We will discuss the marketing concepts and applications with the mixture of lectures, case analyses, video clips and in-class discussions. Students will be divided into groups as case discussions and reports will be accomplished in groups. The learning of this course will take place both in-class as students share experiences, point of view and participate in discussion, and also occur out of class when students work together to accomplish assigned projects.We will discuss the marketing concepts and applications with the mixture of lessons, case analyzes, video clips and in-class discussions. Students will be divided into groups as case discussions and reports will be accomplished in groups. The learning of this course will take place both in-class as students share experiences, point of view and participate in discussion, and also occurs out of class when students work together to accomplished assigned projects.
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 design effective solutions in enhancing international marketing performance in the global business environment.
Kotler, P., & Keller, K.L. (2016). Marketing Management (15th Ed.). Upper Saddle River, NJ: Pearson/Prentice Hall
Kotler, P., & Keller, K.L. (2016). Marketing Management (15th Ed.). Upper Saddle River, NJ: Pearson/Prentice Hall
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| Class attendance and participationClass attendance and participation Class attendance and participation |
10 | |
| Group projectGroup project Group project |
20 | |
| Final term reportFinal term report Final term report |
20 | |
| Mid-term examMid-term exam Mid-term exam |
20 |
