課程資訊
課程名稱
 行銷管理
Marketing Management 
開課學期
 110-1 
授課對象
 企業管理組  
授課教師
 周善瑜 
課號
 BA3001 
課程識別碼
 701 30200 
班次
 01 
學分
 3.0 
全/半年
 半年 
必/選修
 必帶 
上課時間
 星期五7,8,9(14:20~17:20) 
上課地點
 管二206 
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 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1101BA3001_01 
課程簡介影片
 
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課程概述

Class Schedule
09/24 Introduction
10/01 New Economy
10/08 Company and Marketing Strategy & Marketing Environment
10/15 Customer Analysis
10/22 Competitor Analysis
10/29 Segmentation and Targeting
11/05 Positioning & Marketing Research
11/12 Midterm
11/19 Marketing Research
11/26 Marketing Communication Strategies
12/03 Advertising and Sales Promotion Strategies
12/10 Pricing
12/17 Product, Service and Branding Strategies
12/24 Project Presentation
01/07 Final
01/15 Distribution and Retailing Strategy
01/22 New Product Strategy

Lecture notes for only the first few weeks and some supplemental notes will be available on Ceiba. 

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. 
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 (in 8-15 minutes). 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. Depending on new developments of coronavirus, I might rely on remote teaching to complement classroom teaching and case discussions.

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. 13, 2021 (Wed.). The written reports will be due and uploaded before 5pm on Dec. 21, 2021 (Tue.). 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. 
預期每週課後學習時數
  
Office Hours
 另約時間 備註： Office: 1113 (Building #2) 
指定閱讀
  
參考書目
 Principles of Marketing by Philip Kotler and Gary Armstrong, the 18th global edition, Pearson Prentice
Hall, 2018, 高立圖書。 
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Midterm 
30% 
  
2. 
 Final Exam 
30% 
  
3. 
 Group case write-ups and projects 
40% 
 It includes individual participation scores. 
 
課程進度
週次
日期
單元主題
第1週
 09/24  Introduction 
第2週
 10/01  New Economy 
第3週
 10/08  Company and Marketing Strategy  
第4週
 10/15  Environmental Analysis 
第5週
 10/22  Case 1
Customer Analysis 
第6週
 10/29  Customer Analysis
Game Theory and Competitive Strategies 
第7週
 11/05  Case 2
Competitive Analysis 
第8週
 11/12  Midterm 
第9週
 11/19  Segmentation, Targeting, Positioning
Marketing Research 
第10週
 11/26  Marketing Communication Strategies
Advertising and Sales Promotion Strategies 
第11週
 12/03  Product, Service and Branding Strategies  
第12週
 12/10  Pricing (Case: 3) 
第13週
 12/17  Distribution and Retailing Strategy 
第14週
 12/24  New Product Strategy 
第15週
 12/31  No Class 
第16週
 2022/01/07  Final 
第17週
 2022/01/15  Project Presentation 
第18週
 2022/01/22  Other marketing Issues