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

112-2 329266 行銷管理 1 3.0 3 ★ 楊神珠管理外國學生專班
資財所 23 2 IMBA &資財所

學年期	課號	課程名稱	階段	學分	時數	修	教師	班級	人	撤	備註
112-2	329266	行銷管理	1	3.0	3	★	楊神珠	管理外國學生專班資財所	23	2	IMBA &資財所

教學大綱與進度：

教師姓名楊神珠

Email Pearlinself@gmail.com

最後更新時間 2024-05-23 12:00:33

課程大綱 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.

課程進度 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

評量方式與標準 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.

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：是
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)

課程諮詢管道 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.

課程對應SDGs指標

課程是否導入AI

備註

教師姓名	楊神珠
Email	Pearlinself@gmail.com
最後更新時間	2024-05-23 12:00:33
課程大綱	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.
課程進度	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
評量方式與標準	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.
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：是 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)
課程諮詢管道	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.
課程對應SDGs指標
課程是否導入AI
備註