B2420A 教學大綱表

教學大綱表 (113學年度第1學期)

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課程名稱 Course Title	(中文) 行銷管理 (英文) Marketing Management			開課單位 Departments	事業經營學系
				課程代碼 Course No.	B2420A
授課教師 Instructor	陳美芳
學分數 Credit	3.0	必/選修 core required/optional	必修	開課年級 Level	大二
先修科目或先備能力(Course Pre-requisites)：
課程概述與目標(Course Overview and Goals)：透過本課程讓同學們可多瞭解廠商的行銷活動行銷策略行銷管理
教科書(Textbook)	指定教科書: Marketing: An Introduction 15th edition 作者: Gary Armstrong,Philip Kotler, Marc Oliver Opresnik 出版社: Pearson
參考教材(Reference)	參考教科書 1: Marketing: real people, real choices 8th edition 作者: Solomon, Michael R., Marshall, Greg W., Stuart, Elnora W. 出版社: Pearson
圖書館電子書(E-book of the Library)	Marketing: The Basics, 2nd Edition http://www.tandfebooks.com/isbn/9780203870341

課程大綱 Syllabus			學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
序 No.	單元主題 Unit topic	內容綱要 Content summary	學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
1	PART I: DEFINING MARKETING AND THE MARKETING PROCESS	Ch 1 Marketing: Creating Customer Value and Engagement	1-1 Define marketing and outline the steps in the marketing process. 1-2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. 1-3 Identify the key elements of a customer value- driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. 1-4 Discuss CRM and identify strategies for creating value for customers and capturing value from customers in return.	討論講授
2	PART I: DEFINING MARKETING AND THE MARKETING PROCESS	Ch 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships	2-1. Explain company-wide strategic planning and its four steps. 2-2. Discuss how to design business portfolios and develop growth strategies. 2-3. Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. 2-4. Describe the elements of a customer value-driven marketing strategy and mix and the forces that influence it.	討論講授
3	PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE	Ch 3 Analyzing the Marketing Environment	3-1. Describe the environmental forces that affect the company’s ability to serve its customers. 3-2. Explain how changes in the demographic and economic environments affect marketing decisions. 3-3. Identify the major trends in the firm’s natural and technological environments. 3-4. Explain the key changes in the political and cultural environments. 3-5. Discuss how companies can react to the marketing environment.	討論講授
4	PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE	Ch 4 Managing Marketing Information to Gain Customer Insights	4-1. Explain the importance of information in gaining insights about the marketplace and customers. 4-2. Define the marketing information system and discuss its parts. 4-3. Outline the steps in the marketing research process. 4-4. Explain how companies analyze and use marketing information. 4-5. Discuss the special issues some marketing researchers face, including public policy and ethics issues.	討論講授
5	PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE	Ch 5 Understanding Consumer and Business Buyer Behavior	5-1. Understand the consumer market and the major factors that influence consumer buyer behavior. 5-2. Identify and discuss the stages in the buyer decision process. 5-3. Describe the adoption and diffusion process for new products. 5-4. Define the business market and identify the major factors that influence business buyer behavior. 5-5. List and define the steps in the business buying decision process.	討論講授
6	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers	6-1. Define the major steps in designing a customer value-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. 6-2. List and discuss the major bases for segmenting consumer and business markets. 6-3. Explain how companies identify attractive market segments and choose a market-targeting strategy. 6-4. Discuss how companies differentiate and position their products for maximum competitive advantage.	討論講授	作業
7	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch 7 Product, Services, and Brands: Building Customer Value	7-1. Define product and describe the major classifications of products and services. 7-2. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. 7-3. Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require. 7-4. Discuss branding strategy—the decisions companies make in building and managing their brands.	討論講授
8	期中考試週	期中考試	期中學習回饋		期中考
9	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch 8 Developing New Products and Managing the Product Life Cycle	8-1. Explain how companies find and develop new product ideas. 8-2. List and define the steps in the new product development process and the major considerations in managing this process. 8-3. Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle. 8-4. Discuss two additional product issues: socially responsible product decisions and international product and services marketing.	討論講授
10	分組報告	分組報告 (新)產品上市行銷企畫書撰寫	行銷企畫書撰寫技巧	實作	報告
11	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch 9 Pricing: Understanding and Capturing Customer Value	9-1. Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. 9-2. Identify and define the other important external and internal factors affecting a firm’s pricing decisions. 9-3. Describe the major strategies for pricing new products. 9-4. Explain how companies find a set of prices that maximizes the profits from the total product mix.	討論講授
12	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch10 Marketing Channels: Delivering Customer Value	10-1. Explain why companies use marketing channels and discuss the functions these channels perform. 10-2. Discuss how channel members interact and how they organize to perform the work of the channel. 10-3. Identify the major channel alternatives open to a company. 10-4. Explain how companies select, motivate, and evaluate channel members. 10-5. Discuss the nature and importance of marketing logistics and integrated supply chain management.	討論講授
13	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch11 Retailing and Wholesaling	11-1. Explain the role of retailers in the distribution channel and describe the major types of retailers. 11-2. Describe the major retailer marketing decisions. 11-3. Discuss the major trends and developments in retailing. 11-4. Explain the major types of wholesalers and their marketing decisions.	討論講授	彈性教學
14	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch12 Engaging Customers and Communicating Customer Value: Advertising and Public Relations	12-1. Define the five promotion mix tools for communicating customer value. 12-2. Discuss the changing communications landscape and the need for integrated marketing communications. 12-3. Describe and discuss the major decisions involved in developing an advertising program. 12-4. Explain how companies use public relations to communicate with their publics.	討論講授	彈性教學
15	PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX	Ch13 Personal Selling and Sales Promotion	13-1. Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. 13-2. Identify and explain the six major sales force management steps. 13-3. Discuss the personal selling process, distinguishing between transaction- oriented marketing and relationship marketing. 13-4. Explain how sales promotion campaigns are developed and implemented.	討論講授	作業
16	期末考週	期末考試	期末學習回饋		期末考

彈性教學週活動規劃

序 No.	實施期間 Period	實施方式 Content	教學說明 Teaching instructions	彈性教學評量方式 Evaluation	備註 Notes
1	起:2024-12-01 迄:2024-12-14	5.小專題 Project	請藉由網路資源自主學習永續發展目標[維持永續消費與生產模式]有關內容、廠商跟行銷人員可以努力的方向以及可能的創新商業模式。	繳交[維持永續消費與生產模式創新商業模式]報告

教學要點概述：
1.自編教材 Handout by Instructor：
■ 1-1.簡報 Slids
□ 1-2.影音教材 Videos
□ 1-3.教具 Teaching Aids
■ 1-4.教科書 Textbook
□ 1-5.其他 Other
□ 2.自編評量工具/量表 Educational Assessment
□ 3.教科書作者提供 Textbook

成績考核 Performance Evaluation：期末考：30% 期中考：30% 報告：10% 彈性教學：10% 作業：20%

教學資源(Teaching Resources)：
■ 教材電子檔(Soft Copy of the Handout or the Textbook)
□ 課程網站(Website)
扣考規定：https://curri.ttu.edu.tw/p/412-1033-1254.php