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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).
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.
1.Class participation：10% 2.Summary of lecture and self-evaluation：20% 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
Year of publish
Baack, Czarnecka, and Baack
SAGE Publications Ltd., 2nd edition
International Edition, 15th edition, Prentice Hall
每週課程內容及預計進度 Weekly scheduled progress
Content and topic
Introduction of the Course & Preparation
Defining marketing & international marketing
Conducting international marketing research
Consumer behavior in global markets
The environments of international marketing
Market STP on a global scale (1)
Market STP on a global scale (2)
Product policies for world markets
New shopping platforms worldwide
Communication strategies in global markets
Pricing in world markets
Towards to GLOCAL marketing and (entry) strategy
Field trip (TBA)
Final 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
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.
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.
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.
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.
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.
※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
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
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.