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授業情報/Course information

科目一覧へ戻る 2023/03/17 現在

科目名/Subject 国際市場論
担当教員(所属)/Instructor 王 力勇 (商学部)
授業科目区分/Category 夜間主コース 学科別専門科目
開講学期/Semester 2017年度/Academic Year  後期/Fall Semester
開講曜限/Class period 火/Tue 6
対象所属/Eligible Faculty 商学部夜間主コース/Faculty of CommerceNight School
配当年次/Years 3年 , 4年
単位数/Credits 2
研究室番号/Office 王 力勇
オフィスアワー/Office hours 王 力勇(随時(事前にメールで連絡してください)
更新日/Date of renewal 2017/02/27
授業の目的・方法
/Course Objectives and method
The objective of the course is to provide students with a thorough understanding of the influence of national culture on marketing communication across national borders. After finishing this course, students should be able to analyze cross-cultural communication issues facing global marketers. Classes will use the lecture format for discussing theoretical concepts, and will illustrate these through concrete examples, cases, and commercials from around the world.
達成目標
/Course Goals

After finishing this course, students should understand significant differences of major national cultures and should be able to analyze the influence of national cultures on global marketing communication issues.
授業内容
/Course contents
Ch. 1: The Paradoxes in Global Marketing Communications
Ch. 2: Global Branding
Ch. 3: Values and Culture
Ch. 4: Dimensions of Culture
Ch. 9: Culture and Advertising Appeals
Ch. 10: Executional Advertising Style and Culture
使用教材
/Teaching materials
Textbook: M. de Mooij, Global Marketing and Advertising Understanding Cultural Paradoxes, 3rd (2010) or 4th edition, (2013), Sage.
成績評価の方法
/Grading
Final exam 75%
Attendance 25%.
成績評価の基準
/Grading Criteria
Details regarding the grading criteria will be announced at the start of the course.
履修上の注意事項
/Remarks
Classes will be conducted in English. It will be beneficial for students to have a basic understanding of marketing and to have taken an introductory class in marketing at the undergraduate level.
遠隔授業
/Online class
遠隔授業/Online class

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