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
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
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
週次
日期
授課內容及主題
Week
Date
Content and topic
1
2022/02/13~2022/02/19
Introduction of the course & preparation
2
2022/02/20~2022/02/26
Defining marketing & international marketing
3
2022/02/27~2022/03/05
Conducting international marketing research
4
2022/03/06~2022/03/12
Consumer behavior in international market
5
2022/03/13~2022/03/19
The environments of international marketing
6
2022/03/20~2022/03/26
Guest speaker: TBA
7
2022/03/27~2022/04/02
Market STP on a global scale (1)
8
2022/04/03~2022/04/09
Market STP on a global scale (2)
9
2022/04/10~2022/04/16
Midterm presentation
10
2022/04/17~2022/04/23
Product policies for world markets
11
2022/04/24~2022/04/30
New shopping places worldwide (1)
12
2022/05/01~2022/05/07
New shopping place (2)
13
2022/05/08~2022/05/14
Communication strategies in world markets
14
2022/05/15~2022/05/21
Pricing in world markets
15
2022/05/22~2022/05/28
Towards to GLOCAL marketing and (entry) strategy
16
2022/05/29~2022/06/04
Guest speaker: TBA
17
2022/06/05~2022/06/11
Group presentation
18
2022/06/12~2022/06/18
Group 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
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.
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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.
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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
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
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.