Type of Credit: Elective
Credit(s)
Number of Students
The course attempts to help students develop problem solving skills in global business contexts. To help achieve this, it is taught in a lecture and case discussion format. The lectures present key concepts in global strategic thinking while case discussions sharpen students’ skills in analytical problem-solving situations. While the lectures are essential to internalizing salient content knowledge in global business, project-based & case discussions are key in developing the problem-solving and communication skills valued so highly in management practice. Discussions of cases are also valuable in familiarizing you with the kinds of problems typically faced by decision makers, and all the risks and rewards involved in implementing a chosen decision alternative, whether in the technology-driven or the service industries. It is in such a pedagogical context, also in response to the unique nature of global communication program at NCCU, the course is also designed to provide an appreciation for cross-functional and interdisciplinary perspectives complementary with their existing media-related core competency. This is because today’s global operations increasingly require these proficiencies in managing core business processes. For example, product development teams today include managers from finance and engineering, even from disciplines such as anthropology and sociology, in addition to marketing. They also include professionals from multiple national cultures, such as German and American managers working together at Daimler Chrysler and American, British, and German engineers working with anthropologists and demographers on new car projects at Ford Motor Company.
Another interesting issues that we will explore is (micro)celebrity endorsement in the social media age, also a marketing strategy whose purpose is to use one or multiple celebrities to advertise a specific product or service. To reach a greater audience, represented by the celebrity's fan base, global brand often considers to employ (micro)celebrities. Students are expected to select a case (fictional or real) to present in the class based on the prescribed format.
能力項目說明
While the lectures are essential to internalizing salient content knowledge in global business, project-based & case discussions are key in developing the problem-solving and communication skills valued so highly in management practice. Discussions of cases are also valuable in familiarizing you with the kinds of problems typically faced by decision makers, and all the risks and rewards involved in implementing a chosen decision alternative, whether in the technology-driven or the service industries. It is in such a pedagogical context, also in response to the unique nature of global communication program at NCCU, the course is also designed to provide an appreciation for cross-functional and interdisciplinary perspectives complementary with their existing media-related core competency. This is because today’s global operations increasingly require these proficiencies in managing core business processes. For example, product development teams today include managers from finance and engineering, even from disciplines such as anthropology and sociology, in addition to marketing. They also include professionals from multiple national cultures, such as German and American managers working together at Daimler Chrysler and American, British, and German engineers working with anthropologists and demographers on new car projects at Ford Motor Company.
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
Schedule:
This course is restructured into an 18-week class, with two official holiday weeks. Our meeting time begins from 9:10 -12:00
Project pitch: You will be representing an account executive for an advertising/media agency. You will have to plan and pitch your project to me. On fifth week you will have to select a brand that you want to work for, and upon my approval, I will be acting as the brand marketer (your client).
Detail schedule:
Week 1 (0914)
Introduction, Marketing, IMC, and Media, Case Approach;
Week 2 (0921)
Introduction to international advertising and public relations/case topic discussion
Week 3 (0928)
Country briefing 1/ case topic discussion
Week 4 (1005)
Country briefing 2/ case proposal
Week 5 (1012)
Country briefing 3/ case topic discussion
B. Understanding global market, identifying opportunities, formulating strategies for market entry
Week 6 (1019)
Global branding strategies 1: Adaptation or standardization
Week 7 (1026)
Global branding strategies 2: Adaptation or standardization consumer insight
Week 8 (1102)
Case presentation 3: Adaptation or standardization consumer insight
Week 9 (1109)
Midterm week (No class meeting): Intercultural consumption experience reflection
Week10 (1116)
Case presentation 1: social media and branding global celebrity endorsement
Week 10 (1123)
Case presentation 2: social media and branding global celebrity endorsement
Week 11 (1130)
Case presentation 3: social media and branding global celebrity endorsement
Week 12 (1207)
Guest speaker
Week 13 (1214)
Case presentation 4: social media and branding global celebrity endorsement
Week 14 (1221)
Advertising/media agency visit
Week 15 (1221)
Guest speaker
Week 16 (1228)
Final wrap-up
Week 17 (0107)
Study at home
Week 18 (0114)
Study at home
Country briefings 20% -- a case study warm up exercise: Select five indicators from database and a news article from Variety, Advertising Age, Wall Street Journal (Media and Consumption section), Economist to brief a country story revolving around media product flows, brand strategies, advertising/integrated marketing communication
Midterm reflections and critiques 20%
In-class project briefings and pitch 40 %, come prepared, you will have to work on a case assignment in a prescribed manner (Requirement will be passed on)
Attendance and Participation 20%
Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape (2023) By Keith A. Quesenberry, Michael K. Coolsen Rowman & Littlefield Publishers
Global Marketing and Advertising, Understanding Cultural Paradoxes, by Marieke de Mooij, Publisher: Sage.
Marwick, Alice E. (2013). Status update: celebrity, publicity, and branding in the social media age, Yale University Press
Case studies from a wide range of sources will be prepared for discussion. Based on the number of students in the class, case studies will be selected to each student for leading the group discussion.
| 書名 Book Title | 作者 Author | 出版年 Publish Year | 出版者 Publisher | ISBN | 館藏來源* | 備註 Note |
|---|
https://shih-hsin.academia.edu/HongchiShiau