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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 |
林俊昇 |
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課號 |
IB2008 |
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課程識別碼 |
704 20600 |
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班次 |
02 |
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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 |
星期三7,8,9(14:20~17:20) |
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上課地點 |
管一103 |
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備註 |
管一103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/1042IB2008_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 |
National Taiwan University
Department International Business
Spring 2016
Marketing Management
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課程目標 |
The purpose of this course is to (1) provide students an understanding of the role and importance of marketing in a firm as a managerial challenge; (2) familiarize students with marketing related knowledge from conceptual, theoretical, practical and analytical perspectives; (3) help students developing skills required in organizing effective marketing strategies and activities; (4) enable students to improve the ability of working out problems, cases and projects as a team; and (5) prepare students to be
future managers in different fields with great marketing sense and knowledge.
Brand marketing will be particularly emphasized in this course. Lectures, class participation, case discussions, assigned reading discussion and final group project are designed to help students LEARN as more as possible in FUN and INTERESTING ways. |
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課程要求 |
Tentative Course Topics Covered
(Subject to change according to student performance and needs)
Class handouts will be uploaded to CEIBA prior to each session.
1. Course Introduction
2. Understanding Marketing Management: The Role, Importance and Scope of Marketing in Current Business World (Chapter 1)
3. Developing Marketing Strategies (Chapter 2)
Term Project Starts: Brand Evaluation and Repositioning (Guidelines to be announced)
Group Exercise: Brand Mission and SWOT Analyses
4. Scanning the Marketing Environments and Conducting Marketing Research (Chapter 3-4)
Group Exercise: Marketing Research Practice
5. Harvard Case Discussion (1) : Louis Vuitton in India
6. Creating Customer Value, Satisfaction and Loyalty (Chapter 5)
Group Exercise: Assessing Customer Value
7. Analyzing Customer Behavior (Chapter 6-7)
Case Overview: Got Milk?
8. Segmentation, Targeting and Positioning (Chapter 8)
Industry Overview: STP Examples
9. Midterm Exam (Date to be announced)
10. Building Strong Brands (1): Building Brand Equity (Chapter 9-10)
Discussion of Successful Brands
Group Exercise: Defining Brand Personality
11. Building Strong Brands (2): Crafting the Brand Positioning (Chapter 9-10)
12. Building Strong Brands (3): Brand Strategies and Design/Aesthetics (Chapter 9, 10, 12)
Group Exercise: Finding Good Design
13. Harvard Case Discussion (2) : Design Thinking and Innovation at Apple
14. Shaping Marketing Offers: Services and Products (Chapter 12-13)
15. Developing Pricing Strategies (Chapter 14)
Case Overview: IKEA, Hermes and TWG’s Pricing Strategy
16. Designing and Managing Marketing Channels and Retailing (Chapter 15-16)
Case Overview: Nespresso
17. Designing and Managing Marketing Communications: Advertising, Promotion, Public Relations, Event Marketing and Product Placement (Chapter 17-18) & Conclusion: Determinants of Marketing Success
Great Advertising Review
18. Harvard Case Discussion (3) : The Failure of TiVo (Optional)
19. Group Term Project Presentation
20. Final Exam |
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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 |
HBR Cases: To be distributed in class.
Readings: To be distributed in class or uploaded to CEIBA. |
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參考書目 |
Textbook: Kotler et al., Marketing Management: An Asian Perspective
(Sixth Edition) |
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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. |
Class Attendance and Participation (Required) |
10% |
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2. |
Group Exercises and Case Discussions |
20% |
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3. |
Exams |
45% |
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4. |
Group Term Project |
25% |
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