本課程目的在於讓學生瞭解何謂國際行銷，並經由個案探討以介紹企業國際行銷之內容與方式，以培養學生應有之國際行銷概念。The purpose of this course is to let students understand what international marketing is, and to introduce the content and methods of corporate international marketing through case studies, so as to cultivate students' proper international marketing concepts.
a. Basic framework of international marketing.
b. Cultural and other environmental forces in international marketing.
c. Product-related considerations in international marketing.
d. Promotion-related considerations in international marketing.
e. Channel-related considerations in international marketing.
f. Price-related considerations in international marketing.
g. Internet and international marketing.
a. Basic framework of international marketing.
b. Cultural and other environmental forces in international marketing.
c. Product-related considerations in international marketing.
d. Promotion-related considerations in international marketing.
e. Channel-related considerations in international marketing.
f. Price-related considerations in international marketing.
g. Internet and international marketing.
Cullen(2014), Multinational Management: A Strategic Approach ，6/e ，(華泰文化出版)。
KEEGAN, GLOBAL MARKETING 5/E
張國雄，國際行銷管學：建構全球行銷能力，前程文化，第3版。
林建煌 國際行銷 華泰文化
精選哈佛管理評論(HBR)文章
https://www.facebook.com/pages/Dr-Wus-Studio/176288529084948
Cullen(2014), Multinational Management: A Strategic Approach, 6/e, (Huatai Culture Publishing).
KEEGAN, GLOBAL MARKETING 5/E
Zhang Guoxiong, International Marketing Management: Building Global Marketing Capabilities, Qiancheng Culture, 3rd edition.
Lin Jianhuang International Marketing Huatai Culture
Selected Harvard Management Review (HBR) articles
https://www.facebook.com/pages/Dr-Wus-Studio/176288529084948
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
40 | |
| 期末考期末考 final exam |
40 | |
| 個案個案 Case |
20 |
