國立中山大學 102學年度第1學期 課程教學大綱

National Sun Yat-sen University 102Academic year1st Semester Course syllabus

中文名稱
Course name(Chinese)

 行銷管理

課號
Course Code

 GEAI1425

英文名稱
Course name(English)

 MARKETING MANAGEMENT

課程類別
Type of the course

 講授類

必選修
Required/Selected

必修

系所
Dept./faculty

 跨院選修(管)

授課教師
Instructor

 黃明新    

學分
Credit

 3

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，授課方式調整如下：
　　　　　　　　 尚未建立傳染性肺炎(武漢肺炎)授課方式調整

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，評分方式調整如下：

　　　　　　　　 尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞

課程大綱 Course syllabus
　　　　　　　　 Marketing is one of the most dynamic and exciting aspects of business. This course is designed to introduce the student to the field of marketing and its basic concepts. Moreover, we will learn how to analyze the marketing environment of a product and then develop an appropriate marketing mix for the product. The process will involve the decisions regarding a product's features, price, promotion and distribution. This course will help you to systematically analyze the marketing environment for a product, service, or organization.

課程目標 Objectives
　　　　　　　　 By the completion of this course the student should, at minimum, be able to:
1.Demonstrate an understanding of key terminology and frameworks in marketing.
2.Demonstrate the ability to apply marketing tools for analyzing customers, competition as well as for assessing the firms’ internal strengths and weaknesses.
3.Demonstrate an understanding of how marketing contributes to achieving the strategic objectives of the firm.

授課方式 Teaching methods
　　　　　　　　 This course is designed around lecture and discussion format. Students are expected to come well prepared to ask questions, actively participate in discussions, and to comment on lecture materials. Such participation will help you understand the material better. The benefits of participation will go beyond the classroom as well. Your final grade will be determined by following components: three exams, marketing assignments, class participations and discussions.

評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

　　　　　　　　
1.1st Mid-term exam ：20%
2.2nd Mid-term exam ：20%
3.Final exam：20%
4.Group presentation：20%
5.Discussion：20%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

　　　　　　　　
序號作者書名出版社出版年出版地ISBN#
1Armstrong, Gary and Philip KotlerMarketing: An Introduction, 10th EditionPrentice Hall2010
2黃俊英行銷管理:策略性的觀點(四版)華泰文化2011

彈性暨自主學習規劃 Alternative learning periods
本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。
No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。
    Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).

學生彈性或自主學習活動
Alternative learning periods		勾選或填寫規劃內容
Place a check in the appropriate box or provide details		時數
Number of hours
學生分組實作及討論
Group work and discussion
參與課程相關作業、作品、實驗
Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽
Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀
Extracurricular reading
線上數位教材學習
Learning with online digital learning materials
其他（請填寫規劃內容）
Other (please provide details)

每週課程內容及預計進度 Weekly scheduled progress
　　　　　　　　
週次日期授課內容及主題
12013/09/16~2013/09/22Overview of Marketing
22013/09/23~2013/09/29Marketing Environment
32013/09/30~2013/10/06Buyer Behavior
42013/10/07~2013/10/13Segmentation, Targeting and Positioning
52013/10/14~2013/10/20Developing Marketing Strategies
62013/10/21~2013/10/27New Product Development
72013/10/28~2013/11/03Exam I
82013/11/04~2013/11/10Services Marketing
92013/11/11~2013/11/17Pricing Concepts for Establishing Value
102013/11/18~2013/11/24Marketing Channels
112013/11/25~2013/12/01Retailing
122013/12/02~2013/12/08Exam II
132013/12/09~2013/12/15Integrated Marketing Communication
142013/12/16~2013/12/22Personal Selling and Sales Management
152013/12/23~2013/12/29Marketing Ethics
162013/12/30~2014/01/05Marketing plan presentation
172014/01/06~2014/01/12Final Exam
182014/01/13~2014/01/19Course review

課業討論時間 Office hours
　　　　　　　　 時段1:
時間：15:00~17:00
地點：管院4109
時段2：
時間：星期四10:00~12:00
地點：管院4109

系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university
　　　　　　　　
系所學生專業能力/全校學生基本素養與核心能力課堂活動與評量方式
本課程欲培養之能力與素養紙筆考試或測驗課堂討論︵含個案討論︶個人書面報告、作業、作品、實驗群組書面報告、作業、作品、實驗個人口頭報告群組口頭報告課程規畫之校外參訪及實習證照/檢定參與課程規畫之校內外活動及競賽課外閱讀
※系所所學生專業能力
1.基礎的管理知識(general knowledge of business management) VVV   V    
2.理解能力與溝通能力(effective comparehension and communication) VVV   V    
3.團隊合作能力(team effectiveness) V V   V    
4.道德觀與同理心(ethical practice and compassion)            
5.國際觀(global perspective) VVV   V    
※全校學生基本素養與核心能力
1.表達與溝通能力。VVV   V    
2.探究與批判思考能力。           
3.終身學習能力。           
4.倫理與社會責任。           
5.美感品味。           
6.創造力。           
7.全球視野。VVV   V    
8.合作與領導能力。V V   V    
9.山海胸襟與自然情懷。           

本課程與SDGs相關項目：The course relates to SDGs items:

　　　　　　　　 尚未建立SDGS資料

本課程校外實習資訊: This course is relevant to internship:

　　　　　　　　 本課程無註記包含校外實習

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