國立中山大學 111學年度第1學期 課程教學大綱

National Sun Yat-sen University 111Academic year1st Semester Course syllabus

Course name(Chinese)


Course Code


Course name(English)


Type of the course











         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】



1.Class attendance and participation10%
2.Response essays20%
3.Group presentation (midterm)30%
4.Group project40%

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

         Lectures, group activities, discussions, presentation
1. Announcement/assignment submission: cyber university, FB page
2. For distance learning: Zoom or Microsoft Teams.
3. A link for the 1st week's class: TBA by TA.
4. You can join the first-week class for auditing but kindly ask you to decide whether you take this course after the first-week class because students will be assigned groups for the group activities from the second week.

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.Summary of lecture and self-evaluation20%
3.Group presentation (midterm)30%
4.Group project 40%

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

No.AutherTitlePublisherYear of
1Baack, Czarnecka, and BaackInternational MarketingSAGE Publications Ltd., 2nd edition20189781506389219
2Kotler, PhilipMarketing ManagementInternational Edition, 15th edition, Prentice Hall20159781292092621

每週課程內容及預計進度 Weekly scheduled progress

WeekDateContent and topic
12022/09/04~2022/09/10Introduction of the Course & Preparation
22022/09/11~2022/09/17Defining marketing & international marketing
32022/09/18~2022/09/24Conducting international marketing research
42022/09/25~2022/10/01Consumer behavior in global markets
52022/10/02~2022/10/08The environments of international marketing
62022/10/09~2022/10/15Market STP on a global scale (1)
72022/10/16~2022/10/22Market STP on a global scale (2)
82022/10/23~2022/10/29Product policies for world markets
92022/10/30~2022/11/05Midterm presentation
102022/11/06~2022/11/12New shopping platforms worldwide
112022/11/13~2022/11/19Communication strategies in global markets
122022/11/20~2022/11/26Pricing in world markets
132022/11/27~2022/12/03Towards to GLOCAL marketing and (entry) strategy
142022/12/04~2022/12/10Field trip (TBA)
152022/12/11~2022/12/17Marketing Math
162022/12/18~2022/12/24Final group project presentation

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期四14:00-17:00
地點 Office/Laboratory:CM4054
時段2 Time period 2:
時間 Time:星期五14:00-17:00
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.學生能夠辨識和理解國際經營管理環境中的跨文化問題,並能與不同文化背景者進行有效溝通。 1. Students are able to identify and understand cross-cultural issues as they arise in an international management context and can communicate effectively with people from different cultural backgrounds. V V V V    
2.學生能了解國際商業環境中的倫理和社會責任問題,並能從多個利益關係者的角度加以批判性分析。 2. Students are aware of ethical and social responsibility issues that may arise in an international business context and are able to critically analyze these issues from the perspectives of multiple stakeholders.           
3.學生能以當代管理理論為基礎,辨別和分析全球商業環境中的關鍵性管理議題與挑戰。 3. Based on a strong foundation of contemporary management theories, students are able to identify and analyze key management challenges in the global business environment.V V V V    
4.學生具有全球視野的商業經營能力,並具備對區域和地方問題的認識與關懷。 4.Students develop a global vision on doing business, but maintain an awareness of regional and local issues.            
5.學生能發展批判性思考和問題解決的能力。 5.Students develop critical thinking skills and problem-solving abilities.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 V    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV V V 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 leadershipV V V V    
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.