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課程名稱 |
行銷決策模式
Decision Models in Marketing |
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開課學期 |
110-2 |
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授課對象 |
管理學院 商學研究所 |
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授課教師 |
周善瑜 |
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課號 |
MBA8013 |
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課程識別碼 |
741 D3040 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期四7,8,9(14:20~17:20) |
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上課地點 |
管一405 |
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備註 |
限本系所學生(含輔系、雙修生) 且 限博士班
總人數上限：10人 |
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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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課程概述 |
Course Description:The course will employ a mix of lectures and papers addressing contemporary marketing issues especially pricing and competitive strategies. Though more focus will be given on pricing and competitive strategies, the topics covered in this course include various contemporary marketing issues such as Freemium strategy, Mobile marketing, Omni-channel strategies, and Digital media platform strategy. Liberal doses of game theory and industrial organization theory will be used in this course. |
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課程目標 |
The purpose of this course is to familiarize students with game-theoretic marketing models. The target audience for this course include The target
audience for this course include students who are interested in game-theoretical models
and/or in advanced marketing issues, and those who like to explore marketing as one
of their academic interests and are comfortable with game-theoretic marketing models. |
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課程要求 |
Each student will be responsible for presenting papers selected from the reading list. Students will need to spend time in reading and in homework to maximize the potential benefits from this course. PhD students are required to hand in a term paper in which they apply game theories to the analysis of some marketing issues. |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
待補 |
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參考書目 |
Reference Book:Tirole, Jean. 1988. The Theory of Industrial Organization. Cambridge, Mass: MIT Press.
Nagle, Thomas T. and Georg muller. 2018. The Strategy and Tactics of Pricing. The sixth edition. |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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第1週 |
2/17 |
Introduction |
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