Course Objectives

International Marketing is a compulsory course for international economics and trade and other economic management majors. It mainly describes the environment of international marketing under the background of economic globalization, the application of marketing mix and market analysis. Through learning, students can understand the changes in marketing environment and market structure in the new international economic background, the moral and social responsibilities involved in marketing, the cooperative relationship and the requirements for people engaged in business activities in the 21st century.

Course Requirements

Students are required to understand the uncontrollable environment of international marketing such as economic, social, technological, competition and regulatory forces under the integrated economic environment, and know how to develop marketing program, implement marketing activities and grab the professional knowledge of international marketing under these complicated environment factors.

Course Contents

Part 1 Initiating the marketing process (9 credit hours)

1.1 Creating customer relationships and value through marketing

1.2 Developing successful marketing and corporate strategies

1.3 Scanning the marketing environment

Part 2 Understanding buyers and marketers (6 credit hours)

2.1 Organizational markets and buyer behavior

2.2 Reaching global markets

Part 3 Targeting marketing opportunities (6 credit hours)

3.1 Marketing research: from information to action

3.2 Identifying market segments and targets

Part 4 Satisfying marketing opportunities (27 credit hours)

4.1Managing products and brands

4.2Building the price foundation

4.3Arriving at the final price

4.4Managing marketing channels and wholesaling

4.5Integrated marketing communications and direct

4.6Advertising, sales promotion, and public relations

4.7Personal selling and sales management