1本書教學重點行銷理論與實務結合; 本書所介紹行銷內容
是以可實踐的;行動的行銷管理為內容
2本書各章行銷個案分析說明 使學習 之學生淺顯易懂; 化繁為簡;
產生興趣. 授課老師 事半功倍; 達到教學效果1. Combination of marketing theory and practice in this book; this book introduces marketing content
It is based on practical and mobile marketing management as its content
2 chapters of the book's analysis and explanation of each chapter to make learning students easy to understand; to make it simple;
Generate interest. Teach teachers twice the result with half the effort; achieve teaching results
行銷管理在商業的角色漸形重要，也是公司中獲取競爭差異的主要利器。因此，即便你不是一個行銷經理。研讀行銷管理亦可使你裨益良多。
本課程是行銷學的導論部分：對提供產品或服務去滿足人類欲望這樣一門學科及實踐的研究。為了闡明和討論行銷的概念，我們將會閱讀一些科學期刊的文章、行銷教科書中的章節、新聞剪報，以及流行讀物中的節選文章。我們同樣也會使用案例分析法來說明行銷學中的原理並把理論應用到實際生活中。
本課程主要目的是為了教導學生有關行銷學的基本知識並且如何去應用。課程包括行銷觀念、行銷規劃、市場區隔跟定位等。
課程包括課堂講稿、詳細的教學時程以及一系列閱讀材料，講述行銷學的初步知識。本課著重在幫助學生深刻瞭解行銷學中的「4P」，分別是產品、價格、促銷和通路，並培養學生的分析、研究和策略（思考）能力。
Marketing management is essential in the role of business and is also the main tool for competition among companies. So, even if you are not a marketing manager. Research and marketing management can also benefit you a lot.
This course is a research on the subject of marketing: providing products or services to satisfy human desires and research. In order to clarify and discuss the concept of marketing, we will read articles from some scientific journals, chapters from marketing textbooks, news clips, and sections from popular readings. We also use case analysis to explain the principles in marketing and apply theoretical ideas to our actual life.
The main purpose of this course is to teach students basic knowledge about marketing and how to apply it. The course includes marketing concepts, marketing planning, market area and positioning, etc.
The course includes lectures, detailed teaching schedules, and a series of reading materials to describe the preliminary knowledge of marketing. This course focuses on helping students to deeply understand the "4P" in marketing, namely products, prices, promotion and pathways, and cultivate students' analysis, research and strategy (thinking) abilities.
行銷管理 郭振鶴 著/ 出版社：滄海書局
Marketing Management by Guo Zhenjing/Publishing House: Yinghai Books Bureau
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
30 | Open Book |
| 期末報告期末報告 Final report |
30 | 電子檔繳交 |
| 平時成績平時成績 Regular achievements |
40 | 出席, 課堂討論 |
