課程名稱 |
行銷管理學 Marketing Management |
開課學期 |
104-1 |
授課對象 |
商學研究所 |
授課教師 |
練乃華 |
課號 |
MBA7005 |
課程識別碼 |
741 M1300 |
班次 |
01 |
學分 |
3 |
全/半年 |
半年 |
必/選修 |
必修 |
上課時間 |
星期二2,3,4(9:10~12:10) |
上課地點 |
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備註 |
本課程中文授課,使用英文教科書。上課地點:管一104教室。 限本系所學生(含輔系、雙修生) 總人數上限:60人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1041MBA7005_01 |
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 |
課程大綱
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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 management-orientation way. You will be expected to familiarize with the “language of marketing” (i.e., terms, concepts, and frameworks) used by practicing marketing managers, and have a solid understanding of the major decision areas under marketing responsibility. It focuses on major decisions that marketing managers face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. |
課程目標 |
1) to familiarize the students with the marketing concepts and techniques, and to develop skills in using a variety of analytical frameworks to implement such techniques
2) to develop the skills in organizing an effective marketing management strategy in a real business world. By the end of this course, you should be able to apply the key frameworks and tools for analyzing customers, competition, and marketing strengths and weaknesses.
3) to help you to develop insights about creative selection of target markets and blending the marketing mix decisions to maintain competitive positions and serve customer needs. |
課程要求 |
Midterm Exam 30%
Final Exam 30%
Individual Assignments and Class Participation 10%
Group Assignments (Case and Project) 30%
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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 |
Kotler and Keller (2016), Marketing Management, 15th edition. (華泰代理) |
參考書目 |
待補 |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm exam |
30% |
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2. |
Final exam |
30% |
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3. |
Group Assignment |
30% |
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4. |
Individual assignment |
10% |
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週次 |
日期 |
單元主題 |
第1週 |
9/15 |
Introduction: marketing concepts |
第2週 |
9/22 |
Marketing Strategy Planning |
第3週 |
9/29 |
Customer Relationship |
第4週 |
10/06 |
Consumer Market |
第5週 |
10/13 |
Business Market |
第6週 |
10/20 |
Competitor Analysis |
第7週 |
10/27 |
Segmentation, Targeting, and Positioning |
第8週 |
11/03 |
Marketing Research |
第9週 |
11/10 |
MIDTERM EXAM |
第10週 |
11/17 |
Product and Services |
第11週 |
11/24 |
Branding Strategy |
第12週 |
12/01 |
Distribution |
第13週 |
12/08 |
Integrated Marketing Communications |
第14週 |
12/15 |
Mass and Digital Communications |
第15週 |
12/22 |
Pricing Strategy |
第16週 |
12/29 |
New Product Strategy |
第17週 |
1/05 |
Final project presentations |
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