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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
101-1 |
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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 |
星期二A,B,C(18:25~21:05) |
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上課地點 |
管一104 |
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備註 |
本課程以英語授課。Global MBA degree & certificate學生優先。
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/1011MKT |
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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 lecture and case discussion sessions. Lecture sessions are designed to introduce a series of important concepts in marketing management, whereas case sessions will give course participants opportunities to apply such concepts in realistic business scenarios.
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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. Active participation, both in class and in group, is emphasized in this course.
2. Participants should carefully follow the course schedule, complete the case assignments before coming to the class, and be ready to engage in classroom discussions.
3. 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 TWO A4 pages. There will be no credit provided for overdue (i.e., handed in after 18:35) CWs and, for the sake of fairness, no excuse.
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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 |
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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第1週 |
9/11 |
Introduction: What's Marketing? |
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第2週 |
9/18 |
Elements of Marketing |
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第3週 |
9/25 |
Customer Orientation & Marketing Environment |
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第4週 |
10/02 |
Consumer Behavior & Customer Lifetime Value |
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第5週 |
10/09 |
Marketing Research |
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第6週 |
10/16 |
Consumer Insights and STP |
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第7週 |
10/23 |
The Battle Field |
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第8週 |
10/30 |
Product Management |
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第9週 |
11/06 |
Branding |
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第10週 |
11/13 |
Price & Channel Management (I) |
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第11週 |
11/20 |
Price & Channel Management (II) |
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第12週 |
11/27 |
A Simulation Game |
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第13週 |
12/04 |
Integrated Marketing Communications |
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第14週 |
12/11 |
Marketers in the Digital Era (I) |
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第15週 |
12/18 |
Marketers in the Digital Era (II) |
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第16週 |
12/25 |
Summing Up |
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第17週 |
1/01 |
Term Project Presentation |
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