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課程名稱 (中文) 企業行銷研究
(英文) Study To Business Marketing
開課單位 事業經營研究所
課程代碼 B5420
授課教師 黃憲隆
學分數 2.0 必/選修 選修 開課年級 研究所
先修科目或先備能力:
課程概述與目標: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 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
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 The Introduction of Business Marketing 1.Business Market Vs Consumer Market
2.Business MarketingVs Consumer Marketing
1.understand the difference between B2C and B2B.
2.understand the underlying factors that influence the demand for industrial goods.
3.understand the basic characteristics of industrial products and services.
  • 討論
  • 講授
  •  
    2 The Business Market: Perspectives on the Organizational Buyer 1. Commercial enterprises: unique characteristics.
    2. Governments: unique characteristics.
    3. The institutional market: unique characteristics
    4. Dealing with diversity: a market-centered organization
    1. Understand the nature and central characteristics of commercial enterprises, governments and the institutional market.
    2. Understand the need to design a unique marketing program for each sector of the business market.
  • 討論
  • 講授
  •  
    3 Organizational Buying Behavior 1.The organization decision process and the resulting implications
    2.Forces shaping organizational buying behavior
    3.The organization buying process: major elements
    1.Understand the organizational buyers decision process
    2.The variables that influence organizational buying decisions
    3.A model of organizational buying behavior that integrates these important influences
  • 討論
  • 講授
  • 媒體教學
  •  
    4 Customer Relationship Management Strategies for Business Markets 1.Relationship marketing
    2.Managing buyer-seller relationships
    3.Measuring customer profitability
    4.Customer relationship management
    5.Strategic alliances
    3.Strategies for designing effective customer relationships
    4.How successful firms excel at customer relationship managemet
    1.Patterns of buyer-seller relationships
    2.Factors that influence customer profitability
    3.Strategies for designing effective customer relationships
    4.How successful firms excel at customer relationship managemet
  • 討論
  • 講授
  • 媒體教學
  • 閱讀討論
  • 平時考
  •  
    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
  • 討論
  • 講授
  •  
    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
  • 討論
  • 心得發表
  • 講授
  •  
    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
  • 討論
  • 講授
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    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
  • 討論
  • 講授
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    9 期中考 期中考 期中考
  • 期中考
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    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
  • 討論
  • 講授
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    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
  • 討論
  • 講授
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    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.
  • 討論
  • 講授
  • 平時考
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    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.
  • 討論
  • 講授
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    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
  • 演講
  • 協同教學
  • 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
  • 演講
  • 協同教學
  • 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
  • 討論
  • 講授
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    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
  • 討論
  • 講授
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    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。
  • 心得發表
  • 個別或小組指導
  • 實作
  • 角色演練
  • 協同教學
  • 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。  

    教學要點概述:
    教材編選: □ 自編教材 ■ 教科書作者提供
    評量方法: 期中考:30%   其他評量:10%   問答:10%   報告:30%   平時考:20%  
    教學資源: □ 教材電子檔 □ 課程網站
    扣考規定:http://eboard.ttu.edu.tw/ttuwebpost/showcontent-news.php?id=504