B6960 教學大綱表

教學大綱表 (113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
序 No.	單元主題 Unit topic	內容綱要 Content summary	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
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

序 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