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課程大綱 Course Syllabus
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| 週次 Week |
課程單元大綱 Unit |
教學方式 Instructional Method/Style/Teaching Style |
參考資料或相關作業 References or Related Materials |
評量方式 Grading |
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1
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Introduction to Marketing. Marketing value to consumers, firms and society(See what marketing is all about and why it is important to you as a consumer.)
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Lecture-Introduction to Marketing Management, Marketing problems and purposes
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ch.1 and some cases
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Participation
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2
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No Class (2/28 holiday)
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3
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Focusing Marketing Strategy with Segmentation and Positioning(Making good marketing strategy decisions is never easy, yet knowing what basic decision areas to consider helps you to plan a more successful strategy.)
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Lecture and Discussion-Marketing structure, SWOT, TOWS
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ch.3 Assignment (SWOT analysis)
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Oral-Assignment
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4
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Evaluating Opportunities in the Changing Marketing Environment(Opportunities need to fit with a firm's objectives and resources, and managers should screen for opportunities where there is a chance for competitive and advantage and , if possible, favorable trends in the external environment.)
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Lecture, Discussion & video-PEST analysis
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ch.3 Assignment(PEST analysis)
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5
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)Market Segmentation and Positioning
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Lecture and Discussion-B to B Marketing(BOYA,Nike,Dell cases)
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ch.4 Assignment(segmentation)
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6
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Final Consumers and their Buying Behavior(Many variables influence consumer buying behavior. This chapter will learn those factors.
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Lecture and Discussion-Identifying purpose of consumer behavior
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ch.5 Assignment(purpose of consumer behavior)
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NO
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7
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Spring holiday
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No class
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8
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Elements of Product Planning for Goods and Services(Developing a marketing mix that provides superior customer value for target customers is ultimately the focus of the marketing strategy planning process.)
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Lecture and Discussion-Product category
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ch.8 & Assignment(product category
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Oral-Assignment
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9
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Midterm report- Proposal
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Report
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(Midterm report- Proposal)
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10
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Promotion- Integrated Marketing Communications(Marketing managers usually blend a variety of different promotion methods to achieve promotion objectives because each method has its own strengths and limitations. In this chapter we introduce the major promotions options and how to integrate them into an effective whole.)
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Lecture, Discussion and Videos-IMC structure, videos, cases, Journal paper study
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ch.13 Assignment (IMC)
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Selecting 2 groups for best practice
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11
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Internet Marketing & Sustainable Development Goals (SDGs)
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SDGs camp PPTs
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SDGs camp PPTs
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NO
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12
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Place and Development of Channel Systems(Marketing managers must make decisions about how they will make good and services available to a target customer's place when the customer wants them.)
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Lecture and Discussion-Supply Chain Management
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meet.google.com/kci-nubw-huk
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13
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The World We Want" - Conceiving, Developing, Producing & Selling the Future
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(Internships involved in the course)
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https://meet.google.com/wzc-bsmq-ggx
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14
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IMC,Videocasting
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Lecture and Discussion-good sales technology
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meet.google.com/kci-nubw-huk
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Oral presentation
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15
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Business model
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meet.google.com/kci-nubw-huk
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16
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Final project-Each student has to present in English
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Group presentation and discussion
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meet.google.com/kci-nubw-huk
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Oral presentation
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17
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Final project-Each student has to present in English
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Group presentation and discussion
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meet.google.com/kci-nubw-huk
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Oral presentation
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18
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Exam-from reference book
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Exam
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meet.google.com/kci-nubw-huk
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Exam
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