週次 |
日期 |
單元主題 |
第2週 |
9/21 |
- Introduction: reviewing the syllabus
- Basic concepts of marketing (A1)
- Marketing for the 21st Century (A1/ B14)
- Customer-Innovation Orientations (B6)
- The emergence of entrepreneurial marketing (B2)
Team Up |
第3週 |
9/28 |
中秋節補假,停課一週 |
第4週 |
10/05 |
停課一週 |
第5週 |
10/12 |
- Gathering Information and Scanning the Environment (A3)
- Using marketing research to ensure entrepreneurial success (A4/B4)
•Types of research method
•Power of Big data and its applications
Guest Presentation_1: 康惠媚 |
第6週 |
10/19 |
- STP (A6/8)
•Segmentation criteria
•Targeting strategies
•Product vs. brand positioning
- Building and sustaining strong entrepreneurial brand (A9/B9)
•The importance of brand
•Entrepreneurial branding process
•Entrepreneurial branding strategy
Guest Presentation_2: 關俐麗 |
第7週 |
10/26 |
- Developing new Entrepreneurial product/services
•Recognizing, Identifying and Creating opportunity (B5)
•Generating, screening, evaluating ideas, market testing and roll out new product/services(A20)
•Open innovation (A20)
•Adoption and diffusion (A20)
Guest Presentation_3: 馬仕毅 |
第8週 |
11/02 |
- Entrepreneurial Product and price decision (A12/B7)
•Product offering (A12)
•Running a different race: from innovative products to revolutionary business model (B7)
•Value based vs. cost based pricing (A14)
•Pricing strategies (A12/14)
•Pricing secret of market shapers (B11)
Guest Presentation_4: 吳長青 |
第9週 |
11/09 |
- Entrepreneurial channel decision
•Channel management (A15)
•Retailing (A16)
- Changing channel: redefining distribution strategy (B12)
Guest Presentation_5: 邱彥錡 |
第10週 |
11/16 |
- Entrepreneurial promotion
•Communication theory and IMC (A17)
•Trends in customer communication practices (B8)
•Word of mouth marketing
•SoLoMo and its implications
Guest Presentation_6: 楊鈺崑 |
第11週 |
11/23 |
期末專題準備週:暫停上課 |
第12週 |
11/30 |
社會創新與社會企業
-社會企業的起源、意義與類型
-社會企業、企業社會責任與價值共享
創造共享價值(Porter, HBR, 2011)
社企力,第二、三章(p. 26-75) |
第13週 |
12/05 |
期末專題小組報告
上課時間為:9:00-12:00, 13:30-17:00 |
第14週 |
12/07 |
社會企業商業模式設計
-社會企業營運模式
-個案討論(I):多扶接送【書面報告(I)】
社企力,第四章(p. 78-190) |
第15週 |
12/14 |
台灣社企發展與遠景
-台灣社會企業的發展
-實務來賓(活水創投創辦人、陳一強)
社企力,第五章(p. 194-216) |
第16週 |
12/21 |
停課一週 |
第17週 |
12/28 |
社會企業實踐
-個案討論(II):勝利身心障礙潛能發展中心【書面報告(II)】
-社企創業者分享(顧偉揚,瑪帛科技執行長)
社企力,第七章(p. 238-301)
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