以顧客關係為核心的架構，介紹金融行銷的核心理念，包括金融行銷規劃、金融行銷環境、目標市場和定位、金融商品決策、價格訂定、行銷通路和推廣等行銷策略。With the customer relationship as the core structure, the core concepts of financial marketing are introduced, including financial marketing planning, financial marketing environment, target market and positioning, financial product decision-making, price setting, marketing channels and promotion and other marketing strategies.
以顧客關係為核心的架構，介紹金融行銷的核心理念，包括金融行銷規劃、金融行銷環境、目標市場和定位、金融商品決策、價格訂定、行銷通路和推廣等行銷策略。
With the customer relationship as the core structure, the core concepts of financial marketing are introduced, including financial marketing planning, financial marketing environment, target market and positioning, financial product decision-making, price setting, marketing channels and promotion and other marketing strategies.
1. 張國雄(2010)，行銷管理，雙葉書廊， 第三版。
2. Lovelock and Writz (2007), Services Marketing: People, Technology, Strategy, 6/E (華泰文化代理)
3. John Egan (2004)，Relationship Marketing: Exploring Relational Strategies in Marketing, 2nd edition Financial Times/ Prentice Hall.
4.陳澤義(2006)，服務管理，第二版，華泰文化。
5. 蕭振福 (2009)，銀行實務與會計，駿業出版社。
1. Zhang Guoxiong (2010), Marketing Management, Shuangye Bookstore, third edition.
2. Lovelock and Writz (2007), Services Marketing: People, Technology, Strategy, 6/E (Huatai Culture Agency)
3. John Egan (2004), Relationship Marketing: Exploring Relational Strategies in Marketing, 2nd edition Financial Times/ Prentice Hall.
4. Chen Zeyi (2006), Service Management, Second Edition, Huatai Culture.
5. Xiao Zhenfu (2009), Banking Practice and Accounting, Junye Publishing House.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
40 | |
| 期末考期末考 final exam |
40 | |
| 平時成績平時成績 usual results |
20 |
