國際行銷
International Marketing
| 節 | 週二 |
|---|---|
A 18:30–19:20 | 國際行銷 A701 3 節連堂 |
B 19:30–20:20 | |
C 20:30–21:20 |
* 根據陽明交大上課時間表所列
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 data science into real implementation of key terms and issues, especially in STP analysis (statistical test), product strategy (conjoint analysis), cross selling (association rule mining), sales forecasting (moving average, regression, time series), and decision analysis. 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.
Statistics is a plus
Students need to bring laptops to implement data0driven analysis and obtain managerial insights. Typical software include MS-EXCEL and R code.
Grading: Home assignments using excel & R code, Project Presentation, multiple-choice problem based exam, discussion exercises
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course introduction/ Install add-ons for excel/ R & R studio |
| 第 2 週 | Introduction to global marketing (4P/ STP/ seasonal effect) |
| 第 3 週 | Forecasting for the global economy (moving average, regression, smoothing) |
| 第 4 週 | Product strategy (conjoint analysis) |
| 第 5 週 | Political and regulatory climate (economic indicator)/ Assignment 1 presentation |
| 第 6 週 | Global buyer behavior/ Association rule mining |
| 第 7 週 | Global competitors/ supply-chain analytics |
| 第 8 週 | Global marketing research/ clustering and classification |
| 第 9 週 | Global marketing strategies/ multi-attribute decision making |
| 第 10 週 | Global market entry strategies/Assignment 2 presentation |
| 第 11 週 | Global product and service strategies/ correspondence analysis |
| 第 12 週 | Developing new products for global markets/ TRIZ, new idea generation |
| 第 13 週 | Pricing for international and global markets/ Financial analysis and budgeting |
| 第 14 週 | Managing global distribution channels/ Retailing, Distribution, and supply-chain |
| 第 15 週 | Global promotion strategies/Assignment 2 presentation |
| 第 16 週 | Final Exam or project presentation |
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 Introduction to Data Mining, by Pang-Ning Tan, Michael Steinbach, Anuj Karpatne, Vipin Kumar, 2019.
- 地點
- R411
- 時間
- 三 17:30 ~ 18:30
- 聯絡方式
- 口頭或電子郵件