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
110-2
302909
行銷管理
1
3.0
3
★
耿慶瑞
劉祐綸
資財EMBA桃園
16
0
(群組4)行銷管理
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
2022-02-14 16:20:39
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。
課程進度
次(日期) 主題 內容與個案 13 消費者行為(講義,與客戶互動VCD) 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 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? 15 行銷個案:廣告策略 哈佛商學院HBS Case2 : 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 16 行銷個案:品牌行銷與口碑行銷 哈佛商學院HBS:Case3 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? 17 行銷個案: 消費者行為與大數據 補充網路行銷 哈佛商學院HBS: Case4: 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? 18 行銷個案: 哈佛商學院HBS Case5: 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?
評量方式與標準
個案每人要寫一頁A4心得(針對問題回答): 請在學期結束前時交給助教,任選3個個案
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
參考書: 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
課程諮詢管道
備註
1.請與授課老師耿慶瑞聯絡cjkeng@ntut.edu.tw
2.若因疫情需要遠距上課:遠距網址為:https://moe-tw.webex.com/meet/cjkeng
3.課程line群組會公告在本課程之i學園。