國際行銷

This course is designed to draw students into the disciplines and challenges for the contemporary issues of global marketing. It provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market. Lessons are also hoped to bring in some discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; and concise summaries of the latest research findings published in scholarly journals. For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace, this course should be able to offer some necessary fundamentals of related theoretical analysis and problem resolution.

Grading: No Reports, Group Presentation Discussion Exercises

Prescribed Book(s): “Global Marketing: An Interactive Approach”, by Gillespie, Kate Gillespie, February 2003 Reference Book(s): “Global Marketing Management”, by Masaaki Kotabe, Kristiaan Helsen, October 2003

地點

A714

時間

四 17:30 ~ 18:30

聯絡方式

口頭或電子郵件