i 淡江大學
92 學 年 度 第 1 學 期 課 程 教 學 計 畫 表
授課科目名稱：Integrated Marketing Communication (星期二/2-5pm)
授課教師： 吳怡國
大傳所 (日)
研 一
3 學分 3 小時（ 上學期 3 學分）
週次
月／日
必/選修
第一週
9/16
先修科目
選
修
None
內
容
*** Introduction and Class Assignments ***
1. Defining Marketing for the 21st Century: The New Economy / Marketing
第二週
9/23
Tasks & Concepts / Changing Marketplace: Kotler, Chapt. 1, 2003
2.
Marketing is Everything: McKenna, HBR, Jan-Feb, 1991
3.
Hand-outs
1. Customer Satisfaction - Defining, Delivering, and Retaining it/ Analyzing
Consumer Markets: Kotler, Chapt. 3 & 7, 2003
第三週
9/30
2. Citations in Business Marketing - Understand What Customers Value:
Anderson & Narus, HBR, Nov-Dec, 1998
3. Hand-outs
1. The Mismanagement of Customer Loyalty: Reinartz & Kumar, HBR,
第四週
10/7
July, 2002
2. Luxury for the Masses: Silverstein & Fiske, HBR, April, 2003
3. Citations in Analyzing Consumer Perceptions: Dolan, HBS, 2001
第五週
第六週
10/14
10/21
1.
Marketing Environment and Information: Kotler, Chapt. 5 & 6, 2003
2.
Case Study: Hilton HHonors Wroldwide –Loyalty Wars, HBS,
2003
1.
Strategic Planning: Kotler, Chapt. 4, 2003
2.
What is Strategy?: Porter, HBR, Nov-Dec, 1996
3. How Competitive Forces Shape Strategy: Porter, HBR, July-Aug, 1997
1. Competition & Market Segments/Positioning & Differentiating the
第七週
10/28
Market Offering: Kotler, Chapt. 9, 10 & 11, 2003
2. Hand-outs
第八週
11/4
1. Case Study: Eastman Kodak Company -Funtime Film, HBS,
1995
2. Product and Branding Strategy: Kotler, Chapt. 14, 2003
3. Hand-outs
第九週
11/11
1.
Your Brands Best Strategy: Vishwanath & Mark, HBR, May-June, 1997
2.
Hand-outs
3. Case Study: Snapple, HBS, 2002
1. Managing Value Networks & Marketing Channels: Kotler, Chapt. 17 &
第十週
11/18
18, 2003
2.
Hand-outs / Price War(in Chinese)
3. Case Study: Costco Companies, Inc., HBS, 1999
1. Managing Integrated Marketing Communication: Kotler, Chapt. 19 & 20
第十一週
11/25
2. IMC(Chinese Edition), Schultz, Chapt. 1
3.
Hand-outs
4. Video: From Advertising To IMC, Don Schultz
第十二週
12/2
1.
IMC(Chinese Edition), Schultz, Chapt. 9, 10
2.
整合行銷傳播在國內廣告代理業的應用情形研究, 廣告學研究, 16,
p83-114, 2001
3. Guest Lecture: Johnson & Johnson
1. Contextual Marketing – The Real Business of the Internet, Kenny &
Marshall, HBR, Nov-Dec, 2000
2. How to Acquire Customers on the Web: Hoffman & Novak, HBR,
第十三週
12/9
May-June, 2000
3. E-Loyalty – Your Secret Weapon on the Web: Reichheld & Shefter,
HBR, July-Aug, 2000
4.
第十四週
12/16
第十五週
12/23
第十六週
12/30
第十七週
1/6
Hand-outs
1. Case Study: CVS –The Web Strategy, HBS, 2001
2. Guest Lecture: Boots & Aveda
1.
The Global Brand Face-Off: Raman, HBR, June, 2003
2.
Hand-outs
3. Case Study: Heineken N.V. – Global Branding and Advertising,
HBS, 1998
Case Study Presentation: Colgate-Palmolive Co. – The Precision
Toothbrush, HBS, 1993
Case Study Presentation: Vietnam – Market Entry Decisions, HBS,
1997
Reading Assignments:
1. Textbooks: a.
Marketing Management, Philip Kotler, 11 th edition, Prentice Hall, 2003.
b. The New Marketing Paradigm: Integrated Marketing Communication, Schultz,
Tannenbaum & Lauterborn, NTC Business Books, 1994.(Chinese Edition)
2. Weekly-assigned Articles: Harvard Business Review
3. Case Studies Articles: Harvard Business School
Gradings:
1. Class reports: 40%
2. Case studies: 40%
3. Class discussion and participation: 20%