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教學大綱


本頁翻譯進度

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翻譯:林孝倫(簡介並寄信)
編輯:楊文芬(簡介並寄信)

教學大綱

本課程的第一部分 ─ 何謂行銷策略 ─ 將重點置於解釋行銷策略的目的和功能,以及行銷策略和企業競爭優勢之間的關係。

第二部分─ 發現利潤機會 ─ 介紹幾種用以分析某特定產業內公司潛力的技巧。這牽涉到注重科技和顧客測試,以及評估顧客付費意願和供應者機會成本間的差距。

第三部分─ 創造競爭優勢 ─ 觀察一些成功的公司,並找出他們(成功的地方以及和別人不同的地方)和別人哪堣ㄕP、怎樣變為不同?我們將繼續觀察其附加價值並花時間辨識出這些公司所擁有的資源。

第四部分─ 挑戰競爭優勢 ─ 觀察一些小公司挑戰既存大公司之優勢的案例。我們將依照這些支撐他們的競爭對手的資源的本質,來審視這些挑戰的替代方案。在這個過程中,我們將花時間來預測競爭動力。

第五部分─ 創造企業優勢 ─ 探討被眾多產品所分享的資源會如何影響企業的經營領域。我們將特別研究交叉銷售、品牌保護傘,以及客戶智識等課題。



教學結構

本課程由5堂教授講課以及17堂個案討論所構成。此外,每位學生均應儘快寄一封客戶抱怨信給一家公司。在第17堂課,我們將分發這些抱怨信及公司的回函並於課堂上討論之。

學生成績的計算:課堂表現佔1/3、期中考試佔1/3,期末考或期末報告佔1/3。

期末報告的最後繳交期限為第25堂課。期末報告可由個人單獨完成,也可以不超過四人的小組合作撰寫,報告長度不可超過四頁。內容包含學生針對單一家公司採訪一位或多名經理和員工,詳細的報告格式將在課堂中分發。




Overview

The first module of the course, What is Marketing Strategy? focuses on the purpose and function of marketing strategy, as well as its relationship to competitive advantage.

The second module, Finding Profit Opportunities, introduces a number of techniques for analyzing the potential of a specific firm in a specific industry. This will involve looking at technology and consumer tests and evaluating the gap between consumer willingness to pay and supplier opportunity cost.

The third module, Creating Competitive Advantage, looks at a number of successful firms and asks how they are and became different. We will continue to look at added value and spend time identifying the resources of these firms.

The fourth module, Challenging Competitive Advantage, looks at a number of situations where smaller firms challenge the advantages of more established competitors. We will look at the options of such challenges in light of the nature of the resources supporting their rivals. In the process we will spend time forecasting competitive dynamics.

The final module, Creating Corporate Advantage, explores how the scope of firms are influenced by resources that are shared across products. In particular, we will look at cross selling, umbrella branding, and customer intelligence.



Pedagogical Structure

The course will consist of 5 lectures and 17 case discussions. In addition, each student should, as soon as possible, send a letter of complaint to a company. We will distribute the letters and replies and discuss in Lecture #17.

The final grade will be determined by class participation (1/3), the mid term exam (1/3), and the exam or the final exercise (1/3).

The final exercise, which is due at Lecture #25, may be written individually or by groups of up to 4 students and has to be 4 pages or less. It involves interviewing one or more managers and employees from a single firm. The detailed assignment will be distributed in class.




 
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