5569 - 行銷管理 英授 Taught in English

Marketing Management

教育目標 Course Target

工業工程原以製造為主題。但是,產品應具有何種特性,才滿足市場需要;同時,產品要用何種方式交到消費者手中;這些問題,與製造相互影響,也即是行銷管理的課題。本課程函蓋產品與市場定位,產銷配合,行銷策略及銷售作業等主題。修習本課,可瞭解行銷行為的基本要素,使本所同學不但能製造好產品,並能成功把產品賣出去。另外,本課強調個案研究,盼能藉此培養同學執行行銷管理之研究。

Industrial engineering originally focused on manufacturing. However, what characteristics should the product have to meet market needs? At the same time, how should the product be delivered to consumers? These issues interact with manufacturing, which is a topic of marketing management. This course covers topics such as product and market positioning, production and sales coordination, marketing strategies and sales operations. By studying this course, you can understand the basic elements of marketing behavior, so that our students can not only create good products, but also sell them successfully. In addition, this course emphasizes case studies, hoping to train students to conduct research on marketing management.

課程概述 Course Description

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。

Introduces the concept of marketing management, analyzes marketing opportunities; and guides students on how to formulate marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analysis of marketing opportunities, market segmentation technology and how to select target markets, design of marketing strategies, marketing plan planning, marketing organization, execution, and control.

參考書目 Reference Books

行銷學原理 – 全球觀點,Kolter P., et al, 楊絜瑜等譯,2011

Principles of Marketing – A Global Perspective, translated by Kolter P., et al, Yang Jieyu et al., 2011

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課程資訊 Course Information

基本資料 Basic Information

  • 課程代碼 Course Code: 5569
  • 學分 Credit: 0-3
  • 上課時間 Course Time:
    Wednesday/2,3,4[E230]
  • 授課教師 Teacher:
    蔡禎騰
  • 修課班級 Class:
    工工4,碩1,2
  • 選課備註 Memo:
    C553, 未修習大學部行銷管理課程者
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