Global Business Global Business Management Program Management Program

for EBBA-MKT Part for EBBA-MKT Part

Etta Chen Etta Chen 陳嬿伊陳嬿伊Assistant Professor in MarketingAssistant Professor in Marketing

Apr. 24, 2012Apr. 24, 2012

Global Business Management Global Business Management ProgramProgram

Course listCourse list• Global Marketing Management Global Marketing Management 全球行銷管理全球行銷管理• Brand Management Brand Management 品牌管理品牌管理• Global Industrial Analysis Global Industrial Analysis 全球產業分析全球產業分析• Multinational Finance Management Multinational Finance Management 國際財務管理國際財務管理• Global Logistics Management Global Logistics Management 全球運籌管理全球運籌管理• International Resource Management International Resource Management 國際人力資源管理國際人力資源管理• Case Studies of Strategic Decision-Making in Case Studies of Strategic Decision-Making in

International Business International Business 國際企業策略個案國際企業策略個案

Your Future CareerYour Future Career

Your Future Job PositionYour Future Job Position Short-term:Short-term:

• Intern/assistant/specialist position Intern/assistant/specialist position multinational companies (MNE)multinational companies (MNE)

• All functional departments in MNEAll functional departments in MNE• ExpatriatesExpatriates overseas in subsidiaries of overseas in subsidiaries of

MNEMNE

Mid-term:Mid-term:• Managerial positions Managerial positions

Who is the Mr./Ms. Right?Who is the Mr./Ms. Right? InterestsInterests

• Global perspectiveGlobal perspective• Diversified interestsDiversified interests

AbilityAbility• Your performance in management course, Your performance in management course,

marketing, global business management, marketing, global business management, micro/macro economics etc.micro/macro economics etc.

• LanguageLanguage• Presentation skillPresentation skill

PersonalityPersonality• Open minded / Passionate / People Open minded / Passionate / People

connectionconnection

Broad Interests In Management

Left brain: Rational

Sensitive / Observation

People oriented / Communication

Right brain: Creative

Passion for Marketing

Global Marketing ManagementGlobal Marketing Management

This course offers you an advanced This course offers you an advanced training on top of marketing training on top of marketing management management • Latest global marketing perspectiveLatest global marketing perspective• Marketing practices in MNEMarketing practices in MNE

Market expansionMarket expansion Host country issuesHost country issues

• Global Brand management Global Brand management • Global product / pricing / channel / Global product / pricing / channel /

promotion promotion

Brand ManagementBrand Management

This course offers the basic brand This course offers the basic brand management practicemanagement practice• What is brand?What is brand?• Creating a new brandCreating a new brand• Recreating brandRecreating brand• Brand namingBrand naming• Brand positioningBrand positioning• Emotional brandingEmotional branding• Service branding etc.Service branding etc.

Questions?!Questions?!