行銷學

The goal of this course is to place the consumer at the center of marketing process. The topics covered in this course include creating customer value, building profitable customer relationships, understanding consumer needs and wants, deciding which target markets to serve, and developing value propositions. The objectives of the course are: 1. To introduce students to the latest marketing thinking and practice. 2. To introduce five themes of marketing: creating value for customers, managing brands, measuring return on marketing, harnessing new marketing technologies, and marketing in a socially responsible way around the globe. 3. To provide an opportunity for students to collect marketing data for analysis and interpretation. Marketing lectures, data analysis, and homework exercises will emphasize the application of marketing as a qualitative and quantitative management tool, a combination of critically integrated business processes, and a significant means to increase the value of a firm’s intellectual property.

Please follow the schedule as structured by the department curriculum committee. Taking this class or any required class out of sequence may cause delays with your academic progress in Management Science. Your curriculum advisor should be informed if there are reasons why you are not taking the class as scheduled by the department.

Access to a computer with statistical software and media processing software (e.g., Microsoft Word, Excel, Power Point,); Ability to take notes in English and summarize the notes after each class. Class Attendance and Participation: Attendance is mandatory for all classes, guest speakers, and all project and project presentations. However, even if you attend all classes but do not actively participate, you will still receive a low participation grade. Missing more than 3 classes without first asking permission and equivalent lateness will result in a lower grade. Professional behavior is expected of all students. The evaluation and grading policy are based on exams, class participation, writing individual report and presentation of class problems and the final project. Professional behavior is expected of all students whereby all students must follow department and university rules and maintain a professional attitude and work ethic. Students should neither lie, cheat, or steal. Students should be able to determine right from wrong classroom behavior, and thus be able to arrive at honorable responses to teacher requests, questions, assignments, and participate in professional classroom dialogue with the teacher, teaching assistant, and classmates.

The course will use a combination of lectures, class discussions, and in-class group exercises to present the five major value themes. Class group exercises provide a practical opportunity to practice class lecture terminology, apply models and frameworks, and to discuss answers. Students are expected to prepare for each class as outlined by the class schedule. Two marketing exams (80%) Class Participation (Quizzes, Conduct) 10% (individual) Two Marketing Exams (Midterm and Final Exams) 80% (individual) One Marketing Course Final Project 10% (groups of 4 to 5)

Textbook: Marketing: An Introduction, by Gary Armstrong, Philip Kotler & Marc Oliver Opresnik, Pearson International Edition, ISBN: 9781292146508. Available from Hwa Tai Publishing, Taipei (Mr Jack Liang 02-2162-1217, 0919388067). ** Do not use pirated textbooks.

地點

Management Science Room 306

時間

By appointment or casually 30 minutes before class

聯絡方式

trappey@faculty.nctu.edu.tw NCTU Office: 03-5727686