Marketing Management

Syllabus

Fall, 2011

Instructor: Jaw, Chyi

Office Tel: #5231

Text: Basic Marketing: A Markeing Strategy Planning Approach, by Perreault、Cannon、McCarthy , 17e, McGraw-Hill, 華泰代理。

※ 請遵守智慧財產權觀念。不得非法影印教科書。

Case: 本課程中所有個案均取自Basic Marketing: A Markeing Strategy Planning Approach或「國科會產學個案發展計畫」研究群(參與單位：國科會社會人文處、台大、政大、清大、成大、中央、台科大、雲科大、東吳、銘傳、輔仁、海洋、元智、中興、靜宜等大學)依哈佛商學院個案教學系統所發展編撰的個案。，

※ 請遵守智慧財產權觀念。不得非法影印散播有版權之教學個案。

Course Objective:

1. Build market concept based on global and information economics;

2. Analyze marketing environment and market characteristics;

3. Develop and integrate marketing mix strategies;

4. Manage marketing actions and link other functions in a firm;

5. Focus on some special marketing issues;

6. Reinforce marketing practical skill by case study;

7. Review important marketing literature and communicate the academic knowledge;

8. Explore interesting idea and learn to develop a research framework in this discipline.

Grading Policy:

1. Team Working 80% (Including Case Study and Marketing Practice)

2. Instructor Final Evaluation 20%

Course Agenda

9/15 Introduction: CH. 1

9/22 Marketing Strategic Planning and STP: CH. 2 & 4

※Marketing Practice (1): Case Introduction

9/29 Changing Marketing Environment: CH. 3

※Case #1: The Changing Market Environment in Taiwan

※Marketing Practice (2): The Marketing Environment

10/6 Demographic Trend and Preference: CH. 5

※Case #2: Senior/Working Females/Kids……

※Marketing Practice (3): The Demographic Characteristics

10/13 Buyer Behaviors: CH. 6 & 7

※Case #3: Consumer Behavior Variables

※Marketing Practice (4): The Consumer Behaviors

10/20 Marketing Research: CH. 8

10/27 ※Marketing Practice (5): Survey Research

11/3 Goods & Services: CH. 9

※Marketing Practice (6): Design the Website for the Case

11/10 Mid-term Exam Week

11/17 NPD and Product Management: CH. 10

※Case #4: TOYOTA

※Marketing Practice (7): Design a New Product for the Case

11/24 Pricing: CH. 17 & 18

12/1 Channel Strategy (I): CH. 11, 12, & 13

※Marketing Practice (8): Improve the Case Store

12/8 Channel Strategy (II): CH. 11, 12, & 13

※Case #5

12/15 Promotion (I): CH. 14, 15, & 16

vVCD Time: International Award Ad CF

12/22 Promotion (II): CH. 14, 15, & 16

※Marketing Practice (9): Design the Promotion Mix for the Case

12/29 Marketing Management: CH. 17

※Marketing Practice (10): Implement and Control the Marketing Plan

1/5 ※Case #6

※Final Presentation for Marketing Practice

1/12 Term Exam Week