教學大綱表 (112學年度 第2學期)
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課程名稱
Course Title
(中文) 行銷管理研究
(英文) Study To Marketing Management
開課單位
Departments
事業經營研究所
課程代碼
Course No.
B5410
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
研究所
先修科目或先備能力(Course Pre-requisites):
課程概述與目標(Course Overview and Goals):A 21st Century view of marketing brings modern strategy and information: A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: ●Globalization ●Technology ●Social Responsibility
教科書(Textbook) 書名: A Framework for Marketing Management (GE) (6e)
作者: Philip Kotler and Lane Keller Kevin
出版社: Pearson Education
出版年: 2016
參考教材(Reference) Marketing Management,15th Edition,Pearson Education, 2016 by Kotler P. and Keller, K. L. 華泰書局

Marketing: real people, real choices 8th edition by Solomon, Michael R., Marshall, Greg W., Stuart, Elnora W.
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

No.
單元主題
Unit topic
內容綱要
Content summary
1 PART I: INTRODUCTION TO MARKETING MANAGEMENT Ch 1 Scope of Marketing for the New Realities Why is marketing important?
What is the scope of marketing?
What are some core marketing concepts?
What forces are defining the new marketing realities?
What tasks are necessary for successful marketing management?
討論
講授
 
2 PART I: INTRODUCTION TO MARKETING MANAGEMENT Ch 2 Marketing Strategies and Plans How does marketing affect customer value?
How is strategic planning carried out at different organizational levels?
What does a marketing plan include?
How can companies monitor and improve marketing activities and performance?
討論
講授
 
3 PART I: INTRODUCTION TO MARKETING MANAGEMENT Ch 3 Marketing Research and Analysis What are the components of a modern marketing information system?
How can companies collect marketing intelligence?
What constitutes good marketing research?
How can companies accurately measure and forecast market demand?
What are some influential developments in the macroenvironment?
討論
講授
 
4 PART II: CONNECTING WITH CUSTOMERS Ch 4 Building Long-term Customer Relationships How can companies deliver customer value, satisfaction, and loyalty?
What is the lifetime value of customers, and how can marketers maximize it?
How can companies attract and retain the right customers and cultivate strong customer relationships and communities?
討論
講授
 
5 PART II: CONNECTING WITH CUSTOMERS Ch 5 Buying Dynamics of Consumer and Business How do cultural, social, and personal factors influence consumer buying behavior?
What major psychological processes influence consumer buying behavior?
How do consumers make purchasing decisions?
What is the business market, and how does it differ from the consumer market?
Who participates in the business buying process, and how are buying decisions made?
How can companies build strong relationships with business customers?
討論
講授
 
6 PART III: STRATEGIC BRAND MANAGEMENT Ch 6 Target Marketing In what ways can a company divide a consumer or business market into segments?
How should a company choose the most attractive target markets?
What are the different levels of market segmentation?
討論
講授
作業
 
7 PART III: STRATEGIC BRAND MANAGEMENT Ch 7 Competitive and Effective Brand Positioning How can a firm develop and establish an effective positioning?
How are brands successfully differentiated?
How do marketers identify and analyze competition?
How can market leaders, challengers, followers, and nichers compete effectively?
討論
講授
 
8 Mid-Term Report Mid-Term Report Mid-Term Report 實作
期中考
 
9 PART III: STRATEGIC BRAND MANAGEMENT Ch 8 Branding and Core Growth What is a brand, and how does branding work?
What is brand equity, and how is it built, measured, and managed?
What are the important decisions in developing a branding strategy?
Why is it important for companies to grow the core of their business?
討論
 
10 PART IV: VALUE CREATION Ch 9 Product Mix and New Offerings What are the characteristics of products, and how do marketers classify products?
How can companies differentiate products?
How can a company build and manage its product mix and product lines?
How can companies use packaging, labeling, warranties, and guarantees as marketing tools?
What strategies are appropriate for introducing new offerings and influencing adoption?
What strategies are appropriate in different stages of the product life cycle?
討論
講授
 
11 PART IV: VALUE CREATION Ch10 Analyzing and Marketing Services How can services be defined and classified, and how do they differ from goods?
What are the new services realities?
How can companies manage service quality achieve excellence in services marketing?
How can goods marketers improve customer-support services?
討論
講授
 
12 PART IV: VALUE CREATION Ch11 Concepts and Tools for Strategic Pricing How do consumers process and evaluate prices?
How should a company set prices initially?
How should a company adapt prices to meet varying circumstances and opportunities?
When and how should a company initiate a price change and respond to a competitor’s price changes?
討論
講授
平時考
 
13 PART V: VALUE DELIVERY Ch12 Developing and Managing Strategic and Integrated Marketing Channels What is a marketing channel system and value network?
What work do marketing channels perform?
What decisions do companies face in managing and integrating their channels?
What are the key channel issues in e-commerce and m-commerce?
When and how should a company initiate a price change and respond to a competitor’s price changes?
討論
講授
 
14 PART V: VALUE DELIVERY Ch13 Managing Retailing, Wholesaling, and Logistics What major types of marketing intermediaries occupy this sector, and what marketing decisions do they face?
What does the future hold for private label brands?
What are some of the important issues in wholesaling and logistics?
實作
彈性教學
 
15 PART VI: VALUE COMMUNICATION Ch14 Designing and Managing Integrated Marketing Communications What is the role of marketing communications?
What are the major steps in developing effective communications?
How is the marketing communications mix, and how should it be set and evaluated?
What is an integrated marketing communications program?
討論
講授
 
16 Final-Term Report Final-Term Report Final-Term Report 實作
期末考
報告Presentation  
彈性教學週活動規劃

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:2024-05-20 迄:2024-05-24 6.其他 Others Report How can companies be socially responsible marketers? Please choose one topic of SDGs or ESG related to demonstrate how companies can do for socially responsible marketing practices. Report Presentation


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%   彈性教學:10%   平時考:20%   作業:10%  

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