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課程名稱 |
行銷管理研討一
Seminar on Marketing Management (Ⅰ) |
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開課學期 |
112-2 |
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授課對象 |
管理學院 國際企業學研究所 |
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授課教師 |
黃恆獎 |
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課號 |
IB8025 |
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課程識別碼 |
724 D4050 |
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班次 |
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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 |
星期五2,3,4(9:10~12:10) |
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上課地點 |
管二研八 |
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備註 |
限博士班 且 限本系所學生(含輔系、雙修生)
總人數上限：10人 |
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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 mainly designed for doctoral students with a marketing concentration in the Graduate Institute of International Business (GIIB) of NTU, but Ph.D. students from other related disciplines are also welcomed. This course and other following doctoral seminars constitute a sequel of doctoral courses which are designed to introduce the theoretical foundations of marketing and bring up important emerging issues in marketing research. In the past few decades, knowledge advancement in marketing is tremendously amazing and numerous fruitful findings have been proposed. Although a unifying conceptual framework which can encompass both historical development and recent intellectual breakthroughs is still very difficult to find, our purpose is to give students a wider exposure of marketing concepts and theories in an organized manner. |
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課程目標 |
This course tries to integrate various theoretical and conceptual research streams which have already made significant contributions in marketing-related fields. Specifically, this course will focus on some interesting issues from which each participant is likely to pick up his/her future research interest.
The marketing discipline involves the interplay of various dimensions. Due to time limitation, this course will be quite selective in terms of the topics covered as well as the literature reviewed. The discussion will be mainly devoted to five broad areas: (1) Online Connectedness; (2) Behavior/Psychology; (3) Marketing-Mix; and (4) Miscellaneous issues. During the discussion, we will also branch out from specific issues if we see the need to deepen the discussion. Nevertheless, our emphasis is on the underlying logic behind various schools of thoughts and the linkages between them. The aim is to help students develop their own knowledge bases and creative capabilities. Analytical skills employed in each assigned paper will be supplementary. In the end, students are expected to move beyond the current work in order to pursue academic topics of their own. |
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課程要求 |
The course materials will be composed mostly of academic journal articles. The organization of this seminar includes two parts: (1) students’ in-class presentation and participation; and (2) remarks and explanations by the instructor. Each academic article will be assigned to the participants on a rotation basis, and the responsible participant should present the summary for it. During the presentation, comments and critiques regarding the assigned paper are strongly welcomed, as they reveal the student's involvement in this course. Other participants are also encouraged to share and exchange their viewpoints during the discussion.
Since one major goal of this course is to strengthen each student’s research abilities, an individual term project of certain “publishable” quality is also required. After taking this course, each participant is expected to come up with at least a conference-level paper which, after revisions, is likely to be accepted by AMA, INFORMS, ACR, AMS, and the like. |
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預期每週課後學習時數 |
1-2 hours |
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Office Hours |
另約時間 備註： Office hours flexible, but need to be confirmed by e-mails or in class. |
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指定閱讀 |
Reading assignments will be posted weekly in the semester. |
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參考書目 |
N.A. |
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評量方式
(僅供參考) |
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針對學生困難提供學生調整方式 |
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上課形式 |
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作業繳交方式 |
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考試形式 |
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其他 |
由師生雙方議定 |
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