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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 |
107-2 |
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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 限碩士班以上
總人數上限：20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 selected Harvard Business cases and papers addressing contemporary marketing issues especially pricing and competitive strategies. 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. Liberal doses of game theory and industrial organization theory will be used in this course.
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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 a great deal of time in reading and in homework to maximize the potential benefits from this course. Furthermore, several cases related to pricing and competitive strategies are selected for students to apply the models to marketing practices. However, unlike MBA students, PhD students should focus on the theoretical issues involved in the cases and provide some answers from literature. |
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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 |
Text:The Strategy and Tactics of Pricing, by John Hogan, Joseph Zale, and Thomas Nagle, 5th edition, 2016.
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參考書目 |
Reference Book:Tirole, Jean. 1988. The Theory of Industrial Organization. Cambridge, Mass: MIT Press.
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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. |
Term Paper and Paper Presentation |
50% |
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2. |
Midterm and homework |
40% |
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3. |
Cases |
10% |
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週次 |
日期 |
單元主題 |
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第1週 |
2/21 |
Introduction
Introductory Games |