南台科技大學 96 學年度第 2 學期課程資訊
課程名稱
國際行銷管理
課程編碼
N0Q00901
系所代碼
N
開課班級
商管碩士班一甲
開課教師
陳正男
學分
3.0
時數
上課節次地點
3
六 2 3 4 教室 S301B
必選修
選修
課程概述
The format of class sessions includes lecture material supplemented by cases and
assignments for illustrating certain topics. Case analyses should be done in groups
of about four or five persons. Each group will turn in a case analysis report for
each cas
課程目標
The objectives are (1) to understand the environmental factors affecting
international marketing and (2) to be acquainted with knowledge and skills needed
for the administration of the international marketing function.
課程大綱
1, , Introduction to Global Marketing , ,
2, , The Global Economic Environment , , Vietnam’s Market Potential*
3, , The Global Trade Environment , , Philips vs. Matsushita: A New Century, A
New Round
4, , Social and Cultural Environment, , Tonernow.com：A Dotcom Goes Global
5, , The Political, Legal, and Regulatory Environment of Global Marketing ,
,
1. Barbie*
2. Research help Whirlpool Act Local in the Global Market
6, , Global Information Systems and Market Research , , BRL Hardy: Globalizing
an Australian Wine Company
7, , Segmentation, Targeting, and Positioning , , Acer America: Development of
the Aspire
8, , Exporting, Importing, and Sourcing , , Li & Fung : Beyond “Filling in the
Mosaic,”1995-1998
9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances, ,
Delissa in Japan (Revised)
10, , Mid-term Exam
11, , Product and Brand Decisions, , Jollibee Foods Corporation (A): International
Expansion
12, , Pricing Decisions, , Make Yourself Heard: Ericsson’s Global Brand
Campaign
1
13, , Global Marketing Channels and Physical Distribution, , 1. Pricing AIDS
Drugs in Emerging Markets*
2. Wal-Mart’s Global Expansion*
14, , Marketing Communications Decisions I: Advertising and Public Relations, ,
Pechazur
15, , Marketing Communications Decisions II: Sales Promotion, Personal
Selling, , Samsung Electronics Company:
Global Marketing Operations
16, , Strategic Elements of Competitive Advantage, , McKinsey & Company:
Managing Knowledge and
Learning
17, , Leading, Organizing, and Controlling the Global Marketing Effort, , ICI
Paints (B): Considering a Global Product Organization
18, , Digital Revolution and Electronic Marketplace, , Final Exam
英文大綱
1, , Introduction to Global Marketing , ,
2, , The Global Economic Environment , , Vietnam’s Market Potential*
3, , The Global Trade Environment , , Philips vs. Matsushita: A New Century, A
New Round
4, , Social and Cultural Environment, , Tonernow.com：A Dotcom Goes Global
5, , The Political, Legal, and Regulatory Environment of Global Marketing ,
,
1. Barbie*
2. Research help Whirlpool Act Local in the Global Market
6, , Global Information Systems and Market Research , , BRL Hardy: Globalizing
an Australian Wine Company
7, , Segmentation, Targeting, and Positioning , , Acer America: Development of
the Aspire
8, , Exporting, Importing, and Sourcing , , Li & Fung : Beyond “Filling in the
Mosaic,”1995-1998
9 Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances, ,
Delissa in Japan (Revised)
10, , Mid-term Exam
11, , Product and Brand Decisions, , Jollibee Foods Corporation (A): International
Expansion
12, , Pricing Decisions, , Make Yourself Heard: Ericsson’s Global Brand
Campaign
13, , Global Marketing Channels and Physical Distribution, , 1. Pricing AIDS
Drugs in Emerging Markets*
2. Wal-Mart’s Global Expansion*
14, , Marketing Communications Decisions I: Advertising and Public Relations, ,
2
Pechazur
15, , Marketing Communications Decisions II: Sales Promotion, Personal
Selling, , Samsung Electronics Company:
Global Marketing Operations
16, , Strategic Elements of Competitive Advantage, , McKinsey & Company:
Managing Know
教學方式
評量方法
指定用書
Global Marketing
參考書籍
Philip R. Cateora / John L. Graham, International Marketing, 12th edition,
McGraw-Hill, 2005.
先修科目
教學資源
注意事項
全程外語授課
授課語言 1
0
華語
授課語言 2
輔導考照 1
輔導考照 2
3