課程大綱

課程資訊

課程名稱

行銷管理學
Marketing Management

開課學期

107-1

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

學分

3.0

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

管一104

備註

本課程中文授課,使用英文教科書。
限本系所學生(含輔系、雙修生) 且限碩士班以上
總人數上限：60人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/1071MBA7005_01

課程簡介影片

核心能力關聯

核心能力與課程規劃關聯圖

課程大綱

為確保您我的權利,請尊重智慧財產權及不得非法影印

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

The objectives of this course are:

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. The class materials should also 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

The final grade will be based on your performance on the course requirements using the following weights:

Midterm Exam 30%;
Final Exam 30%;
Individual Assignments and Class Participation 10%;
Group Assignments (Case and Project)30%

預期每週課後學習時數

Office Hours

另約時間備註： by apppintment

指定閱讀

待補

參考書目

Kotler and Keller (2016), Marketing Management, 15th edition. (華泰代理)

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	Midterm Exam	30%
2.	Final Exam	30%
3.	Individual Assignments and Class Participation	10%
4.	Group Assignments (Case and Project)	30%

課程進度

週次	日期	單元主題
第1週	9/11	Introduction: Marketing Concepts TEXT:Ch. 1
第2週	9/18	Marketing Strategy Planning TEXT Ch. 2 (Form your Group)
第3週	9/25	Marketing Environment TEXT Ch. 3
第4週	10/02	Consumer Market TEXT Ch. 6
第5週	10/09	Business Market TEXT Ch. 7
第6週	10/16	Competitor Analysis TEXT Ch. 12
第7週	10/23	Segmentation, Targeting, and Positioning TEXT Ch. 9, 10
第8週	10/30	Marketing Research Case: The Fashion Channel TEXT Ch. 4
第9週	11/06	MIDTERM EXAM
第10週	11/13	Presentation of final project ideas
第11週	11/20	Product and Services TEXT Ch. 13, 14
第12週	11/27	Pricing Strategy Case: Atlantic Computer TEXT Ch. 16
第13週	12/04	Integrated Marketing Communications TEXT Ch. 19
第14週	12/11	Distribution Case: Reed Supermarkets TEXT Ch. 17
第15週	12/18	Branding New Product TEXT Ch. 11,15
第16週	12/25	Presentation of final projects
第17週	1/01	NO CLASS (New Year)
第18週	1/8	FINAL EXAM