International Marketing

2022 Spring
Course Overview
Dr. Chen Ho
IBT@MCU
Instructor’s Contacts:
 Dr. Chen Ho
 MCU Office: Room E401
 Email: hochen@mail.mcu.edu.tw
 Tel: 02-2882-4564 Ext.: 2688
 Office Hours:
o Tuesday, Wednesday, Thursday 1 pm ~ 3 pm; or by
appointment
Required Text
Global Marketing
Authors: Keegan & Green
9th Edition ISBN: 9781292150765 or
10th Edition ISBN: 9781292304021

Local Publisher: YehYeh Book Gallery 雙葉書廊

Course Description
 Application of advanced marketing
management concepts and tools in global
markets.
 Develop students' ability to solve
marketing problems and handle the
coordination and cultural issues facing the
global marketer.
Objectives
 Identify the factors that influence the change in the product
and service markets around the world.
 Understand the impact of trade, socio-cultural, political and
legal environments on the international marketing strategy.
 Describe strategic elements involved in creating
competitive advantages at the global marketplace.
 Identify the steps involved in building and evaluating a global
marketing strategy for a firm.
 Develop and design business models for new
product/service concepts.
Grading Policy
Exams (10% + 10%)

 Exam questions based on textbook & lecture

slides
 Midterm (week 8) & Final (week 17) in the class
 Open book exams
 No electronic device except e-textbook
Attendance (5% + 5%)
 Attend the classes on time
 Every 3 skipped sessions result in 1 out of 5 loss in
grades

Extra credits & Rules (up to ? %)

 Punctuality & participation
 Classroom manners
 Briefing the text or cases
 Access to Moodle & Microsoft Teams
Course Schedule
Course Schedule (cont’d)
For College Students

Teamwork
Organize &
present ideas
Integrative Learning

Basic Concepts
 Group Projects (20% + 30%)

 Students should form groups to complete:

 Project 1: “Country Analysis” 20%
 Countries to study can be: China, India, Brazil, Russia, Japan,
Mexico, France, Germany, Indonesia, South Korea, …etc. Make a
choice with your group today.
 Project 2: “New Business Model Development” 30%
 Present the projects as scheduled.
 Written papers should be handed in before
presentations.
 Team Formation
Sit together after the break
 Which country
do we study
for Project 1?

↑ Fill this out now ↑

Questions?
1241 stores globally
•726 in greater China
•186 South Korea
•198 ASEAN
•78 Europe
•53 North America
 100-dollar haircuts
 Freemium

 Crowdfunding

 Subscription

 Sharing economy
 O2O

 ……………..more?
 Business Model
is a set of interrelated
variables that defines how a
company creates, delivers and
captures value
Thank you for attending the
1st week class.
Get a textbook soon!
See you next week!