教學大綱 Syllabus

每周課程進度與作業要求 Course Schedule & Requirements

【Week 1 9/15】                                                  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

A Guide to Case Analysis

Roland T. Rust, Christine Moorman, and Gaurav Bhalla (2010), “Rethinking Marketing,” Harvard Business Review, January–February.

Readings: Pankaj Ghemawat (2005), “Regional Strategies for Global Leadership,” Harvard Business Review, December, 98-108.

Walter Kuemmerle (2001), “Go Global-or No?” Harvard Business Review, June, 37-49.

【Week 2 10/06】                                                  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:

Geert Hofstede (1993), “Cultural Constraints in Management Theories,” Academy of Management Executive, 7(1): 81-94.

Pankaj Ghemawat and Niccolò Pisani (2013), “Are Multinationals Becoming Less Global?” Harvard Business Review, October 28.

個案 1:  Netflix: International Expansion (

【Week 3 10/20】                                                  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: Jan-Benedict E.M. Steenkamp, and Frenkel Ter Hofstede (2002), “International Market Segmentation: Issues and Perspectives,” International Journal of Research in Marketing ,19, 185 – 213.

個案 2:   Marriott International (SMU 070)

【Week 4 11/03】                                                  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 (LBS327)

【Week 5 11/17】                                                  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 (HBP# HK1349)

【Week 6 12/08】                                                  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: Costco (W24957)

【Week 7 12/22】                                                  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.

Kamran Kashani and John A. Quelch (1990), “Can Sales Promotion Go Global?” Business Horizons, May-June, 37-43.

個案6: Digital Marketing at Unilever International (IMD-7-2037)

【Week 8 01/05】

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