Type of Credit: Required
Credit(s)
Number of Students
Marketing is a multifaceted and dynamic business function crucial for customer acquisition and retention, often conceptualized as the art and science of profitably meeting needs. At its core, marketing is about delivering superior value to customers. Achieving this requires strategic thinking, analytical abilities, creativity, and a strong understanding of marketing concepts and frameworks.
This curriculum is designed to provide you with a deep understanding of foundational frameworks such as the Three C’s (Customers, Company, and Competitors) and the Four P’s (Product, Pricing, Promotion, and Place). By the end of this course, you will be equipped to structure your thinking, develop comprehensive marketing strategies, and translate these
strategies into actionable tactics.
You will enhance your analytical and decision-making skills, assess customer behavior, devise performance metrics, optimize processes, nurture customer relationships, and ensure strategic alignment. Additionally, you will learn to construct and analyze realistic business scenarios,answering key marketing questions such as:
● Which customers should be served?
● What is the optimal product bundle for these customers?
● How can we effectively connect the two?
能力項目說明
By the end of this course, you will be able to:
Understand Core Marketing Concepts: Learn the fundamental frameworks of the Three C’s and Four P’s.
Analyze Market Data and Consumer Behavior: Employ segmentation, targeting, and positioning (STP) tools to conduct thorough market analysis and inform strategic decisions.
Develop Strategic Marketing Plans: Create competitive strategies, including product development, branding, and pricing.
Implement Tactical Marketing Actions: Apply integrated marketing communications (IMC) and manage distribution and supply chains effectively.
Explore Behavioral Marketing Insights: Examine how biases and rapid technological changes affect information dissemination and decision-making. Learn how contemporary marketers can leverage these insights to enhance marketing strategies effectively.
Collaborate and Present Effectively: Work in teams to analyze cases, develop consulting projects, and deliver impactful presentations.
Career Benefits
This course benefits students pursuing careers in Marketing, Technology, Consulting, Investment Analysis, Venture Capital/Private Equity, and Entrepreneurship.
| 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 |
|---|---|---|
We will follow the NCCU IMBA grading policy. Your performance in this course will be evaluated as follows:
Class Participation: 40% (individual)
Active participation is essential. This includes attendance, preparation (completing readings and case studies), and contributions during lectures and discussions. Your engagement is vital; come prepared to participate thoughtfully and critically.
Case Presentation: 30% (team): Each group will present two case studies and provide analyses. Each case will contribute 15% to the final grade.
Consulting Project: 30% (team): Presentation 20% and report 10%.
Teammate Evaluation: A group member evaluation will be administered at the conclusion of the course. This may adjust individual grades based on team collaboration and contribution.
Evaluations apply to both the consulting project and case presentations. Each member’s participation, collaboration, and contribution will be confidentially assessed by teammates.
Course Policies
Students are expected to adhere to the NCCU IMBA code of conduct, including:
Academic Integrity:
Plagiarism and Academic Dishonesty: These will not be tolerated. All work must be your original effort.
Attendance:
Attendance Requirements: Attendance will be taken in each class. Missing more than two classes (six hours) due to unexcused absences will lower your class participation grade. More than three unexcused absences (nine hours total) will result in course failure.
Deadlines:
Meeting Deadlines: All deadlines must be met. Submit assignments early if you anticipate issues, as late submissions disrupt the class and are unfair to other students.
Late Submissions:
Late submissions will incur a 10% penalty within the first 24 hours, a 25% penalty after 24 hours, and will not be accepted beyond 48 hours past the deadline.
Major Assignments
Case Presentations (Team):
Five cases will be presented to the class by student groups. Each case will be presented by two groups (assignments will be announced on the first day of the course). The instructor will then lead a case discussion for the remaining time. Each group should use the case assignment questions, which will be provided after the first class, to guide their analysis. They will then present their analysis to the class for 20 minutes (15 minutes for the presentation and five minutes for questions). These time limits will be strictly adhered to. Given the short time frame, it’s advisable not to spend time repeating case facts.
Teams will also submit an electronic copy of their presentation slides (preferably PowerPoint) to the instructor at the beginning of class and an executive summary of the case (no more than 2 pages: single-spaced, 11-point font). Additional documents with supplementary analysis can also be submitted electronically.
The instructor will evaluate each team’s presentation with a focus on the oral presentation and Q&A (persuasive ability, depth, and rigor), with less emphasis on the written material. Students will also evaluate each presentation – details on this will be provided in class.
Consulting Project:
You will undertake a consulting project as a major assignment in this course. Detailed instructions and guidelines for the consulting project will be provided separately.
We will use a mix of lectures, interactive discussions and debates, guest speakers, and the case method to facilitate learning. While case studies have been carefully selected throughout the course, they may not always perfectly align with recently taught materials due to the complexity and evolving nature of real-world situations.
However, I encourage you to think beyond the immediate topic and use this opportunity to develop critical thinking and practical skills.We will incorporate the case method because it challenges your analytical skills and cultivates
your communication abilities. Active participation is essential to maximize these benefits, so I may "cold call" students. This approach is intended to foster active engagement and help you develop the necessary skills for marketing management.