◆COMPARATIVE MARKETING － （後）
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CHERON EMMANUEL
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| ○講義概要 |
This seminar will consists of readings and discussions covering three perspectives of comparative marketing: the first will deal with methodological difficulties pertaining to cross-cultural research, the second will present examples of scientific and professional articles published in marketing journals on cross-cultural marketing and the third perspective will address the impact of differences in macroeconomic and regulatory environments on marketing activities among countries.
Prerequisite: Students are expected to have completed and passed IBE-315 Marketing and additional courses such as IBE-356 Consumer Behavior, or similar courses. In addition, a sufficient knowledge of statistics is required to understand empirical research published in scientific journals.
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| ○評価方法 |
Presentation of scientific article: 30%
Attendance to article presentation: 10%
Midterm exam: 30%
Final exam: 30%
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| ○テキスト |
『Usunier, Jean-Claude and Julie Anne Lee (2005), Marketing Across Cultures, 4/E, Pearson, Prentice Hall Europe. ISBN: 0-273-68529-5, Format: Paper; 594 pp. Website: www.pearsoned.co.uk/usunier』
『Malhotra, Naresh, K. (2004) Marketing Research and SPSS 11.0 Package, 4/E, Publisher: Prentice Hall, (ISBN: 0-13-104189-4).』
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| ○参考書 |
『Chéron, Emmanuel and Hideo Hayashi (2001), “The Effect of Respondents' Nationality and Familiarity with a Product Category on the Importance of Product Attributes in Consumer Choice: Globalization and the Evaluation of Domestic and Foreign Products”, Japanese Psychological Research, Volume 43, No. 4, 183-194, Special Issue: Consumer Behavior. Available at the following web site: http://www.geocities.com/wallstreet/market/4263/Jpsyres.htm』
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| ○授業計画 |
| 1 | See course website: http://www.geocities.com/sophiabus463 |
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Copyright (C) 2004 Sophia University
By：上智大学学事部学務課
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