This course is designed to draw students into the disciplines and challenges for the contemporary issues of global marketing. It provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market. Lessons are also hoped to bring in some discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; and concise summaries of the latest research findings published in scholarly journals.
For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace, this course should be able to offer some necessary fundamentals of related theoretical analysis and problem resolution.
1.Course introduction
2.Introduction to global marketing
3.The global economy
4.Culture and social forces
5.Political and regulatory climate
6.Global buyer behavior
7.Global competitors
8.Global marketing research
9.Global marketing strategies
10.Global market entry strategies
11.Global product and service strategies
12.Developing new products for global markets
13.Pricing for international and global markets
14.Managing global distribution channels
15.Global promotion strategies
16.Managing global advertising
17.Review for Final Exam
18.Final Exam
Education
英國劍橋大學管理博士 (Judge Business School, University of Cambridge)
美國喬治華盛頓大學企管碩士 (School of Business, The George Washington University)
國立台灣大學國際企業系學士 (台大管理學院)
Work Experiences
國立交通大學科技管理研究所教授兼所長（現職）
國立交通大學科技管理研究所教授
國立交通大學科技管理研究所副教授兼所長
國立交通大學科技管理研究所副教授
國立交通大學科技管理研究所助理教授
Research Interests
產業分析
企業經營模式
技術商品化
資訊管理
Courses Taught
企業管理
企業調查與研究方法
行銷管理實務
品牌經營策略
國際行銷
創新技術商品化與市場化
顧客關係管理與服務行銷
原文網址: 林亭汝-國立陽明交通大學科管所 https://mot.nycu.edu.tw/NYJUScienceManagementOffice-1.html
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