홈으로 센터소개 센터소개 IC-PBL Connect & Share 교수지원 학습지원 IC-PBL Connect & Share IC-PBL 소개 IC-PBL Connect & Share IC-PBL 명예의 전당 IC-PBL 통계 IC-PBL 자료실 IC-PBL Share IC-PBL Connect IC-PBL Share IC-PBL Share IC-PBL Share는 한양대학교에서 이루어진 다양한 학부와 대학원 IC-PBL 수업 과정 및 결과를 공유하는 공간입니다. (비로그인 회원에게는 일부정보가 제한되어 표기됩니다.) ※ 2022학년도 첨부파일만 제공되니 전년도 자료가 필요하신 분들은 IC-PBL 교수학습센터로 메일 주시기 바랍니다. 기본정보 입력 [학부] 국제마케팅 김보영23.02.01조회 47 계열 인문사회계열 학부/대학원 학부 전공 경영학부 학년도 2022 학기 2학기 과목명 국제마케팅 담당교수 김보영 소속 경영대학 경영학부 IC-PBL 유형 M(현장통합형) 문제제시·기업 평가·기업 E(현장평가형) 문제제시·교수자 평가·기업 C(문제해결형) 문제제시·교수자 평가·교수자 ○ A(현장문제형) 문제제시·기업 평가·교수자 보고서 내용 수업목표 This course aims to enable students to: ● Understand the theory and practice of international marketing ● Apply the concepts and theories to real-world business setting and draw solutions to specifically assigned marketing issues and problems in various target countries and markets ● Provide solutions to important tasks such as the selection process of potential international markets and market entry strategies and recognize impact of culture on international marketing management, and provide strategies to address the differences in the international marketplaces; and develop global marketing strategy in the international marketing context ● Generate a 34BP Report at the end of the semester on team based, demonstrate ability to work in a team, collaborate in project management with appropriate timeline. IC-PBL 수업 문제 In the first stage of the 34BP Project, students are expected to choose a particular brand from Asia which is currently expanding in either other Asian markets or North American or European markets. As part of the expansion plan, students will do preliminary research on various international market in order to choose a particular target market. Students will learn how to do international market research systematically from the lecture series. PLC analysis framework and global marketing framework will be applied in determining the condition of the selected market in terms of competition and company’s strength. In the next stage, students will do more specific market analysis to determine market entry strategies and provide feedback on appropriateness of the company’s choice. With this, students will conduct global STP analysis and identify specific target market segment in the selected country market. In the second stage, students develop constructive 4Ps of the marketing programs which are relevant with the 4thindustrialrevolution.Inotherwords,theyareexpectedtodrawinnovationinmarketingbystudyingandsuggestinghowcompaniescanapplyandadoptIoT,AIandbigdataintheirmarketingstrategies.Inthefinalstage,studentswilldealwithmoreabstract,consumer-orientedissues,i.e.buildingrelationshipmarketingprogram.Inotherwords,studentswilladdresstheimportanceofbrandingbyhavingplantoenhancebrandawareness,brandimageandbrandpersonality.Theywillbeaskedtoprovidevarioustypesofinnovationinexperientialmarketingschemesintheirparticularmarketingcontext. 리스트수정삭제 top