課程大綱

內容

課程概述

本課程為企業管理行銷學進階課程，內容著重於有關國際行銷理論及實務之介紹，其中包括國際行銷系統之架構、策略性規劃、行銷組織、行銷環境、市場區隔與目標市場之選定、行銷組合策略等。為使學者對於國際行銷理論，建立基本認識;並藉由課堂企業實例介紹，了解實務狀況，以期學者畢業進入業界工作時，能夠融入實務運作。

This course is the advanced course of the marketing of the business management. It emphasize both on theory and practice of the international marketing theory. It includes a framework of the international marketing system, strategic planning, mar-keting organization, marketing environment, market segment, target market choosing, and strategy of the marketing mix. The purpose of this class is to develop the basic knowl-edge of the international marketing theory and understand the marketing environment by discussing the case.

授課內容

教師介紹本週的探討主題。