Global Marketing

Global Marketing

1.1 To understand concept of global marketing and its importance.
1.2 To understand how cultural, political, and economic environments affect business operation.
1.3 To understand process of global marketing research.
1.4 To understand global consumer behavior and market segmentation
1.5 To understand global product and service marketing.
1.6 To understand the management of international distribution and logistics.
1.7 To understand global communication.
1.8 To understand pricing for international market.
2.1 To update the course contents.
2.2 To explore contemporary issues in global marketing
The course covers issues and concepts which result from globalization. The course aims to evaluate the forces of risk, culture and macro and national level economic factors to analyze firm strategy. It considers particularly the role and importance of global marketing to the firm and the principles of global marketing management including: policy setting, planning, strategy formulation, market entry scenarios, product and service adaptation requirement, pricing issues, challenges in logistics and distribution, and global branding and communication issues when products and services enter the global marketplace.
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กิจกรรมที่ ผลการเรียนรู้ * วิธีการประเมินผลนักศึกษา สัปดาห์ที่ประเมิน สัดส่วนของการประเมินผล
1 1. Class attendance 1-16 15
2 2. Active participation 1-16 5
3 3. Individual assignments 5,8,12,14 20
4 4. Midterm Examination 9 30
5 5. Final Examination 18 30
1. Warren J. Keegan, Mark Green, 2017, Global Marketing, 9th Edition, Pearson Education Inc., Upper Saddle River
2. Hollensen S, 2017, Global Marketing:A decision-oriented approach 7th Edition, Prentice Hall,
3. Helsen, K & Kotabe, M 2019, Global Marketing Management 8th Edition, John Wiley & Son, (Asia) Pte Ltd, Hoboken