課程大綱

課程資訊

課程名稱

休閒農業行銷管理
Marketing Management in Leisure Agriculture

開課學期

102-2

授課對象

學程休閒事業經營管理學程

授課教師

謝銘逢

課號

BICD3035

課程識別碼

610 37820

班次

學分

全/半年

半年

必/選修

選修

上課時間

星期五5,6,7(12:20~15:10)

上課地點

生傳402室

備註

兼休閒學程
總人數上限：30人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/1022bicd_mmla

課程簡介影片

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課程概述

The course is designed to be an advanced-level course in leisure management program, targeting on the students who have basic training in the introductory level of leisure agriculture and other related leisure industry courses. The course covers the marketing management concepts, issues and practice in leisure agriculture. The classes combine lectures by the instructor and presentations by study groups of students on case studies of marketing management in Taiwan’s and global leisure agriculture. Throughout the classes and hands-on interactive activities, students will be guided to understand and participate in how to plan, start, implement and manage marketing strategies in leisure agriculture.

課程目標

Students are expected to understand not only marketing theory and concepts, but also their application to the practice of leisure agriculture. The main aim of this course is to demonstrate how marketing principles are applied in the leisure agriculture industry. We will discuss and examine the following issues in leisure agriculture:
1) the strategic marketing framework,
2) the dynamics of tourists’ behaviors,
3) the nature of the tourism experience,
4) marketing research methods, and
5) the tourism service marketing mix.

課程要求

The course will contain two exams. Exams are not cumulative and will have multiple choice questions and assay problems requiring detailed solutions. Practice exams will be available on the class website for you to prepare and acquaint yourself with the format of the exams. Each exam is worth 30% of the total grade.
The case analyses consist: 1) proposal, 2) executive report, 3) presentation; 4) final report. Each group should have 3-4 members, each of whom should lead the group for a subset of case analyses or the presentation. Each team is expected to meet with the instructor a couple of times for questions and guidelines during the semester. The presentations are expected to take approximately 30 minutes for each group with additional time for questions. Additional credit will be given by audience participation.
The written report should begin with a one-page proposal (due right after exam #1), and a one-page executive summary, summarizing the concepts involved and the preliminary findings (due before presentation). Both need to be revised and included in the final report. The total length of the final report is expected not to exceed 10 pages. The originality/creativity of the selected topic, the group participation, the presentation and the reports (proposal, executive summary & final reports) are the keys for the final grade. Each member in the group must take at least one leading role in proposal, executive summary, or presentation. The grade will consist of individual performance (20%) and the overall quality of group’s projects (20%).

預期每週課後學習時數

Office Hours

每週三 11:00~13:00

指定閱讀

Tourism Marketing: An Asia-Pacific Perspective, by Cathy Hsu, Les Killion, Graham Brown, Michael J. Gross and Sam Huang, 2008. (9780470814901)

參考書目

Hospitality and Travel Marketing, 4/e, 2009, Alastair M. Morrison, ISBN 9781435486867

Leisure Marketing - A Global Perspective, 2005, Susan Horner and John Swarbrooke, ISBN：9780750655507

Consumer Behavior in Tourism, 2007, 2/e, John Swarbrooke and Susan Horner, ISBN：9780750667357

休閒行銷學, 2009, 吳松齡, ISBN：9789578189201

休閒事業行銷管理, 2010, 王俊人, 高俊雄, 劉吉川, ISBN: 9789866860706

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	Midterm Exam	30%
2.	Final Exam	30%
3.	Case Study	40%	Oral Presentation and Paper Report

課程進度

週次	日期	單元主題
第1週	2/21	1. Introduction
第2週	2/28	Holiday, no class
第3週	3/07	2. Strategic marketing framework
第4週	3/14	3. Leisure agriculture and tourism markets
第5週	3/21	4. Marketing research
第6週	3/28	5. Tourism service marketing mix
第7週	4/04	Holiday, no class
第8週	4/11	6. Product
第9週	4/18	Midterm Exam
第10週	4/25	東亞糧食安全與農業發展的前景與挑戰學術論壇
第11週	5/02	7. Price and Pricing
第12週	5/09	8. Marketing communications 9. Promotion
第13週	5/16	9. Promotion; 10. Customer Relationship Management
第14週	5/23	停課
第15週	5/30	影片觀賞、校外教學
第16週	6/06	11. Distribution; 12. Destination Marketing
第17週	6/13	Presentations
第18週	6/20	期末考