教學大綱 Syllabus

科目名稱：行銷理論

Course Name: Marketing Theory
  • 學年學期：112-1 Fall Semester, 2023
  • 科目代碼：355722001 Course No.355722001

修別：選

Type of Credit: Elective

3.0

學分數

Credit(s)

5

預收人數

Number of Students

課程資料Course Details
  • 開課單位：企博學一、企博學二、企博學三 Course Department:Business Administration/D/1&2&3
  • 授課老師：陳冠儒 Instructor: CHEN KUAN-JU
  • 先修科目：無Prerequisite(N/A)
  • 上課時間：三D56 Session: wed13-16

課程簡介Course Description

The objectives of this seminar are to:

  • familiarize advanced students with some of the more well-accepted literature and social science research traditions in marketing.
  • illustrate the nature of theory, research, and social science and their application to the study of marketing.
  • provide a framework whereby students develop the ability to analyze and construct critical viewpoints relating to marketing theories and research traditions.
  • have students be able to locate various theories into an overall conceptual base.
  • understand and challenge some of the basic assumptions of marketing theories and conclude what literature holds and what literature needs to be re-invigorated.
  • have you consider how the course should be taught.

核心能力分析圖 Core Competence Analysis Chart

能力項目說明

    課程目標與學習成效Course Objectives & Learning Outcomes

    The seminar will help students learn how to identify new and important research problems, how to ask interesting research questions, how to develop theories and form hypotheses, and how to design research methods to test the hypotheses. Students are required to develop a research project during the seminar and submit a written research report on the project at the end of the semester. A midterm write-up will be submitted after the first half of the course, and at this time we will determine if this project should be further developed in the second half of the class or if it should be replaced with a new idea.

    每周課程進度與作業要求 Course Schedule & Requirements

    教學週次Course Week 彈性補充教學週次Flexible Supplemental Instruction Week 彈性補充教學類別Flexible Supplemental Instruction Type

    Week  Date     Topics and Readings

    Ⅰ. CONTEMPORARY MARKETING THEORY AND THOUGHT

    1. 9/13         Course Introduction
    1. 9/20         Keith (1960), Kotler & Levy (1969a, b), Luck (1969), Levy & Kotler (1969), Arndt (1978)
    1. 9/27         Levitt (1960), Bagozzi (1975), Houston & Gassenheimer (1987), Hunt (1976)
    1. 10/4         Kotler (1986), Houston (1986), Jones & Monieson (1990), Van Waterschoot & Van den Bulte (1992)

    II. MARKET ORIENTATION (Illustrative development of a theoretical construct)

    1. 10/11      Shapiro (1988), Kohli & Jaworski (1990), Narver & Slater (1990)
    1. 10/18       Deshpande, Farley & Webster (1993), Jaworski and Kohli (1993), Slater & Narver (1994)
    1. 10/25       Slater & Narver (1995), Pelham & Wilson (1996), Sinkula, Baker & Noordewier (1997)
    1. 11/1         Hurley & Hult (1998), Han, Kim & Srivastava (1998), Lucas (1999)
    1. 11/8          Lucas & Ferrell (2000), Matsuno & Mentzer (2000), Noble, Sinha & Kumar (2002)
    1. 11/15        Matsuno, Mentzer & Ozsomer (2002), Kennedy, Goolsby, & Arnould (2003), Kirca, Jayachandran, & Bearden (2005)
    1. 11/22         Midterm Review: submit and present a midterm paper

    Gebhardt, Carpenter, and Sherry (2006)

    ⅡI. STRATEGIC MARKETING AND THE FUTURE

    1. 11/29        Carpenter (2017), Hult & Ketchen (2017), Varadarajan (2017)
    1. 12/6          Brand Management (1):

    Aaker (1991), Keller (1993)

    1. 12/13        Brand Management(2):

    Shocker, Srivastava & Ruekert (1994), Low & Fullerton (1994) Aaker (1997)

    1. 12/20         Marketing Strategy:

    McDaniel & Kolari (1987), Menon, Adidam & Edison (1999), Varadarajan & Jayachandran (1999)

    1. 12/27         Marketing Strategy Implementation:

    Walker & Ruekert (1987), Noble & Mokwa (1999), Olson, Slater & Hult (2005)

    1. 1/3             New Trends of Marketing: Service-dominant logic Vargo & Lusch (2004), Day et al. (2004),

    Vargo & Lusch (2008), Nath & Mahajan (2008)

    1. 1/10           Final Review: presentation & discussion

    Final paper due

    授課方式Teaching Approach

    5%

    講述 Lecture

    90%

    討論 Discussion

    0%

    小組活動 Group activity

    5%

    數位學習 E-learning

    0%

    其他： Others:

    評量工具與策略、評分標準成效Evaluation Criteria

    Class Participation 30%

     Midterm Paper 35%

     Final Term Paper 35%

    指定/參考書目Textbook & References

    • A List of Assigned Readings will be Provided.

    已申請之圖書館指定參考書目 圖書館指定參考書查詢 |相關處理要點

    維護智慧財產權，務必使用正版書籍。 Respect Copyright.

    課程相關連結Course Related Links

    
            
    
        
    
        
    
        
    
            
    
                
                
    
                
    課程附件Course Attachments
    
            
    
            
    
                
                
            
    
        
    
    
    
    
    
        
    
            
            
    
                
                
    
                    課程進行中，使用智慧型手機、平板等隨身設備
                    To Use Smart Devices During the Class
                
    
                
    
                        
                            需經教師同意始得使用
                        
                        Approval
                
    
            
    
        
    
    
    
    
    
    
        
        
    
            
    列印