Type of Credit: Partially Required
Credit(s)
Number of Students
Combining theory, concepts and practice, a hands-on course that requires students to participate in discussions and group work. Based on the lecturer's FMCG background, the course content focuses on global FMCG marketing, B to C model.
Five main themes as following will be covered and students are encouraged to practice the theories/tools in their teamwork.
1. Strategic Global Marketing
2. Cross-Cultural Consumer Behaviour
3. International Marketing Research
4. Brand Management & Strategy
5. Business Proposal- Project base
能力項目說明
To equip students with the knowledge necessary to develop international marketing strategies and business plans.
| 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 |
|---|---|---|
**正式課表以老師上課時公告為主**
|
週數 |
授課內容 |
準備時間(小時) |
|
第1週 |
Class Overview and Introduction |
0 |
|
第2週 |
Global marketing
|
30 mins |
|
第3週 |
Know your consumers
|
30 mins |
|
第4週 |
Global Market Research and Analysis
|
60 mins |
|
第5週 |
Team up and business idea presentation |
60 mins |
|
第6週 |
Global Market Segmentation and Targeting
|
60 mins |
|
第7週 |
Global marketing mix development I
|
60 mins |
|
第8週 |
Business study week, during which regular classes are suspended. |
|
|
第9週 |
Global marketing mix development II
|
60 mins |
|
第10週 |
External speaker- Global Sales and Customer Relationship Management/ Digital marketing |
60 mins |
|
第11週 |
Brand value Creation Workshop |
60 mins |
|
第12週 |
External speaker – emerging theme ESG, SDGS |
60 mins |
|
第13週 |
Team’s presentation |
120 mins |
|
第14週 |
Team’s presentation |
120 mins |
|
第15週 |
International Market Performance Measurement and Business Plan |
60 mins |
|
第16週 |
Business Planning for global marketing: From 0 to 1 |
60 mins |
|
第17週 |
Local ßà Global enterprise
culture adaptation strategies |
60 mins |
|
第18週 |
Business study week, during which regular classes are suspended. |
|
Attendance 50%
personal assignment & group presentation 30%
Peer evaluation 20%
上課時公告