行銷管理
Marketing Management
| 節 | 週四 |
|---|---|
2 09:00–09:50 | 行銷管理 MB110（光復） 3 節連堂 |
3 10:10–11:00 | |
4 11:10–12:00 |
* 根據陽明交大上課時間表所列
This marketing management course is designed to provide the students with an understanding of the basic concepts of marketing management and experience in making marketing decisions. The objectives of this course are threefold: 1. to develop students' ability to identify marketing problems and opportunities, 2. to deepen students' understanding about strategic issues such as competitive analysis, product positioning, target markets selection, market-oriented management, and making decisions with right blend of marketing 4Ps, and 3. to analyze current business events in the context of established marketing principles. The course is concerned with the development, evaluation, and implementation of marketing management in complex environments. It focuses on the process of marketing management with a strong application tone. As a result, knowledge of marketing concepts are generated from in-depth analysis of a varieties of principles, theories, industry and company facts, analytical procedures, techniques, models, and marketing simulation game. The course includes lectures, case studies, field visits, in-class discussion and exercises, readings, business games, presentations, and project writing. This course aims to provide students with both theoretical and hands-on understanding of the major concepts, issues, and practices in marketing management. It also seeks to strengthen students’ skills in rational thinking, critical analysis, problem solving, and effective communication in the business context.
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Class participation (10%) Group Presentation (20%) Group project (40%) Final exam (30%)
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| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction to the course 9/14 |
| 第 2 週 | Defining Marketing for the 21st Century 9/21 |
| 第 3 週 | Developing Marketing Strategies and Plans 9/28 |
| 第 4 週 | Collecting Information and Forecasting Demand 10/5 |
| 第 5 週 | Conducting Marketing Research 10/12 |
| 第 6 週 | Analyzing Consumer Markets/Consumer behaviour 10/19 |
| 第 7 週 | Identifying Market Segments and Targets 10/26 |
| 第 8 週 | Creating Brand Equity and crafting the Brand Positioning 11/2 |
| 第 9 週 | Competitive Dynamics 11/9 |
| 第 10 週 | Setting Product Strategy & Designing and Managing Services 11/16 |
| 第 11 週 | Developing Pricing Strategies and Programs 11/23 |
| 第 12 週 | Designing and Managing Integrated Marketing Channels 11/30 |
| 第 13 週 | Managing Retailing, Wholesaling, and Logistics 12/7 |
| 第 14 週 | Designing and Managing Integrated Marketing Communications 12/14 |
| 第 15 週 | Managing Mass Communications 12/21 |
| 第 16 週 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 12/28 |
| 第 17 週 | Tapping into Global Markets 1/4 |
| 第 18 週 | Conclusion and celebration 1/11 |
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.
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