| 當期課號 |
7728 |
Course Number |
7728 |
| 授課教師 |
李朝金 |
Instructor |
LEE,CHAO CHIN |
| 中文課名 |
市場與商品策略 |
Course Name |
Marketing and Product Strategy |
| 開課單位 |
設計研究所碩士在職專班二A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
|
Objectives |
|
| 教材 |
[主要教材]
New Products Management (McGraw Hill/Irwin Series in Marketing)
C. Merle Crawford,
C. Anthony Di Benedetto 合著
[參考書]
1.《行銷管理學》
方世榮編譯，Philip Kolter原著，第八版，1996年5月
2.《競爭策略》周旭華譯，
Michael E. Porter原著，
天下遠見出版，1998
3.《策略九說》吳思華著
臉譜出版, 2000年3版 |
Teaching Materials |
[Main Textbook]
New Products Management (McGraw Hill/Irwin Series in Marketing)
by C. Merle Crawford, and
C. Anthony Di Benedetto
[References]
There are three reference books in Chinese for students to acquire a better fundamental understanding of this course. |
| 成績評量方式 |
平時成績： 40%
心得發表成績： 40%
期末書面報告： 20% (2000字) |
Grading |
Class Attendance: 40%
Class Presentations: 40%
Final Report (2000 words) 20% |
| 教師網頁 |
|
| 教學內容 |
[教學目標]
本課程旨在使研究生在未來從事產品研發及其行銷工作時，更能夠從整體性、策略性的觀點去進行有關的思考與規劃。對於未來可能從事設計顧問業、擔任產品經理，甚或是自行創業的研究生而言，此項能力都將是非常有所助益的。即使只用於為自己的設計尋找更有力的立足點和說服他人的理由，也將會有極大的幫助。
[教學內容]
1.導論
2.新產品流程
3.新產品策略規劃
4.新產品概念的產生
5.消費者需求的發掘與滿足
6.消費者需求的分析
7.新產品概念的評估
8.新產品概念的測試
9.新產品概念的篩選
10.新產品的銷售及利益估算
11.新產品企劃書
12.產品設計
13.新產品研發團隊的管理
14.新產品的使用測試
15.新產品上市策略規劃
16.新產品上市策略之執行
17.新產品的市場測試
18.新產品的上市管理
19.新產品的公共政策議題 |
Syllabus |
[Objectives]
This course is aimed at enabling research students to do marketing from a more holistic and strategic perspective. This ability is very useful for those who will pursue their career as design consultants, product managers, or entrepreneurs. Even for giving a better foothold and persuasive reasons to their designs would be of great help.
[Syllabus]
1.Introduction
2.The New Products Process
3.Strategic Planning
for New Products
4.Concept Generation
5.Identifying and
Satisfying Customer Needs
6.Analyzing Customer Needs
7.Concept Evaluation
8.Concept Testing
9.Concept Screening
10.Sales and Financial Forecasting
11.Product Planning Protocol
12.Product Design
13.Design Team Management
14.Product Use Testing
15.Strategic Launch Planning
16.Implementation of Strategic Plan
17.Market Testing
18.Launch Management
19.Public Policy Issues |