課程名稱 |
行銷管理學 Marketing Management |
開課學期 |
109-1 |
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 |
3.0 |
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/1091MBA7005_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 |
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 |
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Office Hours |
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指定閱讀 |
待補 |
參考書目 |
待補 |
評量方式 (僅供參考) |
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週次 |
日期 |
單元主題 |
第1週 |
2020/09/15 |
Course Introduction and Class Organization |
第2週 |
2020/09/22 |
Marketing Concepts
Marketing Strategy Planning
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第3週 |
2020/09/29 |
Marketing Environment |
第4週 |
2020/10/06 |
Consumer Market |
第5週 |
2020/10/13 |
Business Market
Competitor Analysis |
第6週 |
2020/10/20 |
Segmentation, Targeting, and Positioning I |
第7週 |
2020/10/27 |
Segmentation, Targeting, and Positioning II |
第8週 |
2020/11/03 |
Marketing Research
Case: The Fashion Channel
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第9週 |
2020/11/10 |
MIDTERM EXAM |
第10週 |
2020/11/17 |
Midterm Presentations of the Final Project |
第11週 |
2020/11/24 |
Product and Services |
第12週 |
2020/12/01 |
Pricing Strategy
Case: Atlantic Computer
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第13週 |
2020/12/08 |
Integrated Marketing Communications I |
第14週 |
2020/12/15 |
Integrated Marketing Communications II |
第15週 |
2020/12/22 |
Distribution
Case: Sagacity Tea
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第16週 |
2020/12/29 |
Branding , PLC & New Product |
第17週 |
2021/01/05 |
Final Project Presentations |
第18週 |
2021/01/12 |
FINAL EXAM |
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