課程資訊
課程名稱
 行銷管理學
Marketing Management 
開課學期
 109-1 
授課對象
 財務金融學研究所  
授課教師
 練乃華 
課號
 MBA7005 
課程識別碼
 741 M1300 
班次
 03 
學分
 3.0 
全/半年
 半年 
必/選修
 選修 
上課時間
 星期二2,3,4(9:10~12:10) 
上課地點
  
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 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1091MBA7005_03 
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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
  
Office Hours
  
指定閱讀
 待補 
參考書目
 待補 
評量方式
(僅供參考)
    
課程進度
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
 
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
 
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
 
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
 
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