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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
109-1 |
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授課對象 |
商學研究所 |
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授課教師 |
周善瑜 |
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課號 |
MBA7005 |
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課程識別碼 |
741 M1300 |
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班次 |
02 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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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 |
管一402 |
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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 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1091MBA7005_02 |
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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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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
Instructor: Shan-Yu Chou
Office: Room 1113, Building #2
Phone: 33661054
Class Schedule
The tentative schedule is as follows:
09/17 Introduction
09/24 The New Economy
10/01 No Class
10/08 Strategic Planning, Marketing Environment
10/15 Customer Analysis (Preliminary thoughts about your final projects are due on 10/14)
10/22 Competitor Analysis , Segmentation and Targeting
10/29 Positioning
11/05 Marketing Research
11/12 Midterm
11/19 Marketing Research ,Marketing Communications
11/26 Advertising, Sales promotion
12/03 Advertising, Sales promotion
12/10 Pricing
12/17 Product, Service and Branding Strategies
12/24 Distribution and Retailing Strategies
12/31 Final Project Presentation (written reports are due on 12/28)
01/07 New Product Strategy
01/14 Final
The lecture notes for the first few weeks and some supplemental notes (if any) will be available on Ceiba. |
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課程目標 |
The objectives of the course are to introduce you to marketing concepts, and strategies and to familiarize you with the elements of marketing mix. Moreover, through the discussion of cases, we hope to sharpen your skills for critical analytical thinking and effective communication. The applications of game theory in marketing strategies might be freely introduced and applied in the course. |
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課程要求 |
Group Case Write-Ups:
You will form groups of five to six to analyze three to four cases (see the class schedule below), some of which are drawn from Principles of Marketing by Kotler and Armstrong. Each group need discuss and analyze those cases in advance. Moreover, group case-write-ups and power point files for the cases and are due at 5pm of Tuesday of the corresponding weeks in which the respective cases will be discussed. Also, one group will be randomly chosen to present their analysis in class (in less than 6-10 minutes, depending on the number of v-group chosen). One or two volunteer groups will be selected to present their analyses in class. The credits given to the volunteer group will depend on the quality of the presentation. All groups also have to upload its power point files (The minimum number of slides is three for groups which do not volunteer). Late reports will not be accepted. The length of the group case-write-ups cannot exceed 10 pages. Depending on the class progress, one mini case might be also discussed in class.
Final Project:
In order to apply what you have learned in the course to real marketing issues, each group has to conduct some marketing analysis for its chosen target company in Taiwan. Some preliminary thoughts about your final projects are due on Oct. 14(Wed.), 2020. The written reports of the final projects will be due before 5pm on Dec. 28(Mon.), 2020. Each group needs to present its analytical results in class one week before the final. More will be discussed in the process of the course. |
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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 |
Phillip Kotler and Kevin Lane Keller, Marketing Management: The 15th Edition,
Pearson Education Limited 2016, which can be purchased from Hwa-Tai (華泰)
Publishing company. |
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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. |
Midterm Exam |
30% |
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2. |
Final Exam |
30% |
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3. |
Class Participation, Group case write-ups and Final Project |
40% |
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週次 |
日期 |
單元主題 |
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第1週 |
09/17 |
Introduction |
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第2週 |
09/24 |
The New Economy |
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第3週 |
10/01 |
No Class |
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第4週 |
10/08 |
Case 1
Strategic Planning |
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第5週 |
10/15 |
Marketing Environment |
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第6週 |
10/22 |
Customer Analysis |
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第7週 |
10/29 |
Case2
Competitive Strategy |
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第8週 |
11/05 |
Game Theory and Competitive Strategy |
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第9週 |
11/12 |
Midterm |
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第10週 |
11/19 |
Segmentation, Targeting and Positioning
Marketing Communications |
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第11週 |
11/26 |
Marketing Communication
Advertising, Sales promotion |
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第12週 |
12/03 |
Case 3
Advertising, Sales promotion |
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第13週 |
12/10 |
Product, Service and Branding Strategies |
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第14週 |
12/17 |
Product, Service and Branding Strategies
Pricing strategy |
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第15週 |
12/24 |
Distribution and Retailing Strategies |
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第16週 |
12/31 |
Final Project Presentation |
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第17週 |
21/01/07 |
Distribution Strategy |
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第18週 |
01/14 |
Final |
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