國立中山大學109學年度第1學期行銷管理課程大綱

國立中山大學 109學年度第1學期課程教學大綱

National Sun Yat-sen University 109Academic year1st Semester Course syllabus

中文名稱
Course name(Chinese)

行銷管理

課號
Course Code

HRM594

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

選修

系所
Dept./faculty

人力資源管理研究所碩士班

授課教師
Instructor

程蓓芬

學分
Credit

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：

1.1. Active class participation (including class discussions)：40%
2.2. Midterm Exam：30%
3.3. Final Exam：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.)】

1.Defining marketing and the marketing process
2.Understanding the marketplace and consumers
3.Designing a customer-driven marketing strategy and marketing mix
4.Analyzing brand strategies, brand architectures, brand portfolios and different branding cases in multiple industries.
5.Extending marketing: marketing ethics and social responsibility

課程目標 Objectives

In this course, student will
1. Learn basic concepts of marketing, key terms and marketing strategy
2. Analyze the application of different marketing topics
3. Assess the implementation of branding knowledge
4. Develop the capabilities of critical analysis, problem solving and decision making.
5. Strengthen oral presentation capabilities

授課方式 Teaching methods

1.Lecture
2.Students participate in discussions, oral and writing 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

1.1.Active class participation (including class discussions and group exercises)：50%
2.2.Midterm Exam：20%
3.3. Final Exam：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

序號	作者	書名	出版社	出版年	出版地	ISBN#
No.	Auther	Title	Publisher	Year of publish	Publisher place	ISBN#
1	Philip T. Kotler/Gary Armstrong	Principles of Marketing (17th)	Pearson College Div	2017	US	9780134492513
2	Roger Dooley	Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing	Wiley	2011	US	9781118175941
3	羅傑‧杜利	大腦拒絕不了的行銷：100個完美挑動感官的Marketing╳腦科學經典法則	大寫出版	2013	台北	9789866316883

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	2020/09/06~2020/09/12	1.課程說明、行銷概念與實務 2.案例討論與小組練習活動/ 1. Introduction、Marketing Concept & Practices 2. Case study & Group activities
2	2020/09/13~2020/09/19	1.策略性行銷：STP&D 2. 案例討論與小組練習活動/ 1. Strategic Marketing Management: Segmentation, Targeting, Positioning and Differentiation 2. Case study & Group activities
3	2020/09/20~2020/09/26	1.行銷4P的過去、現在與未來 2.案例討論與小組練習活動 1. 4Ps of marketing: past, present and future 2. Case study & Group activities
4	2020/09/27~2020/10/03	1.行銷策略(一)：疫情下的產品發想 2.案例討論與小組練習活動 1. New-product Development in a pandemic age 2. Case study & Group activities
5	2020/10/04~2020/10/10	1.行銷策略(二)：價格策略與價值 2.案例討論與小組練習活動 1. Pricing Considerations and Strategies 2. Case study & Group activities
6	2020/10/11~2020/10/17	1.行銷策略(三)：數位時代的通路 2.案例討論與小組練習活動 1. Marketing Channels in the Digital Era 2. Case study & Group activities
7	2020/10/18~2020/10/24	1.行銷策略(四)：推廣與銷售/感官感情與感動 2.案例討論與小組練習活動 1. Integrated Marketing Communication Strategy/ Sales Promotion 2. Case study & Group activities
8	2020/10/25~2020/10/31	1.顧客與消費心理 2.案例討論與小組練習活動 1. Consumer Markets and consumer buying behavior 2. Case study & Group activities
9	2020/11/01~2020/11/07	期中小組報告/Midterm Exam
10	2020/11/08~2020/11/14	1.品牌策略與管理 2.案例討論與小組練習活動 1. Unlocking Brand Value in an Anxious World 2. Case study & Group activities
11	2020/11/15~2020/11/21	1.品牌活動，公共關係與危機處理 2.案例討論與小組練習活動 1.Branding, Public Relations (PR) and crisis management 2. Case study & Group activities
12	2020/11/22~2020/11/28	1.個人品牌、企業品牌與雇主品牌(一) 2.案例討論與小組練習活動 1. The role of branding in personal, company and employer 2.Case study & Group activities
13	2020/11/29~2020/12/05	1.個人品牌、企業品牌與雇主品牌(二) 2.案例討論與小組練習活動 1. The role of branding in personal, company and employer 2.Case study & Group activities
14	2020/12/06~2020/12/12	1.個人品牌、企業品牌與雇主品牌(三) 2.案例討論與小組練習活動 1. The role of branding in personal, company and employer 2.Case study & Group activities
15	2020/12/13~2020/12/19	1.行銷倫理與社會責任 2.案例討論與小組練習活動 1. Marketing Ethics and Social Responsibility 2. Case study & Group activities
16	2020/12/20~2020/12/26	1.行銷企劃撰寫之一 2.案例討論與小組練習活動 1. The One Page Marketing Plan (a) 2. Case study & Group activities
17	2020/12/27~2021/01/02	1.行銷企劃撰寫之二2.案例討論與小組練習活動 1. The One Page Marketing Plan (b) 2. Case study & Group activities
18	2021/01/03~2021/01/09	期末報告/ Final Exam

課業討論時間 Office hours

時段1 Time period 1:
時間 Time：星期四
地點 Office/Laboratory：
時段2 Time period 2：
時間 Time：
地點 Office/Laboratory：

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

1.學生能注意倫理的議題及專業倫理。 1. Students are able to pay attention to ethical subjects and professional ethics.

2.學生能有效溝通並有良好的團隊合作。 2. Students are able to communicate effectively and have good teamwork.

3.學生能具備國際觀。 3. Students are able to possess a global perspective.

4.學生能發展邏輯思考及資訊科技能力以解決問題。 4. Students are able to possess appropriate abilities in information technology.

5.學生能具備充分的專業知能。 5. Students are able to develop logical thinking and problem solving abilities.

6.學生能注意並參與社會責任的議題。 6. Students are able to possess sufficient professional competency.

※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

2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities

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

7.全球視野。 7. Global perspective

8.合作與領導能力。 8. Team work and leadership

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