Week

Date

Topic

Textbook

Case

1

9/12

Course Introduction



Defining marketing for the new realities

Ch. 1

2

9/19

Developing marketing strategies & plans



Competitive dynamics

Ch. 2

Voice War: Hey Google vs. Alexa vs. Siri

(Harvard: 718519)

3

9/26

Gathering Information and Forecasting Demands



Conducting Marketing Research

Ch. 5

Xerox: Book-in-Time

(Harvard 9-599-119)

4

10/3

Creating Long-term Loyalty

relationships

Analyzing Consumer Markets

Analyzing Business Markets

Ch. 3, 4, 19

Predicting Consumer Tastes with Big Data at Gap

(Harvard: 517115)

5

10/10

National Holiday (No class)

6

10/17

Market Segmentation,

Targeting, and Positioning

Ch. 6, 7

Starbucks: Delivering

Customer Service

 (Harvard: 9504016)

7

10/24

Field Study: Real marketing cases at Xinyi Area

8

10/31

Product Strategies,

Brand Management, New Product Management

Ch. 8, 9, 10, 17, 18

Franz Collection, Inc.: The Road from

Subcontracting to Brand Marketing

(IVEY: 9B10M030)

9

11/7

Promotion Strategies and

Managing Integrated Marketing Communication

Ch. 12, 13, 14

BTS: Success and Risk with Fans

and Influencers on Social Media

(IVEY: W21227)

10

11/14

Place Strategies and

Managing Value Networks and Channels

Ch. 15, 16

Should a Direct-to-Consumer Company

Start Selling on Amazon?

(HBR)

11

11/21

Pricing Strategies

Ch. 11

P&G Downy Enviro-Pak

(IVEY 9A90A006)

12

11/28

Interim Report & Presentation

13

12/5

Digital marketing

N/A

Tailor Brands: Artificial Intelligence

Driven Branding

(Harvard: 519017)

14

12/12

Social marketing

Ch. 21

Chunghwa Post’s Sales Promotion Campaign for “Chunghwa Post VISA debit Card”

(CBCC: 04-IC-03)

15

12/19

Team consulting time

16

12/26

Marketing analytics

N/A

Uber: Applying Machine Learning

to Improve the Customer Experience

(KE 1161)

17

1/2

Final Presentation

18

1/9

Final Exam