SemesterSpring Semester, 2021
DepartmentIntegrated Curriculum by Dept. of Business Administration
Course NameMarketing Management
InstructorCHEN KUAN-JU
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















































































































































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



*Assigning groups



3



3



2



Environment Analyses



Marketing Information, Market Research



Ch.2, 3, 4



*Deciding the topic (issues) for the project



3



3



3



Consumer Behavior



Ch.5



*Focus group



3



3



4



Group Presentations for Project 1



Project 1 Submission



3



3



5



Segmentation, Targeting, and Positioning



Ch.6



*Conducting interviews



3



3



6



Product Strategies



Ch.7, 8



*New product design



3



3



7



Group Presentations for Project 2



Project 2 Submission



3



3



8



Pricing Strategies



Ch.9



*STP & Competitor analysis



3



3



9



Mid-Term Exam



1.5



3



10



Placing Strategies



Ch.10 & 11



*Exam review



3



3



11



Promotion Strategies – Advertising & Public Relations



Ch.12



*Advertising analyses



3



3



12



Group Presentations for Project 3



Project 3 Submission



3



3



13



商務研習週 (110/5/17?5/21),統一停課以進行海外研習、企業參訪、企業競賽、企業專案等活動



14



Personal Selling & Sales Promotion



Direct & Digital Marketing



Ch.13 & 14



*Photo dictionary



3



3



15



Group Presentations for Project 4



Project 4 Submission



3



3



16



Sustainable Marketing



Ch.16



*Exam review



3



3



17



Final Exam



1.5



3



18



商務研習週 (110/6/21?6/24),統一停課以進行海外研習、企業參訪、企業競賽、企業專案等活動




(註)  企管系商務研習週為配合校方課程精實方案,所規劃之課程進度安排。




  1. 企管系鼓勵同學自行運用該時?自行?與商業競賽、國際志工或企業專案等學習活動。

  2. ?實課程設計僅調整週?,完整內容?受影響。




 


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 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. 5-6 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.

  • 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.


Urls about Course
Attachment

1092 Tue Marketing Management.pdf