課程資訊
課程名稱
 行銷管理
Marketing Management 
開課學期
 101-1 
授課對象
 國際企業學研究所  
授課教師
 謝明慧 
課號
 IB7055 
課程識別碼
 724 M4100 
班次
 02 
學分
 3 
全/半年
 半年 
必/選修
 必修 
上課時間
 星期五2,3,4(9:10~12:10) 
上課地點
 管一103 
備註
 限碩士班以上 且 限本系所學生(含輔系、雙修生) 且 限學號雙號
總人數上限：50人 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1011marketingmba 
課程簡介影片
 
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課程大綱
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課程概述

This course is designed to provide an informed appreciation of marketing as an academic subject as well as an increasingly important management practice. Linked to this attempt are the three following aims: i) To provide students with fundamental knowledge of marketing concepts and the marketing process, and its role in relation to company strategy. ii) To understand the marketplace and consumers by examine the characteristics of volatile marketing environment and exploring customer buying behavior. iii) To focus on the planning and implementation of a marketing strategy and marketing mix. In additions, extending marketing issues including e-commerce, global marketing and marketing ethics will also be covered.  

課程目標
 The objective of this course is to expose you to the marketing discipline from a conceptual, analytical and pragmatic perspective. As such, the course will be conducted using a combination of course lectures and in-class discussions over case studies and academic papers assigned. While the lecturer introduces marketing discipline and the latest development, the cases offer all participants an opportunity to demonstrate their abilities in capitalizing on what has been learned from this course. On the other hand, the academic journals papers, which are mostly conceptual and/or analytical in nature, could be used to make sense of the marketing practices observed.

All students are strongly encouraged to contribute to the discussions such that everyone is able to participate the discussion and benefit from the pool of valuable, personal resources. To stimulate maximum responses from the audience, ALL students must complete the reading assignment by the date noted on the class schedule. Students are expected to work in groups of 3-5 for discussing cases prior to attending to the class. Each individual group has a chance to lead one or two case discussions during the semester. The designated group is free to address issues beyond the ones assigned by the lecturer. Students will be randomly selected by the group-in-charge to answer the questions related to each case.

The lecture note, cases, papers and other supplement materials will be uploaded to the website a week before the class. Students are able to access to those materials by logging into CEIBA.
 
課程要求
 Major Categories of Assessment
A. Case Study Written Report (A 2-3 page report): 20 %
Great emphases will be placed on case study in terms of grading. Students will be evaluated at both group and individual level. At the group level, the lecturer will evaluate groups’ performance based on the submitted written report’s quality of content, organization and clarity. At the individual level, each member will peer-assess other group members’ performance based on his/her (1) attendance in case/paper discussion; (2) preparation for case studies; and (3) contributions to the discussions.

B. Journal Paper Review Written Reports (A 1-2 page individual written report): 30%
A number of papers will be assigned each week; each student is subject to submit a 1-2 page (no more than 2 pages) summary report of each paper. In addition to highlight the key findings/propositions/arguments of each paper, students should focus on each study’s implication from the perspective of marketing management and provide expedient critiques.

C. Term Paper (A 20-pages written report and oral presentation): 20%
Again, working with group members, students will be responsible for submitting a group term paper and making a 20-minute group presentation to the class on weeks 17 and 18. Any work submitted after week 18 will receive zero marks. By week 3, each group should confirm the research subject, either a corporate or a product brand. Students should constantly observe and research the development of the brand under investigation. The paper should focus on 1) the description of the marketing strategies and tactics (e.g., specific STP strategies or marketing mix) adopted by the chosen brand, and 2) the explanation of the undertaken initiatives by exploring the underlying factors (i.e., macro or micro environment) that might affect the decision.
D. Mid term and Final exam: 10% each
Final will consist of a set of multiple choice questions and assays.

E. Class Participation: 10%
Throughout the semester, students will be evaluated based on their 1) attendance in case discussion; (2) contributions to the discussions and (3) interaction with other students.
 
預期每週課後學習時數
  
Office Hours
  
指定閱讀
  
參考書目
 1. Kolter, Keller, Ang, Leong and Tan. 2009. Marketing Management: An Asian Perspective. Fifth edition. Prentice Hall. 華泰書局代理 
評量方式
(僅供參考)
    
課程進度
週次
日期
單元主題
第1週
 9/14  Introduction: reviewing the syllabus Individual Assignment:A: Academic Paper: 1.Lusch, Robert F. (2007),  
第2週
 9/21  Lecture: Understanding Marketing Management
Defining Marketing for the 21st Century (chapter 1); developing marketing strategies and plans (chapter 2)
Individual Assignment:
A: Academic Paper:
1. Hanssens, Dominique M., Daniel Thorpe, and Carl Finkbeiner (2008), “Marketing When Customer Equity Matters,” Harvard Business Review, 86 (5), 117-123. (Business Practice)
2. Quelch, John A. and Katherine E. Jocz (2009), "How to Market in a Downturn," Harvard Business Review, 87, 52-62.
3. Kerri Anne Crowne (2008), “What leads to Cultural Intelligence?” Business Horizons, 51, 391-399. (Global context)
4. Goyal, M., Hancock, M. Q., and Hatami, H. (2012) “Selling into Micromarkets: How to Use Big Data to Uncover Lucrative New Hot Spots,” Harvard Business Review, July-August, 78-86.
5. Macdonald, E. K., Wilson, H. N., and Konus, U. (2012), “Better Customer Insight in Real-Time: A New Tool Radically Improves Marketing Research,” Harvard Business Review, Sept., 102-108.
Group Assignment:
1. Decide the topic of your term paper.
 
第3週
 9/28  Lecture: Capturing marketing Insight
Gathering Information and Scanning the Environment (chapter 3); Conducting Marketing Research and Forecasting Demand (Chapter 4)
Individual Assignment:
A: Academic Paper:
1. Vogel, Verena, Heiner Evanschitzky, and B. Ramaseshan (2008), "Customer Equity Drivers and Future Sales," Journal of Marketing, 72, 98-108.
2. Venkatesan, Rajkumar and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, 68 (October), 106-125.
3. Jackson, Tyrone W. (2007), "Personalisation and CRM," Journal of Database Marketing & Customer Strategy Management, 15, 24-36.
4. White, Tiffany, Debra Zahay, Helge Thorbjørnsen, and Sharon Shavitt (2008), "Getting too personal: Reactance to highly personalized email solicitations," Marketing Letters, 19 (1), 39-50.
5. Rex Yuxing; Kamakura, Wagner A.; Mela, Carl F. (2007) “Size and Share of Customer Wallet,” Journal of Marketing, Apr., Vol. 71 Issue 2, p94-113.
6. Haenlein, Michael and Andreas M. Kaplan (2009), “Unprofitable Customers and Their Management,” Business Horizons, 52, 89-97. (Business Practice)
7. Mittal, Vikas, Matthew Sarkees, and Feisal Murshed (2008), “The Right Way to Manage Unprofitable Customers,” Harvard Business Review, 86 (4), 95-102. (Business Practice)
8. Kumar, V., Petersen, J. A., and Leone, R. P. (2010), “Driving Profitability by Encouraging Customer Referrals: Who, When, and How,” Journal of Marketing, 74(Sept.), 1-17.
9. Lambert-Pandraud, R. and Laurent, G. (2010), “Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness,” Journal of Marketing, 74(July), 104-121.
10. Spenner, P. and Freeman, K. (2012), “To Keep Your Customers, Keep It Simple,” Harvard Business Review, May, 109-114.
11. Dixon, M., Freeman, K., and Toman, N. (2010), “Stop Trying to Delight Your Customers,” Harvard Business Review, July-August, 116-122.
Group Assignment:
1. HBR Case Study- Zaltman, Gerald and Lindsay Zaltman (2008), “The Sure Thing that Flopped,” Harvard Business Review, 86 (7/8), 29-37.
2. Moore, Kate (2007), “Saxonville Sausage Company,” Harvard Business School.
 
第4週
 10/05  Case Discussion
Lecture: Creating customer value, satisfaction and loyalty (Chapter 5)
Individual Assignment:
A: Academic Paper:
1. Nicholas, Lurie and Mitra (2009), “Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods,” Journal of Marketing, 73, March, 55-69.
2. Volckner and Hofman (2007) “The price-perceived quality relationship: A meta-analytic review and assessment of its determinants,” Marketing Letter, published online: 13 March 2007.
3. Li, Srinivasan and Sun (2009) “Internet auction features as quality signals,” Journal of Marketing, 73, January, 75-92.
4. Liu (2006)” Word of mouth for movies: its dynamics and impact on box office revenue,” Journal of Marketing, 70, July, 74-89.
5. Heilman, Bowman and Wright (2000), “The evolution of brand preference and choice behavior of consumers New to a market,” Journal of Marketing Research, May, 139-155.
6. Hope Jensen Schau, and Gilly (2003), “We are What We Post? Self Presentation in Personal Web Space,” Journal of Consumer Research, 30 (3), 385-404.
7. Yankelovich and Meer (2006), “Rediscovering market segmentation,” Harvard Business Review, February, p122-131.
8. Gong, Li and Li (2004), “Marketing to China’s youth: A cultural transformation perspective,” Business Horizon, 47 (5), p41-50. (International Marketing)
9. Rangan, V. K., Chu, M., and Petkoski, D. (2011), “Segmenting the Base of the Pyramid,” Harvard Business Review, June, 113-117.
Group Assignment:
1. 范錚強、陳小芬 (2007)，「燦坤3C—顧客關係管理系統導入」，光華管理個案收錄庫。
2. Mini case –華黛曼內衣公司—顧客關係管理系統導入，台大國企所個案。
 
第5週
 10/12  Case Discussion
Lecture: Identifying market segments and targets (Chapter 8)
Individual Assignment:
A: Academic Paper:
1. Ewing, Michael T., Colin P. Jevons, and Elias L. Khalil (2009), "Brand death: A developmental model of senescence," Journal of Business Research, 62 (3), 332-38.
2. Brown, Stephen, Robert V. Kozinets, and John F. Sherry Jr (2003), "Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning," The Journal of Marketing, 67 (3), 19-33.
3. Liu, Yuping and Rong Yang (2009), "Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability," Journal of Marketing, 73, 93-108.
4. Porter, Michael E. (2008), “The Five Competitive Forces that Shape Strategy,” Harvard Business Review, 86 (1), 79-93.
5. Cayla, Julien and Giana M. Eckhardt (2008), "Asian Brands and the Shaping of a Transnational Imagined Community," Journal of Consumer Research, 35 (2), 216-30.
6. Batra, R. Ahuvia, A., and Bagozzi, R. P. (2012), “Brand Love,” Journal of Marketing, 76(March), 1-16.
7. Aaker, D. A. (2012) “Win the Brand Relevance Battle and then Build Competitor Barriers,” California Management Review, 54(2), 43-57.
8. Noble, C. H., Noble, S. M., and Adjei, M. T. (2012), “Let Them Talk! Managing Primary and Extended Online Brand Communities for Success,” Business Horizons, 55, 475-483.
Group Assignment:
1. 黃秀英、黃怡婷、謝明慧(2011) 「龍巖－殯葬業者的死亡美學」。
2. 趙琪、謝依靜等 (2008)「耐斯生活廣場」, 台灣管理個案中心」。
 
第6週
 10/19  Case Discussion
Lecture: Building Strong Brands
Crafting the Brand Positioning and dealing with competition (Chapters 10 and 11)
Individual Assignment:
A: Academic Paper:
1. Leigh, Peters and Shelton (2006), “The consumer quest for authenticity: the multiplicity of meaning within the MG subculture of consumption,” Journal of the Academy of Marketing Science, fall, 34 (4), pp481-.
2. Burmann, Christoph, Marc Jost-Benz, and Nicola Riley (2009), "Towards an identity-based brand equity model," Journal of Business Research, 62 (3), 390-97.
3. Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity” Journal of Marketing, 57 (1), 1-22.
4. Diamond, Nina, John F. Sherry, Albert M. Muniz, Mary Ann McGrath, Robert V. Kozinets, and Stefania Borghini (2009), "American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research," Journal of Marketing, 73, 118-34.
5. Tomas, Sunil and Chiranjeev Kohli (2009), “A Brand is Forever! A Framework for Revitalizing Declining and Dead Brands,” Business Horizons, 52, 377-386.
6. Reddy, Mergen, Nic Terblanche, Leyland Pitt, and Michael Parent (2009), “How Far can Luxury Brands Travel? Avoiding the Pitfalls of Luxury Brand Extension,” Business Horizons, 52, 187-197.
7. Vanhonacker, Wilfried (2007), "Brand extension naming strategies: An exploratory study of the impact of brand traits," Marketing Letters, 18 (1), 61-72.
8. Dev, Chekitan S. (2008), “The Corporate Brand: Help or Hindrance?” Harvard Business Review, 86 (2), 49-58.
9. Fournier and Lee (2009) “Getting brand communities right,” Harvard Business Review, April, 105-111.
10. Park, C. W., Maclnnis, D. J., Priester, J., Eisingerich, A. B., and Iacobucci, D. (2010) “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers,” Journal of Marketing, 74(Nov.), 1-17.
11. Stahl, F., Heitmann, M., Lehmann, D. R., and Neslin, S. A. (2012) “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin,” Journal of Marketing, 76(July), 44-63.
12. Yorkston, E. A., Nunes, J. C., and Matta, S. (2010) “The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions,” Journal of Marketing, 74(January), 80-93.
13. Dens, N., and Pelsmacker, P. D. (2010), “Advertising for Extensions: Moderating Effects of Extension Types, Advertising Strategy, and Product Category Involvement on Extension Evaluation,” Marketing Letters, 21, 175-189.
Group Assignment:
1. 黃秀英、謝明慧(2012)「法藍瓷—東西融合行銷」。
2. Disney’s Nutrition to Children (2009), Harvard Business School.
 
第7週
 10/26  Case Discussion
Lecture: Building Strong Brand
Creating Brand Equity (Chapter 9)
Individual Assignment:
A: Academic Paper:
1. Bonabeau, Eric, Neil Bodick, and Robert W. Armstrong (2008), “A More Rational Approach to New-Product Development,” Harvard Business Review, 86 (3), 96-102.
2. Rajan Varadarajan (2009), “Fortune at the Bottom of the Innovation Pyramid: The Strategic Logic of Incremental Innovations,” Business Horizons, 52, 21-29.
3. Amabile, Teresa M. and Mukti Khaire (2008), “Your Organization Could Use a Bigger Dose of Creativity, Here’s What to Do about It,” Harvard Business Review, 86 (10), 101-109.
4. Catmull, Ed (2008), “How Pixar Fosters Collection Creativity,” Harvard Business Review, 86 (9), 64-72.
5. Michel, Stefan, Stephen W. Brown, and Andrew S. Gallan (2008), “Service-Logic Innovations: How to Innovate Customers, not Products,” California Management Review, 50 (3), 49-65.
6. Fang, (2008) “Customer participation and the trade-off between new product innovativeness and speed to market” Journal of Marketing, July, Vol. 72, 90-104.
7. Moller, Kristian, Risto Rajala, and Mika Westerlund (2008), “Service Innovation Myopia? A New Recipe for Client-Provider Value Creation,” California Management Review, 50 (3), 31-48.
8. Ernst, H., Hoyer, W. D., and Rubsaamen, C. (2010) “Sales, Marketing, and Research-and-Development Cooperation across New Product Development Stages: Implications for Success,” Journal of Marketing, 74(Sept.), 80-92.
9. Burroughs, J. E., Dahl, D. W., Moreau, P., Chattopadhyay, A., and Gorn, G. J. (2011) “Facilitating and Rewarding Creativity during New Product Development,” Journal of Marketing, 75(July), 53-67.
10. Fuller, J. (2010), “Refining Virtual Co-Creation from a Consumer Perspective,” California Management Review, 52(2), 98-122.
Group Assignment:
1. 張芷瑋、謝明慧 (2012)「菲利浦—品牌重建工程」。
 
第8週
 11/02  Case Discussion
Lecture: Introducing New Market Offerings (Chapter 20)
Individual Assignment:
A: Academic Paper:
1. Noble, Charles H. and Minu Kumar (2008), “Using Product Design Strategically to Create Deeper Consumer Connections,” Business Horizons, 51, 441-450.
2. Han, Jin K., Seh Woong Chung, and Yong Seok Sohn (2009), "Technology Convergence: When Do Consumers Prefer Converged Products to Dedicated Products?" Journal of Marketing, 73, 97-108. + exercise: smart TV
3. Newsom, Mi Kyong, David A. Collier, and Eric O. Olsen (2009), “Using ‘Biztainment’ to Gain Competitive Advantage,” Business Horizon, 52. 167-176.
4. Kim, Ju-Young, Martin Natter, and Martin Spann (2009), "Pay What You Want: A New Participative Pricing Mechanism," Journal of Marketing, 73, 44-58.
5. Gupta, Sunil and Carl F. Mela (2008), “What Is a Free Customer Worth?” Harvard Business Review, 86 (11), 102-109.
6. Williamson, Peter J. and Ming Zeng (2009), “Value-for-Money Strategies for Recessionary Time,” Harvard Business Review, 87 (3), 66-74.
7. Bertini, M., and Gourville, J. T. (2012) “Pricing to Create Shared Value,” Harvard Business Review, June, 96-104.
8. Tsiros, M. and Hardesty, D. M. (2010) “Ending a Price Promotion: Retracting It in One Step or Phasing It Out Gradually,” Journal of Marketing, 74(January), 49-64.
9. Dutta, S., Biswas, A., and Grewal, D. (2011) “Regret from Postpurchase Discovery of Lower Market Prices: Do Price Refunds Help?” Journal of Marketing, 75(Nov.), 124-138.
10. Bertini, M. and Wathieu, L. (2010) “How to Stop Customers from Fixating on Price,” Harvard Business Review, May, 85-91.
11. Davenport, T. H., Mule, L. D., and Lucker, J. (2011) “Know What Your Customers Want before They Do,” Harvard Business Review, Dec., 84-92.
Group Assignment:
1. HBR 「抓緊商機就對了？」July 2012
2. Wateieu, Luc and Zoglio, Michael (2005), “TiVo,” Harvard Business School.
3. Smart TV or ipad
 
第9週
 11/09  Mid-term 
第10週
 11/16  Case Discussion
Lecture: Shaping the Market Offering
Setting product strategy (Chapter 12); developing pricing strategies and program (chapter 14)
Individual Assignment:
A: Academic Paper:
1. Keskett, James L., Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger (2008), “Putting the Service-Profit Chain to Work,” Harvard Business Review, 86 (7/8), 118-129.
2. Homburg, Christian, Jan Wieseke, and Wayne D. Hoyer (2009), "Social Identity and the Service—Profit Chain," Journal of Marketing, 73, 38-54.
3. Bitner, Mary Jo, Amy L. Ostrom, and Felicia N. Morgan (2008), “Service Blueprinting: A practical technique for Service Innovation,” California Management Review, 50 (3), 66-94.
4. Homburg, Christian, Jan Wieseke, and Torsten Bornemann (2009), "Implementing the Marketing Concept at the Employee—Customer Interface: The Role of Customer Need Knowledge," Journal of Marketing, 73, 64-81.
5. Piccoli, Gabriele, M. Kathryn Brohman, Richard T. Watson, and A. Parasuraman (2009), “Process Completeness: Strategies for Aligning Service Systems with Customers’ Service Needs,” Business Horizons, 52, 367-376.
6. Berry, Leonard L. and Kathleen Seiders (2008), “Serving Unfair Customers,” Business Horizons, 51, 29-37.
7. Wieseke, Jan, Michael Ahearne, Son K. Lam, and Rolf van Dick (2009), "The Role of Leaders in Internal Marketing," Journal of Marketing, 73, 123-45.
8. Harris, Lloyd C. and Emmanuel Ogbonna (2009), “Service Sabotage: The Dark Side of Service Dynamics,” Business Horizons, 52, 325-335.
9. Berry, Leonard L. (2009), “Competing with Quality Service in Good Times and Bad,” Business Horizons, 52, 309-317.
10. Brady, M. K., Voorhees, C. M., and Brusco, M. J. (2012), “Service Sweethearting: Its Antecedents and Customer Consequences,” Journal of Marketing, 76(March), 81-98.
11. Keh, H. T. and Pang J. (2010) “Customer Reactions to Service Separation,” Journal of Marketing, 74(March), 55-70.
12. Ma, Z. and Dube, L. (2011) “Processes and Outcome Interdependency in Frontline Service Encounters,” Journal of Marketing, 75(May), 83-98.
Group Assignment:
1. 丘宏昌、謝依靜、陳香君 等(2008)「華碩電腦股份有限公司-Eee PC」(A), 台灣管理個案中心。
 
第11週
 11/23  Case Discussion
Lecture: Designing and managing services (Chapter 13) impetus
Individual Assignment:
A: Academic Paper:
1. Baraldi, Enrico (2008), “Strategy in Industrial Networks: Experiences from IKEA,” California Management Review, 50 (4), 99-126.
2. Ketchen Jr., David J., William Rebarick, G. Tomas M. Hult, David Meyer (2008), “Best Value Supply Chains: A Key Competitive Weapon for the 21st Century,” Business Horizons, 51, 235-243.
3. Flynn, Barbara B., Xiande Zhao, Baofeng Huo, Jeff Hoi Yan Yeung (2008), “We’ve got the power! How Customer Power Affects Supply Chain Relationships,” Business Horizons, 51, 169-174.
4. Mottner, Sandra and Steve Smith (2009), "Wal-Mart: Supplier performance and market power," Journal of Business Research, 62 (5), 535-41.
5. Frazier, Gary L., Elliot Maltz, Kersi D. Antia, and Aric Rindfleisch (2009), "Distributor Sharing of Strategic Information with Suppliers," Journal of Marketing, 73, 31-43.
6. Genchev, Stefan E. (2009), “Reverse Logistics Program Design: A Company Study,” Business Horizons, 52, 139-148.
7. Huemer, L. (2012), “Unchained from the Chain: Supply Management from A Logistics Service Provider Perspective,” Journal of Business Research, 65, 258-264.
8. Wagner, S. M., Jonke, R., and Eisingerich, A. B. (2012) “A Strategic Framework for Spare Parts Logistics,” California Management Review, 54(4), 69-92.
Group Assignment:
1. 陳淑美 (2008)，「永慶防務—服務演化與價值創新」，光華管理個案收錄庫。
2. 陳思叡、謝明慧，「華泰集團—家族二代多品牌管理」。
 
第12週
 11/30  Case Discussion:
Lecture: Designing and managing marketing channels and value networks (Chapter 15)
Individual Assignment:
A: Academic Paper:
1. Favaro, Ken, Tim Romberger, and David Meer (2009), “Five Rules for Retailing in a Recession,” Harvard Business Review, 86 (4), 64-72.
2. Kaltcheva, Velitchka D.; Weitz, Barton A. (2006) “When Should a Retailer Create an Exciting Store Environment?” Journal of Marketing, Jan. Vol. 70 Issue 1, p107-118
3. Ailawadi, Kusum L., Koen Pauwels, and Jan-Benedict E.M. Steenkamp (2008), “Private-Label Use and Store Loyalty,” Journal of Marketing, 72 (November), 19-30.
4. Sriram, S.; Balachander, Subramanian; Kalwani, Manohar U. (2007) “Monitoring the Dynamics of Brand Equity Using Store-Level Data.” Journal of Marketing, Apr., Vol. 71 Issue 2, p61-78.
5. Venkatesan, Kumar and Ravishanker (2007) “Multichannel Shopping: Causes and Consequences” Journal of Marketing, Apr., Vol. 71 Issue 2, p114-132.
6. Elberse, Anita (2008), “Should You Invest in the Long Tail?” Harvard Business Review, 86 (7/8), 88-96.
7. Vinhas, A. S., Chatterjee, S., Dutta, S., Fein, A., Lajos, J., Neslin, S., Scheer, L., Ross, W., and Wang, Q. (2010), “Channel Design, Coordination, and Performance: Future Research Directions,” Marketing Letters, 21, 223-237.
8. Vinhas, A. S., Gibbs, R. (2012), “Competitive Channel Relationship Management: When Resellers Establish Competing Manufacturer Relationships,” Marketing Letters, 23, 645-659.
9. Avery, J., Steenburgh, T. J., Deighton, J., and Caravella, M. (2012), “Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities Over Time,” Journal of Marketing, 76(May), 96-111.
10. Rigby, D. (2011), “The Future of Shopping,” Harvard Business Review, Dec., 65-76.
Group Assignment:
1. HBR 「使命的底線」October 2011
2. 耿慶瑞、江啟先 (2008)「雄獅旅行社—協同運籌平台發展與通路衝突」，光華管理個案收錄庫。
 
第13週
 12/07  Case Discussion:
Lecture: Managing Retailing, Wholesaling, and Logistics (Chapter 16)
Individual Assignment:
A: Academic Paper:
1. Mangold. W. Glynn and David J. Faulds (2009), “Social Media: The New Hybrid Element of the Promotion Mix,” Business Horizons, 52, 357-365.
2. Brasel, S. Adam and James Gips (2008), "Breaking Through Fast-Forwarding: Brand Information and Visual Attention," Journal of Marketing, 72, 31-48.
3. Berthon, Pitt and Campbell (2008) “Ad Lib: When Customers Create the Ad,” California Management Review, summer, 50 (40), 6-30
4. Yuksel, Ulku and Victoria Mryteza (2009), "An evaluation of strategic responses to consumer boycotts," Journal of Business Research, 62 (2), 248-59.
5. Wiles, Michael A. and Anna Danielova (2009), "The Worth of Product Placement in Successful Films: An Event Study Analysis," Journal of Marketing, 73, 44-63.
6. Samu, Sridhar and Walter Wymer (2009), "The effect of fit and dominance in cause marketing communications," Journal of Business Research, 62 (4), 432-40.
7. Craig, Aric, and Zeinep (2006), “Emotional Branding and the Strategic Value of the Doppelgänger Brand Image,” Journal of Marketing, 70 (1), 50-64.
8. Kaplan, A. M. and Haenlein, M. (2010), “Users of the World, Unite! The Challenge and Opportunities of Social Media,” Business Horizons, 53, 59-68.
9. Godfrey, A., Seiders, K., and Voss, G. B. (2011), “Enough Is Enough! The Fine Line in Executing Multichannel Relational Communication,” Journal of Marketing, 75(July), 94-109.
10. Kaplan, A. M. (2012), “If You Love Something, Let It Go Mobile: Mobile Marketing and Mobile Social Media 4*4,” Business Horizon, 55, 129-139.
Group Assignment:
1. 黃秀英、謝明慧，「無敵科技－海外品牌代理商的管理」。
2. New New 品牌進入藥局通路, 經濟部商業司個案收錄庫。
3. 黃怡婷、謝明慧， 「龍巖人本—market entry in China」。
 
第14週
 12/14  Case Discussion
Lecture: Communicating Value
Designing and managing integrated marketing communications (Chapter 17)
Individual Assignment:
A: Academic Paper:
1. Kwon, Wi-Suk and Sharron J. Lennon (2009), "What induces online loyalty? Online versus offline brand images," Journal of Business Research, 62 (5), 557-64.
2. Jones, Marilyn Y., Mark T. Spence, and Christine Vallaster (2008), “Creating Emotions via B2C Websites,” Business Horizons, 51, 419-428.
3. Singh, Tanuha, Liza Veron-Gackson, and Joe Cullinane (2008) “Blogging: A New Play in Your Marketing Game Plan,” Business Horizons, 51, 281-292.
4. Lay, Philip, Todd Hewlin, and Geoffrey Moore (2009), “In a Downturn, Provoke Your Customers,” Harvard Business Review, 87 (3), 48-56.
5. Sashittal, H. C. and Sriramachandramurthy, R. (2012), “Targeting College Students on Facebook? How to Stop Wasting Your Money,” Business Horizons, 55, 495-507.
6. Giamanco, B. and Gregoire, K. (2012), “Tweet Me, Friend Me, and Make Me Buy,” Harvard Business Review, July-Aug., 88-93.
7. Patterson, A. (2012), “Social-Networkers of the World, Unite and Take Over: A Meta-Introspective Perspective on the Facebook Brand,” Journal of Business Research, 65, 527-534.
Group Assignment:
1. Lal, Rajiv (2005), “The New Beetle,” Harvard Business School
2. 陳純德、黃莉婷 (2009)，「滾石移動—重塑數位音樂產業價值鏈」，光華管理個案收錄庫。
 
第15週
 12/21  Case Discussion
Lecture: Communicating Value
Managing Mass Communications: Advertising, Sales Promotion and Public Relation (Chapter 18)
Individual Assignment:
A: Academic Paper:
1. Ferrell, L. and Ferrell, O. C. (2012) “Redirecting Direct Selling: High-Touch Embraces High-Tech,” Business Horizons, 55, 273-281.
2. Joshi, A. and Hanssens, D. M. (2010) “The Direct and Indirect Effects of Advertising Spending on Firm Value,” Journal of Marketing, 74(January), 20-33.
3. Rossiter, J. R. and Smidts, A. (2012), “Print Advertising: Celebrity Presenters,” Journal of Business Research, 65, 874-879.
Group Assignment:
1. HBR 團「購網是萬靈丹嗎? 」May 2012
2. 莊雅蘭、謝明慧，「阿瘦皮鞋—實虛通路整合」
 
第16週
 12/28  Case Discussion:
Lecture: Managing Personal Communications: Direct Marketing and Personal Selling (Chapter 19)
Class wrap up
 
第17週
 1/04  Group Presentation 
第18週
 1/11  Final exam