查詢教學大綱與進度

教學大綱與進度

課程基本資料：

學年期課號課程名稱階段學分時數修教師班級人撤備註

110-1 299681 行銷管理 1 1.0 1 ★ 耿慶瑞泰國EMBA 17 0 碩二

學年期	課號	課程名稱	階段	學分	時數	修	教師	班級	人	撤	備註
110-1	299681	行銷管理	1	1.0	1	★	耿慶瑞	泰國EMBA	17	0	碩二

教學大綱與進度：

教師姓名耿慶瑞

Email cjkeng@ntut.edu.tw

最後更新時間 2021-09-09 11:43:12

課程大綱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。 The course teaches the student marketing concepts and trends. The topics will be covered: (1) consumer behavior, (2) marketing segmentation, (3) product strategy, (4) marketing channels, (5) online marketing, (6) relationship marketing.

課程進度消費者行為(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消費者行為 Ch3 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? 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 服務行銷與體驗行銷 Ch11 13 行銷個案：廣告策略哈佛商學院HBS Case3 : 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的因應策略行銷個案：4P Ch7 哈佛商學院HBS Case4: ASICS 1. The company is considering changes to the marketing mix of the core ASICS brand. What would you recommend going forward on issues such as: i. Product line (e.g., introducing mid-tier ASICS running shoes at a much lower price point) ii. Channels to market (e.g., increasing company owned retail stores) iii. Communications (e.g., changing the current ad campaign of “Want it More” and discontinuing sponsorship of the NYC marathon) 2. Was it wise for ASICS to acquire the fitness app RunKeeper? How can the company best leverage this new digital asset? 3. Do you feel the company is on the right track to achieving its 2020 goals? 行銷個案：4P 哈佛商學院HBS:Case5 S'well: The Mass Market Decision 1.S’well產品有何優勢?品牌價值為何? 2.S’well與星巴克合作是否適合? 3.你認為是時候規劃S’well產品組合到大眾市場嗎?

評量方式與標準出席40% 小組報告60%

使用教材、參考書目或其他 【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】

使用外文原文書：否
HBS cases

課程諮詢管道 cjkeng@ntut.edu.tw

課程對應SDGs指標

備註 ●上課方式：遠距上課

●評量方式：
分組報告
●補充說明資訊：

教師姓名	耿慶瑞
Email	cjkeng@ntut.edu.tw
最後更新時間	2021-09-09 11:43:12
課程大綱	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。 The course teaches the student marketing concepts and trends. The topics will be covered: (1) consumer behavior, (2) marketing segmentation, (3) product strategy, (4) marketing channels, (5) online marketing, (6) relationship marketing.
課程進度	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消費者行為 Ch3 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? 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 服務行銷與體驗行銷 Ch11 13 行銷個案：廣告策略哈佛商學院HBS Case3 : 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的因應策略行銷個案：4P Ch7 哈佛商學院HBS Case4: ASICS 1. The company is considering changes to the marketing mix of the core ASICS brand. What would you recommend going forward on issues such as: i. Product line (e.g., introducing mid-tier ASICS running shoes at a much lower price point) ii. Channels to market (e.g., increasing company owned retail stores) iii. Communications (e.g., changing the current ad campaign of “Want it More” and discontinuing sponsorship of the NYC marathon) 2. Was it wise for ASICS to acquire the fitness app RunKeeper? How can the company best leverage this new digital asset? 3. Do you feel the company is on the right track to achieving its 2020 goals? 行銷個案：4P 哈佛商學院HBS:Case5 S'well: The Mass Market Decision 1.S’well產品有何優勢?品牌價值為何? 2.S’well與星巴克合作是否適合? 3.你認為是時候規劃S’well產品組合到大眾市場嗎?
評量方式與標準	出席40% 小組報告60%
使用教材、參考書目或其他	【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】使用外文原文書：否 HBS cases
課程諮詢管道	cjkeng@ntut.edu.tw
課程對應SDGs指標
備註	●上課方式：遠距上課 ●評量方式：分組報告 ●補充說明資訊：