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課程資訊

課程名稱	行銷管理學 Marketing Management
開課學期	106-2
授課對象	管理學院管理學院企業管理碩士專班(GMBA)
授課教師	簡怡雯
課號	GMBA7003
課程識別碼	749EM0130
班次
學分	3.0
全/半年	半年
必/選修	必修
上課時間	星期一7,8,9(14:20~17:20)
上課地點	玉山廳
備註	本課程以英語授課。教室：管院一館玉山廳(E. Sun Hall)。與黃俊堯合授限GMBA班學位生總人數上限：66人
Ceiba 課程網頁	http://ceiba.ntu.edu.tw/1062GMBA7003_
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課程概述	The primary goal of this course is aimed at enhancing students’ capacity for problem identification, issue analysis, strategy developing, and decision making with respect to general marketing management. This course is designed to not only equip students with a basic understanding of the major conceptual frameworks and analytic tools for resolving marketing and consumer behavior issues, but also stimulate and guide students to think of solutions for establishing sustainable marketing advantages in a highly competitive market. The course consists of lectures, HBS case studies, marketing-issue projects, company visit, and in-class experiments.
課程目標	The objectives of this course are to: Make students understand the concepts of marketing and related conceptual frameworks/analytical tools Make students understand the primary concepts/theories of consumer behavior Enhance students’ capabilities of problem-identification and problem-solving with the goal of establishing sustainable marketing advantages
課程要求	1. 6-8 students form a group for HBS case study/marketing-issue project. 2. E-mail the member list of your group to TA by Mar. 5. The list should include group leader, student ID, and email address for each member. 3. For HBS case study: For each HBS case study, each group is required to turn in a written report (less than 5 pages). Reports should address solutions for the specified questions (The questions are uploaded in CEIBA). The electronic file of the written report has to be mailed to the TA by the midnight before the corresponding discussion date. The hard copy of the written report has to be turned in in the beginning of the class on the corresponding discussion date. Late submission of the written report will be degraded by 20% 4. For marketing-issue project: Each group will present one marketing-issue project during the semester. The total presentation time for one project is about 25 minutes (It will be during the last 25 minutes of each class) Each group choose one company or brand for which the group is interested in studying The presentation should include: 1. Briefly describe the background of the company or the brand (including SWOT analysis, its target customer, and 4P) 2. Address at least one issue or challenge the company or the brand is facing 3. Propose solutions for the identified issue/challenge The electronic file of the written report (about 2-3 pages) has to be mailed to the TA by the midnight before the corresponding discussion date. The hard copy of the written report has to be turned in on the corresponding discussion date. Late submission of the written report will be degraded by 20% 5. Before the start of a session, corresponding supplementary teaching materials will be uploaded in CEIBA.
預期每週課後學習時數
Office Hours
指定閱讀	待補
參考書目	Learning Materials Textbook Kotler, Philip and Keller, Kevin Lane, Marketing Management, 15th edition (Global Edition), (華泰文化) Reference book Eagly, A. H. and Chaiken, S. (1993), The Psychology of Attitudes. Higgins, E. T. and Kruglanski, A. W. (eds)(1996) Social Psycology: Handbook of Basic Principles
評量方式 (僅供參考)

課程進度

週次	日期	單元主題
第1週	2/26	introduction
第2週	3/05	attitude definition/define marketing
第3週	3/12	define marketing
第4週	3/19	context effects in product judgments
第5週	3/26	marketing communications
第6週	4/02	spring break
第7週	4/09	finding customer demand and marketing research
第10週	4/30	Managing customers in the digital era: the basics
第11週	5/07	Digitally Creating and Delivering Values
第12週	5/14	Digitally Communicating Values (I)
第13週	5/21	Digitally Communicating Values (II)
第14週	5/28	Retailing Old and New