NCHU Course Outline

Course Name	(中) 農產品行銷與商業策略(6116)
	(Eng.) Marketing and Business Strategy for Agriculture Product
Offering Dept	International Master Program in Agriculture
Course Type	Elective	Credits	3	Teacher	LEE TZONG-RU
Department	International Master Program in Agriculture/Graduate	Language	English	Semester	2025-SPRING
Course Description	The course unit focuses on strategic aspects of business and marketing issues. The course covers several topics: marketing, product management and communication management, etc.. Students can gain significant knowledge and building on the ideas of others from the course.
Prerequisites				self-directed learning in the course	Y

Relevance of Course Objectives and Core Learning Outcomes(%)			Teaching and Assessment Methods for Course Objectives
Course Objectives	Competency Indicators	Ratio(%)	Teaching Methods	Assessment Methods
To develop strategic thinking in marketing and business for agriculture products	1.Professional agricultural knowledge 4.Using English as the means for communication	50 50	Exercises Discussion Practicum Lecturing	Written Presentation Oral Presentation Assignment Quiz
Course Content and Homework/Schedule/Tests Schedule
Week Course Content Week 1 2/17（一）-Week 1 Understand the essence of marketing Week 2 2/24（一）-Week 2 The importance of value creation and customer relationship Week 3 3/03（一）-Week 3 Formulate strategic planning and marketing strategies Week 4 3/10（一）-Week 4 Executive marketing research Week 5 3/17（一）-Week 5 Analysis of consumer behavior Week 6 3/24（一）-Week 6 Market Segmentation, Target Market and Positioning Week 7 3/31（一）-Week 7 Idea presentation Week 8 4/7（一）-Week 8 Idea presentation Week 9 4/14（一）-Week 9 Product Management and New Product Launches Week 10 4/21（一）-Week 10 Midterm exam Week 11 4/28（一）-Week 11 Development Service and Experience Marketing Week 12 5/05（一）-Week 12 Construct Marketing Channel Week 13 5/12（一）-Week 13 Manage retail, wholesale and logistics Week 14 5/19（一）-Week 14 Final presentation-1 Week 15 5/26（一）-Week 15 Final presentation-2 Week 16 6/2（一）-Week 16 Final exam Week 17 6/09（一）-Week 17 Independent study (Assignment) Week 18 6/16（一）-Week 18 Independent study (Assignment)
Evaluation
1. Midterm exam: 20% 2. Term paper: 20% 3. Final exam: 20% 4. Discussion: 25% 5. Presentation: 15%
Textbook & other References
行銷管理：理論解析與實務應用 第七版 (曾光華，前程文化)
Teaching Aids & Teacher's Website
iLearning
Office Hours
TBA
Sustainable Development Goals, SDGs
include experience courses：N

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Update Date, year/month/day：2025/01/13 11:30:59	Printed Date, year/month/day：2025 / 1 / 22
The second-hand book website：http://www.myub.com.tw/