Holiday
TSMC台積103 R6R7R8
Our life is surrounded by multiple types of marketing activities. Some of them are for better firm performance and others for a better world. To achieve better firm performance, companies commonly use four fundamental strategies (i.e., 4Ps), including product, place, price, and promotion. Your daily life is surrounded by these strategies. The course will bring you to see these strategies, understand how they influence your consumption decisions, and consider whether/ how these strategies help companies achieve their marketing ob<x>jectives. Some examples of marketing activities for better firm performance. R26; Did you notice that luxury brands have products with big logo and small (or even no) logo? Why do luxury brands offer products with small (or no) logo while the logo is often customers’ main purchase reasons for luxury products? (products) R26; Have you ever ordered food on Foodpanda or Ubereats? You might see a large number of stores/ restaurants on
Course keywords: Marketing strategies, Firm performance, Customer metrics, Consumer wellbeing. 行銷策略,公司績效,顧客指標,顧客福祉 ISS54095 Marketing in Daily Life Course Description Our life is surrounded by multiple types of marketing activities. Some of them are for better firm performance and others for a better world. To achieve better firm performance, companies commonly use four fundamental strategies (i.e., 4Ps), including product, place, price, and promotion. Your daily life is surrounded by these strategies. The course will bring you to see these strategies, understand how they influence your consumption decisions, and consider whether/ how these strategies help companies achieve their marketing objectives. Some examples of marketing activities for better firm performance. R26; Did you notice that luxury brands have products with big logo and small (or even no) logo? Why do luxury brands offer products with small (or no) logo while the logo is often customers’ main purchase reasons for luxury products? (products) R26; Have you ever ordered food on Foodpanda or Ubereats? You might see a large number of stores/ restaurants on these food delivery platforms. You may wonder if a store/restaurant should join Foodpanda or Ubereats for an additional sales channel. (multichannel management/ places) R26; What could be a more attractive option for customers to repurchase products/services from the same brand, lower prices or better quality? (prices/ values) R26; Taipei’s Zhongxiao-Fuxing MRT station is covered by Foodpanda’s advertising, which costs a lot of money. Is this Foodpanda’s smart move? (mass media advertising/ promotion) R26; You constantly receive advertising on social media. The advertising seems to know who you are and what product/service you intend to like or search. Does social media advertising help companies? (targeted advertising/ promotion) R26; Did you sign up for membership at Carrefour, PX Markt, or other brands? Do you feel benefited or annoyed by being a member? (loyalty program/customer relationship/ promotion) To achieve a better word, companies start to find a way (usually called “nudges”) to improve consumer wellbeing, such as encouraging consumers to choose healthier eating and a better life style. This course will bring you to think whether these nudges would work and improve consumer wellbeing. We will also brainstorm about nudges together and create a better world. Some examples of nudges for a better world. R26; When purchasing or consuming food, would you read the front-of-package nutrition labels? If you do, would this action improve healthy eating? R26; Would you agree that the lights or music from a store/ restaurant influence your option of healthy (vs.) unhealthy food? R26; To increase healthy food options, you may notice that there are more products with reduced sugar contents or with smaller package sizes. However, do these products help consumers select more healthy food? Also, do these products help increase companies’ brand performance? R26; Would you know the intake of caffeine influences your spending? R26; Would you like group exercise? What motivates you to continue exercising from group exercise? Would you prefer to be surrounded by better fit others or worse fit others? Course Goals The goal of the course provides an overall understanding of marketing activities’ (mainly 4Ps and nudges) impact on our daily life. The students will learn marketing theories through their daily life experiences. In addition, the students will read journal articles for each week’s lecture. The articles will stimulate students’ thinking about why companies implement these marketing activities and how to effectively implement the activities to improve firm performance or consumer well-being. Learning Materials R26; Learning materials mainly come from academic journal articles and industrial reports. R26; Kotler, P., & Keller, K. (2012). Marketing Management (14th edition). Pearson Education Limited. Note: You could also use the later editions (16th and 15th). The reason of using the 14th edition is that you have a free online access. The textbook aims to provide you a fundamental concept of marketing management. The discussion of the concept is similar among different editions. This is why using different editions does not matter for the course. Course evaluation R26; Class attendance 10% R26; Class engagement in class discussions: 10% R26; Midterm individual exam (open book): 40% R26; Final-term group report: 40% Use of AI Conditionally open; please specify how generative AI will be used in course output. Weekly Planning Week Topic 1 Course introduction 2 Luxury brands & logos (product) 3 Foodpanda/Ubereats and physical stores (place) 4 Lower price or better quality? (price) 5 Loyalty programs (customer relationships) 6 Media & marketing (promotion) 7 Social media advertising (promotion) 8 (e)Word-of-mouth (eWoM) & influencers (promotion) 9 Mid-term individual exam 10 Introduction of nudges 11 Restaurant atmospherics & healthy eating 12 Product packages & healthy eating 13 How to prevent gym members’ dropout? 14 Nudges & prosocial behaviors (1) 15 Nudges & prosocial behaviors (2) 16 Group meetings
MON | TUE | WED | THU | FRI | |
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Average Percentage 85.37
Std. Deviation 5.37
本課程為16週課程16 weeks class
限大學部
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