本課程目的在於介紹國際行銷管理的基本概念，並透過課堂講授、個案討論等方式幫助同學在國際行銷策略的分析與執行上有完整的概念。
1.國際行銷環境概況，包括經濟貿易環境、社會文化環境、政治法律環境。
2.國際行銷策略分析，包括國際市場研究、國際市場區隔、國際目標市場選擇與定位、國際市場進入策略。
3.國際行銷組合執行，包括國際品牌、定價、通路與溝通策略。The purpose of this course is to introduce the basic concepts of international marketing management, and to help students have a complete concept in the analysis and execution of international marketing strategies through classroom lectures, case discussions, etc.
1. Overview of international marketing environment, including economic trade environment, social and cultural environment, and political and legal environment.
2. Analysis of international marketing strategies, including international market research, international market partition, international target market selection and positioning, and international market entry strategy.
3. International marketing combination implementation, including international brand, pricing, channels and communication strategies.
1. Global Marketing (8th edition) by Keegan and Green, Pearson (雙葉代理)
2. 個案
1. Global Marketing (8th edition) by Keegan and Green, Pearson (Double Leaf Agent)
2. Case
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂參與、出席、心得課堂參與、出席、心得 Class attendance, attendance, experience |
10 | |
| 國際行銷案例報告國際行銷案例報告 International Marketing Case Report |
10 | |
| 個案作業個案作業 Case study |
10 | |
| 期中考期中考 Midterm exam |
20 | |
| 期末考期末考 Final exam |
20 |
