- Course Agenda
| 日期 | 內 容 | 章 節 |
| 1. 9/14 | Introduction | |
| 2. 9/21 | The Essence of Marketing & the Environment | Ch. 1, 6 & 20 |
| 3. 9/28 | Teachers’ Day | |
| 4. 10/5 | Defining Marketing for the 21st Century
Levitt, Theodore 1960, “Marketing Myopia,” Harvard Business Review, 38, (July-August), pp 45-56 Individual Assignment 1: 2 most innovative marketing cases |
Ch. 5 & 13 |
| 5. 10/12 | Value Creation & Customer Relationship Management
Christian Gronroos, 1994, “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing”, Management Decision, Vol. 32, No.2 pp.4-20 Group Assignment 1: Design a customer relationship program through value creation |
Ch. 2 & 12
|
| 6. 10/19 | Strategic Planning & Competitive Analysis
Slater, S. F. 1996, “The Challenge of Sustaining Competitive Advantage”, Industrial Marketing Management, pp 79-86 Prahalad, C.K.& Hamel G., 1990, “The Core Competence of the Corporation:, Harvard Business Review , May/June |
Ch. 3 |
| 7. 10/26 | Competitor Analysis & Competitive Strategy
Individual Assignment 2: using SWOT, BCG to analyze your own competitiveness and plan your competitive strategy |
Ch. 9 |
| 8. 11/2 | Market Research and Forecasting Demand
Guest Speaker: Paul Tsai, Managing Director of Eastern On-line Group |
Ch. 4 |
| 9. 11/9 | Consumer Behaviors Analysis
Werner Reinartz & V. Kumar, 2002, “The Mismanagement of Customer Loyalty”, Harvard Business Review ,July Ø C.K Prahalad & Venkatram Ramaseamy ,2000, ”Co-opting Customer Competence”, Harvard Business Review ,Jan Ø Case：Coca-Cola古典錯誤—市調的失敗 |
Ch. 7 |
| 10. 11/16 | STP (Segmentation, Targeting & Positioning)
Group Competition: choose one brand to do STP Analysis Case: 王品集團 |
Ch. 10 |
| 11. 11/23 | Managing Product & Developing New Product
Handfield R. B., Ragatz G. L., Petersen K. J. and Monczka R. M., 1999,” Involving Suppliers in New Product Development”, California Management Review, vol. 42, n1, Fall, pp.59-82. Swaminathan J. M., 2001,” Enabling Customization Using Standardized Operations”, California Management Review, vol. 43, n3, Spring, pp.125-135. Nelson P. Repenning et., al., 2001, “Past the Tipping Point: The Persistence of Firefighting in Product Development”, California Management Review, Vol. 43, No. 4, Summer |
Ch. 11 |
| 12. 11/30 | Pricing Strategy
Individual Assignment 3: find 3 different pricing strategy Allan J. MaGrath, 1991, “Ten Timeless Truths About Pricing”, The Journal of Consumer Marketing” Vol. 8, No. 1, Winter Case: South East Airline |
Ch.14 |
| 13. 12/7 | Building Marketing Channel – From Virtual to Physical Store
Group Assignment 2: List all possible channels that been used in today’s modern world |
Ch. 15 & 16 |
| 14. 12/14 | Digital Marketing
Guest Speaker: Mr. Geoffrey Li- Digital Planning Director of Leo Burnett |
Ch.19 |
| 15. 12/21 | Managing Mass Communications: Advertising, Sales Promotions, Events and Public Relationship
Group Assignment 3: IMC for Yi-Li-Mai (competition among groups, secret award will go to the first winning team, 30 minutes for each group) Guest Speaker: Margaret Huang, Group CEO of Leo Burnett |
Ch. 18 |
| 16. 12/28 | Developing Integrated Marketing Communication
Individual Assignment 4: 3 best practice cases of using integrated marketing communication (who, what, where, how and why) |
Ch. 17 |
| 17. 1/4 | Group Presentation of what they have learned by using all
Tools they have learned in this class (group assignment 4) |
Ch. 20 |
| 18. 1/11 | Wrap up |