Type of Credit: Required
Credit(s)
Number of Students
The objective of the course is to provide a framework for understanding the applications of marketing concepts and theories. 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.
本課程旨在教導學生了解行銷管理所涉及之基本觀念、分析工具及策略擬定，方向上乃是管理的角度出發，強調商品行銷之規劃和執行的重要學理、原則或方法。本課程分為三個部分，首先聚焦在行銷所扮演的角色—Creating Values for Customers，重點為如何創造價值，了解顧客的需要以及其購買流程；第二部分則是行銷策略的分析，包括市場的選擇及定位；第三部分是探討行銷戰術的執行，包含產品、定價、配銷及溝通策略。
能力項目說明
課程目標
After this course, students should be able to enhance skill-based and knowledge-based marketing competencies and more advanced marketing senses. Students are expected to develop intuition and systematical thinking about marketing decisions to solve real marketing problems in this course. This course will also prepare students for more advanced marketing studies.
行銷管理課程之目的在於：
學習成效
Class Schedule
|
Week |
Date |
Topics |
Readings/Cases/Notes |
|
1 |
9/2 |
Course Introduction Defining Marketing for the New Realities Marketing in the Digital Era |
Ch. 1 |
|
2 |
9/9 |
Developing Marketing Strategies and Plans Competitive Dynamics |
Ch. 2
|
|
3 |
9/16 |
Gathering Information and Forecasting Demands Conducting Marketing Research |
Ch. 5 Case: Xerox: Book-in-Time |
|
4 |
9/23 |
Creating Long-term Loyalty relationships Analyzing Consumer Markets Analyzing Business Markets |
Ch. 3, 4, 19, 20 |
|
5 |
9/30 |
Market Segmentation, Targeting, and Positioning |
Ch. 6, 7 Case: Starbucks: Delivering Customer Service (Harvard 9-504-016) |
|
6 |
10/7 |
Product Strategies, Brand Management, New Product Management |
Ch. 8, 9, 10, 17, 18 Case: How Augmented Reality Can – and Can’t – Help Your Brand (Harvard H06XR3) |
|
7 |
10/14 |
Pricing Strategies and Programs
|
Ch. 11 Case: P&G Downy Enviro-Pak (IVEY 9A90A006) |
|
8 |
10/21 |
Consumer Insight Report & Presentation (Attendance is required.) |
|
|
9 |
10/28 |
Place Strategies and |
Ch. 15, 16 Case: Synnex International: Transforming Distribution of High-Tech Products (IVEY 9B08AT19) |
|
10 |
11/4 |
Promotion Strategies and |
Ch. 12, 13, 14 Case: Social Media War 2021: Snap vs. Facebook vs. TikTok (Harvard 9-721-443) |
|
11 |
11/11 |
Promotion Strategies and Guest Speaker (9:10~11:00) |
Ch. 12, 13, 14
|
|
12 |
11/18 |
Corporate Social Responsibility |
Ch. 21 Case: 中華郵政「郵政VISA金融卡」促銷活動 (CBCC 04-IC-03) |
|
13 |
11/25 |
From OEM to Branding |
Case: Franz Collection, Inc.: The Road from Subcontracting to Brand Marketing (IVEY 9B10M030) |
|
14 |
12/2 |
Marketing Technology & Branding in the Digital Era |
Case: Target當店家能精準推估顧客是否懷孕 |
|
15 |
12/9 |
Term Project Report & Presentation (Attendance is required.) |
|
|
16 |
12/16 |
Final Exam (Class will continue after the exam.) |
|
* 教學進度可能視情況調整。
Grading Policy
Participation and cases discussion........................... 30%
Consumer insight report and presentation........... 15%
Term project report and presentation..................... 30%
Final exam......................................................................... 25%
Total 100%
Readings
https://moodle.nccu.edu.tw/my/