102年第2學期-5890 國際行銷管理 課程資訊

課程分享

選課分析

本課程名額為 70人,已有3人選讀,尚餘名額67人。

評分方式

評分項目 配分比例 說明
Mid-term test 20
Final Exam 30
Group Project 35
Marketing Research 15

授課教師

尹?雅

教育目標

1. Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice. 2. To develop skill in using a variety of analytical frameworks for making decision in international marketing 3. Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing. 4. Apply the consumer behavior theories covered in the course to devise effective solutions in enhancing international marketing performance in the global business environment.

課程概述

全球行銷管理係指協調與整合跨越多重國家市場的行銷活動。全球行銷管理包括海外市場進入,海外市場的當地行銷管理,與全球行銷管理等三項任務。

課程資訊

參考書目

To be Distributed