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
113-2	343092	行銷管理	1	3.0	3	★	楊神珠	經管所 管理外國學生專班	16	0	經管所和IMBA合開

教學大綱與進度：

教師姓名	楊神珠
Email	Pearlinself@gmail.com
最後更新時間	2024-12-25 17:20:03
課程大綱	本課程的目的是幫助學生在 21 世紀準備行銷管理業務並為之做出貢獻。無論是計畫在企業、政府還是非營利組織工作，有關營銷的概念、策略和技術都是相關的主體應用。本課程是：從基本概念到與營銷經營相關，再到營銷在組織中的策略運用；並重視品牌應用的底層邏輯。強調消費者營銷和企業營銷之間的相同點和不同點。將需求預測與其市場區隔、目標定位和市場定位相結合，在接觸消費者和商業市場以及市場區格之後，涵蓋市場營銷研究。在學生掌握市場營銷的含義後，整合規劃、實施和評估以提供眾向的行銷策略。 除了重視現行客戶，對於非顧客群，也是非常重視和其開發性。 This course aims to help students prepare and operate in an organization and contribute to the 21st century. Regardless of whether a person intends to work in a business, or the government, or in a nonprofit organization, the concepts, strategies, and techniques of effective marketing are relevant. This course is: Providing fundamental concepts through the major tasks associated with marketing to the strategic role of marketing in an organization. Bringing early attention to the global nature of marketing. Emphasizing the similarities as well as the differences between consumer and business marketing. Combining demand forecasting with its logical antecedents-segmentation, targeting, and position. This course will cover marketing research, marketing campaigns, marketing channels, and strategy. Having students have been exposed to consumer (B2C) and business (B2B) markets, they will learn how to segment and position their corporate and product market positions, where they will understand the Integrating planning, implementation, and evaluation so as to provide a broad strategic context afterward.
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 to be provided later.  A wrap-up presentation of previous class is required in next class.  360-degree evaluation at the end of the class by peers. Teacher Contact information:
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 Marketing Management 15/EGlobal Edition by 1st author PHILIP KOTLER Northwestern University 2nd author KEVIN LANE KELLER Dartmouth College忠誠的顧客對企業來說就是Lampel, J., & Germain, O. Creative industries as hubs of new organizational and business practices. In. UK: Elsevier (2016) Yang, Angela, Shiyi Multimedia Corporation: The Value Conversion of Intellectual Property of SanYu Special Exhibition (2021) 產業鏈上利害關係人(Stakeholders管理) 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	Teacher Contact information: Email: shenchu.yang@gmail.com | Cell Phone: 0932302756 | Line:shenchu.yang
課程對應SDGs指標	SDG3：良好健康和福祉（Good Health and Well-being） SDG4：優質教育（Quality Education） SDG5：性別平等（Gender Equality） SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth） SDG9：產業創新與基礎設施（Industry, Innovation and Infrastructure） SDG10：減少不平等（Reduced Inequalities）
課程是否導入AI
備註	This course will contend with heavy group discussion; those who enjoy engaging in interactive learning and group discussion are welcome. Group formation and begin the process of selecting the product or service Formation of groups; a first presentation of “product” to the instructor for approval. Competitive information and environmental scanning project(s) completed and presented for instructor’s review. Initial marketing research parameters completed; demand forecasting, and target market selections defined.