97年第2學期-2131 全球品牌行銷與管理 課程資訊

評分方式

評分項目	配分比例	說明
期中考成績Mid term	30
學期考成績Final	40
期末報告成績Presentation	30

教育目標

The aim of the course is to help develop students’ ability to solve marketing problems and at the same time handle the complex coordination problems and subtle cultural issues facing the global marketer. It extends existing marketing principles and tools to the global arena. It offers a comprehensive and robust framework within which a number of practical foreign market problems can be analyzed and solved.

課程概述

This course deals with the application of advanced branding/marketing management concepts and tools in global markets. The perspective is that of a marketing decision maker whose firm has established presence in several foreign markets. Particularly focus on Asia; Taiwan, Hong Kong, China, Japan, Korea,etc..

基本資料

選修課，學分數：0-2
上課時間：四/3,4[M107]
修課班級：餐旅系3
修課年級：年級以上
選課備註：

參考書目

1.Global Marketing: Foreign Entry, Local Marketing, Global Management,
3rd ed. Johansson, Johny K., McGraw-Hill/Irwin, 2003.
2. reference/resources
Essentials of International Management
David C. Thomas, Sage Publications, 2002.
Global Strategic Management, Philippe Lasserre, Macmillan, 2002.
Hill, Charles W.L. International Business: Competing in the Global Marketplace. 4th ed. Irwin: Boston 200
Brand/branding Interbrand