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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
108-1 |
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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)
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 |
Instructor: Shan-Yu Chou
Office: Room 1113, Building #2
Phone: 33661054
Class Schedule
The tentative schedule is as follows:
9/14 Introduction
9/21 The New Economy
9/28 Strategic Planning, Marketing Environment
10/5 Customer Analysis
10/12 Competitor Analysis
10/19 Segmentation and Targeting (Preliminary thoughts about your final projects are due on Oct. 18.)
10/26 Positioning
11/2 Marketing Research
11/9 Midterm
11/16 Marketing Communications
11/23 Advertising, Sales promotion
11/30 Pricing
12/7 Product, Service and Branding Strategies
12/14 Distribution and Retailing Strategies
12/21 New Product Strategy
12/28 Other marketing issues
1/4 Project Presentation (written reports are due on 12/31)
1/11 Final
The lecture notes for the first few weeks and some supplemental notes (if any) will be available on www.ba.ntu.edu.tw/chousy/lecture2.html. |
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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 seven 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 and requires group presentations. If so, all groups need to submit a report with less than 2 pages before 5pm of Wed. of the case discussion week.
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. 26, 2016. The written reports of the final projects will be due before 5pm on Dec. 31, 2017. 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 |
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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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