Marketing involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning the product or service to satisfy those needs and differentiate it from competition. In between, rigorous analysis of the competition, the customer, the environment, and the company's own capabilities are required. The second set of activities revolves around the “marketing mix” – letting the consumer know about the product in an attention-getting, convincing, and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and purchase more. At any point along the way, failure to get one of these activities right may result in the failure of the product.
Positioning is the key to product success, but even a perfect product with brilliant positioning won't last long if its benefits are not clearly communicated to the right people, if its price is too high or too low, if it is sold through the wrong retailers, or displayed poorly.
In this course, you will be introduced to the principles underlying these activities and given opportunities to try your hand at analyzing markets and formulating strategy. Marketing involves two basic sets of activities. The first set starts with identifying consumer needs and ends with positioning the product or service to satisfy those needs and differentiate it from competition. In between, rigorous analysis of the competition, the customer, the environment, and the company's own capabilities are required. The second set of activities revolves around the “marketing mix” – letting the consumer know about the product in an attention-getting, convincing, and motivating way, getting it to the consumer through the best combination of distribution channels, pricing it effectively, and offering incentives to try, purchase, and purchase more. At any point along the way, failure to get one of these activities right may result in the failure of the product.
Positioning is the key to product success, but even a perfect product with brilliant positioning won't last long if its benefits are not clearly communicated to the right people, if its price is too high or too low, if it is sold through the wrong retailers, or poorly displayed.
In this course, you will be introduced to the principles underlying these activities and given opportunities to try your hand at analyzing markets and formulating strategy.
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.
1. Textbook (located in the iLearn course site)
Kotler, Philip, Gary Armstrong, and Marc Oliver Opresnik. (2018). Principles of Marketing, 17th Global Edition. London, England: Pearson.
2. Case Studies (located in the iLearn course site)
1. Advertising Experiments at the Ohio Art Company
2. Making stickK Stick - The Business of Behavioral Economics
3. AnswerDash
4. GlaxoSmithKline: Reinventing Incentives and Performance
5. Chik-Fil-A International Expansion Challenges
6. The Hunger Games Catching Fire - Using Digital and Social Media for Brand Storytelling
3. Additional Reading
I will post various other course materials (e.g., articles, links to videos, etc.) including the course syllabus, PowerPoint slides, and assignments. Please check the iLearn course site regularly for any new information or materials relevant to upcoming classes and deadlines.
1. Textbook (located in the iLearn course site)
Kotler, Philip, Gary Armstrong, and Marc Oliver Opresnik. (2018). Principles of Marketing, 17th Global Edition. London, England: Pearson.
2. Case Studies (located in the iLearn course site)
1. Advertising Experiments at the Ohio Art Company
2. Making stickK Stick - The Business of Behavioral Economics
3. AnswerDash
4. GlaxoSmithKline: Reinventing Incentives and Performance
5. Chik-Fil-A International Expansion Challenges
6. The Hunger Games Catching Fire - Using Digital and Social Media for Brand Storytelling
3. Additional Reading
I will post various other course materials (e.g., articles, links to videos, etc.) including the course syllabus, PowerPoint slides, and assignments. Please check the iLearn course site regularly for any new information or materials relevant to upcoming classes and deadlines.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| Attendance and Class ParticipationAttendance and Class Participation attendance and class participation |
15 | |
| Major Written Case Assignment (AnswerDash)Major Written Case Assignment (AnswerDash) major written case assignment (answer dash) |
10 | |
| One Page Case Writeups (5 of 6)One Page Case Writeups (5 of 6) one Page case write UPS (5 of 6) |
10 | |
| Midterm ExamMidterm Exam midterm exam |
10 |
