| 一、課程基本資料 Course Information |
科目名稱 Course Title：
(中文)行銷管理 組別:全英語授課
(英文)MARKETING MANAGEMENT |
開課學期 Semester：112學年度第2學期
開課班級 Class：企碩Ｅ一 |
| 授課教師 Instructor：李孟麗 LEE, MONLE
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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：30 |
必選修別 Required/Elective：必 |
學分數 Credit(s)：3 |
| 星期節次 Day/Session： 二234 |
前次異動時間 Time Last Edited：112年12月11日10時22分 |
| ※ 因授課需求教室如安排於語練教室需加收語言實習費 |
| 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
Understanding business administration in practice and system | ● | 》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》作業成績
| | 2 | 瞭解企業管理的技術與方法
Understanding business administration and management in managerial technique and method | ● | 》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》作業成績
| | 3 | 團隊合作能力
Abilities of coordination and cooperation in teamwork | | | | 4 | 外語能力
The abilities of foreign languages | ● | 》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》作業成績
| | 5 | 獨立思考與解決問題的能力
Ability of problem exploring and solving | | | | 6 | 整合判斷的能力
Ability of making perfessional judgement | | | | 7 | 表達能力
Ability of communication and expression | ● | 》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》作業成績
| | 8 | 創造力
Creativeness | ● | 》課堂討論與表現
》報告(含個人或小組、口頭或書面、專題、訪問、觀察等形式)
》作業成績
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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, 2019, 18th Edition, Cengage Learning (ISBN-13: 978-0-357-03377-7)
●參考書資料暨網路資源 Reference Books and Online Resources
Strategic Marketing Problems: Cases and Comments, by R. Kerin and R. Peterson, 13th ed., Pearson, ISBN 13: 978-0-13-274725-7; Advertising, Promotion, and Other Aspects of Integrated Marketing Communications by C. Andrews & T. Shimp, 10th edition (Cengage Learning 2018; ISBN: 978-1-337-28265-0); Contemporary Advertising by Arens, 16th edition, 2021; Extra class discussion materials will be given at the proper times.
* Additional Reading materials and/or written cases will be given at the proper time;
** The instructor reserves the right to make any changes
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| 三、教學目標 Objectives |
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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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 |
| 四、課程內容 Course Description |
●整體敘述 Overall Description
Please refer to the attached file for the actual timetable for Marketing Management.
http://www.gbp.scu.edu.tw/content/course-schedule
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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 |
2/20 |
Session 1 Introduction
Chapter 1: Marketing: the Art and Science of Satisfying Customers |
Intensive Course
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2 |
2/27 |
Session 2
Chapter 2: Strategic Planning in Contemporary Marketing
Chapter 3: the Marketing Environment, Ethics, and Social Responsibility |
Intensive Course |
|
3 |
3/5 |
Session 3
Chapter 4: E-Business: Managing the Customer Experience
Chapter 5: Social Media; Living in the Connected World |
Intensive Course |
|
4 |
3/12 |
Session 4
Chapter 6: Consumer Behavior
|
Intensive Course |
|
5 |
3/19 |
Session 5
Chapter 7: Business-to-Business (B2B) Marketing
Chapter 9: Market Segmentation, Targeting, and Positioning |
Intensive Course |
|
6 |
3/26 |
Session 6
Chapter 10: Marketing Research |
Intensive Course |
|
7 |
4/2 |
Session 7
Chapter 11: Product and Branding Concepts
Chapter 12: Developing and Managing Brand and Product |
Intensive Course |
|
8 |
4/9 |
Session 8
Chapter 15: Distribution Channels and Supply Chain Management |
Intensive Course |
|
9 |
4/16 |
Session 9
Chapter 16: Retailing and Direct Marketing
Basic Marketing Concepts Test (to be announced) |
Intensive Course |
|
10 |
4/23 |
Session 10
Chapter 17: Integrated Marketing Communications, Advertising, and Public Relations |
Intensive Course |
|
11 |
4/30 |
Session 11
Chapter 18: Sales Promotion section only
Chapter 13: Pricing Concepts |
Intensive Course |
|
12 |
5/7 |
Session 12
Chapter 14: Pricing Strategies |
Intensive Course |
|
13 |
5/14 |
Session 13
Project Presentations & Marketing Concepts Applications Test |
Intensive Course |
|
14 |
5/21 |
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15 |
5/28 |
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16 |
6/4 |
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17 |
6/11 |
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18 |
6/18 |
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五、考評及成績核算方式 Grading |
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本科目 ☑同意/☐不同意 期末退修 |
| 配分項目 Items |
次數 Times |
配分比率 Percentage |
配分標準說明 Grading Description |
| Basic Marketing Concepts Test & Marketing Concepts Applications Test | | 20% | Basic Marketing Concepts Test & Marketing Concepts Applications Test 5%+15% | | Class Participation & Class Attendance | | 25% | Class Participation (including chapters and cases discussion) & Class Attendance (including the professionalism of your conduct in class; negative behaviors will get negative scores) 15% + 10% | | Project Presentation (including team work) | | 25% | Marketing Plan Presentation: There will be 3-4 members in each group; choose your own teammate; each team has 25 minutes to make their presentation and at least 30 ppt slides (including at least 24 ppt written slides – 80% to the number of total ppt slides). Your team needs to turn in this initial presented slides to your instructor right after your presentation. You also need to turn in your revised ppts, by June 20, 2024 (Please make sure if any of your teammates would submit the presentation slides and the written report by the deadline; if not, you may not receive a grade for this class). (Please make sure your instructor can open the file with Microsoft Power Point and/or the written word file – always check back with your instructor to see whether or not your instructor asked you to re-send it.) | | Written Project (including team work) | | 30% | Written Marketing Plan: You will have the same teammate(s), both in the presentation stage and in the written stage; the written paper should be at least 25 pages in the main text and the rest go to the appendix section (including the big charts/tables/photos here in the appendix section; typed, 11 or 12 point, 1 or 1 ½ (line) spaced, word file with the reference section at the end of the project).
(due by or around June 20, 2024 Taiwan local time, via e-mail attachment to the instructor, monlelee@yahoo.com) | | Others | | | Assigned Readings:
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.
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.
* Your instructor reserves the right to make any changes on the above grade composition | | Format for both Project Presentation and Written Project | | | Use the following format for both Project Presentation (Powerpoint – 25 minutes for each team) and Written Project (at least 25 pages in the main text, not include, for example, cover page, table of contents, and appendix – you need to detail your sources of information – writing your project with justifications) –
Marketing Plan – (Presentation – include item 1, 2, 3, and 4; presentation only include product and (especially) promotion parts in Item 4; plus executive summary); Project: in a separate file
1. Introduction – including company background, marketing objectives and chosen country backgrounds; this section should not be over 3 written pages or 3-4 slides long
2. SWOT and competitive analysis: Strengths, Weaknesses, Opportunities, and Threats - understand the marketing environment within the chosen industry & the chosen country (U.S.A. for this project) and form an effective positioning strategy (including a positioning statement) 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 (including geographical, if chosen) and psychographics of this target market including characteristics, attitudes and beliefs; note the key attributes of the product that are most attractive to the target market in the chosen country (U.S.A. for this project);
4. Marketing 4 P’s: marketing mix – product, price, place, and promotion; including, but not limited to - develop a single, integrated message to promote the company and its products; 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; Promotion section – presentation: as much as possible; written project: as detailed as possible
5. Summary (summarized the recommended target market and recommended marketing mix) and Conclusions
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| 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
By appointment. |
●聯絡方式 Contact Info
| 研究室地點 Office： |
EMAIL：monlelee@yahoo.com |
| 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 |
| * The instructor reserves the right to make any changes on the above grade composition |
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十、學校教材上網、數位學習平台及教師個人網址 University’s Web Portal And Teacher's Website |
學校教材上網網址 University’s Teaching Material Portal：
東吳大學Moodle數位平台：http://isee.scu.edu.tw |
學校數位學習平台 University’s Digital Learning Platform：
☐東吳大學Moodle數位平台：http://isee.scu.edu.tw
☐東吳大學Tronclass行動數位平台：https://tronclass.scu.edu.tw |
| 教師個人網址 Teacher's Website： |
其他 Others：* Additional Reading materials and/or written cases will be given at the proper times;
** The instructor reserves the right to make any changes
* 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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十一、計畫表公布後異動說明 Changes Made After Posting Syllabus |
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