| 一、課程基本資料 Course Information |
科目名稱 Course Title：
(中文)行銷管理全英語授課
(英文)MARKETING MANAGEMENT |
開課學期 Semester：101學年度第1學期
開課班級 Class：企碩Ｅ一 |
| 授課教師 Instructor：李孟麗
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| 科目代碼 Course Code：MGB00701 |
單全學期 Semester/Year：單 |
分組組別 Section：全英語授課 |
| 人數限制 Class Size：20 |
必選修別 Required/Elective：必 |
學分數 Credit(s)：3 |
| 星期節次 Day/Session： 六234 |
上課教室 Classroom：
2519 |
前次異動時間 Time Last Edited：
101年07月10日08時54分 |
| 企業管理學系碩士班Ｅ組基本能力指標 Basic Ability Index |
編號
Code |
指標名稱
Basic Ability Index |
本科目對應之指標
Correspondent Index |
達成該項基本能力之考評方式
Methods Of Evaluating This Ability |
| 1 | 瞭解企業經營的實務與制度 | ● | 》團隊參與
| | 2 | 瞭解企業管理的技術與方法 | ● | 》團隊參與
| | 3 | 團隊合作能力 | | | | 4 | 外語能力 | ● | 》團隊參與
| | 5 | 獨立思考與解決問題的能力 | | | | 6 | 整合判斷的能力 | | | | 7 | 表達能力 | ● | 》團隊參與
| | 8 | 創造力 | ● | 》團隊參與
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二、指定教科書及參考資料 Textbooks and Reference
(請修課同學遵守智慧財產權，不得非法影印) |
●指定教科書 Required Texts
CONTEMPORARY MARKETING, by Boone & Kurtz, 14th edition (Thomson/South-Western 2010; or (this is the softcover copy) Contemporary Marketing, by Boone & Kurtz, 2011 update, South-Western/Cengage Learning, ISBN-13: 978-0-538-74690-8/ISBN-10: 0-538-74690-4)
It is essential that all text assignments be read. Students should also prepare the end-of-chapter cases for class discussions whenever assigned by the instructor.
●參考書資料暨網路資源 Reference Books and Online Resources
Supplements: Strategic Marketing Case Discussions (to be distributed later); Extra class discussion materials will be given at the proper times.
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| 三、教學目標 Objectives |
Objectives of This Course
1. To illustrate the dynamic, exciting, changing nature of marketing;
2. Identify the many variables involved in marketing decision making;
3. To enlarge the discussion of several marketing topics of increased importance, particularly the strategic-planning process, sales promotion and publicity decision, new forces in the environment, buyer behavior theory, organizational-buying behavior, marketing of services, and distribution-channel developments
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| 四、課程內容 Course Description |
●整體敘述 Overall Description
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●分週敘述 Weekly Schedule
| 週次 Wk |
日期 Date |
課程內容 Content |
備註 Note |
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1 |
9/15 |
Introduction
Chapter 1: Marketing: the Art and Science of Satisfying Customers
Main Learning Objective(s): explain how marketing creates utility through the exchange process; contrast marketing activities during the four eras in this history of marketing; outline the changes in the marketing environment due to technology
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2 |
9/22 |
Chapter 2: Strategic Planning in Contemporary Marketing
Main Learning Objective(s): explain how marketing plans differ at various levels in an organization; identify the steps in the marketing planning process; describe the concept of SWOT analysis and its major elements
Chapter 3: the Marketing Environment, Ethics, and Social Responsibility
Main Learning Objective(s): identify the five components of the marketing environment; describe how government and other groups regulate marketing activities and how marketers can influence the political-legal environment; discuss the impact of the technological environment on a firm’s marketing activities; explain how the social-cultural environment influences marketing
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3 |
9/29 |
Chapter 4: E-Business: Managing the Customer Experience
Main Learning Objective(s): define e-business and give examples of each function of the Internet; describe how marketers use the Internet to achieve their firm’s objectives; explain how marketers use interactive tools as part of their online marketing strategies
Video Case Discussions: 3.2 The Marketing Environment, Ethics, and Social Responsibility at Scholfield Honda (VC 4)
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4 |
10/6 |
Chapter 5: Consumer Behavior
Main Learning Objective(s): explain how marketers classify behavioral influences on consumer decisions; describe cultural, group, and family influences on consumer behavior; outline the steps in the consumer decision process
Video Case Discussions 6.2 Business-to-Business Marketing at Flight 001 (VC-6) (refer to Chapter 6 for answers)
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5 |
10/13 |
Chapter 6: Business-to-Business (B2B) Marketing
Main Learning Objective(s): describe the major approaches to segmenting business-to-business markets; identify the major characteristics of the business market and its demand; outline the steps in the organizational buying process
Chapter 8: Marketing Research and Sales Forecasting
Main Learning Objective(s): list and explain the steps in the marketing research process; identify the methods by which marketing researchers collect primary data; discuss the challenges of conducting marketing research in global markets; outline important users of computer technology in marketing research
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6 |
10/20 |
Chapter 9: Market Segmentation, Targeting, and Positioning
Main Learning Objective(s): outline the role of market segmentation in developing a marketing strategy; explain each of the four bases for segmenting consumer markets; explain the reasons for positioning and repositioning products
Video Case Discussions: 9.2 Targeting and Positioning at Numi Tea (VC 9)
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7 |
10/27 |
Chapter 11: Product and Service Strategies
Main Learning Objectives: list the classifications of consumer goods and services, and briefly describe each category; describe each of the types of business goods and services; identify the major product mix decisions that marketers must make
Chapter 12: Developing and Managing Brand and Product Categories
Main Learning Objective(s): explain the benefits of category and brand management; identify the different types of brands; explain the strategic value of brand equity; describe the strategies for new product development
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8 |
11/3 |
Chapter 13: Marketing Channels and Supply Chain Management
Main Learning Objective(s): describe the various types of distribution channels available to marketers; describe the concepts of channel management, conflict, and cooperation within the marketing channel
Video Case Discussions: 13.2 Marketing Channels and Supply Chain Management at Recycline (VC-12)
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9 |
11/10 |
Chapter 14: Retailers, Wholesalers, and Direct Marketers
Main Learning Objective(s): explain the wheel of retailing; explain how retailers select target markets; identify the functions performed by wholesaling intermediaries; compare the basic types of direct marketing and nonstore retailing
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10 |
11/17 |
Chapter 15: Integrated Marketing Communications
Main Learning Objective(s): discuss how integrated marketing communications relates to the development of an optimal promotional mix; identify the different elements of the promotional mix and explain how marketers develop an optimal promotional mix; discuss the value of marketing communications
Chapter 16: Advertising and Public Relations
Main Learning Objective(s): identify the three major advertising objectives and the two basic categories of advertising; describe the process of creating an ad; list and compare the major advertising media; identify the principal methods of sales promotion; explain the roles of cross promotions, public relations, publicity, and ethics in an organization’s promotional strategy
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11 |
11/24 |
Chapter 17: Sales Promotion (pp. 587-594)
Main Learning Objective(s): Identify the principal methods of sales promotion; explain the roles of cross promotions
Video Case Discussions: 16.2 Advertising and Public Relations at Ogden Publications (VC 15)
Chapter 18: Price Concepts
Main Learning Objective(s): outline the legal constraints on pricing; explain the major cost-plus approaches to price setting; identify the major pricing challenges facing online and international marketers
Chapter 19: Pricing Strategies
Main Learning Objective(s): compare the alternative pricing strategies and explain when each strategy is most appropriate; identify the various pricing policy decisions that marketers must make
Video Case Discussions: 18.2 Pricing Concepts at Evogear.com (VC 16-17)
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12 |
12/1 |
Project Presentations
* Additional Reading materials and/or written cases will be given at the proper times;
** The instructor reserves the right to make any changes
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13 |
12/8 |
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14 |
12/15 |
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15 |
12/22 |
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16 |
12/29 |
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17 |
1/5 |
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18 |
1/12 |
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五、考評及成績核算方式 Grading |
| 配分項目 Items |
次數 Times |
配分比率 Percentage |
配分標準說明 Grading Description |
| 出席 | 16 | 40% | 25%+15%
Attendance:
Attendance will be taken periodically in class. Normally, less than one absence will not affect your grade.
Class Participation:
The students should read all assignments (chapters, cases, handouts) before coming to the class. He/She would be expected to express his/her opinion during these discussions. Student involvement is important in this class and will be graded accordingly.
| | Written Project | 1 | 30% | due by Jan. 15, 2013 Taiwan local time, via e-mail attachment to mlee@iusb.edu | | Project Presentation | 1 | 30% | Project Presentation 20% |
| 配分比率加總 |
100% |
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| 六、授課教師課業輔導時間和聯絡方式 Office Hours And Contact Info |
●課業輔導時間 Office Hour
08:30-17:00 |
●聯絡方式 Contact Info
| 研究室地點 Office： |
EMAIL：mlee@iusb.edu; |
| 聯絡電話 Tel： |
其他 Others： |
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| 七、教學助理聯絡方式 TA’s Contact Info
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| 教學助理姓名 Name |
連絡電話 Tel |
EMAIL |
其他 Others |
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八、建議先修課程 Suggested Prerequisite Course |
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九、課程其他要求 Other Requirements |
Marketing Plan Presentation: There will be 2 members in each group (if there are more than 8 active students in the class, up to 3 students will be allowed in each team); choose your own teammate; each team has 30 minutes to make their presentation.
Written Marketing Plan: You will have the same teammate, both in the presentation stage and in the written stage; the written paper should be at least 20 pages in the main text and the rest go to appendix section, if any (typed, double spaced, word file).
Use the following format for both Project Presentation (Powerpoint – 30 minutes for each team) and Written Project (at least 20 pages in the main text) –
Marketing Plan – (Presentation – include item 1, 2, 3, and 4; written – all items below, plus executive summary); your instructor will let you know later the company and its product(s) to be studied.
1. Introduction – including company and chosen country backgrounds & marketing objective(s);
2. SWOT analysis: understand the competitive environment within the chosen industry and form an effective positioning strategy for the product to be studied; research competitors’ offerings to better understand the studied company’s product in the market; review professional and consumer sources to assess sales projections;
3. Target market: identify both the demographics and psychographics of this target market including characteristics, attitudes and beliefs; note the key attributes of the Chevrolet Sonic that are most attractive to the target market in the chosen country;
4. Promotion strategy/IMC strategy (within the marketing mix): marketing mix, including, but not limited to - identify the tone, position and message; develop a single, integrated message to promote the Chevrolet Sonic ; marketing tactics and creative samples; propose and provide rationale for the selection of traditional and non-traditional tactics including event ideas, promotional tactics and digital media/content for one year; creatively present primary marketing messages; develop visuals, content and all tangibles for each campaign tactic;
5. Budget: assign budge percentages to each aspect of your marketing plan (especially advertising campaign) assuming a (US)$30,000 budget (make some adjustments on the budget number, depending on the country chosen) to implement all tactics including media buys (if applicable); this figure does not include media production costs; justify allotted percentages for each tactic based on research, analysis, market profile and marketing strategy;
6. Measurement and evaluation (monitoring): determine a measurement rubric for each tactic; identify criterion by which effectiveness will be measured and evaluated.
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| 十、學校教材上網及教師個人網址 University’s Web Portal And Teacher's Website |
| 學校教材上網網址 University’s Teaching Material Portal：http://elearn.scu.edu.tw(於99.09.啟用） |
| 教師個人網址 Teacher's Website： |
| 其他 Others： |
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十一、計畫表公布後異動說明 Changes Made After Posting Syllabus |
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