1. 建立行銷的基本概念及分析架構。
2. 培養基本之行銷分析與規劃的能力。1. Establish basic concepts and analysis framework of marketing.
2. Develop basic marketing analysis and planning abilities.
今日醫療產業行銷管理最重要的任務就是了解本身所處的環境變化，掌握是什麼因素導致這些改變，並不斷的審核組織的目標與內部核心能力，且需較對手早一步做出正確的行銷管理決策。然因醫療科技與醫療政策變化速度太快，導致環境無窮變化，所以醫療行銷策略制定極為困難。為此，考量環境的快速變化，競爭對手與顧客的互動過程，本課程從行銷管理理論及交易成本理論的觀點，同時輔以我國醫療產業及相關產業個案為探討對象，藉以提昇學生對行銷管理理論之了解，並作為管理者制定醫療行銷模式之參考依據。
The most important task of marketing management in today's medical industry is to understand the changes in the environment in which it is located, to grasp what factors have caused these changes, and to constantly review the organization's goals and internal core capabilities, and to make correct marketing management one step ahead of its opponents. decision making. However, because medical technology and medical policies are changing so fast, resulting in endless changes in the environment, it is extremely difficult to formulate medical marketing strategies. To this end, taking into account the rapid changes in the environment and the interaction process between competitors and customers, this course is based on the perspectives of marketing management theory and transaction cost theory, and is supplemented by cases of my country's medical industry and related industries to enhance students' understanding of marketing management. Understand the theory and serve as a reference for managers to formulate medical marketing models.
Perreault, W. D., Cannon, J. P., and McCarthy, E. J., Essentials of Marketing: A Marketing Strategy Planning Approach, 13th Edition, 2012, Irwin/McGraw-Hill. （滄海圖書代理）
教科書翻譯本：Perreault、Cannon及McCarthy等著，黃延聰、陳盈如 譯，行銷管理，第十三版，美商麥格羅•希爾公司出版，華泰文化代理。
Perreault, W. D., Cannon, J. P., and McCarthy, E. J., Essentials of Marketing: A Marketing Strategy Planning Approach, 13th Edition, 2012, Irwin/McGraw-Hill. (Canghai Book Agency)
Textbook translation: Perreault, Cannon and McCarthy, etc., translated by Huang Yancong and Chen Yingru, Marketing Management, Thirteenth Edition, published by American McGraw-Hill Company, agent of Huatai Culture.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
30 | |
| 期末考期末考 final exam |
30 | |
| 平時成績平時成績 usual results |
20 | 包括行銷實務與個案研討報告（書面+口頭）及小考 |
| 期末行銷企劃報告期末行銷企劃報告 Final marketing planning report |
20 | 書面+口頭報告 |
