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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
112-1 |
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授課對象 |
財務金融學研究所 |
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授課教師 |
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 |
04 |
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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 |
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備註 |
本課程中文授課,使用英文教科書。上課教室：管一402。
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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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 |
Class Schedule
The tentative schedule is as follows:
9/8 Introduction
9/15 The New Economy
9/22 Strategic Planning, Marketing Environment
9/29 Customer Analysis
10/6 Competitor Analysis
10/13 Segmentation, Targeting, and Positioning
10/20 Positioning
Marketing Research
10/27 Midterm
11/3 Marketing Communications
11/10 Advertising, Sales promotion
11/17 Product, Service and Branding Strategies
11/24 Pricing
12/1 Distribution
12/8 New Product Strategy
12/15 Project Presentation (The written reports of the final projects will be due before 5pm of Dec. 13 (Tuesday), 2022.
12/22 Final
The lecture notes for only the first few weeks and some supplemental notes (if any) will be available on ntu cool. |
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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 six to seven to analyze three cases (see the class schedule below). There will be within-group peer evaluation for all group assignments (cases and final project); we may adjust members’ scores on group assignments based on the evaluation. Each group need discuss and analyze those cases in advance. Moreover, the power point files of group case analysis for the cases are due at 5pm of Tuesday of the corresponding weeks in which the respective cases will be discussed. The group(s) which volunteers to present has to e-mail its power point files to your TA and to me before 5pm. Also, one group might 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 number of ppt slides cannot exceed 12 pages. Depending on new developments of coronavirus, I might rely on remote teaching to complement classroom teaching and case discussions.
Optional Final Project on one selected case in Taiwan：
In order to apply what you have learned in the course to real marketing issues, you need to provide comments on another relevant case in Taiwan you selected after analyzing each case: The implications from each case analysis may be applicable to another company in Taiwan (which could be an international one). Give your recommendations to that company for its related issues based on the lessons or implications learned from the case analysis. In the (optional) final project, your group will follow up one company in Taiwan you selected from relevant cases through the three cases and conduct analysis of depth for some important marketing issue it faces (e.g., the selection of target market, or design its digital advertising strategy, or any one element in its marketing mix) and provide analysis of depth in your final project. Some preliminary thoughts about your optional final projects are due on Oct. 12 (Wednesday), 2022. The written reports of the final projects will be due before 5pm on Dec. 13 (Tuesday), 2022. All groups that like to pursue the optional final projects have to present their analytical results in class on Dec. 15, 2022. 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 |
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參考書目 |
Phillip Kotler, Kevin Lane Keller and Alexander Chernev Marketing Management: The 16th Edition,
Pearson Education Limited 2022, 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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