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課程名稱 |
工業行銷
Industrial Marketing |
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開課學期 |
99-2 |
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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 |
黃俊堯 |
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課號 |
MBA5037 |
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課程識別碼 |
741 U9620 |
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班次 |
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學分 |
3 |
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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 |
星期一6,7,8(13:20~16:20) |
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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。
限學士班三年級以上
總人數上限：40人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/992IM |
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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 |
This course discusses key concepts of industrial (or B2B or business) marketing. Junior, senior, and MBA students who have taken Marketing Management are welcome to take this course. |
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課程目標 |
1. Recognizing the similarities and differences between industrial (or B2B or business) marketing and customer marketing, this course emphasizes customer relationship management and systematically addresses issues that are relevant for marketers serving the needs of organizations.
2. Participants are expected to familiarize themselves with the problems that a manager may face in business marketing contexts.
3. Participants are expected to develop the capability of solving practical problems in business marketing contexts.
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課程要求 |
1. Get a copy of the textbook and form your group of 4~6 and by March 7.
2. Participate actively, both in the class and in the group.
3. Complete the case assignments and readings before coming to the class.
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預期每週課後學習時數 |
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Office Hours |
備註： 15:00~17:00 on Tuesdays. |
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指定閱讀 |
Dwyer, F. Robert and John F. Tanner (2009), Business Marketing: Connecting Strategy, Relationships, and Learning. [滄海書局代理] |
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參考書目 |
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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. |
Participation and Contribution |
25% |
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2. |
Mid-term project |
25% |
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3. |
Term project |
25% |
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4. |
Final exam |
25% |
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週次 |
日期 |
單元主題 |
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第0週 |
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Syllabus |
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第1週 |
2/21 |
Introduction |
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第2週 |
2/28 |
National Holiday |
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第3週 |
3/07 |
The Purchasing Function |
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第4週 |
3/14 |
Market Communication |
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第5週 |
3/21 |
Organizational Customers |
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第6週 |
3/28 |
CLV and CVP |
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第7週 |
4/04 |
National Holiday |
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第8週 |
4/11 |
Market Analysis and Strategy |
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第9週 |
4/18 |
Branding and Product Offering |
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第10週 |
4/25 |
Mid-term Project Presentation |
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第11週 |
5/02 |
Pricing |
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第12週 |
5/09 |
Negotiation |
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第13週 |
5/16 |
Salesforce Management |
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第14週 |
5/23 |
Channel Management |
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第15週 |
5/30 |
B2B Marketing in the Digital Era |
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第16週 |
6/06 |
National Holiday |
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第17週 |
6/13 |
Term Project Presentation |