教學大綱表 (114學年度 第1學期)
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課程名稱
Course Title
(中文) 企業行銷研究
(英文) Study To Business Marketing
開課單位
Departments
事業經營研究所
課程代碼
Course No.
B5420
授課教師
Instructor
黃憲隆
學分數
Credit
2.0 必/選修
core required/optional
選修 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):1.說明B2B(Business to Business)行銷架構、銷售流程介紹、組織採購的特性、簡報技巧及標案簡報實作
2.培養學生具備B2B行銷能力,能對企業進行行銷規劃。
3.培養同學上台簡報能力,訓練有效的溝通技巧。
4.本課程搭配業界講師協同教學,分享國際貿易/跨文化管理/國際行銷實務經驗,以業界實務驗證教學內容並藉教學互動協助同學探索企業行銷業界實務做法,使學習者了解企業市場之特性與採購行為。
5.以問題導向式教學方式,開課教師主要講解相關理論,業界專家參與並實作,以實際案例練習使理論與實務相結合。
教科書(Textbook) Business Marketing Management B2B
Michael D. Hutt and Thomas W. Speh
Tenth Edition, South-Western, ISBN-10: 0-324-58163-7
參考教材(Reference)
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 課程導論與B2B行銷概論 行銷定義、B2B vs B2C、行銷價值鏈 了解B2B行銷的範疇、目的與與消費者行銷的差異 講授
 
2 商業市場環境與組織顧客類型 顧客類型、政府與機構市場 掌握B2B市場的組成與客戶分類基準 講授
 
3 組織採購行為與決策過程 購買中心、決策中心、採購流程與模式 能說明組織如何作出購買決策,了解關鍵角色 講授
 
4 顧客關係管理與關係行銷 顧客終身價值、關係強度、CRM系統 能建構與維護長期B2B客戶關係 講授
 
5 Business Marketing Planning: Strategic Perspectives 1.Marketing’s strategic role
2.Components of a business model that can be converted into superior positions of advantage in the business market
3.A valuable framework for detailing the processes
1.Marketing’s strategic role in corporate strategy development
2.The multifunctional nature of business marketing decision-making
3.Components of a business model that can be converted into superior positions of advantage in the business market
4.A valuable framework for detailing the processes and systems that drive strategy success
 
6 Managing Products for Business Markets 1.Building a strong business-to-business (B2B) brand
2.Product quality and customer value
3.Product policy
4.Planning industrial product strategy
1.How to build a strong business-to-business (B2B) brand
2.The various type of industrial product lines
3.Value of product positioning
 
7 Managing Services for Business Markets 1.Understanding the full customer experience
2.Business service marketing: special challenges
3.Service quality
4.Marketing mix for business service firms
1.Systematically monitoring the customer experience
2.The roles of service quality, customer satisfaction and loyalty
3.Formulating a service marketing strategy
 
8 Managing Business Marketing Channels 1.The business marketing channel
2.Participants in the business marketing channel
3.Channel design
4.Channel administration
1.The critical role of industrial distributors and manufacturers’ representatives
2.The central component of channel design
3.Requirements for successful channel strategy
 
9 期中考 期中考 期中考  
10 Pricing Strategy for Business Markets 1.The meaning of value in business markets
2.The pricing process in business markets
3.Pricing across the product life cycle
4.Responding to price attacks by competitors
1.The value-based approach for pricing
2.The central elements of the pricing process
3.How to respond to a price attack by an aggressive competitor
4.Strategic approaches to competitive bidding
 
11 Business Marketing Communications: Advertising and Sales Promotion 1.The role of advertising
2.Managing Business-to-Business advertising
3.Measuring advertising effectiveness
4.Managing trade show strategy
1.The specific role of advertising
2.The business media options
3.Ways to measure business advertising effectiveness
4.The role of trade shows in the business communications
 
12 Marketing Performance Measurement 1.A strategy map: portrait of an integrated plan
2.Marketing strategy: allocating resources
3.Control at various levels
4.Implementation of business marketing strategy
1.Convert a strategy vision into a concrete set of performance measures.
2.Marketing control in business marketing management.
3.The importance of execution to the success of business marketing strategy.
 
13 Business Marketing Communications: Managing the Personal Selling Function 1.Relationship marketing strategy
2.Managing the sales force
3.Isolating the account management process
4.Sales administration
5.Models for Business-to-Business sales force management
1.The role of selling in business marketing strategy.
2.The skills and characteristics of high-performing account managers.
3.The nature of the sales management function.
 
14 政府採購 1.政府採購流程
2.招標方式
3.決標方式
1.瞭解政府採購流程
2.瞭解政府採購案招標及決標方式
邀請具豐富政府採購案經驗的實務專家協同教學,分享實務經驗,學生可於學習Business-to-Business的行銷理論後,應證理論與實務應用,養成學生實務能力的基礎。  
15 企業行銷實務分享 1.銷售智慧
2.銷售流程與銷售技巧
3.案例分享
1.提高學生對銷售業務的熱情
2.瞭解銷售流程與銷售技巧
3.學習實務經驗
邀請具豐富銷售經驗的實務專家協同教學,分享實務經驗,學生可於學習Business-to-Business的行銷理論後,應證理論與實務應用,養成學生實務能力的基礎。  
16 商業簡報技巧 1.簡報製作原則
2.簡報架構規劃
3.說服三原則
1.瞭解簡報製做的原則
2.學習規劃具說服力的簡報架構
3.瞭解亞里斯多德說服三原則
 
17 簡報製做實務 1.邏輯寫作-金字塔原理的應用
2.簡報完美演出:上場的注意事項
1.學習如何做出條理分明具說服力的簡報
2.瞭解上場簡報前的準備及應對方式
 
18 政府採購標案實務演練 在本課程的教學模式中,將以爭取行政院公共工程委員會的實際政府採購標案為實務問題核心,將學生分組為不同競標公司,互相競爭取得標案,鼓勵學生進行小組討論,以培養學生主動學習、批判思考和問題解決能力 1.培養學生銷售的信心
2.訓練學生的簡報能力
3.學生分組形成為不同公司,鼓勵學生進行小組討論公司的方案。
4.實作上台簡報。
1.藉由政府採購標案實際案例,學生可瞭解政府採購標案實務。 2.經產業行銷課程訓練,學生可學習瞭解客戶需求,實際製做銷售簡報。 3.透過簡報競賽模擬實際標案簡報評審會,學生可學習標案簡報實務經驗。 4.邀請業界專家分享政府標案實務及擔任簡報評審,加強學生學習領域與職場需求的聯結。  
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


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:20%   彈性教學:10%   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