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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
111-2 |
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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 |
柯冠州 |
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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 |
星期四A,B,C(18:25~21:05) |
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上課地點 |
玉山廳 |
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備註 |
本課程以英語授課。GMBA晚間課程上課時間為19:00-21:45.
限GMBA班學位生
總人數上限：40人 |
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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 |
Businesses today are being defined by a network of partnerships and their customers. The onset of technology and globalization has led to the evolution of marketing. This course focusses on the changing role of marketing in organizations today and how to effectively incorporate marketing principles into defining the business strategy. It aims to build on the skills of students and enable them to analyze the marketing environment and utilize relevant tools useful for crafting and implementing marketing strategies in the context of various industries.
The course applies a combination of cases, discussions, lectures, simulation, and assignments to enhance students' skills in communication, analytics, critical thinking, multicultural nuances, and reflective thinking. The course materials draw from a variety of sources, including case studies and articles in various industries across the globe.
The course will be split into two modules taught by the professors listed above and then finally culminate into a project presented by the students. The project will be co-graded by both professors. |
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課程目標 |
-Analyze the market situation/environment and logically identify market opportunities.
-Create and formulate robust market-product fit marketing strategies.
-To identify and comprehend the underpinnings of consumer behaviour, and based upon this, the process of Segmenting, Targeting and Positioning.
-Create and formulate strong market-product mix marketing strategies.
-Develop marketing plans to achieve marketing objectives and reflect on multiple aspects to achieve marketing objectives |
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課程要求 |
Class contract
1.Group: You will work in groups to analyze the cases provided in the syllabus. Group work helps in the development of specific skills that are crucial determinants of success in organizations the ability to work in teams, identification, and achievement of common objectives and accommodating many points of view.
2.Attendance/ participation: Active class participation is key to your own and your classmates' learning experience, both during lectures and during case discussions. During lessons, please ask clarification questions and contribute relevant examples from your own business experience. Come to class on time and well-prepared. In addition to class participation, you can demonstrate your involvement in the course by emailing the instructor articles and links about current marketing issues that interest you.
3.Seating: Choose and fix your seat in the classroom. Group members should sit together. Bring and show your nameplate for the entire semester.
4. Case analysis: Each group needs to discuss and analyze the given cases in advance. For cases where a submission is required, students need to state a brief situation analysis and then proceed to identify the most critical issues in the case and recommend a plan of action for the same. Case writeups should not exceed 3-5 pages/slides. During case discussions, you are the managers trying to decide a course of action with your coworkers (classmates). Thus, we expect you to treat this experience with the same respect and dedication that you would show on the job.
5.Reflection paper: Everyone has to individually submit one of the assigned reflection papers and submit the same in the requisite class. The reflection paper report must be written in 1 page. It needs to contain the following:
Summary of essential points or ideas highlighted in the paper
Your own perspective on the paper
6.Joint Final Project: The project will be done in a group. The project will not just give you practice in applying what you are learning in this class to real-world problems but will also give you practice in dealing with real-world interpersonal dynamics. Each team will select a company belonging to any of the following industries: Healthcare, Financial or Food. To ensure a healthy mix, they will submit two options (Taiwan based or any other Asian company) to the professor and will be allocated one out of them. They will then introduce a new innovative product/service using an appropriate marketing plan. They are encouraged to pick up relevant new trends like artificial intelligence, technology, social media, etc. while thinking about their new product/service Students can then become the class experts on the product/service, the company, and the industry in which it operates. Students are encouraged to look up articles about that industry across relevant journals and publications. The Marketing Plan will provide the basis for presentations and a written report that analyzes and evaluates the marketing program of the product/service. |
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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 |
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參考書目 |
References
There is no required textbook for this course. However, we would recommend that you follow one through the course and therefore, we recommend the following book(s).
Textbook
Marketing Management (2015), Global Edition, Kotler and Keller, Pearson
Others
Principles of Marketing A South Asian Perspective, Kotler, Armstrong, Agnihotri, Haque, Pearson Education
MKTG, Charles W Lamb, Joseph E Hair, Dheeraj Sharma, Carl McDaniel, Cengage Learning
Principles of Contemporary Marketing, David L Kurtz, Cengage Learning
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Materials
Cases
Big Boss Cement Inc.: Stirring Up Industry Competition in the Philippines by Shweta Pandey, Sandeep Puri, Babak Hayati (W18540-PDF-ENG)
Apple Watch (A): The Launch by Megan Way and Lidija Polutnik BAB344-PDF-ENG)
Amazon: Merging Digital and Physical Worlds for Market Growth by B. Tom Hunsaker, Mary B. Teagarden, William E Youngdahl (TB0589-PDF-ENG)
Uni-President: Crisis Management Strategy by Huei-Mei Liang, Ting Yu, Chung-Cheng Tu (W17745-PDF-ENG)
The Globalization of East Asian Pop Music by Jordan Siegel, Yi Kwan Chu (708479-PDF-ENG)
Simulation
Innovation Marketing Simulation: Crossing the Chasm by Michael Eckhardt, Mark Cavender, Geoffrey Moore, Tripat Gill (8695-HTM-ENG)
Reflection paper:
Rethinking Marketing by Ronald T. Rust, Christine Moorman, and Gaurav Bhalla (R1001F-PDF-ENG) |
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評量方式
(僅供參考) |
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