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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
105-1 |
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授課對象 |
國際企業學研究所 |
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授課教師 |
任立中 |
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課號 |
IB7055 |
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課程識別碼 |
724 M4100 |
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班次 |
02 |
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學分 |
3 |
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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 |
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/1051IB7055_02 |
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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 |
This course is designed to help the students learn the basic concepts of modern marketing in a managerial/academic orientation way. It focuses on the major decisions that marketing managers put up their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. Moreover, this class attempts to cover all the topics that a marketing manager needs to know, if time is permitted. It covers the main issues faced in strategic, tactical, and administrative marketing. Some of the newest development in marketing practice topics, such as database marketing, internet marketing, and customer relationship marketing are also included. |
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課程目標 |
The objectives of this course are (1) to familiarize the students with the marketing theories and concepts; (2) to develop techniques in using a variety of analytical framework to implement such theories; and (3) to develop the skills in organizing an effective marketing management strategy in a real company case.
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課程要求 |
GRADING POLICY:
1. Midterm and Final Exam (20% for each exam)
The exams will be designed to measure how well the students have learned the text, assigned readings, and lecture material.
2. Group in-class presentation (20%)
The class will divide into 14 groups. Each group will present one article in the class for discussion. Performance of class participation will be considered as extra points and to be added to the final grade.
3. Term paper (40%)
Each one of you is required to submit a term paper. Due date for the term paper is January 7, 2015. Later paper will NOT be accepted. |
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預期每週課後學習時數 |
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Office Hours |
每週一 11:00~13:00
每週三 14:00~16:00 |
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指定閱讀 |
READING ASSIGNMENTS
Text: 任立中(2010)，行銷源典，前程文化。
Hoffman et al. (2005), Marketing Principles and Best Practices, 3/e, South-Western, Thomson, Mason, Ohio. (華泰書局)
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參考書目 |
Articles from Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Harvard Business Review, and other journals. |
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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. |
Final Exam |
20% |
The exams will be designed to measure how well the students have learned the text, assigned readings, and lecture material. |
2. |
Group in-class presentation |
20% |
The class will divide into 14 groups. Each group will present one article in the class for discussion. Performance of class participation will be considered as extra points and to be added to the final grade. |
3. |
Term paper |
40% |
Each one of you is required to submit a term paper. Due date for the term paper is January 7, 2015. Later paper will NOT be accepted. |
4. |
Midterm Exam |
20% |
The exams will be designed to measure how well the students have learned the text, assigned readings, and lecture material. |
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週次 |
日期 |
單元主題 |
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第1週 |
2016/09/16 |
閱讀paper請至以下連結下載：
https://www.dropbox.com/sh/s3xopxjylp4pyyu/AACWDfjfU59xAsmFEex4igVua?dl=0 |
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第2週 |
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The Paradigm Shift in Modern Marketing Thoughts (I)
Lecture:
1. Satisfy Consumer Needs – Reactive Marketing Paradigm
2. Shape Consumer Needs – Proactive Marketing Paradigm
Assignments:
1. Apply Reactive and Proactive Marketing thoughts to your project. (Section 1 and 2 of Term Paper)
2. Read and prepare to discuss the paper of Shugan, M. Steven (2006), “Editorial: Save Research—Abandon the Case Method of Teaching,” Marketing Science, 25(2), 109-115.
3. Preview Chapter 4 Evaluating Opportunities in the Changing Marketing Environment. |
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第3週 |
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The Paradigm Shift in Modern Marketing Thoughts (II)
Lecture:
1. Individualize Consumer Needs – Interactive Marketing Paradigm
2. Extend Consumer Needs – Chain-Reactive Marketing Paradigm
Discussion: Shugan (2006)
Assignments: 1. Discuss how to implement the concepts of Interactive and Chain-reaction Marketing theory your project. (Section 3 and 4)
2. Read and prepare to discuss the paper of Lilien, L. Gary (2011), “Bridging the Academic–Practitioner Divide in Marketing Decision Models,” Journal of Marketing, 75(4), 196-210.
3. Preview Chapter 2 Strategic and Marketing Planning |
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第4週 |
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Marketing Planning and Its Environments
Lecture: Marketing Planning and Its Environments
Discussion: Lilien (2011)
Assignments:
1. Conduct an analysis of BCG portfolio model for your project. (Sec. 5)
2. Read and prepare to discuss the paper of林婷鈴，陳靜怡，任立中(2007)，解析自有品牌策略與績效關係的迷思：層級貝氏迴歸模式之運用，台大管理論叢，第18卷第1期，第117至149頁。
3. Preview Chapter 5 Marketing Research and Information System |
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第5週 |
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Decision Support System and Marketing Research
Lecture: Decision Support System and Marketing Research
Discussion: 林婷鈴，陳靜怡，任立中(2007)
Assignments:
1. In your own words, describe how a marketing decision support system might help your project company and explain why such a system can add to the value of a marketing planning process. (Sec. 6)
2. Read and prepare to discuss the paper of Petty, Cacioppo and Schumann (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement,” Journal of Consumer Research, 10 (September), 135-146.
3. Preview Chapter 6 Consumer Behavior |
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第6週 |
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Consumer Buying Behavior and Decision Making
Lecture: Consumer Buying Behavior and Decision Making (I)
Discussion: Petty, Cacioppo and Schumann (1983)
Assignments:
1. Major market/consumer trends. (Sec. 7)
2. The Roles in Group Decision. (Sec. 8)
3. Read and prepare to discuss the paper of Du, Kamakura, and Mela (1999), “Size and Share of Customer Wallet,” Journal of Marketing, 71 (April), 94-113.
4. Preview Chapter 7 Business-to-Business Marketing. |
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第7週 |
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Business-to-Business Marketing and Customer Value
Lecture:
1. Consumer Buying Behavior and Decision Making (II)
2. Business-to-Business Marketing and Customer Value
Discussion: Du, Kamakura, and Mela (1999)
Assignments:
1. Make a High or Low Involvement Strategy analysis, including yours and competitors. (Sec. 9)
2. Illustrate how consumer makes purchase decision about your product. Be prepared to discuss how the answers you put in each of five stages process would affect the marketing mix. (Sec. 10)
3. Read and prepare to discuss the paper of Steenkamp, E.M. Jan-Benedict and Martijn G. de Jong (2010), “A Global Investigation into the Constellation of Consumer Attitudes toward Global and Local Products,” Journal of Marketing, 74(November), 18-40.
4. Preview Chapter 8 Market Segmentation and Target Markets. |
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第8週 |
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Market Segmentation and Product Positioning
Lecture: Market Segmentation and Product Positioning
Discussion: Steenkamp and de Jong (2010)
Assignments:
1. List the types of current and potential segmenting dimensions and explain which you would try to target first in your project. (Sec. 11)
2. Use Intuitive (Non-quantitative) Method to construct the perceptual map for developing positioning strategy. (Sec. 12)
3. Read and prepare to discuss the paper of任立中、謝爵安，(2002)，代表性試銷市場之選擇—市場結構面與行為面之整合架構，中山管理評論，第十卷，第二期，第354至377頁。
4. Preview Chapter 9 Product Decisions. |
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第9週 |
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Midterm Exam |
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第10週 |
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Product Development (I)
Lecture: Product Strategy (I) – Product Category, Product Life Cycle
Discussion: 任立中、謝爵安(2002)
Assignments:
1. What types of “products” have being offered by your company and competitors? From the differentiation strategy perspective, how would you define your product category in the future? (Sec. 13)
2. What are some characteristics of a new product that will help it to move through the early stages of the product life cycle more quickly? Briefly discuss each characteristic, illustrating with the product of your project. (Sec.14)
3. Read and prepare to discuss the paper of Allenby and Ginter (1995), "Using Extremes to Design Products and Segment Markets," Journal of Marketing Research, 32 (Nov.), 392-403.
4. Preview Chapter 9 New-Product Development. |
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第11週 |
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Product Development (II)
Lecture: Product Strategy (II) – New Product Development Strategy
Discussion: Allenby and Ginter (1995)
Assignments:
1. Explain the importance of an organized new-product development process and illustrate how it might be used for your project company. (Sec. 15)
2. Apply the exactly same format of Conjoint Analysis as shown in the class to design a new product that maximizes the consumer’s preference. (Sec. 16)
3. Read and prepare to discuss the paper of Meuter, Matthew L., Amy L. Ostrom, Robert I. Roundtree, and Mary Jo Bitner (2000), “Self-Service Technologies: Understanding Customer Satisfaction with Technology-based Service Encounters,” Journal of Marketing, 64 (July), 50-64.
4. Preview Chapter 10 Services Marketing. |
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第12週 |
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Services Marketing
Lecture: Services Strategy
Discussion: Meuter, Ostrom, Roundtree, and Bitner (2000)
Assignments:
1. Setup a “Customer Relationship Management (CRM)” system for your project company. (Sec. 17)
2. Read and prepare to discuss the paper of Jen, Lichung and Han-Kuang Tien (2013), “Ascertaining the Dynamic Competition in Channel Relationship Management,” International Journal of Marketing Studies, 5(3), 36-47.
3. Preview Chapter 11 Marketing Channel and Distribution
4. Preview Chapter 12 Retailing and Wholesaling |
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第13週 |
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Distribution and Channel Strategy
Lecture: Distribution and Channel Strategy
Discussion: Jen and Tien (2013)
Assignments:
1. Discuss and suggest the best channel structure for your project company and how your marketing executive monitors channel members’ performance. (Sec. 18)
2. Read and prepare to discuss the paper of Popkowski Leszczyc, T. L. Peter and Ram C. Rao (1989), “An Empirical Analysis of National and Local Advertising Effect on Price Elasticity,” Marketing Letters, 1(2), 149-160.
3. Preview Chapter 13 Integrated Marketing Communications |
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第14週 |
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Advertising Management
Lecture: Integrated Marketing Communications: Advertising & Promotions
Discussion: Popkowski Leszczyc and Rao (1989)
Assignments:
1. Write up an ad and sales promotion action plan to carry out the strategies you did in the previous sections. (Sec. 19)
2. Read and prepare to discuss the paper of Cravens, Ingram, LaForge, and Young (1993), “Behavior-Based and Outcome-Base Salesforce Control Systems,” Journal of Marketing, Vol. 57 (October), pp. 47-59.
3. Preview Chapter 14 Personal Selling and Sales Management. |
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第15週 |
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Personal Selling and Sales Management
Lecture: Personal Selling and Sales Management
Discussion: Cravens, Ingram, LaForge, and Young (1993)
Assignments:
1. As a marketing manager, you have to provide a sales training package to the new salesperson. What would that be in your project? (Sec. 20)
2. Read and prepare to discuss the paper of Jen, Lichung and Hsiu-Wen Liu (2011), "Competitive Asymmetry Effects in Price Promotion: The Moderating Role of Market Structure," working paper.
3. Preview Chapter 15 Pricing Strategies and Determination. |
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第16週 |
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Managing Pricing
Lecture: Pricing Strategy
Discussion: Jen and Liu (2011)
Assignments:
1. Design the price structure and price schedule for your project. (Sec. 21)
2. Read and prepare to discuss the paper of Jen, Lichung, Chien-Heng Chou, and Greg M. Allenby (2009), “The Importance of Modeling Temporal Dependence of Timing and Quantity in Direct Marketing,” Journal of Marketing Research, 46(4), 482-493. |
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第17週 |
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Customer Relationship Marketing (CRM)
Lecture: Strategic Database Marketing
Discussion: Jen, Chou and Allenby (2009)
Assignments:
Conclude all your analysis in one page of “Executive Summary”. |
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第18週 |
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Final Exam |
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