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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
105-2 |
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授課對象 |
國際企業學系 |
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授課教師 |
謝明慧 |
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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 |
3.0 |
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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 |
星期三2,3,4(9:10~12:10) |
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上課地點 |
管一101 |
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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：70人
外系人數限制：10人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1052IB2008_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 |
This course is designed to provide an informed appreciation of marketing as an academic subject as well as an 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. |
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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 |
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 |
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指定閱讀 |
待補 |
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參考書目 |
Reference Books:
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.
Lilien, Gary L. and Arvind Rangaswamy (2003), Marketing Engineering: Computer- Assisted Marketing Analysis and Planning, Pearson Education, NJ.
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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週次 |
日期 |
單元主題 |
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第1週 |
2/22 |
Introduction: reviewing the syllabus
Assignment:
Decide a subject (a product, service, platform, people, place, nation….) for your term paper.
Team up and choose a special social issue to be tackled (請見課綱第四頁)
Preview chapter 1 (Online and Offline) and bring your own question to be discussed.
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第2週 |
3/01 |
Lecture: Undestanding Marketing Management
Defining Marketing for the new realities (chapter 1); developing marketing strategies and plans (chapter 2)
Assignment:
「第一戰成功，第二戰疑惑？」HBR, April 2013
Company Case: 14 Pinterest (p 578, Appendix I, Marketing: An introduction)
Company case: 16 Warby Parker (p 580, Appendix I, Marketing: An introduction)
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第3週 |
3/08 |
Lecture: Capturing marketing Insight
Gathering Information and Scanning the Environment (chapter 3); Conducting Marketing Research and Forecasting Demand (Chapter 4)
Assignment:
Fictitious Case:「領導無力可回天?」 HBR, July 2008.
Minicase: You are what you like (P155, Marketing: An introduction)
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第4週 |
3/15 |
Lecture: Connecting with customers
Creating long term loyalty relationship (Chapter 5)
Assignment:
Exercise: Who are Millennials, and why are they of so much interest to marketers (p121, Marketing: An introduction)
Case company 6: Dove: Building customer relationships everywhere, one gender at a time (P561, Appendix I)
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第5週 |
3/22 |
Lecture: Connecting with customers
Analyzing consumer markets (Chapter 6)
Assignment:
Case: StickK.com (HBS)
Minicase: Transforming education in the Arab world (p193)
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第6週 |
3/29 |
Lecture: Building Strong brands
Identifying market segments and targets (chapter 9); Crafting the brand positioning (chapter 10)
1. 「切換共享經濟模式」HBR, July 2013
2. Company case: 7 Zipcar :” It’s not about cars, its about urban life”(P563, Appendex I)
3. 黃秀英、謝明慧(2012)「法藍瓷—東西融合行銷」。
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第7週 |
4/05 |
Break |
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第8週 |
4/12 |
Lecture: Building Strong brands
Creating brand equity (chapter 11)
Assignment:
1. Case: Swiss Army (HBS)
2. 張芷瑋、謝明慧 (2012)「菲利浦—品牌重建工程」。
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第9週 |
4/19 |
Mid-term |
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第10週 |
4/26 |
Lecture: Creating value
Setting product strategy (chapter 13); Designing and managing service (chapter 14)
Assignment:
1. 「抓緊商機就對了？」HBR, July 2012.
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第11週 |
5/03 |
Lecture: Creating value
Developing pricing strategies and programs (chapter 16)
Assignment:
Case: Uber (HBS)
Minicase: Hot Lane (p327)
Exercise: 9-6 (p327)
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第12週 |
5/10 |
Lecture: Creating value
Introducing new marketing offerings (chapter 15)
Assignment:
Company case 8: Google: New product innovation at the speed of loght (P565, Appendix I)
1. HBR 「使命的底線」October 2011
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第13週 |
5/17 |
Lecture: Delivering value
Designing and managing integrated marketing channels (Chapter 17)
Assignment:
1. 黃怡婷、謝明慧， 「龍巖人本—market entry in China」。
2. Exercise: 10-7, p360 (opportunity for franchise)
3. 攜程旅遊網。
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第14週 |
5/24 |
Lecture: Delivering value
Managing retailing, wholesaling and logistics (chapter 18)
Assignment:
「搶回網購買家大作戰? 」HBR , Sept 2015
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第15週 |
5/31 |
Lecture: Communication value
Designing and managing integrated marketing communications (chapter 19); Managing mass communications: advertising, sales promotions, events and experiences, and public relations (chapter 20)
Assignment:
1. 「團購網是萬靈丹嗎? 」HBR , May 2012
2. Case: Dove (HBS)
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第16週 |
6/07 |
Lecture: Communicating value
Managing digital communications: online, social media, and mobile (Chapter 21); Managing personal communications: direct and database marketing and personal selling (chapter 22)
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第17週 |
6/14 |
Group Presentation |
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第18週 |
6/21 |
Final exam |
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