課程名稱 |
行銷管理 Marketing Management |
開課學期 |
102-1 |
授課對象 |
國際企業學研究所 |
授課教師 |
黃恆獎 |
課號 |
IB7055 |
課程識別碼 |
724 M4100 |
班次 |
01 |
學分 |
3 |
全/半年 |
半年 |
必/選修 |
必修 |
上課時間 |
星期四2,3,4(9:10~12:10) |
上課地點 |
管二202 |
備註 |
限碩士班以上 且 限本系所學生(含輔系、雙修生) 且 限學號單號 總人數上限:50人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1021mkting |
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 |
課程大綱
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課程概述 |
This course is designed to help the students learn the basic concepts of modern marketing in a management-orientation way. The most basic objectives of this course are to provide you with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision-making. Like other entry-level MBA courses, you will be expected to familiarize with the “language of marketing” (i.e., terms, concepts, and frameworks) used by practicing marketing managers, and have a solid understanding of the major decision areas under marketing responsibility. It focuses on major decisions that marketing managers face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. Within time limits, this class attempts to cover all the topics that a marketing manager needs to face in strategic, tactical, and administrative marketing. Some essential, but often-neglected topics, such as social marketing and not-for-profit marketing, are also included. |
課程目標 |
The objectives of this course are 1) to familiarize the students with the marketing concepts and techniques, and to develop skills in using a variety of analytical frameworks to implement such techniques; 2) to develop the skills in organizing an effective marketing management strategy in a real business world. By the end of this course, you should be able to apply the key frameworks and tools for analyzing customers, competition, and marketing strengths and weaknesses. The class materials should also help you to develop insights about creative selection of target markets and blending the marketing mix decisions to maintain competitive positions and serve customer needs. |
課程要求 |
This is basically a lecture type of course with occasional in-class discussions. Class discussions will be composed of cases, scenarios, real-world examples, and additional journal articles. These cases or scenarios allow students to put into use the latest development of marketing concepts. If you need in-depth elaboration of each topic, you can always refer to other marketing textbooks, newspaper clippings, company website information, and other secondary data sources at your convenience. To stimulate maximum responses from the audience, the instructor strongly recommends students to complete the textbook reading assignment by the date noted on the class schedule. Since an essential part of this course is students‘ exposure to marketing concepts dealing with consumers, we certainly hope students will have the chances to present their ideas and receive feedback from their classmates. Therefore all participants should form study groups to prepare for in-class presentations and term paper, and to facilitate exchange of viewpoints. No specific prerequisites, other than a minimum working knowledge of the material from some fundamental background Business Administration courses, are needed for this course. But a sincere desire to learn is by all means a requirement of this course. You are expected to prepare for the class in advance so that the instructor can lead the discussions smoothly. In order to evaluate the students overall understanding, there will be a midterm and a final exam.
Your final grade will be based on two exams (mid-term and final), one reading assignment presentation, active participation in case discussion, and one “mini” term paper (including in-class presentation). The exams will be designed to measure how well the students comprehend the text, assigned readings, and lecture material. Each exam accounts for 25% of the grade. Your success in this course also depends on your substantive contribution to the class. Your in-class involvement should not be measured only by “points” whatsoever, because taking part in discussions is always beneficial to everyone in the class. Since active participation in the class is so critical, everyone should be actively involved and prepared to provide comments during case discussions. For grading purpose, participation in case discussion accounts for 10% of your performance. All participants are also required to read additional articles (mainly from academic journals) which are meant to help you develop your own research abilities. The articles are conceptual and/or analytical in nature. Each group will be asked to: (1) Briefly review the article and discuss the major issues covered in the article; (2) Summarize the major findings and marketing implications of the article; (3) Provide critiques and comments regarding the article; (4) Come up with some ideas as to extending the research ideas of the article in the future. This will contribute another 20% to your final grade. Finally, each group must also finish a “mini” group-based term paper. The topics suitable for your term paper will be announced in due time. This term paper is limited to a maximum of 20 pages (“A4 size, doubled-spaced, 2.5cm margins on all sides, and 12-point main text”). Violation of this page limit is not allowed. The deadline for this term paper is January 18, 2013.
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
指定閱讀 |
Kotler, Philip, K. L. Keller, S. H. Ang, S. M. Leong and C. T. Tan (2013), Marketing Management: An Asian Perspective, 6th ed., Pearson. (華泰書局)
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參考書目 |
None |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Term Paper & Presentation (group) |
20% |
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2. |
Reading Assignment Presentation (group) |
20% |
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3. |
Participation (case discussion) |
10% |
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4. |
final exam |
25% |
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5. |
midterm exam |
25% |
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週次 |
日期 |
單元主題 |
第1週 |
9/12 |
Overview and Course Introduction
Defining Marketing for the 21st Century |
第2週 |
9/19 |
Mid-Autumn Festival (no class) |
第3週 |
9/26 |
Gathering Information and Scanning the Environment
Developing Marketing Strategies and Plans |
第4週 |
10/03 |
Competitive Dynamics |
第5週 |
10/10 |
Double-Tenth National holiday (no class) |
第6週 |
10/17 |
Analyzing Consumer Markets (I) |
第7週 |
10/24 |
Analyzing Consumer Markets (II)
Analyzing Business Markets |
第8週 |
10/31 |
Identifying Market Segments and Targets
Crafting the Brand Positioning |
第9週 |
11/07 |
Creating Brand Equity |
第10週 |
11/14 |
Mid-term Exam |
第11週 |
11/21 |
Setting Product Strategy
PLC Strategies |
第12週 |
11/28 |
Introducing New Market Offerings |
第13週 |
12/05 |
Designing and Managing Services |
第14週 |
12/12 |
Developing Pricing Strategies and Programs |
第15週 |
12/19 |
Designing and Managing Marketing Channel and Value Networks
Managing Retailing, Wholesaling, and Logistics |
第16週 |
12/26 |
Designing and Managing Integrated Marketing Communications |
第17週 |
1/02 |
Managing Mass Communications: Advertising., Sales Promotions, Events and Public Relations
Managing Personal Communications: Direct Marketing and Personal Selling |
第18週 |
1/09 |
Final exam |
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