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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
106-1 |
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授課對象 |
科技管理組 |
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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 |
02 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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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 |
管一103 |
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備註 |
本課程中文授課,使用英文教科書。電機系同學限5名，發放授權碼。
限本系所學生(含輔系、雙修生)
總人數上限：50人 |
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課程網頁 |
/1061BA3001_02 |
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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 |
xhttp://exp.management.ntu.edu.tw/BA/course/bacourse 大學部
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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 |
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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 by Philip Kotler and Gary Armstrong, the sixteenth global edition, Pearson Prentice Hall, 2016, 高立圖書。 |
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參考書目 |
待補 |
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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 |
30% |
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2. |
Final Exam |
30% |
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3. |
Class Participation, Group case write-ups and projects |
40% |
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週次 |
日期 |
單元主題 |
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第1週 |
9/15 |
Syllabus (final version 10/3) |
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第2週 |
9/22 |
New Economy, Marketing Environment |
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第3週 |
9/29 |
Company and Marketing Strategy |
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第4週 |
10/06 |
Customer Analysis |
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第5週 |
10/13 |
Competitor Analysis
Samples of proposals for final projects
Discussion Questions for Netflix |
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第6週 |
10/20 |
Segmentation, Targeting and Positioning
(Preliminary thoughts about your final projects are extended to 10/26.) |
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第7週 |
10/27 |
Marketing Research
(Revised Game Theory and Competitive Strategies)
Discussion Questions and Data for Dove) |
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第8週 |
11/03 |
Marketing Communication Strategies |
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第9週 |
11/10 |
Midterm |
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第10週 |
11/17 |
Advertising and Sales Promotion Strategies |
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第11週 |
11/24 |
Advertising
Segmentation, Targeting, Positioning |
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第12週 |
12/01 |
Segmentation, Targeting, Positioning Strategy
Marketing Research |
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第13週 |
12/08 |
Marketing Research
Pricing strategy |
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第14週 |
12/15 |
Pricing Strategy |
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第15週 |
12/22 |
Product and Branding Strategy |
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第16週 |
12/29 |
Distribution Strategy |
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第17週 |
1/05 |
Project Presentations
(Written reports are due on Jan. 1.) |
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第18週 |
1/12 |
Final |
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