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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
112-2 |
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授課對象 |
管理學院 工商管理學系 |
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授課教師 |
林嘉薇 |
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課號 |
BA3001 |
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課程識別碼 |
701E30200 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期四7,8,9(14:20~17:20) |
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上課地點 |
管二304 |
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備註 |
本課程以英語授課。欲加簽同學，請至教室參與第一週課程並依課堂規定索取授權碼。授課開始前之加簽信恕不回覆，感謝配合。
限管理學院學生(含輔系、雙修生) 且 限學士班三年級以上
總人數上限：40人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
*Note1: This course will be conducted in English, including lectures, readings, exams, presentations, reports, etc.
本課程將以英文授課、討論、繳交作業、上台報告及考試。
*Note2: Please attend the first lecture if you are interested in adding this course. The instructions to request authorization codes will be given during the class. We will prioritize College of Management students. Please note that the instructor will not respond to requests for authorization codes before the semester starts. Thanks for your cooperation.
加簽規則：欲加簽本課程之同學，請至教室參與第一週的課程，並依照課堂中宣布之規定索取授權碼。加簽將以管理學院學生為優先，如有足夠名額，會開放加簽其他學院學生。授課開始前之加簽信恕不一一回覆，感謝配合。
The goal of this course is to provide a decision-oriented overview of marketing management. This course focuses on the management challenge of designing and implementing marketing strategies that maximize customer satisfaction, firm profitability, and societal well-being. |
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課程目標 |
1) Describe what marketing is using the concept of customer value.
2) Match the marketing strategies we discussed in class with the situations they would most likely be effective.
3) Evaluate the business’ marketing decisions and actions.
4) Apply marketing principles to market themselves. |
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課程要求 |
1. Marketing Plan Assignments and Presentations and Reflection (35%)
2. Exams (35%; midterm and final)
3. ICEs, Worksheets, Class Participation (30%) |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
Principles of Marketing (2023). Albrecht, Green, and Hoffman among other contributing authors. Open Stax.
https://openstax.org/details/books/principles-marketing?Book%20details
This is an OpenStax textbook (high-quality, peer-reviewed, openly licensed, free, online textbook). |
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參考書目 |
Will be posted on NTU COOL |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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Week 1 |
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Overview of the Class
What is Marketing |
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Week 2 |
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Marketing and the Value System |
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Week 3 |
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Strategic Planning in Marketing |
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Week 4 |
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Consumer Market and Purchasing Behavior |
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Week 5 |
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Consumer Market and Purchasing Behavior
Segmentation, Targeting, and Positioning |
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Week 6 |
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Segmentation, Targeting, and Positioning
Marketing Research |
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Week 7 |
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**Tomb Sweeping Festival** (No Class) |
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Week 8 |
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Midterm Exam |
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Week 9 |
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Product and Branding |
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Week 10 |
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Product and Branding |
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Week 11 |
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Pricing Concept |
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Week 12 |
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Promotion |
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Week 13 |
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Promotion |
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Week 14 |
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Place Concept |
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Week 15 |
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Marketing Plan Presentation |
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Week 16 |
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Final Exam |
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