课程介绍
课程安排
教學目標1. Upon completion of this course, students will be able to understand the uses of technology, theory, and research that can be applied to the practice of the International Marketing.
教學方式(Learning methods and activities)
1. Course readings-Students will be required to do extensive reading of the literature (textbooks) in investment field. Students will be asked to reflect on the literature (textbooks) and how it relates to their own experience in investment field.
2. Lecture-the instructor will present a focus lecture highlighting the major points from the relevant literature (textbooks) and professional experiences.
3. Collaborative learning-Following the focus lecture, students will meet in collaborative learning groups to discuss and analyze their research topic.
4. Class discussion-The instructor will then process students their reflections and collaborative learning group discussion.
5. Class presentations.
7. Visit an international company.
课本&教材
使用教材(書名、作者、出版社)Textbooks
1. 林建煌(2008),國際行銷管理,第二版,台北:華泰文化出版
2. 自編講義
二、參考書目(書名、作者、出版社)Reference books
經濟日報, 工商時報, 天下雜誌, 遠見雜誌
三、指定閱讀書籍(書名、作者、出版社) Reference books
1. Keegan and Green (2007), Global Marketing, brief edition, 蕭仁傑審訂(2007), 國際行銷學, 台北,
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ch.1 全球行銷
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ch.2 經濟環境
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ch.3 文化環境
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ch.4 政治環境
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行銷研究
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ch.6 市場區隔 定位
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ch.7全球進入策略
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ch.8 產品策略
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ch.9 產品管理
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ch.10 訂價策略
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ch.11通路策略
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ch.12 SCM
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ch.13 推廣策略
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ch.14廣告管理
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ch.15行銷組織與控制
教师 / 姜傳益(退休)
教师 / 企管系
教师 / 商管院