行銷管理
Marketing Management
| 節 | 週三 |
|---|---|
5 13:20–14:10 | 行銷管理 TD 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 course introduces the discipline of marketing through the examination of businesses, as well as other organizations. The course will seek to understand the influence of consumers, the marketplace, and the marketing environment on marketing decision making. Ultimately, the goal of this course is to: Understand the core of the marketing process: STP (segmentation, targeting, positioning) Understand the importance of branding and the creation of brand equity Understand the elements of marketing strategy: the "4Ps" - product, price, place/channels, and promotion/communications.
Acceptance into the MBA program or instructor approval.
TurnItIn.com for paper submissions. Course documents (syllabus, grading rubrics, etc.) will be available online (website TBA). Required/optional readings and cases will be available online (website TBA). Electronic journal databases and/or Google Scholar will be used for the Case Analyses.
1. Homework and Assignments: Students will work on 2 projects in assigned teams. Teams are expected to use assigned articles as a starting point, integrate additional research (financial reports, reputable articles, etc.), and propose marketing strategies to address the key issues brought up in the case. Beyond the projects, students will also be evaluated on class participation, with the expectation that students participate both with formal presentations, as well as informal discussions in class. All students are expected to actively participate in discussions on content topics each week. Additionally, for each chapter from the text, students will submit weekly, brief, 1-2 page writeups that discuss the readings for each week. 2. Exams and Quizzes: Students will be responsible for 2 open-note, exams where students will be expected to demonstrate literacy of the topics covered in class, as well as potential applications of those ideas. Exams will require that students: 1) describe the core conceptual background of key topics covered in class, 2) identify key strategic factors for successful marketing solutions, and/or 3) relevant marketing tactics to accomplish goals associated with the key strategic factors. 3. Evaluation and Grading Policy: Exams – 35% Class Participation (including weekly writeups) – 30% Final Project – 35%
- Business Overview
- Marketing Management
- Student Evaluations
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course Introduction; Marketing Overview - Ch. 1 |
| 第 2 週 | Marketing Strategy and Market Research – Ch. 2, 3 |
| 第 3 週 | Customer Behavior I - Ch. 4, 5 |
| 第 4 週 | Target Marketing – Ch. 6 Final Project - Preliminary Ideas |
| 第 5 週 | Positioning – Ch. 7 |
| 第 6 週 | Branding – Ch. 8 |
| 第 7 週 | Final Project - Topic Proposals |
| 第 8 週 | Products (and Services) – Ch. 9, 10 |
| 第 9 週 | TAKE HOME EXAM 1 (Ch. 1 - 10) |
| 第 10 週 | Pricing – Ch. 11 |
| 第 11 週 | Place - Channels, Retailing, and Logistics - Ch. 12, 13 |
| 第 12 週 | Final Project - Status Report |
| 第 13 週 | IMC and Mass Communications – Ch. 14, 15 |
| 第 14 週 | Digital and Personal Communications – Ch. 16, 17 |
| 第 15 週 | Subsistence Marketplaces and Marketing Ethics – Ch. 18 |
| 第 16 週 | TAKE HOME EXAM 2 (Ch. 11 - 18) |
| 第 17 週 | ***NO CLASS – New Year's Day*** |
| 第 18 週 | Final Project Poster Session |
A Framework for Marketing Management, 6E, Kotler and Keller (Global Edition is OK) ISBN 10: 0-13-387131-2 ISBN 13: 978-0-13-387131-9
- 地點
- Room 428
- 時間
- Immediately after class
- 聯絡方式
- roland@nctu.edu.tw