國立中山大學 108學年度第2學期 課程教學大綱

National Sun Yat-sen University 108Academic year Course syllabus

中文名稱
Course name(Chinese)

行銷管理與研究

課號
Course Code

BM504

英文名稱
Course name(English)

MARKETING MANAGEMENT AND RESEARCH

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

企業管理學系企業管理碩士班

授課教師
Instructor

張純端    

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:

         同步遠距【透過網路直播技術,同時進行線上教學,得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術,同時進行線上教學並同時錄影,課程內容可擇日再重播,得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習,得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程,經評估無法採遠距課程教學,後續復課後密集補課

★遠距教學軟體操作說明連結

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:

        
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 participation20%
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











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.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 presentation10%
4.Assignments and participation20%
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
WeekDateContent and topic
12020/02/27~2020/02/29Syllabus + Housekeeping issues
22020/03/01~2020/03/07Introduction to Marketing Management + How to work as a group +Scope of Marketing + Marketing Environments
32020/03/08~2020/03/14Marketing Research
42020/03/15~2020/03/21Buyer Behaviors (Part I): Consumer Behavior
52020/03/22~2020/03/28Buyer Behaviors (Part II): Organizational or Business Behavio
62020/03/29~2020/04/04Market Segmentation, Targeting, and Positioning (STP)
72020/04/05~2020/04/11New Product Development (NPD) and conjoint analysis 4 P (part I): Product Product and Branding Strategies
82020/04/12~2020/04/18Field trip (TBA) 9:00-16:00
92020/04/19~2020/04/25Mid-term group presentations
102020/04/26~2020/05/024 P (part I): Product Service Strategies
112020/05/03~2020/05/094 P (part II): Price Pricing Strategies
122020/05/10~2020/05/16Guest speaker talk (TBA)
132020/05/17~2020/05/234 P (part III): Place Distribution Channel Strategies
142020/05/24~2020/05/304 P (part IV): Promotion Integrated Marketing Communications
152020/05/31~2020/06/06Promotion Strategies Sales Force Course Wrap-Up
162020/06/07~2020/06/13Final Exam
172020/06/14~2020/06/20Group project presentations
182020/06/21~2020/06/24No 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.VV 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.VVVVV VV  V
國際觀與外語能力(Global perspective and foreign language ability) 5. Global perspective and foreign language ability.VVVVV VV  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 skillsVVVVV VV   
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV         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. CreativityV   V V    
7.全球視野。 7. Global perspective           
8.合作與領導能力。 8. Team work and leadershipV   V V    
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature            

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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