行銷管理
Marketing Management
| 節 | 週一 |
|---|---|
5 13:20–14:10 | 行銷管理 MB110 3 節連堂 |
6 14:20–15:10 | |
7 15:30–16:20 |
* 根據陽明交大上課時間表所列
This marketing management course is a survey course designed to provide the students with an understanding of the basic concepts of marketing management and experience in making marketing decisions. The objectives of this course are threefold: (1) to develop students' ability to identify marketing problems and opportunities, (2) to deepen students' understanding about strategic issues such as competitive analysis, product positioning, target markets selection, and making decisions with right blend of marketing 4Ps, and (3) to analyze current business events in the context of established marketing principles. The course is concerned with the development, evaluation, and implementation of marketing management in complex environments. It focuses on the process of marketing management with a strong application tone. As a result, knowledge of marketing concepts are generated from in-depth analysis of a varieties of principles, theories, industry and company facts, analytical procedures, techniques, models, and marketing simulation game.
Update class schedule and office hours are available at http://www.cc.nctu.edu.tw/~etang/Office%20Hours.htm
1. Homework: Markops Game decision, 5 periods 2. Grading: Final Exam 30%; Markstrat 30% (Report (30%), Result (50%), Presentation (20%)); Research Report 30%; Team work & class participation 10% 3. Pedagogy and other supplementary information (websites, TAs, handouts and/or databases): available at http://www.cc.nctu.edu.tw/~etang/Marketing_Management/Index.htm
| 週次 | 主題 |
|---|---|
| 第 1 週 | Mechanics & Set up |
| 第 2 週 | Introduction, Holistic Marketing (1, 22) |
| 第 3 週 | Marketing Strategy & Plan (2, 11) |
| 第 4 週 | Marketing environment & Globalization (3, 21) |
| 第 5 週 | Marketing Research (4, 5) |
| 第 6 週 | Buyer Behavior (6, 7) |
| 第 7 週 | STP & Positioning Strategy (8, 10) |
| 第 8 週 | e-Strat Overview |
| 第 9 週 | Brand Equity (9): brand value chain |
| 第 10 週 | Product and Service strategy (12, 13): service quality, e-service, self-service, |
| 第 11 週 | Price Strategy (14): dynamic (smart) pricing |
| 第 12 週 | Channel & Retailing strategy (15, 16): retailing trends |
| 第 13 週 | Integrated Marketing Communication (17) |
| 第 14 週 | Promotional Mix Management (18, 19) |
| 第 15 週 | New Marketing Offering (20) |
| 第 16 週 | Long-term Growth (21, 22): holistic marketing and cause-related marketing, Course Review |
| 第 17 週 | Course Review |
| 第 18 週 | Final Exam |
1. Kotler, Philip and K Keller, Marketing Management, 15/e, Pearson 2016 2. Marketing Management Study Guide, Companion Website 3. Remi J.Triolet,PhD, MARKOPS: The Simulation for Marketing Training
- 聯絡方式
- etang@g2.nctu.edu.tw