SemesterSpring Semester, 2021
DepartmentIntegrated Curriculum by Dept. of Business Administration
Course NameMarketing Management
InstructorPARK SUNG JUN
Credit3.0
Course TypeRequired
PrerequisiteBasic Management、Economia e Direzione di Imprese ev.、Eundamentals of Management、Introduction to management、Management、Management and Organization、Management Control、Management Skills、Principle of Management,Economic Analysis、Economics、Intro Microeconomics、Introduction to Economics、Principle of Economics
Course Objective
Course Description
Course Schedule

Please note that the following topics are subject to change.








































































































































































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



Course



Overview



What is Marketing? (Introduction)



Lecture &



Discussion



3



3



2



Marketing



Fundamentals



Book: Chapter 1



Lecture &



Activity



3



6



Reading: Recent Issues in Marketing



3



Marketing



Strategy Framework



Book: Chapter 2 & 3



Lecture &



Discussion



3



6



Reading: Case (HBR)



 



Group Report: SWOT Analysis



4



Consumer Psychology and Behavior



Book: Chapter 5 & 6



Lecture &



Discussion



3



9



Reading: Company Report



 



Individual Report: “Cross-cultural Differences in Consumer Behavior”



5



Brands and Products/Services



Book: Chapter 7, 8 & 9



Lecture &



Activity



3



9



Reading: Case



 



Group Activity & Report:



“Brand Yourself”



6



Promotion and Marketing



Communication



Strategy



Book: Chapter 14 & 15



Lecture &



Activity



3



9



Reading: Video Clip



7



Mid-term Exam (A Case Analysis) 



8



Field Activity: Trip to a 101 Building and Evaluating IMC Strategies



9



Group Project Presentation



3



9



10



Retailing and



B2B Marketing



Book: Chapter 12 & 13



Lecture &



Activity



3



9



Reading: Case (HBR)



 



11



Marketing



Research



Book: Chapter 4



Lecture &



Activity



3



9



Reading: Case (HBR)



 



Group Report: Survey Design and Basic Statistical Analysis



12



Pricing



Book: Chapter 10 & 11



Lecture &



Discussion



3



9



Group Consultation



13



Digital Marketing



Book: Chapter 17



Lecture &



Discussion



3



9



Reading: Case (HBR)



 



Group Activity & Project



14



Marketing Ethics and CSR



Book: Chapter 20



Lecture &



Discussion



3



9



Reading: Case (NUS)



 



Group Activity



15



Group Project Consulting Session



3



9



16



Final Project Presentation 1



17


Final Project Presentation 2

18



Final Exam



Teaching Methods
Teaching Assistant

The Best Teaching Assisant, 陳冠宇 Peter 



Email: 106104022@nccu.edu.tw


Requirement/Grading

1. Group Activities (80%):



  All students will be formed into a group of four or more students. Group activities are an essential evaluation point for this class. Peer evaluations will be conducted and taken into a consideration later.




  • Final Project (45%): Each group will develop a marketing communication strategy on a virtual market using FB. You will conduct digital marketing communications using social media. The number of likes and comments will be counted on your final presentation day. Students are expected to apply what they have learned throughout the course in real marketing activities. For the final group presentation, students are expected to explicitly share how they applied some of the learning lessons in class. 

  • Mid-term exam (25%): Each group will analyze a real marketing case. Students will critically analyze the segmentation-targeting-positioning strategy of a global company. Students can refer to textbooks or even external sources (e.g., online search). However, there will be a time-limit, and the late submission will be penalized. Also, word limits will be strictly imposed.

  • Class Activity (20%): Each group will take turns to present for in-class activities. For example, each team will be assigned a case to present and facilitate class discussion. Also, all teams will summarize and show how the articles are related to key concepts learned from a previous class. The other groups should ask valuable questions to the presenting team. I recommend students to read news articles from the Financial Times, The Wall Street Journal, and others. Also, articles from company reports are welcomed, such as McKinsey or BCG. In addition,



 



2. Assignments & Others (10%):




  • There can be pop quizzes in every class. Please make sure to review all covered contents to ensure your learning process. In case you have questions, please don't hesitate to ask :)

  • Cold-calls will be conducted. For meaningful comments, additional points will be given. Remember, active participation and class attendance matter for this class.

  • There can be after-class assignments, including reports.



 



3. Academic Policy:




  • Any kind of academic dishonesty will lead to a failing grade (e.g., cheating, misrepresenting, and plagiarism). Please make sure to cite and acknowledge all sources in order to avoid any unintentional plagiarism. There is NO tolerance for academic dishonesty!

  • Please note that an absence of two or more weeks will penalize your final grade. In case of an unavoidable absence, please let me know in advance. Also, being late is considered unacceptable because it interferes with the learning environment for others.

  • I am happy to assist students with disabilities. Please talk to me in case you need any assistance.

  • Again, if you have any questions, please do not hesitate to ask them. Remember, there is no such thing as a “dumb” question.

  • Mentoring, career-coaching, and language (English) supports are opened to all students. If you are willing to communicate with me, please feel free to contact me at any time. Lastly, let us enjoy this semester!! ^^


Textbook & Reference

Reading Materials:




  • Harvard Business Case

  • MIT Sloan Management Review

  • McKinsey & Company

  • Boston Consulting Group

  • NCCU Case Center



Recommended Readings: News articles from the Financial Times, The Wall Street Journal, and others.



 



Textbooks (not mandatory):




  • Marketing Management, 15th Edition, Philip T. Kotler & Kevin Lane Keller, Publisher: Pearson

  • Principles of Marketing, 17th Edition, Philip T. Kotler & Gary Armstrong, Publisher: Pearson


Urls about Course
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