行銷管理
Marketing Management
| 節 | 週三 |
|---|---|
6 14:20–15:10 | 行銷管理 M115 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% Participation & Presentation 20% Final project 30% Final examination 30%
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction and class administration |
| 第 2 週 | Marketing: Creating Customer Value and Engagement■(參考閱讀) Article: The Value of Keeping the Right Customers |
| 第 3 週 | Marketing: Creating Customer Value and Engagement■Article 1: Why Satisfied Customers Defect (Group1) |
| 第 4 週 | ■Case 1: Nectar: Making Loyalty Pay (Group2)■Article 2: Should You Punish or Reward Current Customers? (Group3) |
| 第 5 週 | Company and Marketing Strategy■Case 2: Trader Joe's (Group4) |
| 第 6 週 | Guest speaker |
| 第 7 週 | Managing Marketing Information to Gain Customer InsightExercise: Survey Techniques |
| 第 8 週 | Pricing: Understanding and Capturing Customer Value |
| 第 9 週 | ■Article 3: How to Fight a Price War (Group5)■Case 3: Priceline.com (Group6) |
| 第 10 週 | Exercise : Price Competition |
| 第 11 週 | ■Pricing: Understanding and Capturing Customer Value■Article 4: Razor-and-Blades Pricing Revisited (Group7) |
| 第 12 週 | ■Customer Value-Driven Marketing Strategy |
| 第 13 週 | ■Article 5: Rediscovering Market Segmentation (Group8)■Case 4: Metabical (Group9) |
| 第 14 週 | Final Project presentation |
| 第 15 週 | Final Project presentation |
| 第 16 週 | Final Exam |
Marketing: An Introduction, Armstrong and Kotler, Pearson International 14th Edition, ISBN-13: 9781292294865.
- 地點
- EMBA Office M107
- 時間
- available upon request
- 聯絡方式
- Phone: (03) 5712121 #57060 E-mail: chiachi801@gmail.com