Department of Business Administration
National Cheng Kung University
R651300 International Marketing Management (國際行銷管理)
Instructor：Chia-Ling, Liu 劉佳玲
Office: 61405
Phone: (06) 2757575 # 53509
e-mail: clliu@mail.ncku.edu.tw
Class Time: Thu. 9:10 am-12:00 am
Class Room: 62453
Office Hours: by appointment
The Department of Business Administration is dedicated to providing a quality teaching and
research environment to provide students with a broad, integrated knowledge of management in
preparation for successful careers in business, government or academia.
General Program Learning Goals (goals covered by this course are indicated):
V 1
Students should be able to communicate effectively verbally and in writing.
V 2
Students should solve strategic problems with a creative and innovative approach.
3
Students should demonstrate leadership skills demanded of a person in authority
V 4
Students should think with a global management perspective.
V 5
Students should possess the necessary skills and values demanded of a true professional.
Course Objectives:
The overall objective is to provide students with in-depth insights into certain issues
and theories of international marketing through the lecture and case discussions. The
course unit focuses on strategic aspects of marketing in international business. Extending
beyond issues of domestic marketing activities, it aims to develop strategic thinking in an
international marketing context.
Required Books
1. Masaaki, Kotabe & Kristiaan, Helsen (2011), Global Marketing Management (5th
ed.). John Wiley & Sons. Inc (華泰書局代理)
Recommend Books
1. Ghauri, P.N., & Cateora, P., (2010), International Marketing (3rd Edition),
London: McGraw Hill
2. Supplementary case materials compiled by the instructor
Grading:
1.
2.
3.
4.
Class Participation/Case Presentations & Discussions/Assignments
Mid Term
Final Exam
Final Project
1
(35%)
(20%)
(20%)
(25%)
Course Outline
Week Date
1
9/20
2
9/27
3
10/04
4
5
6
7
10/11
10/18
10/25
11/01
8
9
10
11
12
13
14
15
16
17
18
11/08
11/15
11/22
11/29
12/06
12/13
12/20
12/27
01/03
01/10
01/17
Contents
Introduction and course overview
Topic: The Scope and Challenge of International Marketing
Ch1 Globalization
Topic: The Cultural Environment of Global Markets
Ch4 Cultural Issues and Buying Behavior
Ch7 Global Segmentation and Positioning
Ch8 Global Market Strategies
Ch 10 Global Product Development
Topic: Global Branding
Ch 11 Marketing Products and Services
 Mid Term (期中考)
Ch 12 Global Pricing
Ch13 Communicating with the World Consumer
Ch 15 Global Logistics and Distribution
Ch 18 Marketing in Emerging Markets
Organizing for Global Marketing
Guest Speech 或 企業參訪
Final Project Presentation
Final Project Presentation
Final Project Presentation
Final Exam (期末考)
Group Case Reports & Assignments (個案分析)
Prior to the discussion of assigned reading and each case in class, the presentation
group is required to hand in presentation material (Power Point Slides). The cover
page should include case title, students’ names and students’ ID numbers. Each group
will present the case for 30 minutes.
Date
Subject
10/04
Case 1
10/11
10/18
10/25
11/01
11/22
11/29
12/06
12/13
Case 2
Case 3
Case 4
Case 5
Case 6
Case 7
Case 8
Case 9
Presentation
Group (PG)
Joint
Discussion
1
2
3
4
5
6
7
8
2
Final Project
1.
2.
3.
Final Project outline should be submitted to the class instructor no latter than
November, 22, 2012.
Final Project will reflect what you have learned in the class. You may choose to
interview a company and compare the real business situation and academic
arguments.
Please print out PPT or write-up and hand in your report on time.
Notes
1. The syllabus is tentative and may be changed depending on the progress, and
interest of the class.
2. Case material will be given before the presentation and discussion. Students are
responsible for reading the material before the class.
3