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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
106-1 |
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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 |
林俊昇 |
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課號 |
IB7055 |
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課程識別碼 |
724 M4100 |
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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 |
限本系所學生(含輔系、雙修生) 且 限碩士班以上
總人數上限：70人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1061IB7055_ |
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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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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
Graduate Institute of International Business
National Taiwan University
Marketing Management
Fall 2017 |
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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.
Lectures, class participation, group discussion, case discussions and group projects are designed to help students LEARN as more as possible in FUN and INTERESTING ways.
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課程要求 |
1. Course Introduction
2. Understanding Marketing Management: The Role, Importance and Scope of Marketing in Current Business World (Chapter 1)
行銷新思維
企業社會責任(CSR)在行銷中所扮演的角色
小組課堂討論: Why do firms do CSR?
Paper Reading Assignment (1): Brand Experience (Brakus et al., 2009)
3. Developing Marketing Strategies (Chapter 2)
創造企業核心競爭力
建立讓顧客動容的企業使命: Corporations with Truly Inspiring Visions and Missions
小組課堂閱讀與討論: 沒有原價，就沒有核心價值
4. Scanning the Marketing Environments and Conducting Marketing Research (Chapter 3-4)
企業成長契機: 傾聽顧客的聲音(Gaining Consumer Insights)
傾聽顧客聲音的方法: 行銷研究
小組課堂討論: 用行銷研究開發新市場
5. Harvard Case Discussion (1) : Louis Vuitton in India
6. Creating Customer Value, Satisfaction and Loyalty (Chapter 5)
企業獲利來源(1): 優異的顧客價值
企業獲利來源(2): 顧客滿意與忠誠度
小組課堂閱讀與討論: 鼎泰豐，你學不會
Project Exercise: Assessing Customer Value
Paper Reading Assignment (2): New Product Design: Concept, Measurement and Consequences (Homburg et al., 2015)
7. Analyzing Customer Behavior (Chapter 6-7)
了解顧客的行為，才能對症下藥
消費者心理: 動機、感受、學習、記憶
消費者決策過程
Case Overview: Got Milk? 讓美國人再次喜歡牛奶
8. Segmentation, Targeting and Positioning (Chapter 8)
利基市場也能培養成主流市場
在地行銷
心理區隔才是王道
Industry Overview: STP Examples
小組課堂閱讀與討論: 親子餐廳變樂園，假日滿座率100%
Project Exercise: Analyzing STP
9. Midterm Exam (Date to be announced)
10. Building Strong Brands (1): Building Brand Equity and Crafting the Brand Positioning (Chapter 9-10)
品牌新思維
如何建立強大的品牌
品牌定位
小組課堂閱讀與討論: 品牌，是品質、品味加品格
11. Building Strong Brands (2): Brand Strategies and Design/Aesthetics (Chapter 9, 10, 12)
重要品牌策略
美學與品牌
小組課堂閱讀與討論: 台灣風格的美學在哪裡？
Project Exercise: Brand & Marketing Communication Evaluation
Paper Reading Assignment (3): Brand Love (Batra et al., 2012) (Optional)
12. Harvard Case Discussion (2) : Design Thinking and Innovation at Apple
13. Shaping Marketing Offers: Services and Products (Chapter 12-13)
服務特性
新產品/服務開發
產品生命週期
小組課堂討論: 如何讓老產品回春
14. Developing Pricing Strategies (Chapter 14)
跳脫傳統定價思維
定價心理學
Case Overview: IKEA, Hermes and TWG’s Pricing Strategy
小組課堂閱讀與討論: 日清、雀巢 這樣漲價更暢銷
15. Designing and Managing Marketing Channels and Retailing (Chapter 15-16)
通路的溝通與體驗
數位時代之下的通路: 虛實整合
消費者的Showrooming
小組課堂閱讀與討論: 百貨變臉，棄坪效拚「停留經濟」
16. Designing and Managing Marketing Communications: Advertising, Promotion, Public Relations, Event Marketing and Product Placement (Chapter 17-18) & Conclusion: Determinants of Marketing Success
行銷溝通必須觸動顧客的心
數位時代的Social Media行銷溝通
小組課堂閱讀與討論: 自拍狂，正掀起網購大革命
17. Group Term Project Presentation
18. Final Exam |
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
Cases: To be distributed in class
Readings: To be uploaded to CEIBA |
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參考書目 |
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 |
15% |
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3. |
Personal Assignments |
10% |
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4. |
Exams |
40% |
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5. |
Group Term Project |
25% |
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