| 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 |
序
No. | 單元主題
Unit topic |
內容綱要
Content summary |
| 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 |
行銷企畫書撰寫技巧 |
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報告Presentation |
| 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 |
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報告Presentation |
| 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 |
行銷企畫書撰寫技巧 |
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報告Presentation |
| 18 | 期末報告 |
分組期末報告 |
行銷企畫書撰寫技巧 |
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報告Presentation |