課程資訊
課程名稱
行銷賽局模式
Marketing Models-game Theoretic Approach 
開課學期
110-2 
授課對象
管理學院  商學研究所  
授課教師
周善瑜 
課號
MBA7044 
課程識別碼
741 U9200 
班次
 
學分
3.0 
全/半年
半年 
必/選修
選修 
上課時間
星期四7,8,9(14:20~17:20) 
上課地點
 
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 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/1102MBA7044_ 
課程簡介影片
 
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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.
 

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.
 
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.
 
預期每週課後學習時數
 
Office Hours
 
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. 
指定閱讀
 
評量方式
(僅供參考)
   
課程進度
週次
日期
單元主題
第1週
2/17  Introduction 
第2週
2/24  Complete Information Game 
第3週
3/03  Games with Incomplete Information 
第4週
3/10  Screening Game 
第5週
3/17  Nonlinear Pricing
Judo Strategy
Signaling Game 
第6週
3/24  Optimal Channel Design
Advanced Issues on Product Line Design 
第7週
3/31  Product Line Design 
第8週
4/07  Sales Promotion Design 
第9週
4/14  Midterm 
第10週
4/21  Competitive Promotion Strategy
Online Marketing 
第11週
4/28  Online Marketing
Individual Marketing 
第12週
5/05  Competitive Promotion Strategies 
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. 
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. 
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. 
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.