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課程名稱 (中文) 行銷管理
(英文) Marketing Management
開課單位 事業經營學系
課程代碼 B2420B
授課教師 陳美芳
學分數 3.0 必/選修 選修 開課年級 大二
先修科目或先備能力:
課程概述與目標: 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 指定教科書: Marketing: An Introduction 14th edition
作者: Gary Armstrong,Philip Kotler,Marc Oliver Opresnik
出版社: Pearson
參考教材 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 Marketing: The Basics, 2nd Edition
http://www.tandfebooks.com/isbn/9780203870341
課程大綱 學生學習目標 單元學習活動 學習成效評量 備註
單元主題 內容綱要
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.
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    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.
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    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.
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    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.
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    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.
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    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.
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    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.
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    8 期中報告 分組期中報告
    產品上市行銷企畫書撰寫
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    9 期中考試週 期中考試 Feedback
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    10 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.
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    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.
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    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.
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    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.
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    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.
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    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.
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    16 PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX Ch14 Direct, Online, Social Media, and Mobile Marketing 14-1. Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.
    14-2. Identify and discuss the major forms of direct and digital marketing.
    14-3. Explain how companies have responded to the Internet and the digital age with various online marketing strategies.
    14-4. Discuss how companies use social media and mobile marketing to engage consumers and create brand community.
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    17 期末報告 分組期末報告 Feedback
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    18 期末考週 期末考試 Feedback
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    評量方法: 期末考:30%   期中考:30%   報告:20%   作業:20%  
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    扣考規定:http://eboard.ttu.edu.tw/ttuwebpost/showcontent-news.php?id=504