SemesterSpring Semester, 2020
DepartmentProgram(undergraduate level)
Course NameMarketing Management
InstructorCHEN KUAN-JU
Credit3.0
Course TypeSelectively
PrerequisiteEconomic Analysis、Economics、Intro Microeconomics、Introduction to Economics、Introduction to Economics(ENG)、Principle of Economics,Basic Management、Economia e Direzione di Imprese ev.、Eundamentals of Management、Introduction to management、Management、Management and Organization、Management Control、Management Skills、Principle of Management
Course Objective
Course Description
Course Schedule


















































































































































週次



Week

課程主題



Topic

課程內容與指定閱讀



Content and Reading Assignment

教學活動與作業



Teaching Activities and Homework*

學習投入時間



Student workload expectation

課堂講授



In-class Hours

課程前後



Outside-of-class Hours

1

Introduction to the Course and Marketing

Ch.1

* Grouping



*Industry assignment

3

3

2

Environment Analyses



Marketing Information, Market Research

Ch.2-4

* Deciding the topic (issues) for the project

3

3

3

Segmentation, Targeting, and Positioning

Ch.6

Project 1 Submission

3

3

4

Product Strategies

Ch.7

* Conducting interviews

3

3

5

Pricing Strategies

Ch.9

* STP & Competitor analysis

3

3

6

Group Presentations for Project 2

Project 2 Submission

3

3

7

Placing Strategies

Ch.10 & 11

*Exam review

3

3

8

Mid-Term Exam

1.5

3

9

Consumer Behavior

Ch.5

*Focus Group

3

3

10

Promotion Strategies – Advertising & Public Relations

Ch.12

*Advertising Analyses

3

3

11

Group Presentations for Project 3

Project 3 Submission

3

3

12

Personal Selling & Sales Promotion



Direct & Digital Marketing

Ch.13 & 14

*Photo Dictionary

3

3

13

NCCU Anniversary

0

3

14

Flexible Class in BA Department (Finalizing Marketing Plan)

0

3

15

Group Presentations for Project 4

Project 4 Submission

3

3

16

Sustainable Marketing

Ch.16

*New Product Design

3

3

17

Final Exam

1.5

3

18

Flexible Class in BA Department (Revising Marketing Plan)

0

3

Teaching Methods
Teaching Assistant

 




TBA


Requirement/Grading

Project 1: External and internal environment analysis (group assignment) (10%)



Project 2: STP analysis (group-based, individual assignment) and consumer insights (10%)



Project 3: IMC analysis and proposal (group oral presentations) (10%)



Project 4: Marketing plans (15%) + group oral presentation (10%)



Class participation and case discussion (15%)



Mid-term examination (15%)



Final examination (15%)



 




  • The details of the projects will be explained in the first class.

  • This course is quite intensive, so students will need to spend 3-5 hours per week (in addition to the regular class) for self-study and/or group discussions for group assignments.

  • Grouping is assigned. 4-5 people in a group. To ensure the quality of group communication, “peer-evaluation,” in terms of members’ attendance, engagement, and contribution for each project, will be conducted by each member, grading.

  • This class is designed to be highly interactive; every student is expected to join the class discussions, so students’ attendance and participation will be recorded for every class. When the students are absent for more than 3 times, they’ll lose 10 points of the final grades for every additional absence.

  • Please preview the suggested materials for each lecture. A quiz will be held at the beginning of every class.

  • Plagiarism is strictly forbidden. Citations and references must be clearly indicated in every assignment.

  • No late submission is acceptable.


Textbook & Reference

  • Gary Armstrong and Philip Kotler (2019), Marketing: An Introduction, 14th ed., Pearson.

  • Harvard, IVEY, and CBCC Cases




 




 


Urls about Course
無
Attachment

1082 Marketing Management Syllabus II _Tue, Upload_.pdf