課程資訊
課程名稱
行銷管理
Marketing Management 
開課學期
109-2 
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
3.0 
全/半年
半年 
必/選修
必修 
上課時間
星期三2,3,4(9:10~12:10) 
上課地點
管一103 
備註
欲加選者,務必於第一週上課至課堂領取授權碼。
限學士班二年級以上
總人數上限:80人
外系人數限制:30人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1092IB2008_01 
課程簡介影片
 
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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. 

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. 
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. 
預期每週課後學習時數
 
Office Hours
 
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. 
指定閱讀
待補 
評量方式
(僅供參考)
   
課程進度
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日期
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