2004行銷研究課程大綱
授課教授：周善瑜老師
聯絡電話：2363-0231轉2983
辦公室：管院二館十一樓1113室
Course Description: The purpose of this course is to familiarize students
with both game theory and its application in marketing. To achieve this
goal, the first part of this course will be an introduction of game theory
and the second part of it will be the applications of game theory to
various marketing issues. Students will need to spend a great deal of
time in problem solving (for homework assignments) and in reading
in order to maximize the benefit obtained from this course. The course
will employ a mix of lectures and selected readings of marketing papers.
Among the topics covered in this course are as follows (though more focus
will be given on the issues of online marketing, channel design, product
line design, and price promotion strategies):
- On-line Marketing strategies
- Optimal Channel Design
- Multi-product Pricing
- Durable Good Pricing
- Leasing or Selling
- Product line extension strategy
- Optimal product line design in a distribution channel
- Pull and Push Promotions in a distribution channel
- Competitive price promotion strategy
- Quality signaling
Prerequisites Students are expected to have a good background
(or be highly interested) in microeconomic theory. Though mathematics
is kept at a minimum level in this course, students should be comfortable
with basic calculus and elementary probability.
Grading
Midterm 40%
Final 30%
Homework 30%
& Group Presentations of papers
(Each group of students may be responsible for presenting
one of assigned papers chosen from the reading list.)
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