Type of Credit: Elective
Credit(s)
Number of Students
企業國際化已然成為世界經濟發展之重要趨勢，面對全球競爭情勢，國際企業無論是開發國外市場或在他國從事營運，其考量因素與決策程序遠比僅在自己國內經營時，要來得複雜許多。因此，今日之企業必需以全方位和系統化的方式，隨時偵測評估市場變化，藉以掌握國際行銷商機。國際行銷管理涉及各種行銷計畫的決策，負責國際行銷業務之經理人必需擬定策略，針對個別國外市場設計及執行適當的計畫，並協調整合所有的行銷活動，以期達成良好的績效。
能力項目說明
本課程透過有系統、有組織地介紹當前國際商業環境，探討國際行銷理論與分析架構，將學術觀念與管理實務做一連結，旨在訓練學生發展從事國際行銷管理決策所需之知識和方法，希冀能使學生了解全球市場概況，並具備規劃及執行國際行銷策略的能力。
| 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 |
|---|---|---|
【Week 1 9/17】 學習投入時間：6 hrs
8: 30~12:30 全球化趨勢/行銷學理基礎/國際行銷管理思維之演進
Readings: Pankaj Ghemawat (2005), “Regional Strategies for Global Leadership,” Harvard Business Review, December, 98-108.
Michael Porter (2003), “Competition in Global Industries: A Conceptual Framework,” in Transnational Management: Text, Cases, and Readings in Cross-Border Management, Christopher Bartlett, Sumantra Ghoshal, and Julian Birkinshaw (eds.), Boston, MA: McGraw-Hill, 311-338.
【Week 2 10/15】 學習投入時間：6 hrs
8: 30~12:30 經濟、文化以及競爭環境/海外市場進入策略/國際通路布建
Readings: Keegan and Green Chapter 4: “Social and Cultural Environments,” 140-167.
Geert Hofstede (1993), “Cultural Constraints in Management Theories,” Academy of Management Executive, 7(1): 81-94.
Onkvisit and Shaw: Chapter 12: Channels of Distribution
Walter Kuemmerle (2001), “Go Global-or No?” Harvard Business Review, June, 37-49.
個案 1: Netflix: International Expansion
【Week 3 10/29】 學習投入時間：6 hrs
8: 30~12:30 國際市場區隔/目標市場選擇/品牌定位/國際行銷研究
Readings: Kotabe and Helsen Chapter 7: “Global Segmentation and Positioning,” 221-243.
* Individual Mini Project: Take the VALS survey on the website (http://www.strategicbusinessinsights.com/), share your thoughts, and write a learning report (two pages, at most).
個案 2: Marriott International
【Week 4 11/12】 學習投入時間：6 hrs
8: 30~12:30 可移轉性/全球產品規劃/來源國形象議題
Readings: Suku Bhaskaran and Nishal Sukumaran (2007), “Contextual and Methodological Issues in COO Studies,” Marketing Intelligence & Planning, 25/1, 66-81.
個案 3: Red Bull Spreads Its Wings
【Week 5 12/3】 學習投入時間：6 hrs
8: 30~12:30 全球品牌架構/品牌識別與定位/品牌建立與強化
Readings: Douglas B. Holt, John A. Quelch, and Earl L. Taylor (2004), “How Global Brands Compete,” Harvard Business Review, September, 68-75.
個案 4: Proctor & Gamble in China, 2022
【Week 6 12/17】 學習投入時間：6 hrs
8: 30~12:30 海外市場定價驅動因素/轉嫁議題/平行輸入/移轉價格
Readings: Johansson Chapter 13: “Global Pricing,” 448-475.
個案5: The Multichannel Challenge at Natura in Beauty and Personal Care
【Week 7 1/7】 學習投入時間：6 hrs
8: 30~12:30 全球整合行銷溝通/標準化與因地制宜
Readings: Johansson Chapter 17: “Communication Decisions (Promotion Strategy),” 541-585.
個案6: Digital Marketing at Unilever International
【Week 8 1/21】
8: 30~12:30 期末報告 學習投入時間：8 hrs
* Group Mini Project I: Cultural Phenomena in Films—Pick a movie and analyze it from the perspective of national culture. (All teams)
Go to http://geert-hofstede.com/
Click Cultural tools and then select country comparison.
Choose two countries for comparison in terms of Hofstede’s dimensions of national culture.
Use the information of national culture to support your analysis of films.
Group Mini Project II: Storecheck
Group Mini Project III: A Comparative Study of International Marketing Communications
Group Mini Project IV: Benchmarking
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|
項目 |
百分比 |
|
1 |
期末報告 |
30% |
|
2 |
個案分析 |
35% |
|
3 |
個人作業 |
20% |
|
4 |
課堂參與 |
15% |
|
總計 |
|
100 % |