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.
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.
Global Marketing by Warren J. Keegan and Mark Green. 7/E ISBN-10: 0132719150 • ISBN-13: 9780132719155. Prentice Hall
Global Marketing by Warren J. Keegan and Mark Green. 7/E ISBN-10: 0132719150 • ISBN-13: 9780132719155. Prentice Hall
| 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 | |
| Final ExamFinal Exam Final Exam |
35 | |
| Marketing ResearchMarketing Research Marketing Research |
15 |
