104年第1學期-1473 國際行銷 課程資訊

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

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.

基本資料

必修課，學分數：3-0
上課時間：四/6,7,8[M146]
修課班級：國貿系4A,4B
修課年級：年級以上
選課備註：必修，英文授課(國貿系學生不可作為英檢替代課程)；限4A.4B同學

參考書目

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