現代行銷觀點

This course builds on the fundamentals of the marketing process (STP – Segmentation, Targeting, and Positioning; the 4 P's – Product, Price, Promotion, and Place/Channels) and takes an analytical approach to the study of modern marketing problems of business firms and other types of organizations. A case study approach will be used to explore a variety of modern topics, including sustainability and technology, through the lens of ethics, social justice, and how vulnerable consumers interact with the marketplace. Students will use real-life case studies, combined with research beyond the cases, as the inspiration for proposed marketing strategies to address focal issues related to the course content.

Marketing Management or Instructor Approval

無備註

TurnItIn.com for paper submissions. Course documents (syllabus, grading rubrics, etc.) will be available online (website TBA). Required/optional readings and cases will be available online (website TBA). Electronic journal databases and/or Google Scholar will be used for the Case Analyses.

1. Homework and Assignments: Students will work on 3 major case analyses in assigned teams. Teams are expected to use the assigned case study as a starting point, integrate additional research (financial reports, reputable articles, etc.), and propose a marketing strategy to address the key issues brought up in the case. Similarly the final project will require teams to choose a topic, similar in depth and nature to the case analyses, and perform an analysis of greater rigor. Beyond the case analyses and final project, students will also be evaluated on class participation, with the expectation that students participate both with formal presentations, as well as in informal discussions in class. Students will be assigned discussion leadership roles throughout the semester that will include academic-conference-style presentations of research. All students are expected to actively participate in discussions on content topics each week. Additionally, for each content topic, students will submit weekly, brief, 1-page reflection papers that are intended present individual thoughts on the reading topics. 2. Exams and Quizzes: Students will be responsible for 2 open-note, exams where students will be expected to demonstrate literacy of the topics covered in class, as well as potential applications of those ideas. Exams will require that students: 1) describe the core conceptual background of key topics covered in class, 2) identify key strategic factors for successful marketing solutions, and/or 3) relevant marketing tactics to accomplish goals associated with the key strategic factors. 3. Evaluation and Grading Policy: Exams – 25% Class Participation (including weekly writeups) – 20% Case Analyses – 30% Final Project Paper – 20% Final Project Presentation – 5%

• Modern Topics

  1. Sustainability in New Product and Service Development 2. Ethical Consumption 3. Technology, Innovation, and the Digital Divide 4. Non-Profit and Cause Marketing 5. Social Entrepreneurship 6. Subsistence Marketplaces

  講授：

  9

  其他：

  9

  備註：Lecture/Discussion

• Application of Topics

  1. Examinations 2. Case Analyses 3. Final Project

  講授：

  9

  其他：

  15

• High Level Overview and Motivation

  1. Marketing Review 2. Business Ethics and Corporate Social Responsibility 3. Shareholder to Stakeholder to the Triple Bottom Line

  講授：

  6

  其他：

  6

  備註：Lecture/Discussion

Required reading list and case documents will be available online (website TBA).

地點

Room 428

時間

Immediately after class

聯絡方式

roland@nctu.edu.tw