Strategy amp; Marketing Exchange.doc

Strategy Marketing Exchange 策略與行銷交換 Syllabus AMBA Fall, 2011 Instructor： 邱志聖，Jyh-Shen Chiou Tel: (02ext. 81039 Email: Jschiou@.tw Office Hr: 11:30 to 12:30, Wed Web page: 00/NewPage/class/market/case.htm B. Books 邱志聖著，策略行銷分析：架構與實務分析，三版，智勝文化公司，民國99年。(邱策) 邱志聖著，滾動吧！品牌TW，天下文化公司，民國98年。(邱品) 邱志聖著，行銷研究：實務與理論應用，二版，智勝文化公司，民國97年。（邱行） C. Course Objectives The major purpose of this course is to analyze the most up-to-date strategic marketing issues such as brand management, channel coordination, strategic pricing, Internet marketing, Marketing research, and global marketing management by applying the strategic marketing analysis framework. D. Grading Policy Participation: 30% Group exercise: 30% Group final report 20% Final Exam: 20% E. Important Notes and Policies As this is an advanced MBA course, I expect you will all be here on time for every class session and fully prepared to discuss the readings in a critical and objective manner. Students may expect “cold calls” from the instructor. Late or no show of the scheduled class will affect your final grade seriously! CLASS SCHEDULE 日期 課程內容 指定閱讀章節 Group Discussion questions 1 Framework of the Strategic Marketing Management 邱策（Ch 1~3） 邱品（Ch1~3） exercise 2 Strategy Marketing藍海策略VS紅海策略 邱(Ch 4，12), 小組課堂練習 Group exercise 3 New Product concept development and evaluation新產品發展與評估 邱行(Ch 6) Anderson, J.C. (2006), “Customer Value Propositions in Business Market,” Harvard Business Review, March, 91-99. 小組課堂練習 Group exercise 4 Aware generation 知曉度的創造 邱策(Ch5) 5 Customer Trust and Satisfaction 顧客信任與滿意的建立 邱策 Johar et. al. (2010), “How to Save Your Brand In the Face of Crisis,” Sloan Management Review, Summer. 57-64. Q：請利用4C架構分析結合本篇文章的論點，提出一個更簡單清楚的品牌危機管理模型。（雙數組，各組六分鐘報告，兩張投影片） 6 Customer Loyalty Creation 顧客忠誠的建立 邱策(Ch 7) Anderson, E. and S.D. Jap (2005), “The Dark Side of Close Relationships,” MIT Sloan Management Review, Spring, 75-82. Q:請說明Dark Side of Close Relationships與HOLD UP 的關係。 Q：請根據第七章的內容，說明