Type of Credit: Elective
Credit(s)
Number of Students
Successful firms realize that exchange of goods and services occurs within a global context. The domestic environment is part of the global environment. This course focuses on marketing strategies that firms might choose at different stages of their involvement in global markets. These stages include entry into new markets, growth opportunities in expanding new markets, and streamlining firm activities to take advantages of synergies on a global scale.
-To understand the marketing within the complexity of the global economic, cultural, political, and historical environment
-To appreciate the opportunities for both standardizing marketing strategies as well as the need for localizing marketing strategies.
-To examine the how firms and their strategies evolve as they become increasingly involved with and influenced by global forces.
能力項目說明
Successful firms realize that exchange of goods and services occurs within a global context. The domestic environment is part of the global environment. This course focuses on marketing strategies that firms might choose at different stages of their involvement in global markets. These stages include entry into new markets, growth opportunities in expanding new markets, and streamlining firm activities to take advantages of synergies on a global scale.
-To understand the marketing within the complexity of the global economic, cultural, political, and historical environment
-To appreciate the opportunities for both standardizing marketing strategies as well as the need for localizing marketing strategies.
-To examine the how firms and their strategies evolve as they become increasingly involved with and influenced by global forces.
| 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 |
|---|---|---|
| # | Date | Content | Simulation |
| 1 | 6/16 | Introduction and Overview The Evolution of Global Marketing |
|
| 2 | 6/18 | A Practical Guide to Culture | Simulation Practice Rounds |
| 3 | 6/23 | The Global Environment– Economic, Political and Cultural Forces Competing in the Global Marketplace Analyzing Global Opportunities – |
Simulation Rounds 1-2 |
| 4 | 6/25 | How to conduct your Country Screening Market Entry Strategies |
|
| 5 | 6/30 | Standardization vs. Adaptation Adapting Product Stategies |
|
| 6 | 7/2 | Adapting Product Stategies Adapting Communication Strategies Adapting Pricing and Distribution Strategies |
Simulation Rounds 3-4 |
| 7 | 7/7 | Country Screening Exercise Due | Student Presentations Simulation Rounds 5-6 |
Since marketing involves the management of a system of exchange of equal value between two parties, I am willing to exchange excellent grades for excellent work. Your work will be evaluated in terms of substantive content as well as the quality of presentation. I will be grading your work based upon your ability to clearly demonstrate that you understand the concepts presented in class. The following weights will be assigned to the below-listed components of the course:
| Simulation | 300 Points |
| Exam | 200 Points |
| Group Screening Presentation | 200 Points |
| Country Screening Exercise | 300 Points |
| Total | 1,000 points |
ACADEMIC HONESTY IS EXPECTED.
PLAGIARIZED WORK WILL RESULT IN A GRADE OF ZERO.