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
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
9781506389219
2
Kotler, Philip
Marketing Management
International Edition, 15th edition, Prentice Hall
2015
9781292092621
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
2020/09/06~2020/09/12
Introduction of the Course & Preparation
2
2020/09/13~2020/09/19
Defining Marketing & International Marketing
3
2020/09/20~2020/09/26
Conducting International Marketing Research
4
2020/09/27~2020/10/03
The Environments of International Marketing
5
2020/10/04~2020/10/10
Consumer Behavior in International Market
6
2020/10/11~2020/10/17
Market STP on a Global Scale
7
2020/10/18~2020/10/24
Product Policies for World Markets
8
2020/10/25~2020/10/31
Distribution Decisions in International Marketing
9
2020/11/01~2020/11/07
Midterm Exam
10
2020/11/08~2020/11/14
Communication Strategies in World Markets
11
2020/11/15~2020/11/21
Pricing in World Markets
12
2020/11/22~2020/11/28
Towards to GLOCAL Marketing and (Entry) Strategy
13
2020/11/29~2020/12/05
Marketing Math
14
2020/12/06~2020/12/12
Guest Speaker (TBA)
15
2020/12/13~2020/12/19
Guest Speaker (TBA)
16
2020/12/20~2020/12/26
Wrap-up
17
2020/12/27~2021/01/02
Final group project presentation (1)
18
2021/01/03~2021/01/09
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.
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.
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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.
5.具備國際觀之新思維。 5.Students are able to possess global vision.
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※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
7.全球視野。 7. Global perspective
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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