국제마케팅

경희대학교
신건철

페이스북 트위터 카카오톡 네이버밴드 링크복사

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사회과학 >경영ㆍ경제 >경영학
강의학기

2013년 1학기

조회수

2,160

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.

International marketing is, in both its theory and practice, an integrative field. It requires, and in turn facilitates, the development of interdisciplinary, cross-functional, historical, ethical, and technological skills. The acquisition and internalization of these skills by young managers leads to the development of a global orientation that is culturally sensitive and strategic in practice. For instance, better understanding of the evolution of the new world economic order and the roles that anthropology, sociology, politics, legal traditions, the arts, and the norms and values of cocieties have played, and continue to play, on global business help foster greater appreciation of interdisciplinary perspectives on global business.

차시별 강의

1.	syllabus
2.	Intertwined world economy	1. Why Global Marketing is Imperative 2. Globalization of Market 3. Evolution of Global Marketing 4. Appendix: Theories of International Trade & MNEs
	Intertwined world economy	1. Why Global Marketing is Imperative 2. Globalization of Market 3. Evolution of Global Marketing 4. Appendix: Theories of International Trade & MNEs
3.	Financial Environment	1.Development of Today’s International Monetary System 2. Fixed Versus Floating Exchange Rates 3. Foreign Exchange and Foreign Exchange Rates 4. Balance of Payments 5. Economic and Financial Turmoil Around the World 6. Marketing in the Euro Area
	Financial Environment	1.Development of Today’s International Monetary System 2. Fixed Versus Floating Exchange Rates 3. Foreign Exchange and Foreign Exchange Rates 4. Balance of Payments 5. Economic and Financial Turmoil Around the World 6. Marketing in the Euro Area
4.	Cultural Issues and Buying Behavior	1. Definition of Culture 2. Elements of Culture 3. Cross-Cultural Comparisons 4. Adapting to Cultures 5. Cultures and the Marketing Mix
	Cultural Issues and Buying Behavior	1. Definition of Culture 2. Elements of Culture 3. Cross-Cultural Comparisons 4. Adapting to Cultures 5. Cultures and the Marketing Mix
5.	Political and Legal Environment	1. Political Environment 2. International Agreements 3. International Law and Local Legal Environment 4. Issues Transcending National Boundaries
	Political and Legal Environment	1. Political Environment 2. International Agreements 3. International Law and Local Legal Environment 4. Issues Transcending National Boundaries
6.	Global Marketing Strategies	1. Information Technology and Global Competition 2. Global Strategy 3. Global Marketing Strategy 4. R&D, Operations, Marketing Interfaces 5. Regionalization of Global Marketing Strategy 6. Competitive Analysis
	Global Marketing Strategies	1. Information Technology and Global Competition 2. Global Strategy 3. Global Marketing Strategy 4. R&D, Operations, Marketing Interfaces 5. Regionalization of Global Marketing Strategy 6. Competitive Analysis
7.	Global Segmentation and Positioning	1. Reasons for global segmentation 2. Segmentation approaches 3. Bases for segmentation 4. Global, Foreign, and Local Consumer Culture Positioning
	Global Segmentation and Positioning 1	1. Reasons for global segmentation 2. Segmentation approaches 3. Bases for segmentation 4. Global, Foreign, and Local Consumer Culture Positioning
8.	Global Product Development	1.Global Product Strategies 2.Standardization Versus Customization 3.Multinational Diffusion 4.Developing New Products for Global Markets 5.Truly Global Product Development
	Global Product Development	1.Global Product Strategies 2.Standardization Versus Customization 3.Multinational Diffusion 4.Developing New Products for Global Markets 5.Truly Global Product Development
9.	Marketing Products and Services	1.Global Branding Strategies 2.Managing Multinational Product Lines 3.Product Piracy 4.Country-of-Origin (COO) Effects 5.Global Marketing of Services
	Marketing Products and Services	1.Global Branding Strategies 2.Managing Multinational Product Lines 3.Product Piracy 4.Country-of-Origin (COO) Effects 5.Global Marketing of Services
10.	Global Pricing	1. Drivers of Foreign Market Pricing 2. Managing Price Escalation 3. Pricing in Inflationary Environments 4. Global Pricing and Currency Fluctuations 5. Transfer Pricing 6. Global Pricing and Antidumping Regulation 7. Price Coordination 8. Countertrade
	Global Pricing1	1. Drivers of Foreign Market Pricing 2. Managing Price Escalation 3. Pricing in Inflationary Environments 4. Global Pricing and Currency Fluctuations 5. Transfer Pricing 6. Global Pricing and Antidumping Regulation 7. Price Coordination 8. Countertrade
11.	Communicating with the World Consumer	1. Global Advertising and Culture 2. Setting the Global Advertising Budget 3. Creative Strategy 4. Global Media Decisions 5. Advertising Regulations 6. Choosing an Advertising Agency 7. Other Means of Communication 8. Globally Integrated Marketing Communications (GIMC)
	Communicating with the World Consumer	1. Global Advertising and Culture 2. Setting the Global Advertising Budget 3. Creative Strategy 4. Global Media Decisions 5. Advertising Regulations 6. Choosing an Advertising Agency 7. Other Means of Communication 8. Globally Integrated Marketing Communications (GIMC)