行銷管理

臺北科技大學 114-2 學期課程，課號 357147。

課程大綱

本課程的目的是幫助學生在 21 世紀準備行銷業務並為之做出貢獻。無論是打算在企業、政府還是非營利組織工作，有效營銷的概念、策略和技術都是相關的。本課程是：從基本概念到與營銷相關，再到營銷在組織中的策略運用；儘早關注營銷的全球性。強調消費者營銷和企業營銷之間的相同點和不同點。將需求預測與其市場區隔、目標定位和市場定位相結合，在接觸消費者和商業市場以及市場區格之後，涵蓋市場營銷研究。在學生掌握市場營銷的含義後，整合規劃、實施和評估以提供眾向的行銷策略。 The purpose of this course is try to help students prepare to operate in and contribute to the 21st century. Regardless of whether a person intends to work in a business, for the government, or in a nonprofit organization, the concepts, strategies, and techniques of effective marketing are relevant. This course is: More-so, providing from fundamental concepts through the major tasks associated with marketing to the strategic role of marketing in an organization. Bringing early attention to the global nature of marketing. Emphasizing the similarities as well as the differences between consumer and business marketing. Combining demand forecasting with its logical antecedents-segmentation, targeting, and position. Covering marketing research, after students have been exposed to consumer and business markets and segmentation. Integrating planning, implementation, and evaluation to provide a broad strategic context after students have a grasp of what marketing entails. The Learning objectives are as follows: 1. To learn key content/context /concept about Marketing in theory and in real-world application. And understand the change of marketing concept and definition to adopt the idea that Marketing is the art and science combination, 2. This course will also entail the main types of marketers and markets, and how do they prospect into the marketplace. While in the marketplace, how the sellers and buyers are connected, and extend in target markets in a holistic approach. 3. With corporate core value proposition, students will appropriate the key elements with course process to design a suggested proper Semester-Long marketing plan project. 4. Topics to pay attention: the Core Marketing Concepts, Marketing Environment , both inside and outside the organization, TPS, Brands and offering, Value and Satisfaction, Societal forces, Marketing Channel, Supply Chain, and other competition watch, which may affect the marketing result.

課程進度

Week 01 Course Introduction Chap. 1 -Defining Marketing for the New Realities Week 02 Chap. 2 - Developing Marketing Strategies and Plans Chap. 3 - Gathering Information and Forecasting Demand Week 03 Planing for Field Study| Steps for Marketing Research Week 04 Chap 4 – Conducting Marketing Research| Field Observation. Week 05 Chap. 5 - Creating Customer Value, Satisfaction, and Loyalty Chap. 6 - Analyzing Consumer Markets Week 06 Chap. 7 - Analyzing Business Markets Chap.8 - Identifying Market Segments and Targets Week 07 Chap. 9 - Creating Brand Equity Chap. 10 - Crafting the Brand Positioning Week 08 Chap.11 - Competitive Dynamics Week 09 Mid-term Exam by Group presentation Week 10 Chap. 12 - Setting Product Strategy Chap. 13 - Designing and Managing Services Week 11 Invite Speaker 講者邀請 Week 12 Chap. 14 - Developing Pricing Strategies and Programs Week 13 Chap. 15 - Designing and Managing Marketing Channels and Value Networks Chap. 16 - Managing Retailing, Wholesaling, and Logistics Week 14 Chap. 17 - Designing and Managing Integrated Marketing Communications Chap. 18 - Managing Mass Communications: Advertising, Sales, Promotions, Events, and Public Relations Week 15 Chap. 19 Managing Digital Communications: Online, Social Media, & Mobile Week 16 Chap. 20 - Managing Personal Communications: Direct Marketing and Personal Selling Week 17 Chap. 21 - Introducing New Market Offerings Chap. 22 - Tapping into Global Markets Week 18 Final-Exam (Final Report) Managing a Holistic Marketing Organization Notes to Students---Important information for weekly process: work for weekly plan: 1-Defining Marketing for the New Realities Group formation and begin the process of selecting the product or service 2- Developing Marketing Strategies and Plans Formation of groups; first presentation of “product” to instructor for approval. 3 Gathering Information and Forecasting Demand Competitive information and environmental scanning project(s) completed and presented for instructor’s review. 4 Conducting Marketing Research Initial marketing research parameters completed; demand forecasted, and target market selections defined. 5 Creating Customer Value, Satisfaction, and Loyalty Students should have completed their value proposition for the fictional product, defined how they will deliver satisfaction, and maintain customer loyalty. 6 Analyzing Consumer Markets Definitive data on the consumer for the product/service including all demographic and other pertinent information obtained and ready for instructor’s approval. 7 Analyzing Business Markets No report due for this chapter; allows students and instructor to “catch up” on the project. 8 Identifying Market Segments and Targets Specific market segmentation, targeting, and positioning statements by the students due. 9 Creating Brand Equity Students are to have their “branding” strategy developed for their project. Include brand name, equity position, and the decisions in brand strategy. 10 Crafting the Brand Positioning In the semester projects, student should be completed to include their fictional product or service’s brand positioning. students should have delineated and designed a differentiated brand positioning for their project. 11 Competitive Dynamics In semester-long project, students to present competitive analysis. Who are the market leaders for their chosen product or service? What niche have they identified for their product/service? Is their product or service going to be a leader, follower, or challenger to well-established products or brands? 12 Setting Product Strategy In semester-long project, students should have set group project’s product or service strategy. And submissions product (or service) features, quality, an

評量方式

Evaluation/Assessments： Mid Term 25% (Group Presentation-4-5 people in a group) Final Term 25% (Paper Exam + Group Presentation) Participation 50% (30% Attendance on time got 2 points) (20% Class participation, such as asking and answer questions) 〇 Proof of documents required, such as sick leave notice can be provided later. 〇 A wrap-up presentation of previous class may be required in next class. 〇 360 degrees evaluation at the end of the class by peers.

教材

【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】 使用外文原文書：是 Kotler, P., Kelle, Kevin Lane ,Marketing Management: 7/E, An Asian Perspective (2018) Kotler, P., Keller, Kevin Lane, A Framework for Marketing Management: 6/E,〇 Lampel, J., & Germain, O. Creative industries as hubs of new organizational and business practices. In. UK: Elsevier (2016) Conley, J. G., Bican, P. M., & Ernst, H. Value Articulation: A Framework For The Strategic Management of Intellectual Property. California Management Review, 55(4), 102-120. doi:10.1525/cmr.2013.55.4.102 (2013) Yang, Angela, Shiyi Multimedia Corporation: The Value Conversion of Intellectual Property of SanYu Special Exhibition (2021)