南台課程大綱
學年度 99學年第一學期 系所 商管專業學院
課程名稱 國際行銷管理 班級 商管碩士班一甲
授課教師 陳正男 點 閱 次 數 82
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
Week Topic
1 Introduction to Global Marketing
2 The Global Economic Environment
3 The Global Trade Environment
4 Social and Cultural Environments
5 The Political,Legal,and Regulatory Environment of Global Marketing
6 Global Information Systems and Market Research
7 Segmentation, Targeting, and Positioning
8 Importing, Exporting, and Sourcing
9 Global Market Entry Strategies: Licensing, Investment, and Strategic
Alliances
10 Mid-term Exam
11 Product and Brand Decisions
12 Pricing Decisions
13 Global Marketing Channels and Physical Distribution
14 Global Marketing Communications Decisions I: Advertising and Public
Relations
15 Global Marketing Communications Decisions II: Sales Promotion, Personal
Selling, and Special Forms of Marketing Communication
16 Strategic Elements of Competitive Advantage
17 Leading, Organizing, and Controlling Social Responsibility
18 The Digital Revolution and the Global E-Marketplace
英文大綱
Week Topic
1 Introduction to Global Marketing
2 The Global Economic Environment
3 The Global Trade Environment
4 Social and Cultural Environments
5 The Political,Legal,and Regulatory Environment of Global Marketing
6 Global Information Systems and Market Research
7 Segmentation, Targeting, and Positioning
8 Importing, Exporting, and Sourcing
9 Global Market Entry Strategies: Licensing, Investment, and Strategic
Alliances
10 Mid-term Exam
11 Product and Brand Decisions
12 Pricing Decisions
13 Global Marketing Channels and Physical Distribution
14 Global Marketing Communications Decisions I: Advertising and Public
Relations
15 Global Marketing Communications Decisions II: Sales Promotion, Personal
Selling, and Special Forms of Marketing Communication
16 Strategic Elements of Competitive Advantage
17 Leading, Organizing, and Controlling Social Responsibility
18 The Digital Revolution and the Global E-Marketplace
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