週次
Week
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課程主題
Topic
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課程內容與指定閱讀
Content and Reading Assignment
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教學活動與作業
Teaching Activities and Homework
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學習投入時間
Student workload expectation
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課堂講授
In-class Hours
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課程前後
Outside-of-class Hours
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1
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Introduction to the Course and Marketing
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Ch.1
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*Assigning groups
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3
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3
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2
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Environment Analyses
Marketing Information, Market Research
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Ch.2, 3, 4
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*Deciding the topic (issues) for the project
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3
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3
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3
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Consumer Behavior
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Ch.5
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*Focus group
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3
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3
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4
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Group Presentations for Project 1
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Project 1 Submission
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3
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3
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5
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Segmentation, Targeting, and Positioning
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Ch.6
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*Conducting interviews
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3
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3
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6
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Product Strategies
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Ch.7, 8
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*New product design
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3
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3
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7
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Group Presentations for Project 2
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Project 2 Submission
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3
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3
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8
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Pricing Strategies
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Ch.9
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*STP & Competitor analysis
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3
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3
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9
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Mid-Term Exam
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1.5
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3
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10
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Placing Strategies
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Ch.10 & 11
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*Exam review
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3
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3
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11
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Promotion Strategies – Advertising & Public Relations
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Ch.12
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*Advertising analyses
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3
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3
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12
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Group Presentations for Project 3
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Project 3 Submission
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3
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3
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13
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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
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14
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Personal Selling & Sales Promotion
Direct & Digital Marketing
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Ch.13 & 14
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*Photo dictionary
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3
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3
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15
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Group Presentations for Project 4
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Project 4 Submission
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3
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3
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16
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Sustainable Marketing
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Ch.16
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*Exam review
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3
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3
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17
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Final Exam
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1.5
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3
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18
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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
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(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。
- 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。
- ?實課程設計僅調整週?，完整內容?受影響。
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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.
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