| Course Name |
(中) 全球行銷管理(6968) |
| (Eng.) Global Marketing Management |
| Offering Dept |
Tricontinental Master Program in Global Studies |
| Course Type |
Elective |
Credits |
3 |
Teacher |
Undefined |
| Department |
Tricontinental Master Program in Global Studies/Graduate |
Language |
English |
Semester |
2024-FALL |
| Course Description |
Globalization has become a major socioeconomic force and topic of debate in the twenty-first century. The course examines the forces that are driving this phenomenon, as well as the criticisms of the process, both from a macro-and microeconomic as well as a business perspective. First, the seminar provides reasoning for the existence of international markets and a conceptual foundation for the exploration of the international trade process. It explores patterns of trade in light of the theories of country size, factor proportions, and country similarity. It also considers the role of distance and discusses factor mobility and its relationship to the international trade process. Protectionism and the development and goals of the World Trade Organization are discussed focusing on their influence on the marketing decision making process.
Second, the course reviews the objectives that firms pursue when they engage in international business activities. The country evaluation and selection process determines the geographical opportunities firms choose to pursue. The course describes the various modes of entry that may be used. It goes on to examine the process by describing the choice and weighting of variables used for opportunity and risk analysis (e.g. the BERI model, shift share models, country rating models, Herfindahl index) as well as the inherent problems associated with data collection and analysis. Next concepts for country comparison purposes are introduced and resource allocation possibilities (e.g. response modelling) are discussed. The cultural and legal foundations of ethical behavior are examined.
Third, the course examines the ways in which marketing managers analyze country market potential in order to develop effective international marketing
mix strategies. The course reviews the adaptation vs. standardization debate and also considers the rationale for selecting nationally responsive vs. globally integrated marketing strategies. |
| Prerequisites |
|
self-directed learning in the course |
N |
| Relevance of Course Objectives and Core Learning Outcomes(%) |
Teaching and Assessment Methods for Course Objectives |
| Course Objectives |
Competency Indicators |
Ratio(%) |
Teaching Methods |
Assessment Methods |
Gain theoretical insights and practical knowledge of international business, concepts, strategies
Enhance knowledge about management practices of companies, large and small, seeking global market opportunities
Raise consciousness about the importance of viewing domestic and international business, marketing strategies and human resources from a global perspective |
|
|
| topic Discussion/Production |
| Discussion |
| Lecturing |
|
| Written Presentation |
| Oral Presentation |
| Quiz |
| Other |
|
| Course Content and Homework/Schedule/Tests Schedule |
| Week |
Course Content |
| Week 1 |
Introduction to international markets |
| Week 2 |
International trade models |
| Week 3 |
Protectionism and consequences, WTO |
| Week 4 |
Handout and preparation of case 1 (International exchange: A tale of cigarettes and whiskey) |
| Week 5 |
Exchange rate dynamics |
| Week 6 |
Law of one price |
| Week 7 |
Power purchase parity |
| Week 8 |
Inflation and interest rates |
| Week 9 |
Introduction to Global Marketing Management |
| Week 10 |
Handout and preparation of case 2 (International marketing analysis: Selling US ice cream South Korea) |
| Week 11 |
International marketing analysis |
| Week 12 |
Global awareness and self-reference criterion |
| Week 13 |
Developing global marketing strategies |
| Week 14 |
International market selection |
| Week 15 |
Pricing for international markets |
| Week 16 |
Products and services for industrial markets and consumers |
| Week 17 |
Handout and preparation of case 3 (International market selection: The Loewen Group Inc.) |
| Week 18 |
Handout and preparation of case 3 (International market selection: The Loewen Group Inc.) |
|
| Evaluation |
| exam |
| Textbook & other References |
Keegan,Green, Global Marketing, 8/e, Pearson, 2013
Cateora, Graham, International Marketing, 18/e, Mcgraw-Hill, 2019
Kotabe, Helsen, Global Marketing Management, 8/e, John Wiley & Sons, 2019 Hollendsen, Global Marketing; 8/e, Pearson, 2020 |
| Teaching Aids & Teacher's Website |
| as above |
| Office Hours |
| by appointment |
| Sustainable Development Goals, SDGs |
| | include experience courses：N |
|