2006 传播经营管理（中正电传所） 请同学养成使用「教学课程平台」的习惯。 李政忠：分机32557 (e-mail: [email protected]) 上课地点：225 教室 上课时间：星期三、10:10am-1:00pm Office hours: Monday, Tuesday, Wednesday, 4:00-5:00pm 授课目标： 本课程的主要目的是介绍传播产业经营管理的理论与概念，内容注重策略管理面 向的探讨，不局限於传统或新媒体科技，同时辅以部分实证研究，做为学生未来 研究应用参考。指定阅读内容，部分由老师导读、部分会事先指定同学导读；同 学阅读重点在主要概念的确实了解，并且思考如何将相关概念或理论应用於学术 研究或实务操作的面向。授课方式以课堂参与讨论为主（包括案例讨论、市场现 况分析），必要时由老师主动提问。 评分方式： 课堂导读与讨论： 50%（每周事先排定同学负责导读，其他同学也务必事 先阅读指定教材，并於上课时主动提出讨论，必要时由老师提问指定学生回 答） 研究计画提案： 50% （报告撰写方式与评分重点将於课堂中讨论，同学尽 量利用办公室时间与老师讨论研究计画方向）。 本课程使用之主要教科书 Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Lawrence Erlbaum Associates. Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management:competitiveness and globalization. Reading assignments: (subject to change) 9/13 Introduction to media strategic management Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 1 Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management: competitiveness and globalization. Chapter 1 9/20 Understanding the business of media (I): Overview Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 3, 14 9/27 Understanding the business of media (II): Audience Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 27 Hoskins, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying economics to new and traditional media. Chapter 4 10/4 Understanding the business of media (III): Technology Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 12, 20 10/11 Understanding the business of media (IV): Finance & Valuation Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 7, 26 10/18 Understanding the business of media (V): HR/Product management Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 6, 9 10/25 Understanding the business of media (VII): Programming/Scheduling Eastman, S. T., & Ferguson, D. A. (1997). Broadcast/cable programming: Strategies and practices. Chapters 1 & 2, & pp. 118-121, pp. 260-262, pp. 275-278. 11/1 Understanding the business of media (VI): Marketing/Branding Eastman, S. T., Ferguson, D. A., & Klein, R. A. (1999). Promotion and marketing for broadcasting and cable. Chapters 1 & 2. Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 11 11/8 中正期中考周(research idea) Doing media management research Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 24 (extra: chapter 23, 25) 11/15 Principles of strategic management (I): Analysis of market/industry Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management: competitiveness and globalization. Chapter 2, 3 11/22 Principles of strategic management (II): Analysis of market/industry Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management: competitiveness and globalization. Chapter 5 Bengtsson, M., & Kock, S. (2000). "Coopetition" in business networks-to cooperate and compete simultaneously. Industrial Marketing Management, 29, 411-426. 11/29 Principles of strategic management (III): Strategy formulation Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management: competitiveness and globalization. Chapter 4, 6 12/6 Principles of strategic management (IV): Strategy formulation Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management: competitiveness and globalization. Chapter 7, 9 12/13 Principles of strategic management (V): Strategy formulation Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management: competitiveness and globalization. Chapter 8 Gulati, R. (1998). Alliances and networks. Strategic Management Journal, 19, 293-317. 12/20 Principles of strategic management (VI): Strategy implementation Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic management: competitiveness and globalization. Chapter 11 Picard, R. G. (2002). The economics and financing of media companies. Chapter 2. 12/27 Special topic: Media/Telecommunication convergence Bitran, G., & Pedrosa, L. (1998). A structured product development perspective for service operations. European Management Journal, 16(2), 169-189. Menor, L. J., Tatkionda, M. V., & Sampson, S. E. (2002). New service development: Areas for exploitation and exploration. Journal of Operation Management, 20, 135-157. Surjaduaja, H., Ghosh, S., Antony, F. (2003). Determining and assessing the determinants of e-service operations. Managing Service Quality, 13(1), 39-53. 1/3 Special topic: Media/Telecommunication convergence Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535. Woszczynski, A. B., Roth, P. L., & Segars, A. H. (2002). Exploring the theoretical foundations of playfulness in computer interactions. Computers in Human Behavior, 18, 369-388. Understanding the business of media (III): Technology Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of media management and economics. Chapter 12, 20 1/8-12 期末考（缴交期末报告电子档） --

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