本課程旨在引導學生對國際行銷產生興趣，並協助學生從國際行銷經理的角度來看國際行銷，讓學生瞭解國際行銷的觀念及在企業組織的應用。本課程包括五個部分，第一部分介紹國際行銷的基本觀念；第二部分介紹國際行銷面對的環境，包括文化、政治、法律、科技及經濟環境；第三部分介紹國際策略，包括國際市場進入程序、國際市場區隔、國際市場進入模式選擇、國際策略聯盟、國際代工與購併；第四部分重心放在發展國際行銷組合，包括國際產品、國際通路、國際推廣及國際訂價；第五部分重點放在國際行銷組織結構。
授課期間會不定期邀請業界菁英來分享其實務經驗，以期望學生能學以致用，在未來就業市場上能多所應用行銷知識與概念。
《 課程簡介 -- English 》
This course introduces students to the exciting field of international marketing and help students see international marketing through the eyes of the international marketing manager. It also gives students an understanding of fundamental international marketing concepts and their application by business organizations. I organized the subject matter into five sections. Section one provides an overview of the nature of international marketing. Section two focuses on the international marketing environment, including: cultural, political, law, technological, and economical environments. Section three deals with the international strategies, including: international market entry processes, international market segmentation, international market entry mode choice, strategic alliances, OEM, and merger. Section four is concerned with developing an international marketing mix of the four Ps: Product, Place, Promotion, and Price. Section five focuses on organizational structure of international marketing.
|