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, databases, 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 company in Taiwan.
課程目標 Objectives
This course aims to develop your critical understanding of marketing concepts and theoretical frameworks; of how these are applied across a range of businesses and non-profit organizations; and of the 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, student presentations, and guest speaker talks.
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
Kotler, P., and Keller, K. L. (2014), “Marketing Management,” 15th edition, Prentice Hall, ISBN-10: 0133856461 or ISBN-13: 978-0133856460.
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
Introduction to Marketing Management + Syllabus + Housekeeping issues Business Ethics (Appendix 3)
2
2020/09/13~2020/09/19
Scope of Marketing Marketing Environments
3
2020/09/20~2020/09/26
Marketing and Corporate Social Responsibility 從行銷看企業社會責任
4
2020/09/27~2020/10/03
Internal Marketing 內部行銷
5
2020/10/04~2020/10/10
Case Study Sharing 行銷個案分享 (博二黃子佳)
6
2020/10/11~2020/10/17
Cause-Related Marketing (善因行銷)
7
2020/10/18~2020/10/24
Consumer Behavior (消費者行為)
8
2020/10/25~2020/10/31
Market Segmentation, Targeting, and Positioning (STP) (part I) 市場區隔, 目標市場與產品定位
9
2020/11/01~2020/11/07
Market Segmentation, Targeting, and Positioning (STP) (part II)
10
2020/11/08~2020/11/14
Branding Strategy 品牌策略
11
2020/11/15~2020/11/21
4 P (part I): Product 產品策略
12
2020/11/22~2020/11/28
Product Strategies
13
2020/11/29~2020/12/05
4 P (part I): Product
14
2020/12/06~2020/12/12
Service Strategies 服務業行銷
15
2020/12/13~2020/12/19
4 P (part II): Price
16
2020/12/20~2020/12/26
Pricing Strategies 價格策略
17
2020/12/27~2021/01/02
4 P (part III): Place
18
2021/01/03~2021/01/09
Final Project Presentation
課業討論時間 Office hours
時段1 Time period 1: 時間 Time:星期二12-2PM 地點 Office/Laboratory:4059 時段2 Time period 2: 時間 Time:星期四12-2PM 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
1.溝通能力(Ability of communication) 1. Ability of communication.