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課程名稱 |
行銷創新
Marketing Innovation |
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開課學期 |
112-1 |
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授課對象 |
管理學院 商學研究所 |
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授課教師 |
黃俊堯 |
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課號 |
MBA5097 |
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課程識別碼 |
741 U1540 |
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班次 |
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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 |
星期一2,3,4(9:10~12:10) |
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上課地點 |
管二305 |
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備註 |
限本系所學生(含輔系、雙修生) 且 限學士班三年級以上
總人數上限：60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 |
*** 欲選修本課程的同學，9/4請務必準時到課，瞭解課程內容與進行方式 ***
In his classic "The Practice of Management”, Peter Drucker (1954) argued that marketing and innovation are the only two fundamental functions of a business enterprise that deliver real results. In today's fast-paced business world, marketing relies on creating, delivering, and communicating value to customers and society, while innovation involves introducing something new and useful to the marketplace. This course combines recent developments in marketing innovation and entrepreneurship to help participants develop new strategies for creating, delivering, and communicating value to customers and society. Through lectures, case studies, online simulations, and projects, participants will gain practical knowledge and skills in these areas. |
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課程目標 |
The course is designed to:
1. Help senior undergraduates and MBA students gain a realistic understanding of current marketing trends by exploring recent developments in marketing innovation and entrepreneurship.
2. Familiarize participants with the various aspects of marketing innovation for both business and social purposes, including value creation, delivery, and communication.
3. Encourage participants to think strategically and plan innovatively when facing marketing tasks.
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課程要求 |
1. Taking this course implies that you are willing to show on time, form a team, participates in classroom discussions, contribute to the projects, and take the final exam.
2. The marketing environment is global and ever evolving. Do not be obsessed only by current and local phenomena.
3. Be curious and ambitious. Participate in both classroom and group discussions. Participants are expected to be very interested in e-marketing, in terms of both theory and practice.
4. Form your team of 5~7 participants BY YOURSELVES by September 15 |
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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 |
TBA |
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參考書目 |
TBA |
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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. |
Team Challenge (I) |
10% |
Analyzing a failed new business model |
2. |
Team Challenge (II) |
15% |
Predicting and analyzing this year’s “Double-11” campaigns |
3. |
Team Challenge (III) |
15% |
Planning value creation, delivery, and communication for social good |
4. |
Class Contributions |
20% |
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5. |
Final Exam |
40% |
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週次 |
日期 |
單元主題 |
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第1週 |
9/04 |
Course Introduction |
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第2週 |
9/11 |
Creating Value in the Marketplace |
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第3週 |
9/18 |
Business Model Innovations: Concepts |
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第4週 |
9/25 |
Ideation |
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第5週 |
10/02 |
Market Prediction |
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第6週 |
10/09 |
Team Challenge (I) |
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第7週 |
10/16 |
Channel Innovation |
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第8週 |
10/23 |
Product Innovation |
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第9週 |
10/30 |
Price Innovation |
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第10週 |
11/06 |
Communication Innovation |
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第11週 |
11/13 |
Marketing in the Context of Entrepreneurship |
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第12週 |
11/20 |
Team Challenge (II) |
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第13週 |
11/27 |
Social Innovation: Concepts |
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第14週 |
12/04 |
Social Innovation: More Cases |
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第15週 |
12/11 |
Team Challenge (III) |
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第16週 |
12/18 |
Final Exam |
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