シラバス参照

授業情報/Course information

科目一覧へ戻る 2023/04/07 現在

科目名/Subject 現代国際マーケティング特論/International Marketing Strategy
担当教員(所属)/Instructor プラート カロラス (商学部)
授業科目区分/Category 現代商学専攻博士後期課程 現代商学教育研究分野
開講学期/Semester 2023年度/Academic Year  後期/Fall Semester
開講曜限/Class period 水/Wed 2
対象所属/Eligible Faculty 商学研究科現代商学専攻博士後期課程/Graduate School of CommerceGraduate School of Commerce Major in Modern Commerce
配当年次/Years 1年 , 2年 , 3年
単位数/Credits 2
研究室番号/Office
オフィスアワー/Office hours
更新日/Date of renewal 2023/02/27
授業の目的・方法
/Course Objectives and method
The study of international marketing is concerned with the challenges, opportunities and problems that corporations face in the context of the global economy. The course consists of student presentations and in-depth class discussion of key readings from the academic literature on international marketing and strategy.
達成目標
/Course Goals
Students will become familiar with the key theoretical concepts and underlying forces of the globalization of markets and the academic debate on the pros and cons of standardization of the international marketing mix. In the process they will improve their critical reading, evaluation, and discussion skills and will learn more about different types of research design and writing. In the process, they will learn how to apply these insights to the design, writing and publication strategy of their own research.
授業内容
/Course contents
1. Orientation
2. Standardization of international marketing (1) 
3. Standardization of international marketing (2)
4. Global convergence 
5. Global marketing strategy: customizing global marketing
6. Standardization of international marketing strategy: research hypotheses
7. Standardization of global marketing: critical perspectives
8. Standardization versus adaptation of advertising: Practitioner versus academic perspectives 
9. National culture and international marketing
10. Global marketing strategy and performance 
11. Marketing mix standardization vs adaptation: theoretical advancement
12. Culture and cross-national product diffusion 
13. Cross-national consumer segmentation: empirical evidence
14. Standardization’s impact on performance: empirical evidence (1)
15. Standardization’s impact on performance: empirical evidence (2)
事前学修・事後学修
/Preparation and review class
Before each session, all participants are required to read the assignments for class discussion. Every week one of the participants will be required to present the readings for that week using slides. The participant in charge of presenting should also prepare discussion points for the session. Each participant will be asked to critically and carefully read the key reading for that week and will be asked to prepare a written synopsis of the reading and find a number of flaws in the theoretical assumptions, logic, design, or methodology of the research or writing. After each session, each participant should make personal notes on how the reading may be discussed as part of a critical review of the literature which will be required for the final written assignment for the course.
使用教材
/Teaching materials
Readings will be announced before the start of the course and will be shared with participants in digital format via a shared cloud-storage folder.
成績評価の方法
/Grading
Quality of class participation:      25%
Presentations:                           25%       
Final report:                              50%
成績評価の基準
/Grading Criteria
標語(評点) 評価基準
秀 (100~90) 個々の科目について秀でた理解力及び応用力を有している
優 (89~80) 個々の科目について優れた理解力及び応用力を有している
良 (79~70) 個々の科目について良い理解力及び応用力を有している
可 (69~60) 個々の科目について理解力及び応用力を有している
不可(59~0) 個々の科目について十分な理解力又は応用力を有していない
履修上の注意事項
/Remarks
Readings will be in English. Class discussion may be alternatively in English and/or in Japanese to accommodate the language ability of the participants. All class participants need to submit a final report in English or Japanese.
実務経験者による授業
/Courses conducted by the
ones with practical
experiences
該当しない/No
授業実施方法
/Method of class
①面接授業/Face-To-Face class
遠隔授業
/Online class
遠隔授業/Online class
追加情報
/Additional information
地域(北海道)に関する学習内容を含む/Includes learning content on region(Hokkaido)
シラバス作成のためのガイドラインに従って作成した
/made this syllabus according to the guidelines
No. 回(日時)
/Time (date and time)
主題と位置付け(担当)
/Subjects and instructor's position
学習方法と内容
/Methods and contents
備考
/Notes
該当するデータはありません

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