行銷管理
Marketing Management
| 節 | 週二 |
|---|---|
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 course examines the role and importance of marketing to contemporary organizations. It provides students with an understanding of the basic concepts of marketing management in making marketing decisions. The course aims to provide students with a theoretical and hands-on understanding of the major marketing management concepts, issues, and practices. It also seeks to strengthen students’ skills in rational thinking, critical analysis, problem-solving, and effective communication in the business context. Upon completion of this course, students will be able to: •identify, define, and explain the fundamental principles, concepts, theories, tools, and practices relating to marketing management, including their role and application in a range of organizations; • explain the marketing management process, the role of market segmentation, targeting and positioning (STP) for the design of marketing strategy; • use knowledge of the marketing tools, STP, and marketing mix elements in a coherent and integrated way to construct a marketing plan; • use information literacy skills and effectively communicate marketing knowledge and ideas in presentation and written form. The course is conducted through lectures, case studies, field visits, in-class discussions and exercises, readings, business competitions, presentations, and marketing project writing.
Homework and Assignments & course evaluation: Class participation (10%), Learning reflection homework (10%), Group Presentation (30%), Final project (50%)
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction to the course |
| 第 2 週 | Defining Marketing for the 21st Century |
| 第 3 週 | Developing Marketing Strategies and Plans |
| 第 4 週 | Collecting Information and Forecasting Demand |
| 第 5 週 | Conducting Marketing Research |
| 第 6 週 | Analyzing Consumer Markets/Consumer behaviour |
| 第 7 週 | Identifying Market Segments and Targets |
| 第 8 週 | Creating Brand Equity and crafting the Brand Positioning |
| 第 9 週 | Competitive Dynamics |
| 第 10 週 | Setting Product Strategy & amp Designing and Managing Services |
| 第 11 週 | Mid-term Presentation |
| 第 12 週 | Designing and Managing Integrated Marketing Channels |
| 第 13 週 | Managing Retailing, Wholesaling, and Logistics |
| 第 14 週 | Designing and Managing Integrated Marketing Communications |
| 第 15 週 | Managing Mass Communications |
| 第 16 週 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling |
•Kotler, P. & Kevin, L. K. (2014) Marketing Management, 14th edition. Pearson. •John Mullins, Orville Walker, (2012) Marketing Management: A Strategic Decision-Making Approach, McGraw-Hill. •Mohr, J. J., Sengupta, S.& Slater, S. F. (2010) Marketing of High Technology Products and Innovations, Pearson. •Cases, journal papers and other reading materials.
- 地點
- A701, Assembly Building 1, OR Online meeting.
- 時間
- Every Wednesday 9 am - 6 pm.
- 聯絡方式
- via email: sirirat.sae.lim@nycu.edu.tw