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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
103-2 |
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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 |
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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。Global MBA degree & certificate學生優先。教室：管院一館玉山廳。
限本系所學生(含輔系、雙修生)
總人數上限：66人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1032GMBA7003_ |
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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. |
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課程目標 |
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.
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 Feb. 24.
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. Each participant must purchase a case pack (US$34.69) online from the Harvard Business Publishing website (https://cb.hbsp.harvard.edu/cbmp/access/25603232 ) by Feb. 24 for the 6 cases and 1 simulation to be used in the classroom.
5. Let the TA know your registered username/email by Feb. 24.
6. Each team needs to be well-prepared for the term project by reading the guidelines (http://www.google.com/onlinechallenge/) and collaborating with a business as early as possible.
7. 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 14:40) CWs and, for the sake of fairness, no excuse.
8. Active participation, both in class and in group, is emphasized in this course.
9. Participants should carefully follow the course schedule, show up on time, complete the case assignments before coming to the class, and be ready to engage in classroom discussions.
10. 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 備註： NIL |
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指定閱讀 |
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參考書目 |
Kotler, Philip and Gary Armstrong (2010), Principles of Marketing, 13th ed., Pearson. |
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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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Week 2 |
3/02 |
Introduction: What's Marketing? |
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Week 3 |
3/09 |
Customer Behavior |
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Week 4 |
3/16 |
Marketing Environment |
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Week 5 |
3/23 |
Marketing Information System |
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Week 6 |
3/30 |
Marketing Strategy |
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Week 7 |
4/06 |
National Holiday |
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Week 8 |
4/13 |
Project Presentation (I) |
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Week 9 |
4/20 |
Product Managemnt |
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Week 10 |
4/27 |
Branding |
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Week 11 |
5/04 |
Pricing |
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Week 12 |
5/11 |
Channel Management |
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Week 13 |
5/18 |
Marketing Communications |
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Week 14 |
5/25 |
Marketing in a Digital World (I) |
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Week 15 |
6/01 |
Marketing in a Digital World (II) |
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Week 16 |
6/08 |
The Simulation Competition |
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Week 17 |
6/15 |
FINAL EXAM (and June 22 for Project presentation) |
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