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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
112-1 |
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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 |
陳譽仁 |
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課號 |
IB7055 |
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課程識別碼 |
724EM4100 |
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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 |
星期五7,8,9(14:20~17:20) |
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上課地點 |
管二301 |
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備註 |
本課程以英語授課。
限碩士班以上
總人數上限：100人
外系人數限制：20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 |
The course introduces the fundamental concepts of marketing. The objectives of the course are to equip students with the foundation knowledge of marketing and to give students an integrated approach to develop a marketing plan. Working along the strategic marketing process, during which the process is divided into planning, implementation, and control phases, a basic marketing framework for developing a marketing strategy will be introduced to students via a variety of tools and activities. |
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課程目標 |
After taking this course, students should be able to:
1. apply the concepts and theories learnt to marketing situations and make appropriate decisions using a strategic marketing perspective.
2. broaden their managerial perspective of marketing from a business enterprise’s point of view.
3. improve their analytical skills and be able to think critically and creatively.
4. present their findings and recommendations in a concise, convincing and logical way via written works.
TOPICS TO COVER:
1. Concepts of Marketing
2. Strategic Marketing Process
3. Marketing Environment
4. Consumer Behavior
5. Identifying Market Segments and Targets
6. Positioning in the Market
7. New Product Development
8. Management of Product Life Cycle
9. Branding and Product Management
10. Strategic Pricing Process
11. Integrated Marketing Communications
12. Channel Decisions and Logistics
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課程要求 |
1. A group project assesses how well the students can apply and integrate the various marketing concepts to address the marketing problems and challenges found in practice.
2. A final exam and a mid-term test are used to assess students’ understanding of the key concepts and principles of marketing management.
3. Participating class discussion by raising critical questions and/or responding to questions with quality and quantity.
ASSESSMENTS:
Final exam 35% Individual
Mid-term test 20% Individual
Class participation 15% Individual
Group Project 30% Team
Total 100 %
COURSE REQUIREMENTS:
Final Exam (35%)
There will be a written assessment at the end of the term. All materials of the course will be covered. The assessment paper will normally consist of a case study and a couple of essay type questions. The exam is tentatively scheduled on December 23, 2023.
Mid-term Test (20%)
A mid-term test will be arranged before the introduction of 4Ps (i.e., Product, Price, Promotion, Place). Coverage and format of the test will be provided in due course. The mid-term test date is tentatively scheduled on October 27, 2023.
Class Participation (15%)
All students are expected to attend classes with all reading and assignments completed. Although the course is lecture-based, along with occasional class discussion requires your understanding of the assigned readings and assignments.
Group Project (30%)
Students in team will act as a Marketing Consultant advising the best way to introduce a “foreign” product to the Taiwanese market. Students are required to prepare a marketing plan for the product introduction including the objectives, target segment, positioning, and the marketing mix that should be used. Each group will make a 15-minute presentation of their work at the end of the term.
Contribution by each member will be assessed via instructor’s observation and a peer-evaluation form filled out by the student. In some cases, the main contributor(s) may get extra credits, while member(s) with low or no contribution should expect some penalty in the project.
TENTATIVE COURSE SCHEDULE:
Week 1: 9/8: Introduction to Marketing
Week 2: 9/15: Strategic Marketing Process
Week 3: 9/22: The Marketing Environment
Week 4: 9/29: Mid-Autumn Festival
Week 5: 10/6: Consumer Behavior I
Week 6: 10/13: Consumer Behavior II
Week 7: 10/20: Identifying Market Segments and Targets
Week 8: 10/27: Midterm Test
Week 9: 11/3: Product Strategy
Week 10: 11/10: Pricing Strategy
Week 11: 11/17: Integrated Marketing Communications
Week 12: 11/24: Sports Day
Week 13: 12/1: Channel Decisions
Week 14: Project Presentation I
Week 15: Project Presentation II
Week 16: 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 |
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參考書目 |
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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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