2006 傳播經營管理（中正電傳所） 請同學養成使用「教學課程平台」的習慣。 李政忠：分機32557 (e-mail: [email protected]) 上課地點：225 教室 上課時間：星期三、10:10am-1:00pm Office hours: Monday, Tuesday, Wednesday, 4:00-5:00pm 授課目標： 本課程的主要目的是介紹傳播產業經營管理的理論與概念，內容注重策略管理面 向的探討，不侷限於傳統或新媒體科技，同時輔以部分實證研究，做為學生未來 研究應用參考。指定閱讀內容，部分由老師導讀、部分會事先指定同學導讀；同 學閱讀重點在主要概念的確實瞭解，並且思考如何將相關概念或理論應用於學術 研究或實務操作的面向。授課方式以課堂參與討論為主（包括案例討論、市場現 況分析），必要時由老師主動提問。 評分方式： 課堂導讀與討論： 50%（每週事先排定同學負責導讀，其他同學也務必事 先閱讀指定教材，並於上課時主動提出討論，必要時由老師提問指定學生回 答） 研究計畫提案： 50% （報告撰寫方式與評分重點將於課堂中討論，同學盡 量利用辦公室時間與老師討論研究計畫方向）。 本課程使用之主要教科書 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 中正期中考週(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（繳交期末報告電子檔） --

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