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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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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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Marketing’s Role within the Firm or Nonprofit Organization(Clarifying the role of markeing and also showing marketing cases for non profit organizations.)
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Lecture & video-Experience sharing, case study
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ch.2 and some cases
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Oral-Assignment (identifying marketing problem)
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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.4 Assignment(PEST analysis)
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Oral-Assignment
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5
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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.5-6 Assignment(purpose of consumer behavior)
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Oral-Assignment
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6
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春假放假
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7
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Improving Decisions with Marketing Information(Managers need information for implementation and control.)
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Lecture and Discussion-3. Find out knowledge sources and categories
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ch.7Assignment(google trend)
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Oral-Assignment
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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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Product Management and New-Product Development(Developing new products and managing them for profitable growth are keys to success for most firms.)
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Lecture and Discussion-Brand Building, selecting Video
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ch.9 Assignment(Brand building)
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Selecting 2 groups for best practice
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10
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勞動節放假
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11
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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-Place and channel management
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ch.10 Assignment(finding supplier of case company)
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Oral-Assignment
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12
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Distribution Customer Service and Logistics(Choosing the right distribution channels is crucial in getting products to the target market's Place.)
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Lecture and Discussion-Logistic, customer satisfaction and loyalty
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ch.11 and some cases
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Oral-Assignment
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13
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Retailers, wholesalers, and their Strategy Planning(Retail and wholesale organizations exist as members of marketing channel systems.)
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Lecture & Video-Nike: Dream with us, Adidas: Create the answer
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ch.12 Assignment(strategy planning)
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Oral-Assignment
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14
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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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15
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Personal Selling(You will learn about the key strategy decisions related to personal selling that marketing managers and the salse managers who work with them make.)
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Lecture and Discussion-good sales technology
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ch.14 Assignment(representing group to promote the products)
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Oral-Assignment
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16
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Pricing(This chapter helps you better understand pricing objectives and policies that influence how firms make pricing decisions.)
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Lecture and Discussion-cases, bio tech example, zero-point clamping system international case
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ch.15 and some cases
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No
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17
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端午節放假
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18
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Final project
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Group presentation and discussion
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Oral presentation
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