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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
105-1 |
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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 |
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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)
總人數上限：20人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1051MBA7005_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 |
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%
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
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參考書目 |
Kotler and Keller (2016), Marketing Management, 15th edition. (華泰代理) |
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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% |
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. |
2. |
Final Exam |
30% |
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. |
3. |
Group Assignments (Case and Project) |
30% |
Group Case Analysis:
Three cases will be discussed in class this semester. You will form groups of 5 to 7 members to analyze the cases and submit a 5-page write-up to the TA on the day before the class, before 5pm. 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. A list of study questions is provided at the end of this syllabus to guide your preparation.
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.
Final Project: Marketing Plan
Each group will develop a marketing plan for some existing or planned profit oriented or non-profit business. Preferably, group will select a company/product that it
knows about or wishes 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. |
4. |
Individual Assignments and Class Participation |
10% |
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週次 |
日期 |
單元主題 |
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第1週 |
9/13 |
Introduction: Marketing Concepts |
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第2週 |
9/20 |
Marketing Strategy Planning |
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第3週 |
9/27 |
Customer Relationship |
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第4週 |
10/04 |
Consumer Market |
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第5週 |
10/11 |
Business Market |
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第6週 |
10/18 |
Competitor Analysis |
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第7週 |
10/25 |
Segmentation, Targeting, and Positioning |
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第8週 |
11/01 |
Marketing Research(Case: Pillsbury Cookie Challenge) |
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第9週 |
11/08 |
MIDTERM EXAM |
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第10週 |
11/15 |
校慶停課 |
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第11週 |
11/22 |
Presentation of final project ideas |
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第12週 |
11/29 |
Product and Services |
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第13週 |
12/06 |
Pricing Strategy(Case: Atlantic Computer) |
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第14週 |
12/13 |
Branding Strategy |
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第15週 |
12/20 |
Distribution(Case: Reed Supermarkets) |
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第16週 |
12/27 |
Integrated Marketing Communications |
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第17週 |
1/03 |
Final project presentations |
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