| 課程代碼 |
N0M00101
|
| 課程中文名稱 |
行銷管理
|
| 課程英文名稱 |
Marketing Management
|
| 學分數 |
3.0
|
| 必選修 |
必修
|
| 開課班級 |
碩全球經管一甲
|
| 任課教師 |
洪一碩
|
| 上課教室(時間) |
|
週三
|
第6節
|
(E0604)
|
|
週三
|
第7節
|
(E0604)
|
|
週三
|
第8節
|
(E0604)
|
|
| 課程時數 |
3
|
| 實習時數 |
0
|
| 授課語言 |
1.英語
◎全程外語教學
|
| 輔導考證 |
無
|
| 課程概述 |
This Marketing Management course provided our international students with an Asian perspective, introducing Asian marketing concepts and applications such as Islamic marketing, Guanxi and Chaelbol to the course. Case Study Teaching Method will guide students in better learning the course. With a balanced mix of Asian and International case studies, Global MBA (GMBA) students are able to better relate to the marketing concepts helping them learn faster and better.
To keep abreast of crucial developments in the field of marketing and business ethics, the course will also explore both the theoretical and the applied aspects of the role ethics plays in marketing. Articles on Marketing Ethics in the topics such as consumer ethics, morality in marketing and corporate social responsibility are covered with breadth and depth to paint a current and comprehensive picture of the field today.
|
| 先修科目或預備能力 |
|
|
課程學習目標與核心能力之對應
|
| 編號 | 中文課程學習目標 | 英文課程學習目標 |
|
1
|
基本之行銷專業知識
|
Understanding the market and consumers.
|
|
2
|
擬定具體可行之行銷策略
|
Designing a customer-driven marketing strategy and marketing mix.
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|
3
|
熟悉行銷流程
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Measuring and managing return on marketing
|
|
4
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增進整合行銷能力
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Harnessing new marketing technologies in digital age
|
|
5
|
Understand the related issue of Business Ethic in Marketing Management
|
Understand the related issue of Business Ethic in Marketing Management
|
|
| 就業力培養目標 |
此門課程無設定權重值
|
| 中文課程大綱 |
一瞭解行銷管理
1界定二十一世紀的行銷
2發展行銷策略與計畫
二掌握行銷洞察力
3收集資訊與掃瞄環境
4進行行銷研究與預估需求
三連結顧客
5創造顧客價值、滿意度與忠誠度
6分析消費者市場
7分析組織市場
8確認市場區隔與選擇目標市場
四建立強勢品牌
9創造品牌權益
10品牌定位
11競爭動態性
五形成產品策略
12設定產品策略
13設計並管理服務
14發展訂價策略與方案
六傳遞價值
15設計與管理行銷通路及價值網路
16管理零售、批發及物流
七溝通價值
17設計與管理整合行銷溝通
18管理大眾溝通：廣告、促銷活動、活動事件與公共關係
19管理人員溝通：直效行銷與人員銷售
八創造成功的永續成長
20發展新產品
21設計全球市場策略
22管理整體行銷組織
【行銷道德與商業倫理】 將採融滲式教學方式，相關文章與議題將會穿插在各組題中做個案分析討論。
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| 英/日文課程大綱 |
Ⅰ: UNDERSTANDING MARKETING MANAGEMENT
1 Defining Marketing for the 21st Century
2 Developing Marketing Strategies and Plans
Marketing Ethics: The General Theory of Marketing Ethics: The Consumer Ethics and Intentions Issues
Ⅱ: CAPTURING MARKETING INSIGHTS
3 Gathering Information and Scanning the Environment
4 Conducting Marketing Research and Forecasting Demand
Marketing Ethics What Drives Ethics Education In Business Schools? Studying Influences On Ethics In The MBA Curriculum
Ⅲ: CONNECTING WITH CUSTOMERS
5 Creating Customer Value, Satisfaction, and Loyalty
6 Analyzing Consumer Markets
7 Analyzing Business Markets
8 Identifying Market Segments and Targets
Marketing Ethics A Review of Ethical Decision-Making Models in Marketing
Ⅳ: BUILDING STRONG BRANDS
9 Creating Brand Equity
10 Crafting the Brand Positioning
11 Competitive Dynamics
Marketing Ethics The Ethical Imperative of Constructive Engagement in a World Confounded by the Commons Dilemma, Social Traps and Geopolitical Conflicts
Ⅴ: SHAPING THE MARKET OFFERINGS
12 Setting Product Strategy
13 Designing and Managing Services
14 Developing Pricing Strategies and Programs
Marketing Ethics The Influence of Ethics Institutionalization on Ethical Decision Making in Marketing
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| 課程進度表 |
1. Introduction: Marketing? Think about it!
2. Customers and Values
3. Marketing Organizations and Strategies
4. Ethics, social responsibility, and marketing environment
5. Consumer Behavior
6. Global consumers and markets
7. Marketing Research
8. Segmentation, positioning, and forcasting
9. New products and services
10. Brands
11. Services Marketing
12. Pricing
13. Supply chains and marketing
14. Retailing and wholesaling
15. Advertising and promotion
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| 課程融入SDGs |
|
| 期考調查 |
| 期中考(第9週)考試方式 |
written test
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| 期末考(第18週)考試方式 |
Oral presentation and written report
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| 其他週考試考試週次與方式 |
quiz tests
|
|
| 教學方式與評量方式 |
| 課程學習目標 | 教學方式 | 評量方式 |
| 基本之行銷專業知識 |
課堂講授
|
筆試
（
期中
）
筆試
（
期末
）
|
| 擬定具體可行之行銷策略 |
分組討論
|
口頭報告
（
期末
）
|
| 熟悉行銷流程 |
分組討論
|
口頭報告
（
期末
）
|
| 增進整合行銷能力 |
分組討論
課堂講授
|
口頭報告
（
期末
）
|
| Understand the related issue of Business Ethic in Marketing Management |
課堂講授
分組討論
|
口頭報告
（
平時
）
筆試
（
期末
）
|
|
| 指定用書 |
| 書名 |
Marketing in Asia
|
| 作者 |
Kerin, Theng, Hartley & Rudelius
|
| 書局 |
Mc Graw Hill
|
| 年份 |
2015
|
| 國際標準書號(ISBN) |
978-9-814-59503-2
|
| 版本 |
3rd.
|
請同學尊重智慧財產權，使用正版教科書，不得非法影印，以免觸犯智慧財產權相關法令
。 |
| 參考書籍 |
Other handouts and Cases
|
| 教學軟體 |
Word, Excel, PowerPoint
|
| 課程規範 |
|