Course Syllabus

Course Information：

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Fall Semester Year 2025	351748	Marketing Management	1	3.0	3	★	Ching-Jui Keng LIAO, SEN-KUEI	EMBA - BM 資財EMBA EMBA - IEM	33	0	(群組4) 行銷管理

Course Plan：

Instructor	Ching-Jui Keng　Office Hours
Email	cjkeng@ntut.edu.tw
Last Updated	2025-10-03 11:56:43
Course Objective	讓學生瞭解製造業與服務業行銷的觀念和趨勢。主要包括以下課題：（1）消費者行為（2）市場區隔（3）產品策略（4）行銷通路（5）網路行銷（6）促銷（7）關係行銷。
Course Schedule (Week 1-16)	授課教師: 經營管理系 耿慶瑞(13-18周): 2025 Cjkeng@ntut.edu.tw 次(日期) 主題 內容與個案 13 消費者行為(講義,與客戶互動VCD) Ch1 消費者行為概論投影片 消費者決策過程 14 行銷個案：行銷產品策略定位 Ch5,Ch6 哈佛商學院HBS Case1: IKEA(宜家侵入美國514-C07中文版) 1.請分析採購家俱的消費者行為,通常消費者會有哪些困難? 2.家俱業者提供哪些服務來解決困難? 3.分析美國的家俱市場 4.IKEA提供給消費者什麼價值?商業模式為何? 5.IKEA如何在美國拓展市場? 10 行銷個案：行銷產品策略定位 哈佛商學院HBS: Case2: Swatch 1. Why was the Swatch so successful? In what ways was the Swatch different than any watch the industry had ever seen? 2. What elements of the original Swatch marketing plan were most critical to the brand’s success? Do you agree with the original product strategy? the channel strategy? The promotional strategy? What about the pricing strategy? 3. Prior to the introduction of the Swatch, what kinds of watches were popular among consumers? In what ways was a Rolex different from a Timex, or from a gold-plated Seiko? How did consumers make buying decisions 15 行銷個案：體驗行銷 哈佛商學院HBS Case3: Starbucks China: Managing Growth Through Innovation 1.請解釋Starbucks在中國成功的因素?他所提供的顧客價值與品牌形象為何? 2. Starbucks與競爭對手之差異為何?有何競爭優勢? 3.StarBucks應該要提出怎樣的擴張方案?如何展店? 4.Starbucks要如何在中國建立數位服務策略? 16 行銷個案：廣告策略 哈佛商學院HBS Case4 : 2010 Cola Wars Continue: Coke and Pepsi in the Twenty- First Century( 2010年可樂大戰之續714- C04中文版) 1: 請以五力分析罐裝廠以及濃縮液廠 2: 請分析Coke與Pepsi在行銷策略上的差異 3: 請說明非碳酸飲料崛起之後，Coke與Pepsi的因應策略 17 行銷個案：品牌行銷與口碑行銷 Ch14 哈佛商學院HBS:Case5 Dove（多芬：一個品牌的發展歷程514-C03中文版） 1. What is a brand? Why does Unilever to want fewer of them? 2. What was Dove’s market positioning in the 1950s? What is its positioning in 2007? 3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? 4. Spend a little time searching blogs, using Google Blog Search, Technorati, BlogRunner, or any other blog search engines, to get a sense of what people are saying about Dove today. What does this discussion contribute to the meaning of the brand? 18 行銷個案： 消費者行為與大數據 Ch8 哈佛商學院HBS: Case6: Predict Customer Tastes with Big Data at GAP（9-517-115） 1. Why is Gap doing poorly in 2017? 2. Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not? 3. What do you predict will happen to Gap Inc.’s sales going forward as a result of this decision? How will it affect each of its brands’ equity? 4. Does the big data approach work for all three of Gap Inc.’s primary brands: Old Navy, Gap, and Banana Republic? Why or why not? Which brands are better/worse served by this strategy? Why？
Evaluation and grading policy	個案每人要寫一頁A4心得(針對問題回答): 寫1,2個案 Case1: IKEA(宜家侵入美國514-C07中文版) Case2: Swatch(514-C23 中文版) Case3: Starbucks China (HK1099) Case4 : 2010 Cola Wars Continue: Coke and Pepsi in the Twenty- First Century( 2010年可樂大戰之續714- C04中文版) Case5 Dove（多芬：一個品牌的發展歷程514-C03中文版） Case6 GAP
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No HBS cases 行銷學(第二版) 作者： 耿慶瑞, 陳銘慧, 蔡瑤昇, 江啟先, 廖森貴, 胡同來, 田寒光, 謝效昭 • 出版社：全華圖書 訂閱出版社新書快訊 新功能介紹 • 出版日期：2018/06/15 • 語言：繁體中文 • 定價：580元 • 優惠價：95折551元
The access to curricular consultation	cjkeng@ntut.edu.tw
Expanding teaching and resources
The course corresponds to the SDGs	SDG4：優質教育（Quality Education）
Does the course incorporate AI	● 鼓勵學生使用生成式AI工具（Encourage students to use generative AI tools）
Note	請使用WebEx 會議代碼580078239