NCHU Course Outline
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
Please respect the intellectual property rights and use the materials legally.Please repsect gender equality.
Update Date, year/month/day:None Printed Date, year/month/day:2024 / 10 / 11
The second-hand book website:http://www.myub.com.tw/