行銷管理
Marketing Management
| 節 | 週三 |
|---|---|
6 14:20–15:10 | 行銷管理 光寶二廳 3 節連堂 |
7 15:30–16:20 | |
8 16:30–17:20 |
* 根據陽明交大上課時間表所列
The objective of this course is to develop a deeper understanding of the role of marketing within the business community. Students shall learn the principles and basic knowledge of marketing management, which includes consumer and business purchase behavior, marketing research, product management, pricing strategies, channel management, promotion skills, and other related issues. The course seeks to prepare students for more advanced marketing studies.
The course will be taught primarily in the format of a combination of both lecture and case discussions. Occasionally, it will include case studies and some small group activities. However, it is subject to any changes as the professor see fit. Shall students have any question with regard to the class administration, please contact Dr. Chia-Chi Chang.
Midterm 20% Final Project 30% Final Exam 30% Cases and Participation 20%
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction and class administration |
| 第 2 週 | Marketing: Creating Customer Value and Engagement |
| 第 3 週 | Marketing: Creating Customer Value and Engagement Article 1: Why Satisfied Customers Defect |
| 第 4 週 | Case 1: Nectar: Making Loyalty Pay Article 2: Marketing When Customer Equity Matters |
| 第 5 週 | Company and Marketing Strategy Case 2: Trader Joe's |
| 第 6 週 | Managing Marketing Information to Gain Customer Insight Exercise: Survey Techniques |
| 第 7 週 | Pricing: Understanding and Capturing Customer Value |
| 第 8 週 | Pricing: Understanding and Capturing Customer Value |
| 第 9 週 | Midterm |
| 第 10 週 | Article 3: How to Fight a Price War Case 3: Priceline.com |
| 第 11 週 | Exercise : Price Competition |
| 第 12 週 | Customer Value-Driven Marketing Strategy |
| 第 13 週 | Article 4: Rediscovering Market Segmentation. Case 4 Metabical |
| 第 14 週 | Understanding Customer and Business Buyer Behavior |
| 第 15 週 | Final Project presentation |
| 第 16 週 | Final Project presentation |
| 第 17 週 | New Year’s Day |
| 第 18 週 | Final Exam |
Marketing: An Introduction, Armstrong and Kotler, Pearson International 13th Edition, ISBN-10: 1-29214650-8.
- 地點
- 管理一館 M318
- 時間
- available upon request
- 聯絡方式
- Phone: (03) 5712121 #57110 E-mail: chiachi801@gmail.com