教學大綱表 (112學年度 第2學期)
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課程名稱
Course Title
(中文) 國際行銷管理
(英文) International Marketing Management
開課單位
Departments
事業經營研究所
課程代碼
Course No.
B6960
授課教師
Instructor
梁詠貴
學分數
Credit
2.0 必/選修
core required/optional
選修 開課年級
Level
研究所
先修科目或先備能力(Course Pre-requisites):Marketing
課程概述與目標(Course Overview and Goals): This course aims to stimulate students’ curiosity about international marketing practices of companies, large and small, seeking market opportunities outside the home country. The main topics in this course include the cultural environment of global markets, assessing international market opportunities, and developing global marketing strategies.
The course relies on lectures, cases, and other materials (ex., the country notebook) from the internet. The course lectures will integrate theories, practices with examples for students to gain a complete picture of global marketing and recognize the impacts on multinational corporations. The instructor will demonstrate how we present a case study and discussion in class. Besides, active participation of the whole class through a group presentation and case discussion is required to generate maximum learning effects from this course.
教科書(Textbook) Keggen, W.J. and M.C. Green (2020) Global Marketing, 10th ed., England: Pearson Education Ltd.
參考教材(Reference) Cateora, P. R., M. Gilly, and J. L. Graham (2019) International Marketing, 18th ed., NY: McGraw-Hill.
課程大綱 Syllabus 學生學習目標
Learning Objectives
單元學習活動
Learning Activities
學習成效評量
Evaluation
備註
Notes

No.
單元主題
Unit topic
內容綱要
Content summary
1 Course introduction Introduction to the Course of International Marketing Management Differentiating international and domestic marketing, understanding the role of management in global marketing 討論
講授
 
2 Case study and discussion P&G's international strategy Proficiency in reading and analyzing English cases, coupled with the ability to discuss and express ideas effectively in English. 討論
講授
報告
 
3 Introduction Ch. 1: Introduction to global marketing Understanding and grasping the overall picture and current status of global marketing. 討論
講授
 
4 Global environment Ch. 4: Social and Cultural Environment
Case 1-2: McDonald's Expands Globally while Adjusting Its Local Recipe (pp. 54-56)
Understanding how differences in social and cultural environments impact international marketing. Gaining insights from a study on the success and failure of Disney. 討論
講授
 
5 Approaching global market Ch. 6: Global Information Systems and Market Research A clear understanding of international market research theory and practice enhances future independent research endeavors. 討論
講授
 
6 Approaching global market Ch. 7: Segmentation, Targeting, and Positioning Understanding the importance and significance of STP (Segmentation, Targeting, Positioning) in international marketing. Applying acquired knowledge in practical implementation of STP for international marketing professionals. 討論
講授
 
7 Approaching global market Ch. 9: Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances Understanding the types, advantages, and disadvantages of international market entry modes, as well as how to make appropriate choices. 討論
講授
 
8 Approaching global market Ch. 10: Brand and Product Decisions in Global Marketing Grasping the importance of brand strategy, factors for consideration, and decision-making related to products. 討論
講授
 
9 Mid-term exam. Mid-term exam. Enabling students to review what they have learned and apply it in both theoretical understanding and practical operations. 實作
期中考
 
10 Global marketing mix Ch. 11: Pricing decision Familiarizing oneself with international pricing methods, considering decision factors, and implementing practical pricing strategies for luxury goods. 討論
講授
 
11 Global marketing mix Ch. 12: Global Marketing Channels and Physical Distribution Comprehend the types, management, and practical aspects of global distribution channels and physical distribution. 討論
講授
 
12 Global marketing mix Ch. 13: Advertising and public relations Understand the importance and practices of international advertising and public relations in global marketing. 討論
講授
 
13 Global marketing mix Ch. 14: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication Grasp promotion, personnel sales, and unique marketing communication methods. 討論
講授
 
14 Global marketing mix Ch. 15: Global Marketing and the Digital Revolution Grasp the impact of the digital revolution on global marketing and its application. 討論
講授
 
15 Strategy Ch. 16: Strategic Elements of Competitive Advantage Appreciate the strategic elements of competitive advantage. 討論
講授
 
16 Final exam. final examination (OPEN BOOK) Demonstrate what you have learned from international marketing management  
彈性教學週活動規劃

No.
實施期間
Period
實施方式
Content
教學說明
Teaching instructions
彈性教學評量方式
Evaluation
備註
Notes
1 起:2024-06-10 迄:2024-06-23 5.小專題 Project Take one international company, describe and analyze their international marketing practices (including market research and selection, entry mode, and 4 Ps), draw conclusions, and offer suggestions. Content and quality of the report. One group uploads one report to the Tron class by the deadline.


教學要點概述:
1.自編教材 Handout by Instructor:
■ 1-1.簡報 Slids
□ 1-2.影音教材 Videos
□ 1-3.教具 Teaching Aids
□ 1-4.教科書 Textbook
□ 1-5.其他 Other
□ 2.自編評量工具/量表 Educational Assessment
■ 3.教科書作者提供 Textbook

成績考核 Performance Evaluation: 期末考:30%   期中考:30%   其他評量:10%   報告:20%   彈性教學:10%  

教學資源(Teaching Resources):
□ 教材電子檔(Soft Copy of the Handout or the Textbook)
□ 課程網站(Website)
扣考規定:https://curri.ttu.edu.tw/p/412-1033-1254.php