Institute of International Management
RA60700 Marketing Management(行銷管理)
Spring 2013
The Institute of International Management is dedicated to providing a quality teaching and
research environment to provide students with a broad, integrated knowledge of management
in preparation for successful careers in business, government or academia.
General Program Learning Goals (goals covered by this course are indicated):
1
Graduates should be able to communicate effectively verbally and in writing.
2
Graduates should solve strategic problems with a creative and innovate approach.
3
Graduates should demonstrate leadership skills demanded of a person in authority.
4
Graduates should think with a global management perspective.
5
Graduates should possess the necessary skills and values demanded of a true professional.
Instructor: Dr. Wan-Yih Wu
Office Hours:
by appointment
Meeting Time: Thursday. 6:10 - 9:00 p.m.
Course description：
Marketers need to have clear understanding of basic marketing elements and
principles as well as quickly respond to fast-paced business environment and consumers’ needs and wants.
The purpose of this course is to provide you with an overview on marketing. Throughout the course,
marketing knowledge is introduced step by step. You will be assigned into groups and are responsible for
presenting and discussing cases, project, and exercises.
Textbook:
Kotler P. & Keller, K. L. (2012). A Framework for Marketing Management (5th ed.). Prentice Hall.
Grading policy:
Grading：
Class Participation
15%
Case Presentation (3 Cases)
Strategic Marketing Plan (Project)
Mid-term Examination
Final Examination
Final Project (Integrative Marketing)
15%
15%
20%
20%
15%
Important:
1) Plagiarism and any cheating behavior during quizzes, paper, and examinations will result in an "F"
(below 70) of your final grade.
2) If you cannot take either the mid term or final as scheduled, you have to inform and get the permission
from the instructor at least a week in advance, except for emergency where substantial proof is provided.
Otherwise, no make-up exam will be given.
Course Schedule:
Class Date
Content
Cases & Project Schedule
Introduction
1
2/21 PART I: UNDERSTANDING MARKETING MANAGEMENT
Ch 1 Defining Marketing for the 21st Century
2
2//28 Peace Memorial Day 和平紀念日（放假）
3
3/07
Ch 2 Developing Marketing Strategies and Plans
Case study & Presentation: TBA
Ch 3 Collecting Information and Forecasting Demand
PART II: CONNECTING WITH CUSTOMERS
4
3/14
Case study & Presentation: TBA
Ch 4 Creating Long-term Loyalty Relationships
Ch 5 Analyzing Consumer Markets
5
3/21
Case study & Presentation: TBA
Ch 6 Analyzing Business Markets
6
3/28 Ch 7 Identifying Market Segments and Targets
7
4/4
Case study & Presentation: TBA
Tomb Sweeping Day 民族掃墓（放假）
PART III: BUILDING STRONG BRANDS
8
4/11 Ch 8 Creating Brand Equity
Case study & Presentation: TBA
Ch 9 Crafting the Brand Positioning and Competing Effectively
9
4/18 Mid-term Examination
10
4/25
Case study & Presentation: TBA
ART IV: SHAPING THE MARKET OFFERINGS
Case study & Presentation: TBA
Ch10 Setting Product Strategy and Marketing through the Life Cycle
11
5/02 Ch11 Designing and Managing Services
Case study & Presentation: TBA
12
5/09 Ch12 Developing Pricing Strategies and Programs
Case study & Presentation: TBA
PART V: DELIVERING VALUE
13
Case study & Presentation: TBA
5/16 Ch13 Designing and Managing Integrated Marketing Channels
Ch14 Managing Retailing, Wholesaling, and Logistics
PART VI: COMMUNICATING VALUE
14
Case study & Presentation: TBA
5/23 Ch15 Designing and Managing Integrated Marketing Communications
Ch16 Managing Mass Communications
Ch17 Managing Personal Communications
15
5/30 PART VII: CREATING SUCCESSFUL LONG-TERM GROWTH
Ch18 Managing Marketing in the Global Economy
16
6/06 Final Project Presentation
17
6/13 Final Project Presentation
18
6/20 Final Exam
Case study & Presentation: TBA
Project: To facilitate your understanding and application of the text you will be learning during this
semester, you will be assigned into group to work on a project. In the project, you will first create a
product and select the brand you like to adopt as the manufacturer of your product. Throughout the
semester, you will work on the planning and implementing the marketing program to market this
product. The product that each group created has to be competing in the same consumer market and
the same product category.