課程名稱 |
行銷管理 Marketing Management |
開課學期 |
101-2 |
授課對象 |
管理學院 工商管理系企業管理組英文專班 |
授課教師 |
黃俊堯 |
課號 |
BA3001 |
課程識別碼 |
701E30200 |
班次 |
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學分 |
3 |
全/半年 |
半年 |
必/選修 |
必帶 |
上課時間 |
星期一6,7,8(13:20~16:20) |
上課地點 |
管二202 |
備註 |
本課程以英語授課。 限本系所學生(含輔系、雙修生) 且 限學士班二年級以上 總人數上限:40人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1012BAMKT |
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 |
課程大綱
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課程概述 |
Marketing is a business function and a management process that creates, communicates, and delivers values. The course is designed to help undergraduate students majored in business administration appreciate the role of marketing in the modern society, understand major conceptual frameworks of marketing management, and familiarize themselves with analytical tools that managers use upon addressing marketing problems.
The course consists of lecture, case discussion, and simulation sessions. Lecture sessions are designed to introduce a series of important concepts in marketing management, case sessions provide course participants opportunities to explore how such concepts can be applied in business scenarios, whereas simulations sessions let participants taste the flavor of the real-world competitions.
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課程目標 |
At the end of the semester, participants are expected to be familiar with the “language” of marketing (i.e., terms, concepts, and frameworks) that marketers use and be able to address marketing issues relating to customers, competitions, and/or markets. |
課程要求 |
1. Form your group (4~6 students in each group) and nominate a team leader by Feb. 25.
2. Choose and fix your seat in the classroom. Group members should sit together.
3. Bring and show your name plate for the whole semester.
4. Each participant should purchase a case pack (US$23.7) from the Harvard Business Publishing website (https://cb.hbsp.harvard.edu/cbmp/access/18540598 ) by Feb. 25 for the 5 cases to be discussed in the classroom.
5. Each team needs to pay NT$ 730 (US$25) on Feb. 25 for the two online simulation games to be used in this semester.
6. Complete the case assignments and readings before coming to the class.
7. Groups are required to turn in case write-ups (CWs) for each assigned case BEFORE the corresponding discussion session. Case write-ups have to be word-processed, with reasonable line space and fonts, and signed by team members before turning in. Please limit your CWs within ONE A4 pages. There will be no credit provided for overdue (i.e., handed in after 9:30) CWs and, for the sake of fairness, no excuse.
8. Active participation, both in class and in group, is emphasized in this course.
9. Participants should carefully follow the course schedule, show up on time, complete the case assignments before coming to the class, and be ready to engage in classroom discussions.
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預期每週課後學習時數 |
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Office Hours |
備註: 10:00~11:30, Wednesdays |
指定閱讀 |
Cases
5 HBS cases.
Other Materials
2 simulation games.
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參考書目 |
Textbook for Reference
Kotler, Philip and Gary Armstrong (2010), Principles of Marketing, 13th ed., Pearson.
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評量方式 (僅供參考) |
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週次 |
日期 |
單元主題 |
第1週 |
2/18 |
Introduction: What's Marketing? |
第2週 |
2/25 |
Elements and Environments of Marketing |
第3週 |
3/04 |
Customer Orientation & Customer Value |
第4週 |
3/11 |
Consumer Behavior |
第5週 |
4/01 |
Marketing Research |
第6週 |
4/08 |
Strategic Thinking in Marketing |
第7週 |
4/15 |
Product Management (I) |
第8週 |
4/22 |
Product Management (II) |
第9週 |
4/29 |
Price Management |
第10週 |
5/6 |
Mid-term Project Presentation |
第11週 |
5/13 |
Channel Management |
第12週 |
5/20 |
Simulation (II) |
第13週 |
5/20 |
Simulation (II) |
第14週 |
5/27 |
Integrated Marketing Communications |
第15週 |
6/10 |
Digital Marketing (I) |
第16週 |
6/17 |
Digital Marketing (II) |
第17週 |
6/24 |
Term Project Presentation |
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