〈一〉商圈經營與顧客開發管理
〈二〉經營團隊建立
〈三〉銷售品質管理
〈四〉領導幹部培育
〈五〉行銷實務技巧
〈六〉顧客關係管理
〈七〉個案企劃
〈八〉工作態度管理<1>Business district management and customer development management
<2> Establishment of management team
<3> Sales quality management
<4> Cultivation of leading cadres
<5> Marketing practical skills
<6>Customer relationship management
<7> Case planning
<8> Work attitude management
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.
〈一〉戴國良 著，行銷管理（2008/01），普林斯頓國際有限公司
〈二〉林建煌 著，行銷管理（2011/03），華泰文化
<1> Written by Dai Guoliang, Marketing Management (2008/01), Princeton International Co., Ltd.
<2> Written by Lin Jianhuang, Marketing Management (2011/03), Huatai Culture
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時態度（討論及發表.小考）平時態度（討論及發表.小考） Daily attitude (discussing and publishing. Quiz) |
40 | |
| 期中考期中考 midterm exam |
30 | |
| 期末考期末考 final exam |
30 |
