課程資訊
課程名稱
 行銷管理研討二
Seminar on Marketing Management (Ⅱ) 
開課學期
 100-1 
授課對象
 管理學院  國際企業學研究所  
授課教師
 任立中 
課號
 IB8024 
課程識別碼
 724 D4040 
班次
  
學分
 3 
全/半年
 半年 
必/選修
 必修 
上課時間
 星期五6,7,8(13:20~16:20) 
上課地點
  
備註
 上課地點：管理學院一號館814室。
限博士班
總人數上限：10人 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1001IB8024 
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課程概述

行銷管理研討二 

課程目標
  
課程要求
  
預期每週課後學習時數
  
Office Hours
  
指定閱讀
  
參考書目
 Text:

1. Rossi, Peter E., Greg M. Allenby, and Rob McCulloch (2005), Bayesian
Statistics and Marketing, John Wiley and Sons, New York, NY.

2. Leeflang, Peter S.H., Dick R. Wittink, Michel Wedel, and Philippe A. Naert
(2000), Building Models for Marketing Decisions, Lower Academic Publishers,
Norwell, MA.

3. Gary L Lilien, Philip Kotler, and K Sridhar Moorthy (1992), Marketing Models,
Prentice Hall, NY.

4. Robert C. Blattberg and Scott A. Neslin (1990), Sales Promotion: Concepts,
Methods, and Strategies, Prentice Hall, NY.

Articles from:

Journal of Marketing Research

Marketing Science

Management Science

Other journals
 
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Term Paper (due on December 30) 
45% 
  
2. 
 Written reviews and contribution to class discussion 
40% 
  
3. 
 Midterm Exam 
15% 
  
 
課程進度
週次
日期
單元主題
第1週
 9/16  Overview - Written and oral assignments 
第2週
 9/23  Marketing Theory and Planning</br>
(1) Pravin Nath and Vijay Mahajan (1997), “Chief Marketing Officers: A Study of Their Presence in Firms' Top Management Teams,” Journal of Academy of Marketing Science, 25 (2), 162-167.</br>
(2) Matsuno, Ken, John T. Mentzerb and Joseph O. Rentz (2005), “A Conceptual and Empirical Comparison of Three Market Orientation Scales,” Journal of Business Research, 58 (1), 1-8. 
第3週
 9/30  Generation and Use of Market Intelligence</br>
(3) Guadagni and Little (1983), “A Logit Model of Brand Choice Calibrated on Scanner Data,” Marketing Science, 2 (3), 203-38.</br>
(4) Elaine K.F. Leong, Michael T. Ewing, Leyland F. Pitt, (2004) "Analysing Competitors' Online Persuasive Themes with Text Mining," Marketing Intelligence & Planning, 22 (2), 187 – 200. 
第4週
 10/07  Analyzing Consumer</br>
(5) Okada, Erica Mina (2005), “Justification Effects on Consumer Choice of Hedonic and Utilitarian goods,” Journal of Marketing Research, 42 (February), 43-53.</br>
(6) Ahluwalia, Rohini, Robert E. Burnkrant and H. Rao Unnava (2000), “Consumer Response to Negative Publicity: The Moderating Role of Commitment,” Journal of Marketing Research, 37 (May), 203-214. 
第5週
 10/14  Analyzing Customers</br>
(7) W&#252;bben, Markus and Florian V. Wangenheim (2008), “Instant Customer Base Analysis: Managerial Heuristics Often &#8222;Get It Right&#8223;,” Journal of Marketing, 72 (May), 82–93.</br>
(8) Jen, Lichung, Chien-Heng Chou, and Greg M. Allenby (2009), “The Importance of Modeling Temporal Dependence of Timing and Quantity in Direct Marketing,” Journal of Marketing Research, 46 (4), 482-493.</br> 
第6週
 10/21  Analyzing the Competition</br>
(9) Shankar, Venkatesh, Gregory S. Carpenter, and Lakshman Krishnamurthi (1998), “Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers,” Journal of Marketing Research, 35 (1), 54-70.</br>
(10) Soberman, David and Hubert Gatignon (2005), “Research Issues at the Boundary of Competitive Dynamics and Market Evolution,” Marketing Science, 24 (1), 165-174.</br> 
第7週
 10/28  Positioning Strategy</br>
(11) Fonseca, Jaime R. S. and Margarida G. M. S. Cardoso (2007), “Supermarket Customers Segments Stability,” Journal of Targeting, Measurement and Analysis for Marketing, 15, 210–221.</br>
(12) Bolton, Ruth N. and Matthew B. Myers (2003), “Price-Based Global Market Segmentation for Services,” Journal of Marketing, 67(3), 108-128. 
第8週
 11/04  Midterm Review 
第9週
 11/11  Midterm Exam 
第10週
 11/18  Managing Product Life Cycle</br>
(13) Talukdar, Debabrata, K. Sudhir, and Andrew Ainslie (2002), “Investigating New Product Diffusion across Products and Countries,” Marketing Science, 21 (1), 97-114.</br>
(14) Liu, Yong (2006), "Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue," Journal of Marketing, 70 (3), 74-89.</br> 
第11週
 11/25  Managing New Product Development</br>
(15) Allenby, Greg M. and James L. Ginter (1995), “Using Extremes to Design Products and Segment Markets,” Journal of Marketing Research, 32 (November), 392-403.</br>
(16) Fay, Scott and Jinhong Xie (2008), “Probabilistic Goods: A Creative Way of Selling Products and Services,” Marketing Science, 27 (July-August), 674 - 690.</br> 
第12週
 12/02  Managing Services</br>
(17) Meuter, Matthew L., Amy L. Ostrom, Robert I. Roundtree, and Mary Jo Bitner (2000), “Self-Service Technologies: Understanding Customer Satisfaction with Technology-based Service Encounters,” Journal of Marketing, 64 (July), 50-64.</br>
(18) Rust, Roland T. and Ming-Hui Huang (2012), “Optimizing Service Productivity,” Journal of Marketing, 76(2), forthcoming.</br> 
第13週
 12/09  Managing Channels and Relationship Strategy</br>
(19) Zhao, Yushan and S. Tamer Cavusgil (2006), “The Effect of Supplier's Market Orientation on Manufacturer's Trust,” Industrial Marketing Management, 35 (4), 405-414.</br>
(20) Heweet, Kelly and William O. Bearden (2001), “Dependence, Trust, and Relational Behavior on the Part of Foreign Subsidiary Marketing Operations: Implications for Managing Global Marketing Operations,” Journal of Marketing, 65(4), 51-66. 
第14週
 12/16  Managing Personal Selling</br>
(21) Ahearne, M., Jelinek, R., & Rapp, A. (2005), “Moving beyond the Direct Effect of SFA Adoption on Salesperson Performance: Training and Support as Key Moderating Factors,” Industrial Marketing Management, 34(4), 379&#8722;388.</br>
(22) Tanner, J. F., Ahearne, M., Leigh, T. W., Mason, C. H., & Moncrief, W. (2005), “CRM in Sales-Intensive Organizations: A Review and Future Directions,” Journal of Personal Selling and Sales Management, 25(2), 171&#8722;182. 
第15週
 12/23  Managing Communications</br>
(23) Studying Taylor, Charles R. and Shintaro Okazaki (2006), “Who Standardizes Advertising More Frequently, and Why Do They Do So? A Comparison of U.S. and Japanese Subsidiaries&#8223; Advertising Practices in the European Union,” Journal of International Marketing, 14(1), 98-120.</br>
(24) Cornwell, T. Bettina, Clinton S. Weeks, Donald P. Roy (2005), “Sponsorship- Linked Marketing: Opening the Black Box,” Journal of Advertising, 34 (2), 21-42. 
第16週
 12/30  Managing Pricing</br>
(25) Van Heerde, Harald J., Sachin Gupta, and Dick R. Wittinke (2003), "Is 75% of the Sales Promotion Bump due to Brand Switching? No, only 33% is,” Journal of Marketing Research, 40 (November), 481-491.</br>
(26) Liu, Qing, Thomas Otter and Greg M. Allenby (2009), "Measurement of Own- and Cross-Price Effects," in Handbook of Pricing Research in Marketing, page 61-75, Vithala Rao, editor. E-Elgar, Publishers. 
第17週
 1/06  Student Research Proposal Presentations.</br>
You must each read and be prepared to discuss each student’s written research proposal. Each proposal writer is expected to briefly present key aspects of the proposal, explain its contribution and respond to questions, criticisms and suggestions. 
第18週
 2012/01/13  Student Research Proposal Presentations.</br>
You must each read and be prepared to discuss each student’s written research proposal. Each proposal writer is expected to briefly present key aspects of the proposal, explain its contribution and respond to questions, criticisms and suggestions.