국제마케팅

경희대학교
신건철

페이스북 트위터 카카오톡 네이버밴드 링크복사

주제분류

사회과학 >경영ㆍ경제 >경영학
강의학기

2012년 2학기

조회수

2,423

International Marketing is a problem-solving-oriented marketing course designed for undergraduate students who expect to undertake marketing assignments as part of their career paths to general management, and students planning further degree program in the future. My objective in this course is to present a systematic application of strategic marketing in the global environment. The focus of the course is on the conceptual formulation of comprehensive global marketing strategies. The integrated presentation of operations and policy issues in the course is based on the real world practice in the field. Discussions focus on the operational dynamics of global competition, highlighting key issues emphasized in the current business.

차시별 강의

1.	Syllabus
	Introduction/Globalization	Introduction
2.	Introduction/Globalization	Chapter 1 Globalization
	Introduction/Globalization	Chapter 1 Globalization Why Global Marketing is Imperative Globalization of Markets: Convergence and Divergence Evolution of Global Marketing Appendix: Theories of International Trade & the Multinational Enterprise
3.	Global Economic Environment/Special Lecture	Chapter 2 Global Economic Environment Intertwined World Economy Country Competitiveness Emerging Economies Evolution of Cooperative Global Trade Agreements Information Technology and the Changing Nature of Competition Regional Economic Arrangements Multinational Corporations
	Global Economic Environment/Special Lecture	Chapter 2 Global Economic Environment Intertwined World Economy Country Competitiveness Emerging Economies Evolution of Cooperative Global Trade Agreements Information Technology and the Changing Nature of Competition Regional Economic Arrangements Multinational Corporations
4.	Financial Environment	Financial Environment Historical Role of the U.S. Dollar Development of Today’s International Monetary System Fixed Versus Floating Exchange Rates Foreign Exchange and Foreign Exchange Rates Balance of Payments Economic and Financial Turmoil Around the World Marketing in the Euro Area
	Financial Environment	Chapter 3 Financial Environment Historical Role of the U.S. Dollar Development of Today’s International Monetary System Fixed Versus Floating Exchange Rates Foreign Exchange and Foreign Exchange Rates Balance of Payments Economic and Financial Turmoil Around the World Marketing in the Euro Area
	Cultural Issues and Buying Behavior	Chapter 4 Cultural Issues and Buying Behavior Definition of Culture Elements of Culture Cross-Cultural Comparisons Adaptation to Cultures Culture and the Marketing Mix Organizational Cultures Global Account Management (GAM) Global Customer Relationship Management (CRM)
5.	Political and Legal Environment	Chapter 5 Political/Legal Environments Political Environment - Individual Governments Political Environment - Social Pressures and Political Risk Terrorism and the World Economy International Agreements International Law and Local Legal Environment Issues Transcending National Boundaries
	Political and Legal Environment	Chapter 5 Political/Legal Environments Political Environment - Individual Governments Political Environment - Social Pressures and Political Risk Terrorism and the World Economy International Agreements International Law and Local Legal Environment Issues Transcending National Boundaries
	Political and Legal Environment/Global Marketing Research	Chapter 6 Global Marketing Research Research Problem Formulation Secondary Global Marketing Research Primary Global Marketing Research Leveraging the Internet for Global Market Research Market Size Assessment New Market Information Technologies Management of Global Marketing Research
	Political and Legal Environment/Global Marketing Research	Chapter 6 Global Marketing Research Research Problem Formulation Secondary Global Marketing Research Primary Global Marketing Research Leveraging the Internet for Global Market Research Market Size Assessment New Market Information Technologies Management of Global Marketing Research
6.	Global Segmentation and Positioning	Chapter 7 Global Segmentation and Positioning Reasons for International Market Segmentation International Market Segmentation Approaches Segmentation Scenarios, Bases for Country Segmentation International Positioning Strategies, Global, Foreign, and Local Consumer Culture Positioning
	Global Segmentation and Positioning	Chapter 7 Global Segmentation and Positioning Reasons for International Market Segmentation International Market Segmentation Approaches Segmentation Scenarios, Bases for Country Segmentation International Positioning Strategies, Global, Foreign, and Local Consumer Culture Positioning
	Global Segmentation and Positioning	Chapter 7 Global Segmentation and Positioning Reasons for International Market Segmentation International Market Segmentation Approaches Segmentation Scenarios, Bases for Country Segmentation International Positioning Strategies, Global, Foreign, and Local Consumer Culture Positioning
7.	Global Marketing Strategies	Chapter 8 Global Marketing Strategies Information Technology and Global Competition Global Strategy Global Marketing Strategy R&D Operations Marketing Interfaces Regionalization of Global Marketing Strategy Competitive Analysis
	Global Marketing Strategies	Chapter 8 Global Marketing Strategies Information Technology and Global Competition Global Strategy Global Marketing Strategy R&D Operations Marketing Interfaces Regionalization of Global Marketing Strategy Competitive Analysis
8.	Global Market Entry Modes 2	Chapter 9 Global Market Entry Modes Target Market Selection, Choosing the Mode of Entry, Exporting, Licensing, Franchising, Contract Manufacturing (Outsourcing), Expanding through Joint Ventures, Wholly Owned Subsidiaries, Strategic Alliances, Timing of Entry, Exit Strategies
	Global Market Entry Modes	Chapter 9 Global Market Entry Modes Target Market Selection, Choosing the Mode of Entry, Exporting, Licensing, Franchising, Contract Manufacturing (Outsourcing), Expanding through Joint Ventures, Wholly Owned Subsidiaries, Strategic Alliances, Timing of Entry, Exit Strategies
9.	Global Product Development	Chapter 10 Global Product Development Global Product Strategies, Standardization Versus Customization, Multinational Diffusion, Developing New Products for Global Markets, Truly Global Product Development
	Global Product Development	Chapter 10 Global Product Development Global Product Strategies Standardization Versus Customization Multinational Diffusion Developing New Products for Global Markets Truly Global Product Development
10.	Marketing Products and Services	Chapter 11 Marketing Products and Services Global Branding Strategies Managing Multinational Product Lines Product Piracy Country-of-Origin (COO) Effects Global Marketing of Services
	Marketing Products and Services	Chapter 11 Marketing Products and Services Global Branding Strategies Managing Multinational Product Lines Product Piracy Country-of-Origin (COO) Effects Global Marketing of Services
11.	Global Pricing	Chapter 12 Global Pricing Drivers of Foreign Market Pricing Managing Price Escalation Pricing in Inflationary Environments Global Pricing and Currency Fluctuations Transfer Pricing Global Pricing and Antidumping Regulation Price Coordination Countertrade
	Global Pricing	Chapter 12 Global Pricing Drivers of Foreign Market Pricing Managing Price Escalation Pricing in Inflationary Environments Global Pricing and Currency Fluctuations Transfer Pricing Global Pricing and Antidumping Regulation Price Coordination Countertrade