課程名稱 |
行銷管理 Marketing Management |
開課學期 |
102-1 |
授課對象 |
企業管理組 |
授課教師 |
張重昭 |
課號 |
BA3001 |
課程識別碼 |
701 30200 |
班次 |
01 |
學分 |
3 |
全/半年 |
半年 |
必/選修 |
必修 |
上課時間 |
星期五2,3,4(9:10~12:10) |
上課地點 |
管一102 |
備註 |
本課程中文授課,使用英文教科書。電機系同學限5名。 限本系所學生(含輔系、雙修生) 總人數上限:65人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1021BA3001_01 |
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 |
The course is designed to help the students learn the basic concepts of modern marketing in a management-orientation way. The most basic objectives of this course are to provide you with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision-making.
You will be expected to familiarize with the ‘language of marketing’ (i.e., terms, concepts, and frameworks) used by practicing marketing managers, and have a solid understanding of the major decision area under marketing responsibility. It focuses on major decisions that marketing managers may face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. Within time limits, this class attempts to cover all the topics that a marketing manager needs to face in strategic, tactical, and administrative marketing. |
課程目標 |
The objective of this courses are
1.To familiarize the students with the marketing concepts and techniques, and to develop skills in using a variety of analytical frameworks to implement such techniques.
2.To develop the skills in organizing an effective marketing management strategy in a real business world.
By the end of the course, you should be able to apply the key frameworks and tools for analyzing customers, competition, and marketing strength and weakness. The class materials should also help you to develop insights about creative selection of target markets and blending the marketing mix decisions to maintain competitive positions and serve customer needs. |
課程要求 |
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
指定閱讀 |
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參考書目 |
Philip Kotler, Kevin Lane Keller, S. H. Ang, S. M. Leong, and C. T. Tang,
Marketing Management: An Asian Perspective, 2012, 6th ed., Prentice-Hall. |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Participation (Attendance and Performance) |
20% |
Basic score is 80. Ten points are deducted for one absence. Each excellent performance adds 3-5 points. |
2. |
Mid-term Exam |
30% |
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3. |
Final Exam |
40% |
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4. |
Case studies and Term Papers |
10% |
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週次 |
日期 |
單元主題 |
第1週 |
2013/09/13 |
Defining Marketing for the 21st Century |
第2週 |
2013/09/27 |
Developing Marketing Strategies and Plans |
第3週 |
2013/10/04 |
Gathering Information and Scanning the Environment |
第4週 |
2013/10/11 |
Creating Customer Value, Satisfaction and Loyalty |
第6週 |
2013/10/18 |
Analyzing Consumer Markets |
第7週 |
2013/10/25 |
Analyzing Business Markets |
第8週 |
2013/11/01 |
Identifying Market Segments and Targets |
第9週 |
2013/11/8 |
Mid-term Examination |
第10週 |
2013/11/15 |
Core Basic Concepts of Products and Branding |
第11週 |
2013/11/22 |
Core Basic Concepts of Products and Branding
& Services Marketing |
第12週 |
2013/11/29 |
Services Marketing |
第13週 |
2013/12/6 |
Pricing Strategies |
第14週 |
2013/12/13 |
Distribution and Channel Management |
第15週 |
2013/12/20 |
Integrated Marketing Communication |
第16週 |
2013/12/27 |
Integrated Marketing Communication |
第17週 |
2013/01/03 |
Advertising and Sales Promotion |
第18週 |
2013/01/10 |
Final Examination |
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