國立中山大學 110學年度第2學期 課程教學大綱

National Sun Yat-sen University 110Academic year Course syllabus

Course name(Chinese)


Course Code


Course name(English)


Type of the course










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:Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

         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】


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:Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

3.Midterm presentation30%
4.Group project50%

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 interests in marketing.

授課方式 Teaching methods

         Lectures, group activities, discussions, presentation

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

3.Midterm presentation30%
4.Group project50%

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

         Teaching materials are not limited, thus no assigned textbook. All materials will be served in class. Some sessions may include reading of articles, watching a video that the professor uploaded.

每週課程內容及預計進度 Weekly scheduled progress

WeekDateContent and topic
12022/02/13~2022/02/19Introduction of the course & preparation
22022/02/20~2022/02/26Defining marketing & international marketing
32022/02/27~2022/03/05Conducting international marketing research
42022/03/06~2022/03/12Consumer behavior in international market
52022/03/13~2022/03/19The environments of international marketing
62022/03/20~2022/03/26Guest speaker: TBA
72022/03/27~2022/04/02Market STP on a global scale (1)
82022/04/03~2022/04/09Market STP on a global scale (2)
92022/04/10~2022/04/16Midterm presentation
102022/04/17~2022/04/23Product policies for world markets
112022/04/24~2022/04/30New shopping places worldwide (1)
122022/05/01~2022/05/07New shopping place (2)
132022/05/08~2022/05/14Communication strategies in world markets
142022/05/15~2022/05/21Pricing in world markets
152022/05/22~2022/05/28Towards to GLOCAL marketing and (entry) strategy
162022/05/29~2022/06/04Guest speaker: TBA
172022/06/05~2022/06/11Group presentation
182022/06/12~2022/06/18Group presentation

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期三14:00-17:00
地點 Office/Laboratory:CM4054
時段2 Time period 2:
時間 Time:星期四14:00-17:00
地點 Office/Laboratory:CM4054

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

basic disciplines and core capabilities of the department and the university
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.具備充分的人資管理專業知能。 2. Students are able to posses sufficient Human Resource Management professionaal competency.           
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    
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  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    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV   V      
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            

本課程與SDGs相關項目:The course relates to SDGs items:

SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)

本課程校外實習資訊: This course is relevant to internship:

The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)


Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.