SemesterSpring Semester, 2020
DepartmentProgram(undergraduate level)
Course NameMarketing Management
InstructorCHEN KUAN-JU
Credit3.0
Course TypeSelectively
PrerequisiteEconomic Analysis、Economics、Intro Microeconomics、Introduction to Economics、Principle of Economics,Basic Management、Economia e Direzione di Imprese ev.、Eundamentals of Management、Introduction to management、Management、Management and Organization、Management Control、Management Skills、Principle of Management
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



* Grouping



*Industry assignment



3



3



2



Environment Analyses



Marketing Information, Market Research



Ch.2-4



* Deciding the topic (issues) for the project



3



3



3



Segmentation, Targeting, and Positioning



Ch.6



Project 1 Submission



3



3



4



Product Strategies



Ch.7



* Conducting interviews



3



3



5



Pricing Strategies



Ch.9



* STP & Competitor analysis



3



3



6



Group Presentations for Project 2



Project 2 Submission



3



3



7



Placing Strategies



Ch.10 & 11



*Exam review



3



3



8



Mid-Term Exam



1.5



3



9



Consumer Behavior



Ch.5



*Focus Group



3



3



10



Promotion Strategies – Advertising & Public Relations



Ch.12



*Advertising Analyses



3



3



11



Personal Selling & Sales Promotion



Direct & Digital Marketing



Ch.13 & 14



*Photo Dictionary



3



3



12



Group Presentations for Project 3



Project 3 Submission



3



3



13



New Product Development



Ch.8



*New Product Design



3



3



14



NCCU Anniversary



0



3



15



Flexible Class in BA Department (Finalizing Marketing Plan)



0



3



16



Group Presentations for Project 4



Project 4 Submission



3



3



17



Final Exam



1.5



3



18



Flexible Class in BA Department



0



3




 




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 case 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. 4-5 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, grading.

  • 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.

  • Harvard and IVEY Cases




 




 


Urls about Course
Attachment

1082 Marketing Management Syllabus II _Tue, Upload_.pdf