東吳大學教師授課計劃表

檔案產生時間：2026/10/19 上午 05:15:00
本表如有異動，於4小時內自動更新
一、課程基本資料 Course Information
科目名稱 Course Title：
(中文)國際行銷  組別:全英語授課
(英文)GLOBAL MARKETING		 開課學期 Semester：115學年度第1學期
開課班級 Class：企三Ａ (合開：企三Ｂ 企三Ｃ 企三Ｄ 貿管學程 貿管學程)
授課教師 Instructor：李思壯
科目代碼 Course Code：BBA35901 單全學期 Semester/Year：單 分組組別 Section：全英語授課
人數限制 Class Size：77 必選修別 Required/Elective：選 學分數 Credit(s)：2
星期節次 Day/Session： 二78　 前次異動時間 Time Last Edited：115年09月14日00時33分
※ 因授課需求教室如安排於語練教室需加收語言實習費
課程與聯合國永續發展目標關聯性 Course match with UN SDGs (Sustainable Development Goals)
>SDG4 優質教育 Quality Education
>SDG8 體面工作與經濟成長 Decent Work and Economic Growth
>SDG9 產業、創新與基礎設施 Industry, Innovation and Infrastructure
>SDG10 減少國內及國家間不平等 Reduced Inequalities
>SDG12 永續的消費與生產模式 Responsible Consumption and Production
>SDG17 促進目標實現之全球夥伴關係 Partnerships for the Goals
課程與社會力關聯性 Course match with Employment Soft Skills
企業管理學系基本能力指標 Basic Ability Index
編號
Code		 指標名稱
Basic Ability Index		 本科目對應之指標
Correspondent Index		 達成該項基本能力之考評方式
Methods Of Evaluating This Ability
1瞭解企業經營的實務與制度
Understanding business administration in practice and system.		●》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》紙筆測驗
2瞭解企業管理的技術與方法
Understanding business administration and management in managerial technique and method.		●》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》紙筆測驗
3瞭解人的行為
Understanding the human behavior.		●》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》紙筆測驗
4分析與邏輯思考能力
Ability of analysis and logic thinking.		  
5國際移動力
Global mobility		  
6團隊合作能力
Abilities of coordination and cooperation in teamwork.		●》出缺席狀況
》課堂討論與表現
7發掘與解決問題的能力
Ability of problem exploring and solving.		●》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》紙筆測驗
8表達能力
Ability of communication and expression.		●》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
9創造力
Creativeness.		●》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
二、指定教科書及參考資料 Textbooks and Reference
(請修課同學遵守智慧財產權，不得非法影印)
●指定教科書 Required Texts
Keegan(2014), Global Marketing Management
●參考書資料暨網路資源 Reference Books and Online Resources
N/A
三、教學目標 Objectives
1. 讓受過行銷學訓練的同學，可以透過國際視野的拓展，具備將提供物(offerings)行銷至國際的企劃能力。
2. 讓同學具備以英文介紹提供物(offerings)並引發買方興趣的能力。
3. 讓同學理解知識的累積是滴水穿石的過程。
4. 讓同學嘗試如何與包含AI平台在內的團隊產出具有創見的成果。
To help students with a background in marketing broaden their global perspective and develop the ability to plan strategies for promoting offerings in international markets.

To build students’ confidence in presenting offerings in English in a way that captures the interest of potential buyers.

To help students understand that building knowledge is a gradual, persistent process—like water wearing through stone.

To encourage students to explore how to collaborate with teams—including those using AI platforms—to produce innovative and insightful results.
四、課程內容 Course Description
●整體敘述 Overall Description
The biggest “mayor” we face is the global market, and meeting its needs is the calling of every business professional. Whether you're going solo or working as part of a team, there are countless examples of successful international marketing. This course builds on the fundamentals of marketing and expands them, aiming to equip students with the knowledge and mindset needed to understand globalization and develop the ability to explore international markets—even within the limited time of a single semester. Students must be prepared to share and collaborate at all times.
●分週敘述 Weekly Schedule
週次 Wk 日期 Date 課程內容 Content 備註 Note

1

 9/15 Introduction  　

2

 9/22 Introduction to Global Marketing.  　

3

 9/29 The Global Marketing Economics  　

4

 10/6 The Political, Legal, and Regulatory Environment if Global Matketing  　

5

 10/13 The Global Cultural Environment  　

6

 10/20 Global Customers  　

7

 10/27 Off Day  　

8

 11/3 Segmentation, Targeting, and Positioning  　

9

 11/10 Mid Term Report: Case Choice and Justification  　

10

 11/17 Global Entry and Expansion Strategies  　

11

 11/24 Competitive Analysis and Strategy  　

12

 12/1 Product Decisions  　

13

 12/8 Pricing Decisions  　

14

 12/15 Global Marketing Channels  　

15

 12/22 Managing the global marketing program  　

16

 12/29 Final Report I: Proposal to enter a new market for an existing product  　

17

 1/5 Fina Report II: Proposal to enter a new market for an existing product  　

18

 1/12 Reflection: your thoughts regarding this subject  　
五、考評及成績核算方式 Grading
本科目 ☑同意期末退修且不需面談輔導
配分項目 Items 次數 Times 配分比率 Percentage 配分標準說明 Grading Description
Attendence 20%During the course selection period, no points will be deducted. Concentration level in class WILL affect your attendance score.
Report 60%Participation may take the form of individual or group work, oral or written assignments, projects, interviews, observations, and related activities.
Class Participation 20%Be sure to engage the class using mobile phone and by raising your hand.
配分比率加總 100%  
六、授課教師課業輔導時間和聯絡方式 Office Hours And Contact Info
●課業輔導時間 Office Hour
Use email for an appointment in advance.
●聯絡方式 Contact Info
研究室地點 Office： EMAIL：13000832@mss.scu.edu.tw
聯絡電話 Tel： 其他 Others：z
七、教學助理聯絡方式 TA’s Contact Info
教學助理姓名 Name 連絡電話 Tel EMAIL 其他 Others
八、建議先修課程 Suggested Prerequisite Course
行銷學
九、課程其他要求 Other Requirements
儘量不出課後作業，課堂上儘量不處理其他事務
十、學校數位學習平台及教師個人網址 University’s Web Portal And Teacher's Website
學校數位學習平台 University’s Digital Learning Platform：https://tronclass.scu.edu.tw
教師個人網址 Teacher's Website：
其他 Others：
十一、計畫表公布後異動說明 Changes Made After Posting Syllabus