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課程資訊

課程名稱	行銷管理 Marketing Management
開課學期	111-1
授課對象	國際企業學研究所
授課教師	陳譽仁
課號	IB7055
課程識別碼	724EM4100
班次	02
學分	3.0
全/半年	半年
必/選修	必修
上課時間	星期五7,8,9(14:20~17:20)
上課地點	管二303
備註	本課程以英語授課。限碩士班以上總人數上限：60人外系人數限制：10人

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課程概述	BRIEF COURSE DESCRIPTION: 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.
課程目標	LEARNING OUTCOMES: 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
課程要求	REQUIREMENTS: 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 quantality. 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 will take place on December 23, 2022. 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 October 21, 2022. 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.
預期每週課後學習時數
Office Hours	另約時間
指定閱讀	Kerin, R. A. and Hartley, S. W. (2021), Marketing, 15th edition, McGraw-Hill Education.
參考書目	待補
評量方式 (僅供參考)

課程進度

週次	日期	單元主題
Week 1	9/09	No Class (National Holiday)
Week 7	10/21	Mid-term Test (Tentative)
Week 13	12/02	No Class (Sports Day)
Week 16	12/23	Final Exam (Tentative)