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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
109-1 |
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授課對象 |
企業管理組 |
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授課教師 |
周善瑜 |
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課號 |
BA3001 |
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課程識別碼 |
701 30200 |
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班次 |
01 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必帶 |
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上課時間 |
星期五7,8,9(14:20~17:20) |
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上課地點 |
管一101 |
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備註 |
本課程中文授課,使用英文教科書。
限本系所學生(含輔系、雙修生) 且 限學士班三年級 且 限學號單號
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1091BA3001_01 |
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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 |
Instructor: Shan-Yu Chou
Office: 1113 (Building #2)
Phone: (02)3366-1054
Class Schedule
The tentative class schedule is as follows:
9/18 Introduction/New Economy
9/25 Company and Marketing Strategy/Marketing Environment
9/26* Customer Analysis (Make up the 10/2 class.)
10/9 No Class (Preliminary thoughts about your final projects are due on 10/8.)
10/16 Competitor Analysis
10/23 Competitor Analysis/Segmentation
10/30 Targeting and Positioning
11/6 Marketing Research/Marketing Communication Strategies
11/13 Midterm
11/20 Marketing Communication Strategies
11/27 Advertising and Sales Promotion Strategies
12/4 Pricing
12/11 Product, Service and Branding Strategies
12/18 Distribution and Retailing Strategy
12/25 Project Presentations (Written reports are due on 12/21.)
1/1 No Class
1/8 New Product Strategy
1/15 Final
Lecture notes for the first few weeks and some supplemental notes will be available on Ceiba. |
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課程目標 |
The objectives of the course are to introduce you to marketing concepts, and strategies and to familiarize you with the elements of marketing mix. Moreover, through the discussion of cases included in the text, we hope to sharpen your skills for critical analytical thinking and effective communication. The applications of game theory in marketing strategies might be freely introduced in the course. |
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課程要求 |
Group Case Write-Up: Three cases (see the class schedule below) in the text will be discussed in class. You will form groups of six to seven members to analyze cases. All members in each group need to discuss and analyze those cases in advance. There will be within-group peer evaluation for all group assignments (cases and final project); we may adjust members’ scores on group assignments based on the evaluation. Group case-write-ups and power point files for the cases are due at 5pm of Wednesday of the corresponding weeks in which the respective cases will be discussed. Also, one group will be randomly chosen to present their analysis in class (in less than 6-10 minutes, depending on the number of v-group chosen). One or two volunteer groups will be selected to present their analyses in class. The credits given to the volunteer group will depend on the quality of the presentation. All groups also have to upload its power point files (For groups which do not volunteer, only three slides need be prepared). Late reports will not be accepted. The length of the group case-write-ups cannot exceed 10 pages.
Final Project: In order to apply what you have learned in the course to real marketing issues, each group has to conduct some marketing analysis for its chosen target company in Taiwan. Some preliminary thoughts about your final projects are due on Oct. 8, 2020.The written reports will be due and uploaded before 5pm on Dec. 21, 2020. Each group should be prepared to present its analytical results in class one week before the final. More will be discussed in the process of the course. |
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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 |
待補 |
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參考書目 |
Principles of Marketing by Philip Kotler and Gary Armstrong, the 17th global
edition, Pearson Prentice Hall, 2018, 高立圖書。 |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Midterm Exam |
25% |
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2. |
Final Exam |
25% |
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3. |
Group case write-ups and final project |
50% |
It includes individual participation. |
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週次 |
日期 |
單元主題 |
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第1週 |
09/18 |
Introduction
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第2週 |
09/25 |
New Economy |
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第3週 |
09/26* |
Company and Marketing Strategy
(Make up the 10/2 class) |
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第4週 |
10/09 |
No Class
(Preliminary thoughts about your final projects are due on 10/7.) |
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第5週 |
10/16 |
Marketing Environment
(Case 1) |
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第6週 |
10/23 |
Customer Analysis |
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第7週 |
10/30 |
Competitive Analysis
(Case 2) |
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第8週 |
11/06 |
Game Theory and Competitive Strategy |
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第9週 |
11/13 |
Midterm |
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第10週 |
11/20 |
No Class （based on School calendar)
(i) Segmentation, Targeting, Positioning
(ii)Communication Strategy
(ntu cool, remote teaching and learning)
(iii)Marketing Research (self-study) |
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第11週 |
11/27 |
Communication Strategy
Advertising and sales Promotion Strategy |
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第12週 |
12/04 |
Marketing Research
(Case 3) |
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第13週 |
12/11 |
Product, Service and Branding Strategies |
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第14週 |
12/18 |
Pricing
Distribution and Retailing Strategy |
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第15週 |
12/25 |
Project Presentations
(Written reports are due on 12/21.) |
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第16週 |
2021/01/01 |
No Class |
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第17週 |
2021/01/08 |
Pricing Strategy
Distribution Strategy |
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第18週 |
2021/01/15 |
Final |
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