Transcript Marketing

Introduction to the Course
2/22, 2017
教學目標
 行銷管理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。
 本課程設計的目的包括：
–
–
–
–
介紹關鍵的行銷觀念及行銷現象
協助同學發展行銷分析及計畫的能力
強化對於行銷戰術的了解與熟悉
強化行銷問題解決與決策能力的提昇
課程教材
 Philip
Kotler and Kevin Lane Keller (2016),
Marketing Management, 15th edition,
Edinburgh, UK: Pearson Education Limited.
（華泰書局代理）
課程進度









Introduction to the Course (2/22/17)
The Role of Marketing and Marketing Management (3/1/17)
Ch1
Marketing Strategies and Plans (3/08/17) Ch2
Managing Marketing Information (3/15/17)
Ch3&4
Consumer and Business Buyer Behavior (3/22/17 ) Ch6&7
Segmentation, Targeting, and Positioning (3/29/17) Ch9&10
（4/05/17） Ch11
Presentation of Group Mini Project I（4/12/17）
Midterm Examination （4/19/17）
課程進度









Product and Services Strategy （4/24/17）Ch13&14
New Product Development and Management（5/03/17）
Ch15
Pricing Strategy （5/10/17）Ch16
Marketing Channel Decisions （5/17/17）Ch17
Integrated Marketing Communications I（5/24/17 ）
Ch19&20
Integrated Marketing Communications II (5/31/17) Ch21&22
Presentation of Group Mini Project II (A) （6/07/17）
Presentation of Group Mini Project II (B) （6/14/17）
Final Examination （6/21/17）
指定計畫一

Group Mini Project I: Current Event Report
– Select a marketing-related article that cover such issues as a
salient product, a consumption pattern, a market trend, and
competitive moves of a famous brand. The article that you
believe is worth reading may come from popular magazines or
newspapers like BusinessWeek, The Economist, 工商時報, 天
下雜誌, or 商業週刊. The article should have been written
within the last one year. Your tasks are (1) to make a short
presentation (10 minutes) to summarize the article and
comment on their significance to the study of product/brand
management and (2) to prepare a couple of questions that may
lead to class discussion (2 minutes). Please submit a photocopy
of the original article to the teacher before April 3.
指定計畫二
 Group
Mini Project II:
– Case Analysis
 6/07/17


Consumer Products: Luxury (1) vs. FMCG (2) vs. Apparel
(3)
Services (I): Banking (4) vs. Lodging (5)
 6/14/17
Services (II): Retailing (6) vs. Advertising (7)
 High-Tech: Computer (8) vs. Communication (9) vs.
Platform (10)

個人作業
 Individual
Assignment: Take the VALS survey
on the website (http://www.sric-bi.com) and
write a learning report (two pages at most);
due on 3/22.
評分標準
 期中考試
 期末考試
 指定作業/計畫
 課堂參與
···············
···············
···············
···············
30%
30%
35%
5%