104年第1學期-1473 國際行銷 課程資訊

課程分享

選課分析

本課程名額為 70人,已有77人選讀,尚餘名額-7人。

評分方式

評分項目 配分比例 說明
Mid-term test 20
Final Exam 30
Final Exam 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

a. Basic framework of international marketing. b. Cultural and other environmental forces in international marketing. c. Product-related considerations in international marketing. d. Promotion-related considerations in international marketing. e. Channel-related considerations in international marketing. f. Price-related considerations in international marketing. g. Internet and international marketing.

課程資訊

參考書目

Global Marketing by Warren J. Keegan and Mark Green. 7/E ISBN-10: 0132719150 • ISBN-13: 9780132719155. Prentice Hall