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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
110-1 |
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授課對象 |
財務金融學研究所 |
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授課教師 |
練乃華 |
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課號 |
MBA7005 |
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課程識別碼 |
741 M1300 |
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班次 |
03 |
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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 |
星期二2,3,4(9:10~12:10) |
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上課地點 |
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備註 |
本課程中文授課,使用英文教科書。上課教室：管一104。
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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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1101MBA7005_03 |
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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 |
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. |
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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. |
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課程要求 |
Exams:
There will be two exams (one midterm and one final). The exams may include multiple choice and essay questions drawing from the text, lectures, group project presentations, and class discussions. There will be no make-up exams, except in case of illness/emergency and provided you notify the instructor prior to exam time.
Group Case Analysis:
Two cases will be discussed in class this semester. You will form groups of 5 to 7 members to analyze the cases and write a 5-page case report. Each group should upload their report to the course website by 5pm of the day before the class (i.e., Monday) in which the corresponding case will be discussed. Late reports will not be accepted.
Your analyses are to be based exclusively on information presented in the case, focusing on analysis and solutions rather than repeating case facts. Study questions for each case will be provided on CEIBA 公佈欄.
In addition, one group will make a 20-minute in-class presentation of its analysis. The case presentation will be followed by a 40-minute discussion session, which is the time for other teams to challenge the presentation group by offering alternative solutions/points-of-view, and for the presentation group to defend its analysis and recommendations. At the end, the instructor will spend 10 minutes on summarizing the discussion and drawing out the useful lessons and observations that come from the case problem and from the class discussion. The presentation team and the challenge teams will be randomly selected if no team volunteers.
Use any audiovisual resource your team believes to be helpful for the case presentation. Extra credit will be given to the group which volunteers to make in-class presentation, provided that the quality of the presentation is good.
Group Project: Marketing Plan
Each group will develop a marketing plan for some existing or planned profit oriented or non-profit business. Preferably, you will select a company/product that you know about or wish to know more about. You may interview company employees and report what you discovered as part of your Marketing Plan.
The Marketing Plan should cover all aspects of marketing as it relates to the business, i.e. products, services, packaging, brand name, target market, promotion, price, channels, etc., and, of course, the marketing mix for the product line(s) of the business. Please refer to Sample Marketing Plan in the Appendix of your textbook (pp.A2-A8) for format and ideas.
Also, each team should make a midterm presentation of your project idea on November 16. Detailed instruction for the midterm presentation will be posted on CEIBA公佈欄.
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預期每週課後學習時數 |
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Office Hours |
另約時間 備註： <更新>9/28上課連結改為 https://pse.is/3njxjs |
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指定閱讀 |
Kotler et al. (2018), Marketing Management: An Asian Perspective, 7th edition. (華泰代理) |
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參考書目 |
待補 |
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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 |
25% |
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2. |
Final Exam |
25% |
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3. |
Individual Assignments and Class Participation |
20% |
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4. |
Group Assignments (Cases and Project) |
30% |
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週次 |
日期 |
單元主題 |
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第1週 |
9/28 |
Course Introduction
Core Marketing Concepts (Ch.1) |
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第2週 |
10/05 |
Strategic Marketing Planning (Ch.2)
Consumer Market (Ch.6) |
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第3週 |
10/12 |
Business Market (Ch.7)
Competitor Analysis (Ch.11) |
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第4週 |
10/19 |
Segmentation, Targeting, and Positioning I (Ch.8) |
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第5週 |
10/26 |
Segmentation, Targeting, and Positioning II (Ch.10) |
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第6週 |
11/02 |
Branding (Ch.9）
New Product (Ch.21) |
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第7週 |
11/09 |
MIDTERM EXAM |
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第8週 |
11/16 |
Midterm Presentations of the Group Project |
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第9週 |
11/23 |
Product (Ch. 12)
Services (Ch. 13) |
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第10週 |
11/30 |
Pricing Strategy (Ch.14)
Case: Atlantic Computer |
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第11週 |
12/07 |
Integrated Marketing Communications I (Ch.17) |
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第12週 |
12/14 |
Integrated Marketing Communications II (Ch. 19) |
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第13週 |
12/21 |
Marketing Research (Ch.4)
Case: Pillsbury Cookie Challenge |
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第14週 |
12/28 |
Distribution (Ch. 15) |
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第15週 |
1/04 |
Group Project Final Presentations |
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第16週 |
1/11 |
FINAL EXAM |
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第17週 |
1/18 |
彈性補充教學 |
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