Course Syllabus

Course Information：

Year-Semester Course Number Course Name Phase Credits Hours Required/Elective Instructor Class Student NO. Withdraw Note

Spring Semester
Year 2024 329266 Marketing Management 1 3.0 3 ★ Angela Yang IMBA
GIFM 23 2 IMBA &資財所

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2024	329266	Marketing Management	1	3.0	3	★	Angela Yang	IMBA GIFM	23	2	IMBA &資財所

Course Plan：

Instructor Angela Yang

Email Pearlinself@gmail.com

Last Updated 2024-05-23 12:00:33

Course Objective The Learning objectives are as follows: 1. To learn key content/context /concept about Marketing in theory and in real-world application. And understand the change of marketing concepts and definitions to adopt the idea that Marketing is the art and science combination, 2. This course will also entail the main types of marketers and markets, and how they prospect into the marketplace. While in the marketplace, how the sellers and buyers are connected, and extend in target markets in a holistic approach. 3. With the corporate core value proposition, students will appropriate the key elements with the course process to design a suggested proper Semester-Long marketing plan project. 4. Topics to pay attention to: the Core Marketing Concepts, Marketing Environment, both inside and outside the organization, TPS, Brands and offerings, Value and Satisfaction, Societal forces, Marketing Channel, Supply Chain, and other competition watch, which may affect the marketing result.

Course Schedule Week 01 Course Introduction Chap. 1 -Defining Marketing for the New Realities Week 02 Chap. 2 - Developing Marketing Strategies and Plans Chap. 3 - Gathering Information and Forecasting Demand Week 03 Plan for Field Study| Research Week 04 Chap 4 – Conducting Marketing Research Week 05 Chap. 5 - Creating Customer Value, Satisfaction, and Loyalty Chap. 6 - Analyzing Consumer Markets Week 06 Chap. 7 - Analyzing Business Markets Chap.8 - Identifying Market Segments and Targets Week 07 Chap. 9 - Creating Brand Equity Chap. 10 - Crafting the Brand Positioning Week 08 Chap.11 - Competitive Dynamics Week 09 Mid-term Exam by Group presentation Week 10 Chap. 12 - Setting Product Strategy Chap. 13 - Designing and Managing Services Week 11 Invite Speaker講者邀請 Week 12 Chap. 14 - Developing Pricing Strategies and Programs Week 13 Chap. 15 - Designing and Managing Marketing Channels and Value Networks Chap. 16 - Managing Retailing, Wholesaling, and Logistics Week 14 Chap. 17 - Designing and Managing Integrated Marketing Communications Chap. 18 - Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Week 15 Chap. 19 Managing Digital Communications: Online, Social Media, & Mobile Week 16 Chap. 20 - Managing Personal Communications: Direct Marketing and Personal Selling Week 17 Chap. 21 - Introducing New Market Offerings Chap. 22 - Tapping into Global Markets Week 18 Final-Exam (Final Report) Managing a Holistic Marketing Organization

Evaluation and grading policy Evaluation/Assessments： Mid Term 25% (Group Presentation-4-5 people in a group) Final Term 25% (Paper Exam + Group Presentation) Participation 50% (30% Attendance on time got 2 points) (20% Class participation, such as asking and answering (questions)  Proof of documents required, such as sick leave notice can be provided later.  A wrap-up presentation of the previous class may be required in the next class.

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:Yes
1. Marketing Management: 7/E, An Asian Perspective, Philip Kotler, Kevin Lane Kelle (Kotler, P., Keller, Kevin Lane, A Framework for Marketing Management: 6/E) 2. Lampel, J., & Germain, O. (2016). Creative industries as hubs of new organizational and business practices. In. UK: Elsevier. 3. Conley, J. G., Bican, P. M., & Ernst, H. Value Articulation: A Framework For The Strategic Management of Intellectual Property. California Management Review, 55(4), 102-120. doi:10.1525/cmr.2013.55.4.102. (2013)

The access to curricular consultation For the Week of 17, and 18 course, we will utilize the MS Teams, which has been incorporated and preprogrammed in the Teams platform. Please attend on time.

News will be announced simultaneously in Line group.

The course corresponds to the SDGs

Does the course incorporate AI

Note
　

Instructor	Angela Yang
Email	Pearlinself@gmail.com
Last Updated	2024-05-23 12:00:33
Course Objective	The Learning objectives are as follows: 1. To learn key content/context /concept about Marketing in theory and in real-world application. And understand the change of marketing concepts and definitions to adopt the idea that Marketing is the art and science combination, 2. This course will also entail the main types of marketers and markets, and how they prospect into the marketplace. While in the marketplace, how the sellers and buyers are connected, and extend in target markets in a holistic approach. 3. With the corporate core value proposition, students will appropriate the key elements with the course process to design a suggested proper Semester-Long marketing plan project. 4. Topics to pay attention to: the Core Marketing Concepts, Marketing Environment, both inside and outside the organization, TPS, Brands and offerings, Value and Satisfaction, Societal forces, Marketing Channel, Supply Chain, and other competition watch, which may affect the marketing result.
Course Schedule	Week 01 Course Introduction Chap. 1 -Defining Marketing for the New Realities Week 02 Chap. 2 - Developing Marketing Strategies and Plans Chap. 3 - Gathering Information and Forecasting Demand Week 03 Plan for Field Study\| Research Week 04 Chap 4 – Conducting Marketing Research Week 05 Chap. 5 - Creating Customer Value, Satisfaction, and Loyalty Chap. 6 - Analyzing Consumer Markets Week 06 Chap. 7 - Analyzing Business Markets Chap.8 - Identifying Market Segments and Targets Week 07 Chap. 9 - Creating Brand Equity Chap. 10 - Crafting the Brand Positioning Week 08 Chap.11 - Competitive Dynamics Week 09 Mid-term Exam by Group presentation Week 10 Chap. 12 - Setting Product Strategy Chap. 13 - Designing and Managing Services Week 11 Invite Speaker講者邀請 Week 12 Chap. 14 - Developing Pricing Strategies and Programs Week 13 Chap. 15 - Designing and Managing Marketing Channels and Value Networks Chap. 16 - Managing Retailing, Wholesaling, and Logistics Week 14 Chap. 17 - Designing and Managing Integrated Marketing Communications Chap. 18 - Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Week 15 Chap. 19 Managing Digital Communications: Online, Social Media, & Mobile Week 16 Chap. 20 - Managing Personal Communications: Direct Marketing and Personal Selling Week 17 Chap. 21 - Introducing New Market Offerings Chap. 22 - Tapping into Global Markets Week 18 Final-Exam (Final Report) Managing a Holistic Marketing Organization
Evaluation and grading policy	Evaluation/Assessments： Mid Term 25% (Group Presentation-4-5 people in a group) Final Term 25% (Paper Exam + Group Presentation) Participation 50% (30% Attendance on time got 2 points) (20% Class participation, such as asking and answering (questions)  Proof of documents required, such as sick leave notice can be provided later.  A wrap-up presentation of the previous class may be required in the next class.
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:Yes 1. Marketing Management: 7/E, An Asian Perspective, Philip Kotler, Kevin Lane Kelle (Kotler, P., Keller, Kevin Lane, A Framework for Marketing Management: 6/E) 2. Lampel, J., & Germain, O. (2016). Creative industries as hubs of new organizational and business practices. In. UK: Elsevier. 3. Conley, J. G., Bican, P. M., & Ernst, H. Value Articulation: A Framework For The Strategic Management of Intellectual Property. California Management Review, 55(4), 102-120. doi:10.1525/cmr.2013.55.4.102. (2013)
The access to curricular consultation	For the Week of 17, and 18 course, we will utilize the MS Teams, which has been incorporated and preprogrammed in the Teams platform. Please attend on time. News will be announced simultaneously in Line group.
The course corresponds to the SDGs
Does the course incorporate AI
Note