行銷管理

This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of consumers, the marketplace, and the marketing environment on marketing decision making. The goal of this course is to understand the core of the marketing process: STP (segmentation, targeting, positioning) by understanding the influence of the marketplace and the marketing environment (i.e., the 5 C’s: customer, company, context, collaboration, competition) on marketing strategy (i.e., the determination of the organization’s “4P’s” - product, price, place/channels, and promotion/communications).

Acceptance into the MBA program or instructor approval

無備註

Course documents (syllabus, grading rubrics, etc.) will be available online via Google Drive. Required/optional readings and cases will be available online via Google Drive.

1. Homework and Assignments: 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. All students are expected to actively participate in discussions on content topics each week. To facilitate the class discussions, students will be assigned to teams (the size of which will be a function of the class enrollment). Each week, every team will submit one document in E3 that contains two 1-2 page write-ups. Each write-up will cover one of the companies featured in the “Marketing Excellence” profiles that discuss a real-life situation. For each company featured, one team will be responsible for a 10-to-15-minute presentation of their case write-up to the class (two teams will present each week). Beginning in the middle of the semester, students will work on a semester project in assigned teams. Teams will each identify a focal firm and will gather and analyze available public information (e.g., annual reports, websites, social media sites, advertising) to analyze the current strategic marketing landscape for that firm. They will then develop a proposed a marketing strategy that will address key issues that emerge from the strategic analysis. Students will present their work in a poster session at the end of the semester. 2. Exams: Students will be complete 1 open-book/note exam. This exam will ask students 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: Exam – 30% Case Write-ups – 20% Class Participation – 20% Final Project – 30%

• Marketing Management

  1. Segmentation, Targeting , and Positioning 2. The 5 Cs 3. Marketing Strategy – The 4 Ps

  講授：

  24

• Student Evaluations

  1. Examinations 2. Case Write-ups 3. Final Project

  講授：

  9

• Business Overview

  1. Course Overview 2. Intro to Marketing 3. Buyer Behavior 4. Marketing Research 5. Subsistence Marketplaces

  講授：

  12

1. A Framework for Marketing Management, 6E, Kotler and Keller (Global Edition is OK) ISBN 10: 0-13-387131-2 ISBN 13: 978-0-13-387131-9

地點

Room 428

時間

Immediately after class

聯絡方式

roland@nycu.edu.tw