シラバス参照

授業情報/Course information

科目一覧へ戻る 2015/04/08 現在

科目名/Subject 国際マーケティング
担当教員(所属)/Instructor プラート・カロラス (商学部)
授業科目区分/Category 昼間コース 学科別専門科目
開講学期/Semester 2015年度/Academic Year  前期/Spring Semester
開講曜限/Class period 月/Mon 5 , 木/Thu 3
対象所属/Eligible Faculty
配当年次/Years 3年 , 4年
単位数/Credits 4
研究室番号/Office
オフィスアワー/Office hours
更新日/Date of renewal 2015/03/03
授業の目的・方法
/Course Objectives and method
The aim of this course is to provide students with a general understanding of the various topics facing international and global marketers and to provide them with the analytical tools necessary to become successful international marketers. In the first three quarters of the course, students will learn the theoretical concepts that they will then use to analyze actual cases at the end of the course.
達成目標
/Course Goals
After an initial sketch of globalization of markets and competition, we look in detail at the economic and cultural environment in which international and global marketers operate.
The course then discusses global marketing research, global segmentation and positioning, global marketing strategies and market entry strategies available to global marketers.
We will also take a closer look at the elements of the global marketing mix: product, price, distribution, and marketing communications. We will also deal with the issues that make planning and managing the marketing mix in an international context such a challenge, including finding a balance between standardization and adaptation of the marketing mix across borders. We will discuss the increasing importance of emerging markets and will review the challenges when marketing in these markets. Finally, the course also devotes attention to the increasing importance of the Internet in global marketing. Towards the end of the course, students will be divided into a number of groups that will take turns to present and discuss a number of selected international marketing cases that illustrate how companies concretely face and deal with he theoretical concepts that have been introduced throughout the course.
授業内容
/Course contents
Week 1
Class 1: Course outline
The instructor gives an overview of the course, discusses the schedule, materials, expectations for student participation and performance, and answers student questions about the course.

Class 2: Globalization
Kotabe & Helsen, Chapter 1

Week 2
Class 3: Global Economic Environment
Kotabe & Helsen, Chapter 2

Class 4: Global Economic Environment
Kotabe & Helsen, Chapter 2

Week 3
Class 5: Cultural Issues and Buying Behavior
Kotabe & Helsen, Chapter 4

Class 6: Cultural Issues and Buying Behavior

Week 4
Class 7: Global Marketing Research
Kotabe & Helsen, Chapter 6

Class 8: Global Marketing Research

Week 5
Class 9: Global Segmentation and Positioning
Kotabe & Helsen, Chapter 7

Class 10:Global Segmentation and Positioning
Kotabe & Helsen, Chapter 7

Week 6
Class 11: Global Market Entry Modes
Kotabe & Helsen, Chapter 9

Class 12: Global Market Entry Modes
Kotabe & Helsen, Chapter 9

Week 7
Class 13: Global Product Development
Kotabe & Helsen, Chapter 10

Class 14: Marketing Products and Services
Kotabe & Helsen, Chapter 11

Week 8
Class 15: Global Pricing
Kotabe & Helsen, Chapter 12

Class 16: Communicating with the World Customer
Kotabe & Helsen, Chapter 13

Week 9
Class 17: Communicating with the World Customer
Kotabe & Helsen, Chapter 13

Class 18: International Distribution and Retailing
Kotabe & Helsen, Chapter 15 pp.523-535.

Week 10
Class 19: Marketing in Emerging Markets
Kotabe & Helsen, Chapter 18

Class 20: Marketing in Emerging Markets
Kotabe & Helsen, Chapter 18

Week 11
Class 21: Global Marketing and the Internet
Kotabe & Helsen, Chapter 19

Class 22: Global Marketing and the Internet
Kotabe & Helsen, Chapter 19

Weeks 12~15
Student case presentations
使用教材
/Teaching materials
Each student who attends in this course is required to obtain a copy of the following textbook:
Masaaki Kotabe and Kristiaan Helsen, Global Marketing Management, 5th edition International Student Version. Wiley.  (ISBN: 978-0-470-50574-8)
成績評価の方法
/Grading
Grading will be based on class attendance, group case presentations, a mid-term exam, and a final exam.
? Class attendance: 10%.
? Group case presentations: 25%
? Midterm exam: 30%
? Final Exam: 35%
Midterm and final exams for this class are given during exam week.  The exams will consist of multiple-choice questions.
履修上の注意事項
/Remarks
All classes are conducted in English. Students attending this class must have the ability to present and discuss cases in English. It is assumed that students will have taken an introductory class in marketing.

Classes will use the lecture format in combination with class discussion. Students will also present cases in groups.
リンク先ホームページアドレス
/URL of syllabus or other information
https://www.otaru-uc.ac.jp/~praetcar/Home_page/lecture_handouts.html
備考
/Notes
PDF files of each lecture will be posted on the instructor’s Web site after each class.
No. 回(日時)
/Time (date and time)
主題と位置付け(担当)
/Subjects and instructor's position
学習方法と内容
/Methods and contents
備考
/Notes
該当するデータはありません
該当するデータはありません

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