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課程名稱 |
行銷賽局模式
Marketing Models-game Theoretic Approach |
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開課學期 |
110-2 |
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授課對象 |
管理學院 工商管理學系 |
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授課教師 |
周善瑜 |
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課號 |
MBA7044 |
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課程識別碼 |
741 U9200 |
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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 |
星期四7,8,9(14:20~17:20) |
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上課地點 |
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備註 |
上課教室：管一405。
限學士班三年級以上 且 限管理學院學生(含輔系、雙修生)
總人數上限：50人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1102MBA7044_ |
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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 |
Course Description:The course will employ a mix of lectures and papers addressing contemporary marketing issues especially pricing and competitive strategies. Though more focus will be given on pricing and competitive strategies, the topics covered in this course include various contemporary marketing issues such as Freemium strategy, Mobile marketing, Omni-channel strategies, and Digital media platform strategy. Liberal doses of game theory and industrial organization theory will be used in this course.
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課程目標 |
The purpose of this course is to familiarize students with game-theoretic marketing models. The target audience for this course include PhD students who are interested in game-theoretical models and/or like to explore marketing as one of their academic interests, and non-PhD students who are interested in advanced marketing issues and/or are comfortable with game-theoretic marketing models.
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課程要求 |
Each student will be responsible for presenting papers selected from the reading list. Students will need to spend time both in reading and in homework to maximize the potential benefits from this 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 |
Tirole, Jean. 1988. The Theory of Industrial Organization. Cambridge, Mass: MIT Press.
Nagle, Thomas T. and Georg muller. 2018. The Strategy and Tactics of Pricing. The sixth edition. |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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第1週 |
2/17 |
Introduction |
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第2週 |
2/24 |
Complete Information Game |
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第3週 |
3/03 |
Games with Incomplete Information |
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第4週 |
3/10 |
Screening Game |
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第5週 |
3/17 |
Nonlinear Pricing
Judo Strategy
Signaling Game |
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第6週 |
3/24 |
Optimal Channel Design
Advanced Issues on Product Line Design |
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第7週 |
3/31 |
Product Line Design |
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第8週 |
4/07 |
Sales Promotion Design |
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第9週 |
4/14 |
Midterm |
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第10週 |
4/21 |
Competitive Promotion Strategy
Online Marketing |
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第11週 |
4/28 |
Online Marketing
Individual Marketing |
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第12週 |
5/05 |
Competitive Promotion Strategies |
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第13週 |
5/12 |
Omni-Channel Strategy
Shugan SM, Moon J, Shi Q, Kumar NS (2017), “ Product Line Bundling: Why Airlines Bundle High-End While Hotels Bundle Low-End,” Marketing Science 36, 1, 124-139.
Kireyev P, Kumar V, Ofek E (2017), “Match Your Own Price? Self-Matching as a Retailer’s Multichannel Pricing Strategy,” Marketing Science 36(6):908-930. |
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第14週 |
5/19 |
Media Platform Strategies
.Despotakis S, Ravi R, Srinivasan k (2021), “The Beneficial Effects of Ad Blockers,” Management Science, 67 (4), 2096-2125.
.Kireyev P, Kumar V, Ofek E (2017) “Match Your Own Price? Self-Matching as a Retailer’s Multichannel Pricing Strategy,” Marketing Science 36(6):908-930. |
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第15週 |
5/26 |
Freemium Strategy; Mobile Marketing
.Shi Z, Zhang K, Srinivasan K (2019), “Freemium as an Optimal Strategy for
Market Dominant,” Marketing science, 38(1), 150-169.
.Chen Y, Li X, Sun M (2017), “Competitive Mobile Geo Targeting,” Marketing Science, 36 (5), 666–682. |
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第16週 |
6/02 |
Add-on Pricing; More on Media Platform
Lin Song (2017),”Add-On Policies under Vertical Differentiation: Why Do Luxury
Hotels Charge for Internet While Economy Hotels Do Not?” Marketing Science, March, 1-16.
Amldoss W, Du J, Shin W (2021), “Media Platforms’ Content Provision Strategies and Sources of Profits,” Marketing Science.
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