| 課程代碼 |
W0Q01201
|
| 課程中文名稱 |
策略性行銷管理
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| 課程英文名稱 |
Strategic Marketing
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| 學分數 |
3.0
|
| 必選修 |
必修
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| 開課班級 |
高企碩士班二甲
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| 任課教師 |
洪敏莉,簡南山
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| 上課教室(時間) |
|
週五
|
第11節
|
(E0602)
|
|
週五
|
第12節
|
(E0602)
|
|
週五
|
第13節
|
(E0602)
|
|
| 課程時數 |
3
|
| 實習時數 |
0
|
| 授課語言 |
1.華語
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| 輔導考證 |
無
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| 課程概述 |
Marketing knowledge is the driver of marketing performance improvement. The format of class sessions includes lecture material supplemented by cases and assignments for illustrating certain topics.
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| 先修科目或預備能力 |
|
|
課程學習目標與核心能力之對應
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| 編號 | 中文課程學習目標 | 英文課程學習目標 |
|
1
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瞭解市場導向，顧客滿意與利潤之關係。
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To understand the connectivity between market orientation, customer satisfaction, market-based management, and profitability
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|
2
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瞭解如何進行行銷分析。
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To understand the fundamental inputs of market analysis
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3
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學習如何進行策略市場規畫。
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To be acquainted with knowledge and skills needed for strategic market planning
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4
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學習如何進行行銷戰術規畫。
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To be acquainted with knowledge and skills for tactical marketing strategies designed
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| 就業力培養目標 |
此門課程無設定權重值
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| 中文課程大綱 |
1 Defining Marketing for the 21st Century
Creating Customer Value, Satisfaction, and Loyalty (A1,A5)
2 Developing Marketing Strategies and Plans (A2)
3 Gathering Information and Scanning the Environment (A3)
4 Conducting Marketing Research and Forecasting Demand (A4)
5 Analyzing Consumer and Business Markets (A6, A7)
Cruise Ships – Not Just for Grandma and Grandpa Anymore
6 Identifying Market Segments and Targets (A8)
Fast Food Turns Healthy
7 Crafting the Brand Positioning (A10)
Acer
8 Setting Product Strategy (A12)
Procter & Gamble in Europe A roll-out launch
9 Designing and Managing Services (A13)
Ryanair ： Low Prices, High Profits- But Increasing Competition
10 Developing Pricing Strategies and Programs (A14)
Krispy Kreme Doughnuts Going Global ？
11 Designing and Managing Value Networks and Channels (A15)
Wal-Mart ： The World’s Largest Company vs. Whole Food Market
12 Managing Retailing, Wholesaling, and Logistics (A16)
Nestle：The Infant Formula Controversy
13 Designing and Managing Integrated Marketing Communications (A17)
National Office Machines — Motivating Japanese Salespeople：Straight Salary or Commission？
14 Managing Mass Communications：Advertising, Sales Promotions, Events, and Public Relations (A18)
Integrated Marketing Communication Takes on Some New Twists
15 Managing Personal Communications：Direct Marketing and Personal Selling (A19)
Starbucks-Going Global Fast
16 Tapping into Global Markets (A21)
AIDS, Condoms, and Carnival
17 Managing a Holistic Marketing Organization (A22)
18 Final Exam
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| 英/日文課程大綱 |
1 Defining Marketing for the 21st Century
Creating Customer Value, Satisfaction, and Loyalty (A1,A5)
2 Developing Marketing Strategies and Plans (A2)
3 Gathering Information and Scanning the Environment (A3)
4 Conducting Marketing Research and Forecasting Demand (A4)
5 Analyzing Consumer and Business Markets (A6, A7)
Cruise Ships – Not Just for Grandma and Grandpa Anymore
6 Identifying Market Segments and Targets (A8)
Fast Food Turns Healthy
7 Crafting the Brand Positioning (A10)
Acer
8 Setting Product Strategy (A12)
Procter & Gamble in Europe A roll-out launch
9 Designing and Managing Services (A13)
Ryanair ： Low Prices, High Profits- But Increasing Competition
10 Developing Pricing Strategies and Programs (A14)
Krispy Kreme Doughnuts Going Global ？
11 Designing and Managing Value Networks and Channels (A15)
Wal-Mart ： The World’s Largest Company vs. Whole Food Market
12 Managing Retailing, Wholesaling, and Logistics (A16)
Nestle：The Infant Formula Controversy
13 Designing and Managing Integrated Marketing Communications (A17)
National Office Machines — Motivating Japanese Salespeople：Straight Salary or Commission？
14 Managing Mass Communications：Advertising, Sales Promotions, Events, and Public Relations (A18)
Integrated Marketing Communication Takes on Some New Twists
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| 課程進度表 |
周次 課程內容 備註/教材內容
1 行銷導論與課程介紹
2 中秋節調整放假 停課
3 行銷的發展歷程與趨勢 行銷3.0 /行銷源典
4 行銷策略規劃與分析架構 策略行銷分析
5 行銷個案分享討論1/價格心理與價格策略(1) 訂價背後的心理學
6 行銷個案分享討論2/價格心理與價格策略(2) 免費的訂價模式
7 行銷個案分享討論3/產品生命週期行銷策略 行銷管理
8 行銷個案分享討論4/商業模式與策略行銷(1) 白地策略/社會企業
9 行銷個案分享討論5/商業模式與策略行銷(2) 抄是最好的獲利模式
10 行銷個案分享討論6/推廣策略與社群行銷 業績學/蜻蜓效應
11 策略行銷方案的成本效益分析(一) A(I)TAR模式
12 策略行銷方案的成本效益分析(二) A(I)TAR模式
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| 課程融入SDGs |
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| 期考調查 |
| 期中考(第9週)考試方式 |
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| 期末考(第18週)考試方式 |
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| 其他週考試考試週次與方式 |
|
|
| 教學方式與評量方式 |
| 課程學習目標 | 教學方式 | 評量方式 |
| 瞭解市場導向，顧客滿意與利潤之關係。 |
課堂講授
|
口頭報告
（
平時
）
|
| 瞭解如何進行行銷分析。 |
課堂講授
分組討論
|
口頭報告
（
平時
）
|
| 學習如何進行策略市場規畫。 |
課堂講授
實作演練
|
口頭報告
（
期中
）
|
| 學習如何進行行銷戰術規畫。 |
課堂講授
分組討論
|
口頭報告
（
期末
）
|
|
| 指定用書 |
| 書名 |
策略行銷分析- 架構與實務應用
|
| 作者 |
邱志聖
|
| 書局 |
智勝文化出版
|
| 年份 |
2014
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| 國際標準書號(ISBN) |
|
| 版本 |
|
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 |
Philip Kotler、Hermawan Kartajaya、Iwan Setiawan, 2011, 顏和正譯,行銷3.0：與消費者心靈共鳴, 天下文化出版
任立中, 2010,行銷源典,前程文化出版
社企流, 2014, 社企力 !：社會企業＝翻轉世界的變革力量, 果力文化出版
馬克強生著,林麗冠譯, 2010, 白地策略：打造無法模仿的市場新規則, 天下文化出版
馬克．厄爾斯/著, 約翰． 威爾夏/影像設計,閻蕙群著, 2016, 抄-是最好的獲利模式,大是文化出版
曹磊、錢海利著, 2016, 金融科技革命, 商周出版
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| 教學軟體 |
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| 課程規範 |
|