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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
104-2 |
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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 |
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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 |
星期二7,8,9(14:20~17:20) |
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上課地點 |
管一104 |
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備註 |
管一104教室。
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/1042IB2016_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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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 |
每週二 10:00~12:00 備註： Office: R913, Building II, College of Management 但請事前預約！ |
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指定閱讀 |
Core textbook:
Kolter and Keller, 2016. Marketing Management, 15th edition, Person. 華泰書局代理
Supplement Material:
Marketing: Armstrong and Kotler , 2015, Marketing: An introduction, 12th edition, Person. 華泰書局代理
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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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No. |
項目 |
百分比 |
說明 |
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1. |
Case Study Written Report (A 1-2 page report) |
25% |
Students will be evaluated at both group and individual level. At the group level, the lecturer will evaluate groups’ performance based on the submitted written report’s quality of content, organization and clarity. At the individual level, each member will peer-assess other group members’ performance based on his/her (1) attendance in case/paper discussion; (2) preparation for case studies; and (3) contributions to the discussions. |
2. |
Term Paper (A 20-pages written report and oral presentation) |
25% |
Again, working with group members, students will be responsible for submitting a group term paper and making a 20-minute group presentation to the class on week 17. Any work submitted after week 18 will receive zero marks. By week 3, each group should confirm the research subject, either a corporate or a product brand. Students should constantly observe and research the development of the brand under investigation. The paper should focus on 1) the description of the observable marketing strategies and tactics (e.g., specific STP strategies or marketing mix) adopted by the chosen brand, and 2) the explanation of the undertaken initiatives by exploring the underlying factors (e.g., adapting to environmental changes, responding to competitor’s move) that might affect the decision. |
3. |
Mid term and Final exam (20% each) |
40% |
Final will consist of a set of multiple choice questions and assays. |
4. |
Class Participation |
10% |
Throughout the semester, students will be evaluated based on their 1) attendance in case discussion; (2) contributions to the discussions and (3) interaction with other students. |
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週次 |
日期 |
單元主題 |
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第1週 |
2/23 |
Introduction: reviewing the syllabus
Assignment: Preview Chapters 1, 2 |
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第2週 |
3/01 |
Lecture: Undestanding Marketing Management
Defining Marketing for the new realities (chapter 1)
Assignment:
企業社會責任(CSR)- Mission Statement - Warby Parker's Model |
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第3週 |
3/08 |
Lecture: Undestanding Marketing Management
developing marketing strategies and plans (chapter 2)
Assignment:
Visit "www.youarewhatyoulike.com" → Social media - Marketing |
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第4週 |
3/15 |
Lecture: Capturing marketing Insight
Gathering Information and Scanning the Environment (chapter 3);
Assignment:
Aging population 帶來的問題→研究方法與實作 |
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第5週 |
3/22 |
Lecture: Capturing marketing Insight
Conducting Marketing Research and Forecasting Demand (Chapter 4)
Assignment:
1) Case: StickK.com (HBS)
2) Preview Chapter 6 |
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第6週 |
3/29 |
Lecture: Connecting with customers
Analyzing consumer markets (Chapter 6)
Assignment:
1) Review Chapter 1, 2, 3, 4, & 6
2) 10 Questions from these chapters |
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第7週 |
4/05 |
Break (清明節) |
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第8週 |
4/12 |
Lecture: Building Strong brands
Identifying market segments and targets (chapter 9)
Assignment:
1) Case: Franz
2) Preview Chapter 10 |
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第9週 |
4/19 |
Lecture: Building Strong brands
Crafting the brand positioning (chapter 10)
Assignment:
1) Website: Interbrand
2) Preview Chapter 11 |
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第10週 |
4/26 |
Lecture: Building Strong brands
Creating brand equity (chapter 11)
Assignment:
1) 新產品開發的STP
2) Preview Chapter 15 |
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第11週 |
5/03 |
Lecture: Creating value
Introducing new marketing offerings (chapter 15)
Assignment:
1) Case: 「抓緊商機就對了？」HBR, July 2012.
2) Preview Chapters 13, 14 |
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第12週 |
5/10 |
Lecture: Creating value
Setting product strategy (chapter 13)
Assignment:
1) 繳交期末報告大綱
2) dynamic pricing的舉例說明
3) Preview Chapter 16 |
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第13週 |
5/17 |
Lecture: Creating value
Designing and managing service (chapter 14);
Developing pricing strategies and programs (chapter 16)
Assignment:
1) 王浩、謝明慧 (2013)「攜程旅遊網」
2) Preview Chapter 17 |
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第14週 |
5/24 |
Lecture: Delivering value
Designing and managing integrated marketing channels (Chapter 17)
Assignment:
1) Walmart - 「展示間」（Showrooming）
2) Preview Chapters 18 |
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第15週 |
5/31 |
Lecture: Delivering value
Managing retailing, wholesaling and logistics (chapter 18)
Assignment:
1) 「團購網是萬靈丹嗎? 」HBR , May 2012
2) Preview Chapters 19,20 |
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第16週 |
6/07 |
Lecture: Communicating value
Designing and managing integrated marketing communications (chapter 19);
Managing mass communications: advertising, sales promotions, events and experiences, and public relations (chapter 20)
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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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