets
82020/10/25~2020/10/31Distribution Decisions in International Marketing
92020/11/01~2020/11/07Midterm Exam
102020/11/08~2020/11/14Communication Strategies in World Markets
112020/11/15~2020/11/21Pricing in World Markets
122020/11/22~2020/11/28Towards to GLOCAL Marketing and (Entry) Strategy
132020/11/29~2020/12/05Marketing Math
142020/12/06~2020/12/12Guest Speaker (TBA)
152020/12/13~2020/12/19Guest Speaker (TBA)
162020/12/20~2020/12/26Wrap-up
172020/12/27~2021/01/02Final group project presentation (1)
182021/01/03~2021/01/09Final 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.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.           
2.具備專業管理知能。 2.Students will develop advanced knowledge in the management of business.VV  V 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 V V      
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.V V V 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 V   V    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesVVV        
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 V V V    
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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