認識行銷在企業中的角色與任務
認識行銷的概念，操作，與應用
從消費者行為來探討行銷大未來
從研習個案中學習型銷決策技術Understand the role and mission of marketing in the enterprise
Understand the concept, operation, and application of marketing
Explore the future of marketing from consumer behavior
Learn marketing decision technology from research cases
介紹行銷管理之概念，分析行銷機會;並指導同學如何擬定行銷計畫及策略，主要內容介紹行銷與行銷管理之基本概念、分析行銷機會、市場區隔技術與如何選擇目標市場、行銷策略的設計、行銷方案規劃、行銷組織、執行、控制。
Introduce the concept of marketing management and analyze marketing opportunities; and guide students how to determine marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analyzes marketing opportunities, market partition technology and how to choose target markets, marketing strategy design, marketing plan planning, marketing organization, execution, and control.
行銷管理：理論解析與實務應用5/e
作者： 曾光華
出版社：前程文化
出版日期：2012/09/10
Marketing Management: Theoretical Analysis and Practical Application 5/e
Author: Zeng Guanghua
Publisher: Future Culture
Publication date: 2012/09/10
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 個人周誌及作業 30個人周誌及作業 30 Personal journals and operations 30 |
20 | |
| 小組報告小組報告 Group Report |
20 | |
| 期中期末考試期中期末考試 Mid-term final exam |
40 | |
| 現場參與，含：上課準時、缺課請假、貫徹始終現場參與，含：上課準時、缺課請假、貫徹始終 On-site participation, including: Pre-class time, missing classes, and long-term care |
20 | |
| 個人成績認養個人成績認養 Personal Achievement Accreditation |
10 |
