1. Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice.
2. To develop skill in using a variety of analytical frameworks for making decision in international marketing
3. Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing.
4. Apply the consumer behavior theories covered in the course to devise effective solutions in enhancing international marketing performance in the global business environment.1. Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice.
2. To develop skill in using a variety of analytical frameworks for making decision in international marketing
3. Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing.
4. Apply the consumer behavior theories covered in the course to devise effective solutions in enhancing international marketing performance in the global business environment.
全球行銷管理係指協調與整合跨越多重國家市場的行銷活動。全球行銷管理包括海外市場進入，海外市場的當地行銷管理，與全球行銷管理等三項任務。
Global marketing management refers to the coordination and integration of marketing activities across multiple country markets. Global marketing management includes three tasks: overseas market entry, local marketing management in overseas markets, and global marketing management.
To be Distributed
to be distributed
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| Mid-term testMid-term test mid-term test |
20 | |
| Final ExamFinal Exam final exam |
30 | |
| Group ProjectGroup Project group project |
35 | |
| Marketing ResearchMarketing Research marketing research |
15 |
