以理論與個案並重方式，讓學生對我國企業與全球跨國企業之國際行銷學活動有充分暸解，使學生建立本土觀點與全球化思維。
主要內容
第一篇 緒論，第一章 國際行銷概論，第二章 國際經濟與科技環境，第三章 國際政治與法律環境，第四章 國際文化環境，第五章 國際市埸進入之演變程序與行銷資訊，第六章 國際市埸區隔與定位，第七章 國際策略規畫與競爭優勢，第八章 國際市埸進入模式與國家選擇，第九章 國際策略聯盟與購併，第十章 國際產品策略，第十一章 國際品牌策略，第十二章 國際訂價策略，第十三章 國際行銷通路與全球運籌模式，第十四章 國際整合溝通策略，第十五章 國際廣告策略，第十六章 國際行銷組織結構與控制。By emphasizing both theory and case studies, students can fully understand the international marketing activities of Chinese enterprises and global multinational enterprises, and enable students to establish local perspectives and global thinking.
Main content
The first introduction, Chapter 1 Introduction to International Marketing, Chapter 2 International Economic and Technological Environment, Chapter 3 International Political and Legal Environment, Chapter 4 International Cultural Environment, Chapter 5 Evolution Process of International Market Entry and Marketing Information , Chapter 6 International Market Segmentation and Positioning, Chapter 7 International Strategic Planning and Competitive Advantage, Chapter 8 International Market Entry Mode and Country Selection, Chapter 9 International Strategic Alliances and Acquisitions, Chapter 10 International Product Strategy , Chapter 11 International Brand Strategy, Chapter 12 International Pricing Strategy, Chapter 13 International Marketing Channels and Global Operations Model, Chapter 14 International Integrated Communication Strategy, Chapter 15 International Advertising Strategy, Chapter 16 International Marketing Organizational Structure and control.
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.
一、教材及參考書：
張國雄(2023), 國際行銷學—建構全球行銷能力，第6版，雙葉書廊。
二、課外作業：
閱讀商業週刊、財訊、EMBA世界經理文摘等期刊雜誌。
1. Textbooks and reference books:
Zhang Guoxiong (2023), International Marketing—Constructing Global Marketing Capabilities, 6th Edition, Shuangye Bookstore.
2. Extracurricular homework:
Read Business Weekly, Financial News, EMBA World Manager's Digest and other periodicals and magazines.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 小組個案報告小組個案報告 Group case report |
40 | |
| 期中與期末考期中與期末考 Midterm and final exams |
30 | |
| 期末產品規劃報告期末產品規劃報告 Final product planning report |
30 |
