策略行銷 Strategic Marketing

陳永昌，賓州大學華頓商學院企管行銷博士
Yong Chang Chen, Ph.D. in Marketing, The Wharton School, University of Pennsylvania

I.介紹:
本課程針對行銷者面對動態的行銷環境、強力競爭者等情況下，如何擬定具遠景性的、有效的行銷策略、規劃與執行。策略行銷不僅應用於一般營利企業，亦用於非營利事業，如政黨政治行銷、選舉、社會行銷等。課程含蓋的範圍如競爭者分析、市場分析、環境分析、公司內部分析、企業策略、差異化策略、成長策略、多角化策略、全球策略等。本課程希望學習者未來能對高階行銷決策與管理有所了解與能力。

II.評分: 課堂鼓勵發問、討論. Case及課堂討論 50%,考試 50% (暫訂)

III. Ref.:
David Aaker -- Strategic Market Management
Derek Abell & John Hammond -- Strategic Market Planning
Carol Anderson & Julian Vincze -- Strategic Marketing Management
David Cravens -- Strategic Marketing
Subhash C. Jain -- Marketing Planning & Strategy

IV. 內容:
1. Introduction
2. Business Strategy
3. Strategic Market Management: An Overview
4. External Analysis Overview and Customer Analysis
5. Competitor Analysis
6. Market Analysis
7. Environmental Analysis and Dealing with Strategic Uncertainty
8. Internal Analysis
9. Obtaining a Sustainable Competitive Advantage
10. Differentiation Strategies
11. Obtaining an SCA -- Low Cost, Focus, and the Preemptive Move
12. Growth Strategies: Penetration, Product-Market Expansion, and
Vertical Integration
13. Diversification
14. Strategies in Declining and Hostile Markets
15. Global Strategies
16. Implementing the Strategy