課程名稱 |
行銷管理 MARKETING MANAGEMENT |
開課學期 |
97-2 |
授課對象 |
國際企業學系 |
授課教師 |
謝明慧 |
課號 |
IB2008 |
課程識別碼 |
704 20600 |
班次 |
01 |
學分 |
3 |
全/半年 |
半年 |
必/選修 |
必修 |
上課時間 |
星期四6,7,8(13:20~16:20) |
上課地點 |
管二104 |
備註 |
限本系所學生(含輔系、雙修生) 總人數上限:70人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/972marketing01 |
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 |
This course is designed to provide an informed appreciation of marketing as an academic subject as well as an increasingly important management practice. Linked to this attempt are the three following aims: i) To provide students with fundamental knowledge of marketing concepts and the marketing process, and its role in relation to company strategy. ii) To understand the marketplace and consumers by examine the characteristics of volatile marketing environment and exploring customer buying behavior. iii) To focus on the planning and implementation of a marketing strategy and marketing mix. In additions, extending marketing issues including e-commerce, global marketing and marketing ethics will also be covered. |
課程目標 |
The objective of this course is to expose you to the marketing discipline from a conceptual, analytical and pragmatic perspective. As such, the course will be conducted using a combination of course lectures and in-class discussions over case studies. While the lecturer introduces marketing disciplines and its latest development, the cases offer all participants an opportunity to demonstrate their abilities in capitalizing on what has been learned from this course.
All students are encouraged to contribute to the discussions such that everyone can participate the discussion and benefit from the pool of valuable, personal resources. To stimulate maximum responses from the audience, ALL students must complete the reading assignment by the date noted on the class schedule.
The lecture note, cases as well as other supplement materials will be uploaded to the website a week before the class. Students are able to access to those materials by logging into ftp://ftp.ib.ntu.edu.tw (or ftp://140.112.109.135:2046) (ID: MM972 and PW: 279MM).
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課程要求 |
A. Assignments: Case Discussion Summary and Short Assay (1-2 pages of discussion summary): 20%
Students are expected to work in groups of Six to Eight for discussing questions assigned prior to attending to the class. Working as a group, students should offer insight in relation to these questions. The lecturer will evaluate groups’ performance based on the quality of content, organization and clarity of the submitted written report.
B. Midterm and Final exam: 40%
Midterm and Final will consist of multiple choice questions and assays.
C. Mini Project: 30%
Each group is responsible for submitting a term paper of the mini project. By week 7, each group should choose a firm or brand as the research target. Group members should then constantly observe and research the development of the firm/brand under investigation. As a general guideline, the paper should focus on 1) the description of the marketing strategies and tactics adopted by the firm/brand (e.g., STP strategies or marketing mix) adopted by the chosen brand/firm, and 2) the explanation of the adoption of particular strategy/tactic by exploring the underlying factors (i.e., macro or micro environment) that could affect the decision. The topics suitable for your mini-project will be discussed in due time.
D. Class Participation: 10%
Throughout the semester, students will be evaluated based on (1) attendance in case discussion; (2) preparation for case studies/papers; and (3) contributions to the discussions.
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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 |
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參考書目 |
Gary Armstrong and Philip Kotler: “Marketing: An Introduction,” ninth
edition, Person Edition, 2008. (華泰文化代理) |
評量方式 (僅供參考) |
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週次 |
日期 |
單元主題 |
第1週 |
02/19 |
Introduction; reviewing the syllabus |
第2週 |
02/26 |
Managing Profitable Customer Relationships |
第3週 |
03/12 |
The Marketing Environment |
第4週 |
03/19 |
Managing Marketing Information |
第5週 |
03/26 |
Consumer ns Business Buyer Behavior |
第6週 |
03/26 |
Consumer and Business Buyer Behavior |
第7週 |
2009/04/02 |
No class |
第7週 |
09/04/02 |
No class |
第8週 |
2009/04/09 |
STP:STP: Building the right relationships with the right customers (chapter 6) |
第8週 |
09/04/09 |
STP:STP: Building the right relationships with the right customers (chapter 6) |
第9週 |
09/04/23 |
Mid-term |
第10週 |
09/05/03 |
New Product Development and PLC Strategies |
第10週 |
09/04/30 |
Product, Service and Branding Strategy |
第11週 |
09/04/30 |
New Product development and PLC Strategies |
第12週 |
09/0507 |
Price Considerations and Strategies |
第13週 |
09/05/21 |
Marketing Channel and Supply Chain Management |
第16週 |
2009/06/04 |
IMC |
第17週 |
2009/06/11 |
Integrated Marketing Communications |
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