シラバス参照
シラバス参照
| 科目一覧へ戻る | 2023/03/17 現在 |
| 科目名／Subject | 国際マーケティング |
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| 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 | 2019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 | 商学部／Faculty of Commerce |
| 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 | 2019/02/26 | ||
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| 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. Each week students will first learn theoretical concepts on International Marketing via a lecture. In the second class of the week students will work in groups to search for information of actual cases related to the week's topic, using the online version of Nikkei Asian Review and other online sources. They will then discuss these cases in their group and will give brief presentations to the rest of the class participants. | ||
| 達成目標 ／Course Goals |
Upon successfully finishing this course, students will be able to critically and creatively analyze multiple aspects of marketing in a complex global market environment and to apply this knowledge in the real world. Students will learn to understand the influence of national culture on all aspects of marketing and on consumer behavior. Students will also learn about the complexities of the economic, legal, and political environment in which global marketers need to operate. We will then address global marketing research, global segmentation and positioning, global marketing strategies and market entry strategies available to global marketers. Students will also learn to formulate strategies related to the elements of the global marketing mix: product, price, distribution, and marketing communications. They will be able to grasp 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. The course will also devote attention to the increasing importance of understanding the unique challenges of marketing in developing markets, and will also address the role of the Internet in all aspects of global marketing. |
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| 授業内容 ／Course contents |
Class 1: Course outline Class 2: Globalization Chapter 1 Class 3: Globalization Group discussion and presentations Class 4: Global Economic Environment Chapter 2 Class 5: Global Economic Environment Group discussion and presentations Class 6: Cultural Issues and Buying Behavior Chapter 4 Class 7: Cultural Issues and Buying Behavior Group discussion and presentations Class 8: Political and Legal Environment Chapter 5 Class 9: Political and Legal Environment Group discussion and presentations Class 10: Global Marketing Research Chapter 6 Class 11: Global Marketing Research Group discussion and presentations Class 12: Global Segmentation and Positioning Chapter 7 Class 13: Global Segmentation and Positioning Group discussion and presentations Class 14: Global Market Entry Modes Chapter 9 Class 15: Global Market Entry Modes Group discussion and presentations Class 16: Global Product Development Chapter 10 Class 17: Global Product Development Group discussion and presentations Class 18: Marketing Products and Services Chapter 11 Class 19: Marketing Products and Services Group discussion and presentations Class 20: Global Pricing Chapter 12 Class 21: Global Pricing Group discussion and presentations Class 22: Communicating with the World Customer Chapter 13 Class 23: Communicating with the World Customer Group discussion and presentations Class 24: International Distribution and Retailing Chapter 15 pp.523-535 Class 25: International Distribution and Retailing Group discussion and presentations Class 26: Marketing in Emerging Markets Chapter 18 Class 27: Marketing in Emerging Markets Group discussion and presentations Class 28: Global Marketing and the Internet Chapter 19 Class 29: Global Marketing and the Internet Group discussion and presentations Class 30: Course wrap-up |
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| 事前学修・事後学修 ／Preparation and review class |
Students will need to prepare for each class by reading the chapter in the textbook related to the topic for that week. | ||
| 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 Wiley. |
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| 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. Students will be given the choice between answering multiple-choice questions in English or essay-style questions in English. |
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| 成績評価の基準 ／Grading Criteria |
Details will be announced at the start of the course. | ||
| 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. |
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| 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 |
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| 備考 ／Notes |
PDF files of each lecture will be posted on the instructor’s Web site after each class. |
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| 遠隔授業 ／Online class |
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