行銷管理
Marketing Management
| 節 | 週三 |
|---|---|
6 14:20–15:10 | 行銷管理 M115（光復） 3 節連堂 |
7 15:30–16:20 | |
8 16:30–17:20 |
* 根據陽明交大上課時間表所列
The objective of this course is to develop a deeper understanding of the role of marketing within the business community. 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. The course seeks to prepare students for more advanced marketing studies.
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The course will be taught primarily in the format of a combination of both lecture and case discussions. Occasionally, it will include case studies and some small group activities. However, it is subject to any changes as the professor see fit. Shall students have any question with regard to the class administration, please contact Dr. Chia-Chi Chang.
Midterm 20% Participation & Presentation 20% Final project 30% Final examination 30%
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| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction and class administration 2023-09-13(三) |
| 第 2 週 | Marketing: Creating Customer Value and Engagement■(參考閱讀) Article: The Value of Keeping the Right Customers 2023-09-20(三) |
| 第 3 週 | Marketing: Creating Customer Value and Engagement■Article 1: Why Satisfied Customers Defect (Group1) 2023-09-27(三) |
| 第 4 週 | ■Case 1: Nectar: Making Loyalty Pay (Group2)■Article 2: Should You Punish or Reward Current Customers? (Group3) 2023-10-04(三) |
| 第 5 週 | Company and Marketing Strategy■Case 2: Trader Joe's (Group4) 2023-10-11(三) |
| 第 6 週 | Guest speaker 2023-10-18(三) |
| 第 7 週 | Managing Marketing Information to Gain Customer InsightExercise: Survey Techniques 2023-10-25(三) |
| 第 8 週 | Pricing: Understanding and Capturing Customer Value 2023-11-01(三) |
| 第 9 週 | ■Article 3: How to Fight a Price War (Group5)■Case 3: Priceline.com (Group6) 2023-11-08(三) |
| 第 10 週 | Exercise : Price Competition 2023-11-15(三) |
| 第 11 週 | ■Pricing: Understanding and Capturing Customer Value■Article 4: Razor-and-Blades Pricing Revisited (Group7) 2023-11-22(三) |
| 第 12 週 | ■Customer Value-Driven Marketing Strategy 2023-11-29(三) |
| 第 13 週 | ■Article 5: Rediscovering Market Segmentation (Group8)■Case 4: Metabical (Group9) 2023-12-06(三) |
| 第 14 週 | Final Project presentation 2023-12-13(三) |
| 第 15 週 | Final Project presentation 2023-12-20(三) |
| 第 16 週 | Final Exam 2023-12-27(三) |
Marketing: An Introduction, Armstrong and Kotler, Pearson International 14th Edition, ISBN-13: 9781292294865.
- 地點
- EMBA Office M107
- 時間
- available upon request
- 聯絡方式
- Phone: (03) 5712121 #57060 E-mail: chiachi801@gmail.com