課程名稱 |
休閒農業行銷管理 Marketing Management in Leisure Agriculture |
開課學期 |
101-2 |
授課對象 |
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 |
03 |
學分 |
3 |
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 |
生傳三 |
備註 |
本課程中文授課,使用英文教科書。兼:休閒學程。 總人數上限:30人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1012bicd_mmla |
課程簡介影片 |
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
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 theory and concepts, and the 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 study 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 study 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 the midterm exam), 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 |
|
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm |
30% |
|
2. |
Final Exam |
30% |
|
3. |
Case Study |
40% |
Oral presentation and paper report |
|
週次 |
日期 |
單元主題 |
第1週 |
2/22 |
Introduction |
第2週 |
3/01 |
Strategic Marketing Framework |
第3週 |
3/08 |
Topic 3: Tourism Markets |
第4週 |
3/15 |
Topic 4: Marketing Research |
第5週 |
3/22 |
Topic 5: Tourism Service Marketing Mix |
第6週 |
3/29 |
Topic 6: Product |
第7週 |
4/05 |
No class |
第9週 |
4/19 |
Topic 7: Price and Pricing |
第10週 |
4/26 |
Topic 8: Marketing Communication; Topic 9: Promotion |
第11週 |
5/03 |
Topic 10: Customer Relationship Management |
第12週 |
5/10 |
校外教學: 福田園 |
第13週 |
5/17 |
Topic 11: Distribution |
第15週 |
5/31 |
專題演講 |
|