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I. ½Òµ{¥Ø¼Ð »OÆWªº¥ø·~¦b´M¨D¼Wªø©Mµo®i¹Lµ{¤¤¡A±Á{²³¦hªºµ¦²¤¿ï¾Ü©M§x´b¡F«Ü¦h¬ì§Þ¤½¥qª¼¥Ø°l¨D¥N¤u»P«~µPªº¦h¤¸¤Æ¡A¤£²M·¡·~°È¾P°âªº¼Wªø©M§Q¼í¬O§_¦³¥Ù¬Þ¡A©Î¬ì§Þ¬ãµo»P¦æ¾P³q¸ô±E»´±E«¡C¬ì§Þ·~¿í©^ªº¡u·L¯º¦±½u¡v¡A¥D±i¥ø·~n¼W¥[¬Õ§Q¡AÀ³©¹¦±½uªº¥ª¥k¤GºÝ§Y«~µP»PªA°È©M¬ãµo»P´¼¼z°]²£ÁÚ¶i¡F¦ý¬O«~µP»PªA°È¨Ã¤£§¹¥þ¥Nªí¦æ¾P¡A¦Óªþ¥[»ùȵ´«D»ùȳгy¡V«eªÌ¬O°§C¥Í²£¦¨¥»»P§C»ù¥N¤uªº«äºû¡A«áªÌ«h¬O«ä¦Ò¥ø·~n¦p¦ó²`¤JÁA¸Ñ¥«³õ¡A¤Þ»â®ø¶O½«¬°·¼é¡C§ó¦³¬ÆªÌ¡A¦b¤j²³´CÅé¡u¥N¤u¤]¥i¥H¦¨¬°º´I¡vªº¹L«×´è¬V¤U¡A¬ì§Þ¤½¥q¹L¤À°l¨D³W¼Ò»P¶qªºÂX±i¡A¦Ó©¿µø¥ø·~¥»¨ªº»ùȳгy¡C¦æ·~¶¡´c©ÊÄvª§¡B«½Æ§ë¸ê¡B¥H¤Î¡u³Î³ï¡v´î»ù·m«È¤á¡A¥HP©ó¡u¬ì§Þ³Ð·s¡v»P¡u²£·~¤É¯Å¡v¤j¦h¼Æ²_¬°¨ë¦Õªº«Å¾É¼Ð»y¡C¸Ñ¨M³o¨Ç°ÝÃD¡A»Ýnªº¬O¥ø·~¯à¹ï¦æ¾Pµ¦²¤ºÞ²z¶·¦³¥¿½Tªº»{ÃÑ¡A¦Ó³o¤]¬O¥»½Òµ{ªº¥Øªº¡A´Á«Ý¥ø·~¯à¨ã¶}³Ð±Ò°Ê¥«³õªº¯à¤O¡A¶}©Ý·s¥«³õ¥H¤Î¼Wªø·~°È¡C ¦¹½Òµ{±Mª`©ó¤Þ¾É¾Çû©úÁA¦æ¾P¦b¥ø·~¹B§@¤¤©Ò§êºtªº«n¨¤¦â¡A¤ÀªR¦p¦ó¶i¦æÀô¹Ò±½´y»P¦æ¾P¬ã¨s¨Ó¬}±x²Ó¤À¥«³õ¾Ô²¤¡B·s産«~¶}µo»P¦h¤¸¤Æ¾Ô²¤¡C½Òµ{¥DÃD¥]¬A¥«³õ¾É¦Vªº¾Ô²¤³W¹º¡A¥«³õ¬ã¨s»P«H®§¨t²Î¡A¶R¤è¦æ¬°¡A¥Ø¼Ð¥«³õ¿ï¾Ü¡AÄvª§©w¦ì¡A²£«~»PªA°È³W¹º»PºÞ²z¡A©w»ù¡A³q¸ô¤À¾P¡A¾ã¦X©Ê¦æ¾P¶Ç¼½¡A¥]¬A¼s§i¡A¤½Ãö¡AªÀ¸s´CÅé¡A¼Æ¦ì¦æ¾P¡A©M«P¾P¬¡°Ê¡C½Òµ{±N°Q½×¦p¦ó±Ä¥Î¾A·íªº¦æ¾P²Õ¦Xµ¦²¤¡A¥H¨ó§U¥ø·~¦b¥«³õ¤W´£°ª¥»¨ªº¥«³õ¥e¦³²v¡A¥HŨú§ó°ªªº§Q¼í¡C¦b爲´Á16©Pªº¬ã°Q½Òµ{¤¤¡A¾Çû±N¯à¡G ¡P
±´°Q¦æ¾PºÞ²zªº«nì«h»P²z©À¡A¥H«KÁA¸Ñ¦æ¾P¦b¥ø·~¸gÀ礤©Ò§êºtªº«¤j¨¤¦â¡F ²`¤JÁA¸Ñ¥«³õªº§ïÅÜ»PÁͶաA¥H«K§ó¦³®Ä¦a®·®»¦æ¾P¾÷·|¡F ¡P
´x´¤¦æ¾PºÞ²z»Pµ¦²¤¨î©wªº¤èªk¡A¥H«K¯à§ó¦³®Ä¦a°õ¦æ¥«³õµ¦²¤¡A´£°ª¦æ¾PÁZ®Ä¡F³q¹L¤¬°Ê°Q½×¡A®×¨Ò¡A¹ê¨Ò¡AÓ¤H§@·~©M¤p²Õ¶µ¥Øªº²Õ¦X¡A¨ú±oÂ׺Ӫº¸gÅç¡A¨ÃÂǦ¹Å²½à¥L¤HªºÆ[ÂI¡F ¡P
³z¹L¹q¸£¦æ¾P³Õ«Ù»PÓ®×¹ê¨Ò¬ã¨s¡A°Q½×¦æ¾PºÞ²z¦b¹ê½î®É©Ò¹J¨ìªºÃøÃD»P¸Ñ决¤èªk¡A¨Ã±q¤¤¨ú±o¸gÅç»P啓¥Ü¡C II. ¥Dn±Ð¬ì®Ñ»P°Ñ¦Ò®Ñ¥Ø: 1.
Kotler P., K. Keller, and A. Chernev, Marketing
Management, 16/e, Pearson 2022¡C (¦æ¾PºÞ²z 2016 (15ª©) 2. Marketing
Management Study Guide, Companion Website¡C 3.
MARKOPS ¦æ¾P³Õ«Ù(2004)¡AJ. LarrecheìµÛ,ðÄí¼ý³Õ¤h½sĶ¡C
¬ã°Q¤è¦¡: 1. Á¿½Ò (principles and theories) 2. ¤p²Õ°Q½× (experience and insights sharing) 3. ®×¨Ò¤ÀªR (principle and theory applications) 4. ¹q¸£¦æ¾P³Õ«Ù (experiential learning) 5. ¤p²Õ¦æ¾P¬ã¨s³ø§i (pre-thesis exercises) III. STUDENT
RESPONSIBILITIES Reading
assignments should be prepared thoroughly prior to the session for which they
are assigned. Lectures will parallel the text in most instances but will be
supplemented by additional material, thereby making attendance a necessity
Each student is expected to participate regularly in class discussion, both
as called by the instructor and on a voluntary basis. Academic dishonesty
will not be tolerated in any form. Any student who engages in academic
dishonesty will be penalized to the fullest extent allowed by university
guidelines. IV.
½Òµ{µû¤À¼Ð·Ç
V. Markops/eStrat ¼ÒÀÀ¹CÀ¸ 1. ¹CÀ¸¥Øªº Markops ¹CÀ¸¬O爲¦b¦æ¾P¤ÀªR©M¨î©w决µ¦´£¨Ñ¤@³sÄòªº¾Ç²ßÅéÅç¦Ó³]pªº¡C3Ó¦¨û²Õ¦¨¤@Ó¤p²Õ¡A¤p²Õ¦¨û±N®Ú¾Ú¹CÀ¸¤º®et³dµo®i»P°õ¦æ¦æ¾Pµ¦²¤©Mpµe¡C¹CÀ¸·¥¦n¨Ã¹G¯u¦aºî¦XÅé²{µêÀÀ²{¶R¡A¦]¦Ó¦b½Òµ{¤¤©Ò¿n²Ö©M¹B¥Îªº¦æ¾P³q«h¸û©öÂà¤Æ¨ì§A̱N¨ÓªºÂ¾·~¥Í²P¤¤¡C 2. ¹CÀ¸·Ç³Æ ¥¿½T²z¸Ñ¹CÀ¸³W«h¬O¨ú³Óªº¯µ³Z¡A¦]¦¹¾G««Øij¦b¥¿¦¡¹CÀ¸¶}©l«e¸ÔŪMarkops/eStratªº±Ð¾Ô¦u«h¡C¤p²Õ¦¨û¥i¥H¹Á¸Õ¥Î¼ÒÀÀ¤½¥qperiod_0°µ½m²ß¡AÁä¤J¦æ¾P决µ¦¡A¦C¦L¼ÒÀÀ¤½¥qªº¸ê®Æµ¥¡C¦pªG¦³¥ô¦ó°ÝÃD¡A½Ð»P¶¤¤Í°Q½×©Î¦VÁ¿®v¿Ô¸ß¡C¦b¥¿¦¡Áä¤J¦æ¾P决µ¦«e¡A°È¥²¨C¦ì²Õû¹ï«ü¬£¼ÒÀÀ¤½¥qªº¹B§@n³q½LÁA¸Ñ¡A¥H§K¤@¥¢¨¬¦¨¤d¥j«ë¡Cª`·N¥Î¹Ïªí¶i¦æ©w¶q¤ÀªR·|¦³¸û°ª¾÷·|¦¨¥\¡C 3. ¹CÀ¸ºt½m©Mµû¦ô¡]¤p²Õ¡^ §A̤p²Õªº¹CÀ¸ºt½mn°ò¤_¤U¦C¨â¶µÁZ®Äªí²{¡G
a. Cumulative
net contribution b. Total
market share (based on $ sales) §A̤p²Õªº±o¤À±Npºâ¦p¤U¡G§A̪ºÁZ®Ä¤À¼Æ/¥þ¯Z³Ì°ªÁZ®Ä¤À¼Æ 4. ¤p²Õ³ø§i»PÓ¤H¤ß±o³ø§i ¨C¤@¤p²Õn«ö´Á±o¥X决µ¦¡A¹O´Áªº§@·~±N¤£³Q±µ¨ü¡C¦b决µ¦©P´Á¤T¦¸«á¡A¤p²Õ¥²¶·°¨¤W§e¥æ©P´Á5©M©P´Á6ªº¸Ô²Ópµe¡C¹CÀ¸µ²§ô®É¡AÀu³Ó¶¤©M·µ«á¶¤n·J³ø¤½¥qªº¾ÔªGµû©w¡CBusiness Plan¥]¬A6Ó¥DÃD¡G • Market Analysis Period 1 - Period 3 • Situation Analysis Period 4 Forecast Period 4 • Market Strategy Periods 5-7 • Key Learning Points • Overall quality / professionalism ³oÓ·J³øn¨D©Ò¦³¶¤û°Ñ¥[¡A¨Ã¾A·í¨Ï¥Î¹Ïªí¶i¦æ±M·~ºtÁ¿¡C¨CÓ¤p²Õ¦³15¤ÀÄÁªººtÁ¿®É¶¡¡A±µµÛ¬O5¤ÀÄÁªº°Ýµª¡C
§A¥i¥H°Q½×§A̤p²Õ©ÎÓ¤Hªº¸gÅç¡A²Õ´µ²ºc©M»â¾É¡A¾P°â¹w´ú§Þ³N¡]¦pExcel¤ÀªR¡^¡A¦æ¾P决µ¦©M¾Ô³N¡A¦æ¾PºÞ²z²z©Àµ¥¡C³ø§i¤£¶W¹L8¶¡CBPªºµû¤À¼Ð·Ç¦p¤U¡G • Quality of your analysis of the market situation, appreciation of
consumer trends • Coherence of your decisions, overall
strategy and the accuracy of your long-term vision • Efficacy of the means selected
to enhance performance, and their suitability with respect to brand portfolio
management techniques • Your ability to predict sales
and profitability • Your sensitivity to strategic
issues specific to your market • Clarity, concision of
expression, persuasiveness of argument • Originality of approach,
creativity of ideas • Quality and branding of written
presentation 5. ¥H«e°Ñ»PªÌªº¦^õX ² "³¥ªá¨S¦³®aªá»¡A·V¿ï§ë¸ê¼Ðªº¡C"
² "¦b§Úªº§ð«°²¤¦a¯µ³Z¤¤¡A¦³«Ü¦h¦a¤è¥Î¨ì¬ì¾Ç³oÓµü¡A¦ý¹ê»Ú¤W¡A¥«³õ§ó¬O¤@ªùÃÀ³N¡A»Ýn§A¨}¦nªº·Pı©M§PÂ_¤O" ² "¦°_ªº³¾¨à¦³ÂΦY¡A¦°_ªºÂΨà³Q³¾¦Y¡C" ² "§Lªk¦³¤ª¡G¥ýª¾©w¿Ñ¡A§®ºâ决³Ó¡C¤S¤ê¡Gª¾¤vª¾©¼¡A¦Ê¾Ô¤£¬p¡C°Ó³õ决¾Ô¤]¬O¦p¦¹¡A¸Ô²Ó¦a½Õ¬dÁA¸ÑÄvª§¹ï¤â¡B¥«³õ©M¦Û¤vªº±¡况¡A¿Ñ©w«á°Ê¡A¬O¨ú³Óªº®Ú¥»¤§¹D¡C VI. ¦æ¾P±MÃD¬ã¨s³ø§i A. ±MÃD¬ã¨s³ø§i¥Øªº ¾Ç¥Í±N©Ò¾Ç²ß¨ìªºª¾ÃѲz½×¿Ä·|¦b¹ê°È¤W¡A§Î¦¨¦Û¦³ªº°ÝÃD¤ÀªR»P决µ¦¼Ò¦¡¡A¦³¯q¤_¹ï¥ø·~¸gÀç¯à¤Oªº´£¤É¡A¥H¹F¨ì¾Ç²ß¦¨®Äªº³Ì¤j¤Æ¡F¦P®É¡A¦¬¶°ªº¸ê°T¥i§@爲ºÓ¤h½×¤åªº¼ö¨·Ç³Æ¡C B. ±MÃD¬ã¨s³ø§i¤º®e (¥ô¿ï¤@) 1. ¦æ¾Pp¹º (Marketing Plan)¡G¥H¤½¥qªº·s産«~©Î·s¥«³õªº¶}µo¾Ô²¤爲¥D¡C(GMBA¡u³Ð·~»P¿³·~®aºë¯«¡v¹ê¨Ò) 2. 産·~¤ÀªR¡G¥H·s産·~¦pOmni-channel,
O2O,home automation,
GAFA/BAT, metaverse, AR/VR, blockchain, data analytics/AI, etc., ±´°Q¶i¤Jµ¦²¤¡C 3. ¤½¥q4Ps±M®×p¹º¡G¥H²{¦³¤½¥qÂày爲¦æ¾P¾É¦V¡AÀç§Q©Î«DÀç§Q¾÷ºc¡A¡A²`¤J±´°Q·s産«~¡B«~µP¡B»ù®æ¡B³q¸ô¡B«P¾P¡B¼Æ¦ì¦æ¾P¡B©Î°ê»Ú¤ÆºÞ²zµ¥¥ô¦óP ªº§ïµ½p¹º (¥æ³q¤j¾Ç¸gºÞ©Ò Projects and cases)¡C 4. ¦æ¾P±MÃD¬ã¨s¡G¦æ¾Pµ¦²¤ªº·sÁͶաB·s¼öÂI¡A·s§xÃøÂIµ¥¡A¦p¯}¸ÑAlphabet¤§´x±±¡Bºë«~¦æ¾P¡BABC/5G°Ó¾÷¡Bµ¦²¤¥»O«Ø¸m¡BFinTech¡B¤¤¬ü¶T©ö¾Ô¡B¨ÑÀ³¸HÃì®É¥N¡B¤¤°ê¸gÀÙ¦a²£ªwªjµ¥Ä³ÃD¡A¥Ñ¤p²Õ¦Û¦æ决©w¡C 5. ¾Ç³N½×¤å±MÃD³ø§i: J. of Marketing, J. of
Marketing Research, J. of Consumer Research, ¤ÎMarketing
Science C. ±MÃD¬ã¨s³ø§i¶i®i 1. 10/12 ¥H«e¡G¤p²Õ决©w±MÃD¬ã¨s³ø§i¤º®e¡A§e¥æ¤@¶ºKn¤jºõ 2. 10/05 - 11/08²Õ±MÃD¬ã¨s ¸ê®Æ¦¬¶°»P¾ã²z 3.
10/09¡V 12/07: §Çµoªí¬ÛÃö±MÃD VII. ¤W½Ò§@®§®É¶¡ªí
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