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課程名稱 (中文) 行銷管理專題
(英文) Special Topics On Marketing Management
開課單位 事業經營研究所
課程代碼 B7130
授課教師 陳美芳
學分數 3.0 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: 透過本課程讓同學們可將廠商的行銷活動以及行銷策略與行銷管理課程結合以利強化活用的能力
教科書 指定教科書: Marketing: real people, real choices 8th edition
作者: Solomon, Michael R., Marshall, Greg W., Stuart, Elnora W.
出版社: Pearson
參考教材 Kotler, P. and Keller, K. L. Marketing Management,15th Edition, Pearson Education, 2016. 華泰書局
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 One: Understand the Value Proposition Ch 1 Welcome to the world of Marketing: Create and Deliver Value Explain what marketing is
Explain the evolution of the marketing concept
Understand value from the perspectives of customers, producers, and society
Explain the basics of market planning
  • 討論
  • 講授
  •  
    2 Part One: Understand the Value Proposition Ch2 Global, Ethical and Sustainable Marketing Understand the big picture of international marketing
    Understand how factors in a firm’s external business environment influence marketing strategies and outcomes
    Understand the importance of ethical marketing practices.
  • 討論
  • 講授
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    3 Part One: Understand the Value Proposition Ch 3 Strategic Market Planning Explain business planning and its three levels
    Describe the steps in strategic planning
    Describe the steps in market planning
  • 討論
  • 講授
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    4 Part Two: Determine the Value Propositions Different Customers Want Ch 4 Market Research Explain the role of a marketing information system and a marketing decision support system
    Understand the concept of customer insights in making good marketing decisions
    Explain the steps and key elements of the market research process
  • 討論
  • 講授
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    5 Part Two: Determine the Value Propositions Different Customers Want Ch 5 Marketing Analytics: Welcome to the Era of Big Data Explain how marketers increase long-term success and profits by practicing customer relationship management
    Understand Big Data, data mining and how marketers can put these techniques to good use
  • 討論
  • 講授
  • 報告
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    6 Part Two: Determine the Value Propositions Different Customers Want Ch 6 Understand Consumer and Business Markets Define consumer behavior and explain the purchase decision-making process
    Explain how internal factors influence consumers’ decision-making processes
    Show how situational factors influence consumer behavior
  • 討論
  • 講授
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    7 Part Two: Determine the Value Propositions Different Customers Want Ch 7 Segmentation, Target Marketing and Positioning Identify the steps in the target marketing process
    Understand the need for market segmentation and the approaches to do it
    Explain how marketers evaluate segments choose a targeting strategy and a positioning strategy
  • 討論
  • 講授
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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
    行銷企畫書撰寫技巧
  • 個案研究
  • 個別或小組指導
  • 實作
  • 期中考
  •  
    9 期中報告 分組期中報告
    產品上市行銷企畫書撰寫
    行銷企畫書撰寫技巧
  • 個案研究
  • 個別或小組指導
  • 實作
  • 期中考
  •  
    10 Part Three: Develop the Value Proposition for the Customer Ch 8 Product I: Innovation and New Product Development Explain how value is derived through different product layers
    Understand the importance and types of product innovations and how to develop new products
    Explain the process of product adoption and diffusion of new innovations
  • 討論
  • 講授
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    11 Part Three: Develop the Value Proposition for the Customer Ch 9 Product II: Product Strategy, Branding and Product Management Discuss the different product objectives and strategies a firm may choose and product life cycle
    How branding and packaging strategies contribute to product identity
    How marketers structure organizations for new and existing products
  • 討論
  • 講授
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    12 Part Three: Develop the Value Proposition for the Customer Ch 10 Price: What is the Value Proposition Worth? The importance of pricing and how marketers set objectives for their pricing strategies
    Understand key pricing strategies and tactics and Internet pricing strategies
    Describe the psychological, legal, and ethical aspects of pricing
  • 討論
  • 講授
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    13 Part Four: Deliver and Communicate the Value Proposition Ch 11 Deliver the Goods: Determine the Distribution Strategy Explain what a distribution channel is
    List and explain the steps to plan a distribution channel strategy
    Discuss the concepts of logistics and supply chain
  • 討論
  • 講授
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    14 Part Four: Deliver and Communicate the Value Proposition Ch 12 Deliver the Customer Experience: Bricks and Clicks Define retailing; understand how retailing evolves and consider some ethical issues in retailing
    Non-store retailing, including B2C e-commerce
    Understand the marketing of services and other intangibles
  • 討論
  • 講授
  • 報告
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    15 Part Four: Deliver and Communicate the Value Proposition Ch 13 Promotion I: Advertising and Sales Promotion Understand the communication process and the traditional promotion mix
    Describe the steps in traditional and multichannel promotional planning
    Explain what sales promotion is
  • 討論
  • 講授
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    16 Part Four: Deliver and Communicate the Value Proposition Ch 14 Promotion II: Social Media, Direct/Database Marketing, Personal Selling and Public Relations Understand how marketers communicate using an updated communication model
    Understand the elements of direct marketing
    Appreciate the important role of personal selling and how it fits into the promotion mix
  • 討論
  • 講授
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    17 期末報告 分組期末報告 分組期末報告
  • 個案研究
  • 個別或小組指導
  • 實作
  • 期末考
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    18 期末報告 分組期末報告 分組期末報告
  • 個案研究
  • 個別或小組指導
  • 實作
  • 期末考
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    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: 期末考:40%   期中考:30%   報告:30%  
    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