國際行銷
International Marketing
| 節 | 週二 |
|---|---|
A 18:30–19:20 | 國際行銷 A701（光復） 3 節連堂 |
B 19:30–20:20 | |
C 20:30–21:20 |
* 根據陽明交大上課時間表所列
This course is designed to draw students into the disciplines and challenges for the contemporary issues of global marketing. It provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market. Lessons are also hoped to bring data science into real implementation of key terms and issues, especially in STP analysis (statistical test), product strategy (conjoint analysis), cross selling (association rule mining), sales forecasting (moving average, regression, time series), and decision analysis. For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace, this course should be able to offer some necessary fundamentals of related theoretical analysis and problem resolution.
Statistics is a plus
無備註
Students need to bring laptops to implement data0driven analysis and obtain managerial insights. Typical software include MS-EXCEL and R code.
Grading: Home assignments using excel & R code, Project Presentation, multiple-choice problem based exam, discussion exercises
教師未提供此項資料
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course introduction/ Install add-ons for excel/ R & R studio 2026-09-08(二) |
| 第 2 週 | Introduction to global marketing (4P/ STP/ seasonal effect) 2026-09-15(二) |
| 第 3 週 | Forecasting for the global economy (moving average, regression, smoothing) 2026-09-22(二) |
| 第 4 週 | Product strategy (conjoint analysis) 2026-09-29(二) |
| 第 5 週 | Political and regulatory climate (economic indicator)/ Assignment 1 presentation 2026-10-06(二) |
| 第 6 週 | Global buyer behavior/ Association rule mining 2026-10-13(二) |
| 第 7 週 | Global competitors/ supply-chain analytics 2026-10-20(二) |
| 第 8 週 | Global marketing research/ clustering and classification 2026-10-27(二) |
| 第 9 週 | Global marketing strategies/ multi-attribute decision making 2026-11-03(二) |
| 第 10 週 | Global market entry strategies/Assignment 2 presentation 2026-11-10(二) |
| 第 11 週 | Global product and service strategies/ correspondence analysis 2026-11-17(二) |
| 第 12 週 | Developing new products for global markets/ TRIZ, new idea generation 2026-11-24(二) |
| 第 13 週 | Pricing for international and global markets/ Financial analysis and budgeting 2026-12-01(二) |
| 第 14 週 | Managing global distribution channels/ Retailing, Distribution, and supply-chain 2026-12-08(二) |
| 第 15 週 | Global promotion strategies/Assignment 2 presentation 2026-12-15(二) |
| 第 16 週 | Final Exam or project presentation 2026-12-22(二) |
Prescribed Book(s)： “Global Marketing: An Interactive Approach”, by Gillespie, Kate Gillespie, February 2003 Reference Book(s)： “Global Marketing Management”, by Masaaki Kotabe, Kristiaan Helsen, October 2003 Introduction to Data Mining, by Pang-Ning Tan, Michael Steinbach, Anuj Karpatne, Vipin Kumar, 2019.
- 地點
- R411
- 時間
- 三 17:30 ~ 18:30
- 聯絡方式
- 口頭或電子郵件