1112_MARKETING MANAGEMENT AND RESEARCH_BM504
Course Period：FromNow ~ Any Time
Course Intro
Course Plan
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Syllabus of Marketing Management (MBA)
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Lecture 01-Introduction to Marketing
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Lecture 02-Marketing Environment
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Lecture 03-Marketing Information and Research
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Lecture 04-Consumer Behavior
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Lecture 05-Organizatonal Buying Behavior
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Lecture 06-STP
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Lecture 07-New Product Development
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Lecture 08-Product Strategy
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Lecture 09-Service Strategy
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Lecture 10-Pricing Strategy
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Lecture 11-Channel Management
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Lecture 12-Retaling and Wholesalers
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Lecture 13-Promotion Management
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Reading list of MMR
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1._Gift or Donation_ Increase the Effectiveness of Charitable Solicitation Through Framing Charitable Giving as a Gift
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2.When a Good Thing Becomes a Better Thing The Role of Lateral Display in Upcycled Product Advertisements
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3._The Pet Exposure Effect_Exploring the Differential Impact of Dogs Versus Cats on Consumer Mindsets
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4._How using a paper versus mobile calendar influences everyday planning and plan fulfillment
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5._Caffeine’s Effects on Consumer Spending
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6._Paper Meets Plastic_The Perceived Environmental Friendliness of Product Packaging
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7.Two s Company Three s a Crowd The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender
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8._Order Matters_ Rating Service Professionals First Reduces Tipping Amount
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9._Bad News_Send an AI. Good News_Send a Human
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10._We Earned the Coupon Together_ The Missing Link of Experience Cocreation in Shared Coupons
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11._When and How Slow Motion Makes Products More Luxurious
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12._Getting a Handle on Sales_Shopping Carts Affect Purchasing by Activating Arm Muscles
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13_Finding Goldilocks Influencers_How Follower Count Drives Social Media Engagement
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14._Blame the Bot_Anthropomorphism and Anger in Customer–Chatbot Interactions
Co-Instructor(s)
張純端
張純端
Co-Instructor(s)
魏廷軒
魏廷軒
Co-Instructor(s)
劉千瑞
劉千瑞
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