1.Group mid-term project (oral presentation) (4 people/ per group)(an individual assignment can be substitute):20% 2.Group final project (the same group) (written 10% + oral 10%)(an individual assignment can be substitute):20% 3.Group paper presentation(an individual assignment can be substitute):10% 4.Assignments and participation:20% 5.Final exam (Individual):30%
課程大綱 Course syllabus
本課程教學大綱已提供完整英文資訊(本選項僅供統計使用,未提供完整英文資訊者,得免勾記)【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】
Marketing is both a managerial activity and a pervasive social phenomenon which we experience first-hand on a daily basis. This course offers you the opportunity to develop your understanding of marketing theory and practice, and its societal implications. Specifically, the course provides a critical review of key marketing concepts and current practice, relating these to developments in the internal and external marketing environment. It addresses the nature and scope of marketing, strategic marketing frameworks, consumer behavior and segmentation, and the contribution of marketing research. Issues related to product, price, promotion and distribution are addressed, with emphasis placed on how the rise of services, non-profit organizations, database, the Internet and relationship marketing have challenged traditional theories and practice. Lectures present critical overviews of these areas, relating theories to a wide range of current international examples. The application of theoretical frameworks to real-life situations carries through to the continuous assessment project, which is completed in groups and involves developing a marketing plan for a hypothetical company.
課程目標 Objectives
This course aims to develop critical understanding of marketing concepts and theoretical frameworks, to analyze how these are applied across a range of businesses and non-profit organizations, and provide societal implications of marketing practice. On completion of this course, you should be able to: 1. Define key marketing terms and concepts addressed in the course 2. Explain the relationship between marketing strategy, target markets and the marketing mix 3. Describe decision-making processes and frameworks related to the selection of marketing strategies, target markets and marketing mixes 4. Explain the role of each element of the marketing mix in influencing consumer behavior and achieving organizational goals 5. Explain how elements of the marketing environment may influence consumer demand and marketing activities 6.Discuss concerns about the role of marketing in society and the response of marketers to such concerns 7. Work as a group and learn from teamwork
授課方式 Teaching methods
lectures, class discussion, video watching, field trips, group project discussion and presentations
1.Group mid-term project (oral presentation) (4 people/ per group):20% 2.Group final project (the same group) (written 10% + oral 10%):20% 3.Group paper presentation:10% 4.Assignments and participation:20% 5.Final exam (Individual):30%
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
TEXTS REQUIRED Kotler, P., and Keller, K. L. (2016), “Marketing Management,” 15th edition, Boston Pearson Education, ISBN-10: 1292092629, ISBN-13: 978-1292092621. SUGGESTED SOURCES 曾光華著 (2016), “行銷管理 理論解析與實務應用,” 第7版, 前程文化, ISBN: 9789865774684 駱少康 編譯, Kotler, P., and Keller, K. L. (2017), “行銷管理,” 第15版, 東華書局, ISBN-10: 9789869290371, ISBN-13: 9869290371.
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
Week
Date
Content and topic
1
2020/02/27~2020/02/29
Syllabus + Housekeeping issues
2
2020/03/01~2020/03/07
Introduction to Marketing Management + How to work as a group +Scope of Marketing + Marketing Environments
3
2020/03/08~2020/03/14
Marketing Research
4
2020/03/15~2020/03/21
Buyer Behaviors (Part I): Consumer Behavior
5
2020/03/22~2020/03/28
Buyer Behaviors (Part II): Organizational or Business Behavio
6
2020/03/29~2020/04/04
Market Segmentation, Targeting, and Positioning (STP)
7
2020/04/05~2020/04/11
New Product Development (NPD) and conjoint analysis 4 P (part I): Product Product and Branding Strategies
8
2020/04/12~2020/04/18
Field trip (TBA) 9:00-16:00
9
2020/04/19~2020/04/25
Mid-term group presentations
10
2020/04/26~2020/05/02
4 P (part I): Product Service Strategies
11
2020/05/03~2020/05/09
4 P (part II): Price Pricing Strategies
12
2020/05/10~2020/05/16
Guest speaker talk (TBA)
13
2020/05/17~2020/05/23
4 P (part III): Place Distribution Channel Strategies
14
2020/05/24~2020/05/30
4 P (part IV): Promotion Integrated Marketing Communications
15
2020/05/31~2020/06/06
Promotion Strategies Sales Force Course Wrap-Up
16
2020/06/07~2020/06/13
Final Exam
17
2020/06/14~2020/06/20
Group project presentations
18
2020/06/21~2020/06/24
No class
課業討論時間 Office hours
時段1 Time period 1: 時間 Time:星期一1 to 3 PM 地點 Office/Laboratory:4059 時段2 Time period 2: 時間 Time:星期四1 to 3 PM 地點 Office/Laboratory:4059
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 basic disciplines and core capabilities of the department and the university
課堂活動與評量方式 Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.
紙筆考試或測驗 Test.
課堂討論︵含個案討論︶ Group discussion (case analysis).
個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.
群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.
個人口頭報告 Indivisual oral presentation.
群組口頭報告 Group oral presentation.
課程規劃之校外參訪及實習 Off-campus visit and intership.
證照/檢定 License.
參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.
課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
溝通能力與團隊合作(Communication ability and team cooperation) 1. Communication ability and team cooperation.
V
V
V
V
V
進階管理知識(Advanced knowledge of management) 2. Advanced knowledge of management.
V
V
V
V
倫理觀與社會責任實踐(Ethics and social responsibilities) 3. Ethics and social responsibilities.
問題分析與解決能力(Ability of problem analysis and solution) 4. Ability of problem analysis and solution.
V
V
V
V
V
V
V
V
國際觀與外語能力(Global perspective and foreign language ability) 5. Global perspective and foreign language ability.
V
V
V
V
V
V
V
V
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skills
V
V
V
V
V
V
V
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
V
V
3.終身學習能力。 3. Lifelong learning
4.倫理與社會責任。 4. Ethnics and social responsibility
5.美感品味。 5. Aesthetic appreciation
6.創造力。 6. Creativity
V
V
V
7.全球視野。 7. Global perspective
8.合作與領導能力。 8. Team work and leadership
V
V
V
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature