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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
99-2 |
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授課對象 |
國際企業學系 |
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授課教師 |
任立中 |
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課號 |
IB2008 |
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課程識別碼 |
704 20600 |
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班次 |
01 |
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學分 |
3 |
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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 |
星期一2,3,4(9:10~12:10) |
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上課地點 |
管二104 |
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備註 |
限學士班二年級以上 且 限本系所學生(含輔系、雙修生)
總人數上限：140人
外系人數限制：30人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/992ib_marketing_jen |
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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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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.
Like other IB courses, 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 manager faces 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.
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課程目標 |
The objectives of this course 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.
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課程要求 |
Grading Policy:
The grade will be based on two exams (25% *2) and one titanic term paper of which is composed of a series of homework assignments (20%+30%, 20 points for the weekly reports and 30 points for the final report). The exams will be designed to measure how well the students have absorbed the text, assigned readings, and lecture material. Every each one of you is required to hand in a term paper on marketing filed. Late reports (including weekly and final) will NOT be accepted. Performance of class participation will be considered as extra points (10% maximum) and to be added to the final grade.
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預期每週課後學習時數 |
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Office Hours |
每週一 14:00~16:00
每週二 10:00~18:00 |
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指定閱讀 |
Textbook
1. 任立中(2010)，行銷源典，前程文化。
2. Pride, William M. and O. C. Ferrell (2011), Foundations of Marketing, 4th edition. (雙葉書廊)
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參考書目 |
Reference Books
1. Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Harvard Business School Press, Boston, Massachusetts.
2. Lilien, Gary L. and Arvind Rangaswamy (2003), Marketing Engineering: Computer- Assisted Marketing Analysis and Planning, Pearson Education, NJ.
3. Koch, Richard (1998), The 80/20 Principle: The Secret of Achieving More with Less, Doubleday, New York, NY.
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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. |
Weekly report |
20% |
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4. |
Term Paper |
30% |
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週次 |
日期 |
單元主題 |
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第1週 |
2/21 |
Lecture:
1. Introduction to Course Philosophy, Structure, and Policy
2. The Heterogeneous and Dynamic in Consumer Behavior
3. Four Schools of Marketing Discipline
Assignments:
1. Decide a topic (a brand/product/service/industry) for the term paper.
2. Preview Chapter 1. Customer-Driven Strategic Marketing.
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第2週 |
2/28 |
228和平紀念日(放假一天) |
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第3週 |
3/07 |
Lecture: 1. Satisfy Consumer Needs – Reactive Marketing Paradigm
2. Shape Consumer Needs – Proactive Marketing Paradigm
Assignments: 1. Apply Reactive and Proactive Marketing thoughts to your project. (Section 1 and 2 of Term Paper)
2. Preview Chapter 3. The Marketing Environment, Social Responsibility, and Ethics.
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第4週 |
3/14 |
Lecture: 1. Individualize Consumer Needs – Interactive Marketing Paradigm
2. Extend Consumer Needs – Chain-Reactive Marketing Paradigm
Assignments: 1. Discuss how to implement the concepts of Interactive and Chain-reaction Marketing theory to your project. (Section 3 and 4)
2. Preview Chapter 2 Planning Marketing Strategies
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第5週 |
3/21 |
Lecture: Marketing Planning and Its Environments
Assignments: 1. Conduct an analysis of BCG portfolio model for your project. (Sec. 5)
2. Preview Chapter 6 Consumer Buying Behavior
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第6週 |
3/28 |
Lecture: Consumer Buying Behavior and Decision Making (I)
Assignments: 1. Major market/consumer trends. (Sec. 6)
2. The Roles in Group Decision. (Sec. 7)
3. Cut out two recent advertising: one full-page color as from a magazine and one large display from a newspaper. Indicate which involvement segments (High vs. Low) are being targeted to in each case. Prepare for class discussion.
4. Preview Chapter 7 Business Markets and Buying Behavior.
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第7週 |
4/04 |
溫書假(停課一天) |
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第8週 |
4/11 |
Lecture: 1. Consumer Buying Behavior and Decision Making (II)
2. Business-to-Business Marketing and Customer Value
Discussion: Panel discussion: High/Low involvement ads.
Assignments: 1. Make a High or Low Involvement Strategy analysis, including yours and competitors. (Sec. 8)
2. Illustrate how consumer makes purchase decision about your product. Be prepared to discuss how the answers you put in each of five stages process would affect the marketing mix. (Sec. 9)
3. Preview Chapter 5. Target Markets: Segmentation and Evaluation..
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第9週 |
4/18 |
Midterm Exam (25%) |
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第10週 |
4/25 |
Lecture:Market Segmentation and Product PositioningAssignments:1.List the types of current and potential segmenting dimensions and explain which you would try to target first in your project. (Sec. 10)2.Use Intuitive (Non-quantitative) Method to construct the perceptual map for developing positioning strategy. (Sec. 11)3.Preview Chapter 4. Marketing Research and Information System. |
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第11週 |
5/02 |
Lecture: Decision Support System and Marketing Research
Assignments: 1. In your own words, describe how a marketing decision support system might help your project company and explain why such a system can add to the value of a marketing planning process. (Sec. 12)
2. Preview Chapter 9 Product, Branding, and Packaging Concepts..
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第12週 |
5/09 |
Lecture: Product Strategy (I) – Product category, Product Life Cycle
Assignments: 1. What type of “product” your company and competitors are offering? From the differentiation strategy perspective, how would you define your product category in the future? (Sec. 13)
2. What are some characteristics of a new product that will help it to move through the early stages of the product life cycle more quickly? Briefly discuss each characteristic, illustrating with the product of your project. (Sec.14)
3. Preview Chapter 10. Developing and Managing Goods and Services.
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第13週 |
5/16 |
Lecture: Product Strategy (II) – New Product Development Strategy
Assignments: 1. Explain the importance of an organized new-product development process and illustrate how it might be used for your project company. (Sec. 15)
2. Apply the exactly same format of Conjoint Analysis as shown in the class to design a new product that maximizes the consumer’s preference. (Sec. 16)
3. Preview Chapter 11. Pricing Fundamentals.
4. Preview Chapter 12. Pricing Management.
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第14週 |
5/23 |
Lecture: 1. Pricing Strategy
2. Strategic Database Marketing
Assignments: 1. Design the price structure and price schedule for your project. (Sec. 17)
2. Preview Chapter 13. Marketing Channels and Supply Chain Management.
3. Preview Chapter 14. Retailing, Direct Marketing and Wholesaling.
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第15週 |
5/30 |
Lecture: Distribution and Channel Strategy
Assignments: 1. Setup a “Customer Relationship Management (CRM)” system for your project company. (Sec. 17)
2. Discuss and suggest the best channel structure for your project company and how your marketing executive monitors channel members’ performance. (Sec. 18)
3. Preview Chapter 15. Integrated Marketing Communications.
4. Preview Chapter 16. Advertising and Public Relations.
5. Preview Chapter 17. Personal Selling and Sales Promotion.
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第16週 |
6/06 |
端午節(放假一天) |
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第17週 |
6/13 |
Lecture: Integrated Marketing Communications: Advertising & Promotions
Assignments: 1. Write up an ad and sales promotion action plan to carry out the strategies you did in the previous sections. (Sec. 20)
2. Conclude all your analysis in one page of “Executive Summary”.
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第18週 |
6/20 |
Final Exam (25%) |
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