Type of Credit: Partially Required
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 |
|---|---|---|
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Session 1 |
Introduction to the Course |
2/20, 2025 |
Readings:
A Guide to Case Analysis
Roland T. Rust, Christine Moorman, and Gaurav Bhalla (2010), “Rethinking Marketing,” Harvard Business Review, January–February.
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Session 2 |
Globalization and Environmental Factors |
2/27 2025 |
Readings:
Pankaj Ghemawat (2005), “Regional Strategies for Global Leadership,” Harvard Business Review, December, 98-108.
Geert Hofstede (1993), “Cultural Constraints in Management Theories,” Academy of Management Executive, 7(1): 81-94.
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Session 3 |
Foreign Market Entry |
3/6, 2025 |
Readings:
Pankaj Ghemawat and Niccolò Pisani (2013), “Are Multinationals Becoming Less Global?” Harvard Business Review, October 28.
Walter Kuemmerle (2001), “Go Global-or No?” Harvard Business Review, June, 37-49.
|
Session 4 |
Global Segmentation, Targeting, and Positioning |
3/13, 2025 |
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.
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Session 5 |
Global Product/Brand Decisions |
3/20, 2025 |
Readings:
Suku Bhaskaran and Nishal Sukumaran (2007), “Contextual and Methodological Issues in COO Studies,” Marketing Intelligence & Planning, 25/1, 66-81.
Douglas B. Holt, John A. Quelch, and Earl L. Taylor (2004), “How Global Brands Compete,” Harvard Business Review, September, 68-75.
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Session 6 |
Group Mini Project I |
3/27, 2025 |
* Group Mini Project I: Cultural Phenomena in Films—Pick a movie and analyze it from the perspective of national culture.
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.
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Session 7 |
Case Analysis I |
4/10, 2025 |
Case 1: Netflix: International Expansion
Case 2: Costco
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Session 8 |
Global Pricing Decision |
4/17, 2025 |
Readings:
Chapter 13: “Global Pricing,” 448-475. In Johny K. Johansson (2008), Global Marketing: Foreign Entry, Local Marketing, & Global Management. 5th ed. McGraw-Hill: New York, NY.
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Session 9 |
Case Analysis II |
4/24, 2025 |
Case 3: Red Bull Spreads Its Wings
Case 4: Proctor & Gamble in China, 2022
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Session 10 |
Global Distribution Decision |
5/1, 2025 |
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Session 11 |
Case Analysis III |
5/8, 2025 |
Case 5: Marriott International
Case 6: Schneider
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Session 12 |
Globally Integrated Marketing Communications |
5/15, 2025 |
Readings:
Chapter 1: The Paradoxes in Global Marketing Communications in Marieke de Mooij (2019), Global Marketing and Advertising: Understanding Cultural Paradoxes, 5th edition, Sage Publication.
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Session 13 |
Presentation of Group Mini Project II |
5/22, 2025 |
Group Mini Project II: Store Check or Global Marketing Communications
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Session 14 |
Case Analysis IV |
5/29, 2025 |
Case 8: Digital Marketing at Unilever International
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Session 15 |
Final Examination |
6/5, 2025 |
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Session 16 |
教師彈性補充教學 |
6/12, 2025 |
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Session 17 |
教師彈性補充教學 |
6/19, 2025 |
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Final Examination ··············· 30%
Case Analysis ··············· 30%
Individual and Group Projects ··············· 35%
Class Participation ··············· 5%
| 書名 Book Title | 作者 Author | 出版年 Publish Year | 出版者 Publisher | ISBN | 館藏來源* | 備註 Note |
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