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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
105-2 |
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授課對象 |
管理學院 管理學院企業管理碩士專班(GMBA) |
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授課教師 |
黃俊堯 |
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課號 |
GMBA7003 |
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課程識別碼 |
749EM0130 |
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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 |
必修 |
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上課時間 |
星期一A,B,C(18:25~21:05) |
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上課地點 |
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備註 |
本課程以英語授課。教室：管院一館玉山廳(E. Sun Hall)。
限GMBA班學位生
總人數上限：66人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1052GMBA7003_ |
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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 |
Marketing is a business function and a management process that creates, communicates, and delivers values. The course is designed to help GMBA students appreciate the role of marketing in the modern society, understand major conceptual frameworks of marketing management, and familiarize themselves with analytical tools that managers use upon addressing marketing problems.
The course consists of lectures, demonstrations, case discussions, and a simulation. Lecture sessions are designed to introduce a series of important concepts in marketing management, case sessions provide course participants opportunities to explore how such concepts can be applied in business scenarios, whereas simulations sessions let participants taste the flavor of the real-world competitions.
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課程目標 |
At the end of the semester, participants are expected to be familiar with the “language” of marketing (i.e., terms, concepts, and frameworks) that marketers use and be able to address marketing issues relating to customers, competitions, and/or markets. |
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課程要求 |
1. Form your group (6 participants in each group) and nominate a team leader by Mar. 7.
2. Choose and fix your seat in the classroom. Group members SHOULD sit together.
3. Bring and show your NAME PLATE for the WHOLE semester.
4. Groups are required to turn in case write-ups (CWs) for each assigned case BEFORE the corresponding discussion session. Case write-ups have to be word-processed, with reasonable line space and fonts, and signed by team members before turning in. Please limit your CWs within ONE A4 page. There will be no credit provided for overdue (i.e., handed in after 18:40) CWs and, for the sake of fairness, no excuse.
5. Groups are required to turn in small project write-ups (SPWs) for each assigned small project BEFORE the corresponding discussion session. SPWs have to be word-processed, with reasonable line space and fonts, and signed by team members before turning in. Please limit your SPWs within EIGHT A4 page. There will be no credit provided for overdue (i.e., handed in after 18:40) CWs and, for the sake of fairness, no excuse.
6. Active participation, both in class and in group, is emphasized in this course.
7. Before the start of a session, corresponding supplementary teaching materials will be posted on CEIBA (https://ceiba.ntu.edu.tw/index.php?lang=eng ). Please note that for various reasons, some PPT pages we discuss in class will NOT be posted.
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
待補 |
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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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週次 |
日期 |
單元主題 |
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第1週 |
2/20 |
What’s Marketing? |
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第2週 |
2/27 |
National Holiday |
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第3週 |
3/06 |
Marketing Environment |
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第4週 |
3/13 |
Marketing Strategy |
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第5週 |
3/20 |
Consumer Behavior (I) |
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第6週 |
3/27 |
Consumer Behavior (II) |
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第7週 |
4/03 |
Spring Vacation |
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第8週 |
4/10 |
Branding |
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第9週 |
4/17 |
Product Management |
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第10週 |
4/24 |
Services & Pricing |
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第11週 |
5/01 |
Marketing Communications |
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第12週 |
5/08 |
Online and Offline Channels |
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第13週 |
5/15 |
Marketing in a Digital World (I) |
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第14週 |
5/22 |
Marketing in a Digital World (II) |
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第15週 |
5/29 |
National Holiday |
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第16週 |
6/05 |
The Simulation Competition |
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第17週 |
6/12 |
Final Exam |
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第18週 |
6/19 |
Term Project Presentation |
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