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課程資訊

課程名稱

行銷專題研究二
Special Topics on Marketing (Ⅱ)

開課學期

104-2

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

IB8028

課程識別碼

724 D4080

班次

學分

全/半年

半年

必/選修

選修

上課時間

星期一2,3,4(9:10~12:10)

上課地點

管二研八

備註

限博士班
總人數上限：10人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/1042IB8028_

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課程概述

This course is a study of recent periodical literature and individual investigation by each student of a selected marketing problem of contemporary significance for seminar discussion and written report. The perspectives developed in Marketing Management, Marketing Research, and Econometrics provides useful resources for the investigation of research ideas.

課程目標

The objectives of this course are the following:
1. Develop an awareness of the current level of understanding and state of research in several areas of marketing study. It is hoped that pursuit of this goal will provide the student with a greater understanding of marketing itself, as new questions are posed from the modeling perspective.
2. Develop the ability to read and understand the current research literature. Pursuit of this goal will provide a familiarity with research procedure as it is applied to marketing. This background should be very useful as the student begins to design and execute research program.
3. Generate a framework of evaluation of research. This framework will enable the student to make best use of future developments in the marketing literature.

課程要求

STUDENT ASSIGNMENTS

In addition to preparation of the reading assignment, each student will prepare a written evaluation of one article each week. This weekly assignment should be in typed form, have a maximum length of three pages, and is due at the beginning of the class session. (Late papers will not be accepted.) The written evaluation should be prepared for a reader who has read the original article. Therefore, this evaluation should not be seen as a summary or review piece. Primary dimensions on which these papers will be graded are depth of the evaluation, completeness, strength of the logic supporting the arguments, and clarity of presentation. In reality, these papers are similar to a response you would give if you were reviewing a manuscript for an academic journal OR for a research firm's proposal competition.

CLASS SESSIONS

The sessions will be discussion oriented with each student exploring ideas and questions proposed by others and exposing his/her own ideas and questions for investigation by others. Each session will focus on one marketing topic area. Discussion will center on the reading assignments. Each student is expected to have thought seriously about both the modeling and the marketing issues relevant to each piece. Each student is expected to participate in the discussion of all materials, and not just relate ideas presented in the assigned written review of one paper. (This is not a "show and tell" for the article you reviewed.)

TERM PAPER

Each student will be required to turn in a typed formal research proposal designed to advance a major theoretical or methodological issue considered in this course. It is to be a proposal for research that can actually be carried out by you while you are in the doctoral program. This proposal will be expected to include an up-to-date literature review and hypotheses (e.g. a better research framework or model) which follow directly from that literature review. In addition, a research design should be specified which provides a test of the implications of these hypotheses. A section on limitations may be advisable to treat weaknesses in the design as well as to incorporate changes or additions which would strengthen the design. A discussion section could be used to spell out the implications of the student’s proposed research for understanding marketing models and to suggest implications for further research. The paper will be due, with enough copies for distribution to the other members of the class, at the end of class on the sixteenth week (12/16). An oral defense of the proposal will be presented in class at the last two sessions (12/23 and 30).

預期每週課後學習時數

Office Hours

指定閱讀

READING ASSIGNMENTS
Articles from:
Journal of Marketing Research
Journal of Marketing
Marketing Science
Management Science
Other journals

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.

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	Written reviews and contribution to class discussion	40%
2.	Midterm Exam	15%	(in class on November 14, close books and notes)
3.	Term Paper	45%	(due on December 26)

課程進度

週次	日期	單元主題
第1週		Overview - Written and oral assignments
第2週		Marketing Theory and Planning (1) Pravin Nath and Vijay Mahajan (2008), “Chief Marketing Officers: A Study of Their Presence in Firms' Top Management Teams,” Journal of Marketing, 72 (January), 65-81. (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		Generation and Use of Market Intelligence (3) Guadagni and Little (1983), “A Logit Model of Brand Choice Calibrated on Scanner Data,” Marketing Science, 2 (3), 203-38. (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		Analyzing Consumer (5) Okada, Erica Mina (2005), “Justification Effects on Consumer Choice of Hedonic and Utilitarian goods,” Journal of Marketing Research, 42 (February), 43-53. (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		Analyzing Customers (7) Wübben, Markus and Florian V. Wangenheim (2008), “Instant Customer Base Analysis: Managerial Heuristics Often ‘Get It Right’,” Journal of Marketing, 72 (May), 82–93. (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.
第6週		Analyzing the Competition (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. (10) Soberman, David and Hubert Gatignon (2005), “Research Issues at the Boundary of Competitive Dynamics and Market Evolution,” Marketing Science, 24 (1), 165-174.
第7週		Positioning Strategy (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. (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		Midterm Review
第9週		Midterm Exam
第10週		Managing Product Life Cycle (13) Talukdar, Debabrata, K. Sudhir, and Andrew Ainslie (2002), “Investigating New Product Diffusion across Products and Countries,” Marketing Science, 21 (1), 97-114. (14) Liu, Yong (2006), "Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue," Journal of Marketing, 70 (3), 74-89.
第11週		Managing New Product Development (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. (16) Fay, Scott and Jinhong Xie (2008), “Probabilistic Goods: A Creative Way of Selling Products and Services,” Marketing Science, 27 (July-August), 674 - 690.
第12週		Managing Services (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. (18) Rust, Roland T. and Ming-Hui Huang (2012), “Optimizing Service Productivity,” Journal of Marketing, 76(2), forthcoming.
第13週		Managing Channels and Relationship Strategy (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. (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		Managing Personal Selling (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), 379−388. (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), 171−182.
第15週		Managing Communications (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’ Advertising Practices in the European Union,” Journal of International Marketing, 14(1), 98-120. (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		Managing Pricing (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. (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		Student Research Proposal Presentations. 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		Student Research Proposal Presentations. 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.