行銷管理

臺北科技大學 115-1 學期課程，課號 362542。

課程大綱

The course is designed to: 1. To strengthen knowledge and skills in using AI (e.g., ChatGPT) for marketing management, this course will introduce generative AI (ChatGPT) and the marketing big data database (Statista comprehensive data database) to enhance students' competitiveness in AI application for marketing management and big data analysis. 2. To help students become familiar with the knowledge of marketing management. 3. To revisit every theory and concept learned in marketing management through case studies; 4. Strengthen students' practical insight and achieve successful marketing management. This course will play immersive English videos (business case videos) for students' discussion and learning. Therefore, the course will require students to use the Internet and computers to search for information. 為強化利用AI (e.g., ChatGPT) 進行行銷管理的知識與技能，本課程將導入生成式AI (ChatGPT) 與行銷大數據資料庫 (Statista綜合數據資料庫)，培養學生AI應用行銷管理與大數據分析的競爭力。此外，本課程主要利用沈浸式英文影音 (商業影音個案) 方式學習行銷管理的概念與實務, 因此本課程將會使用電腦影音設備以幫助同學更快速地融入行銷管理專業英文的學習情境. 同學每週將會觀看, 撰寫心得並研討一個行銷管理商業影音個案. 藉此強化同學學習效果.

課程進度

Week 1 Course Introduction Service marketing Video case (星球餐廳), writing a report, and discussion Week 2 Service marketing lecture Personal selling Video case (漢堡王餐廳), writing a report, and discussion Week 3 Personal selling lecture Marketing integrated communication Video case (新品造勢), writing a report, and discussion Week 4 Advertising, PR, and Promotion Video case (飛機記點卡), writing a report, and discussion Week 5 Moon Festival Week 6 Advertising, PR, and Promotion lecture Product/Brand decision Video case 1 (百事的新產品), writing a report, and discussion Week 7 Product/Brand decision lecture Product/Brand decision Video case 2 (Levi’s), writing a report, and discussion Week 8 School Anniversary Week 9 Marketing Big Data Database (Statista Comprehensive Data Database) Analysis 1 行銷大數據資料庫 (Statista綜合數據資料庫) 分析 1 Week 10 Marketing Big Data Database (Statista Comprehensive Data Database) Analysis 2 行銷大數據資料庫 (Statista綜合數據資料庫) 分析 2 Week 11 Utilizing Generative AI (ChatGPT) for Analyzing Marketing Text 1 使用生成式AI (ChatGPT) 分析行銷文案 1 Week 12 Utilizing Generative AI (ChatGPT) for Analyzing Marketing Text 2 使用生成式AI (ChatGPT) 分析行銷文案 2 Week 13 Utilizing Generative AI (ChatGPT) for Analyzing Marketing Text 3 使用生成式AI (ChatGPT) 分析行銷文案 3 Week 14 Reading case (WeiChuan High-Quality Milk), Peer review Week 15 Target market, segmentation, and positioning lecture Week 16 Discuss Final Project

評量方式

AACSB教學品質保證(AOL): ■ LG1. Critical Thinking & Problem Solving. 有能力去了解內在及外在的經營問題，並提供適合的解決之道 ■ LG2. Advanced Communication. 展演有效果的口語及書寫溝通能力 Basis for Assignment of Course Grades: 1. Each case/article reading report 30% 2. Final Exam (peer review) 25% 3. Final Project Presentation 35% 4. Expression of opinions and attendance in class 10%

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：否 Harvard Business Review Video case Bibliography: Marketing (Second Edition) 參考書目: 行銷學(第二版) 作者： 耿慶瑞, 陳銘慧, 蔡瑤昇, 江啟先, 廖森貴, 胡同來, 田寒光, 謝效昭 出版社：全華圖書