行銷的主要任務是發展或形成此競爭者更能夠滿足目標顧客、產品或服務之行銷策略，因而達成組織目標。行銷的目的在於永遠地獲得和留住顧客。由於動態性外部市場(顧客、競爭者和社會及技術環境)持續地改變，因此，行銷是一項困難的決策。
「行銷策略」是進階的行銷管理課程，綜合使用「課堂講授」、「個案討論」、「論文研讀」和「行銷決策模擬競賽」等教學方法，培育規劃、分析、及執行行銷策略和行銷方案的能力。The main task of marketing is to develop or form marketing strategies for this competitor to better meet target customers, products or services, and thus achieve organizational goals. The purpose of marketing is to acquire and retain customers forever. Marketing is a difficult decision as dynamic external markets (customers, competitors and social and technical environments) continue to change.
"Selling Strategy" is an advanced marketing management course, which uses teaching methods such as "class lectures", "case discussions", "text study" and "marketing simulation competitions" to cultivate the ability to plan, analyze, and execute marketing strategies and marketing plans.
「行銷策略」是進階的行銷管理課程，應用「價值傳遞程序」與「整體行銷」方法＊，深入地探討和批判現代行銷管理的理論、個案、和實務。
綜合使用「課程講授」，「個案討論」，和「論文研讀」等教學方法，培育規劃，分析，和執行行銷策略與行銷方案的能力。
"Selling Strategy" is an advanced marketing management course, which applies the "value transfer program" and "holistic marketing" methods* to deeply explore and criticize the theories, cases, and practices of modern marketing management.
Use teaching methods such as "course lecture", "case discussion", and "literature study" to cultivate the ability to plan, analyze, and implement marketing strategies and marketing plans.
教本：
1. Marketing Management, Russell S. Winner and Ravi Dhar, fourth edition, Upper Saddle, NJ: Prentice-Hall, (雙葉書廊), 2011.
2. Supplements
主要參考書：
1.Strategic Marketing: An Applied Perspective, Karel Jan Alsem, New York: McGraw-Hill, 2007.
2.Marketing Management, Philip Kotler and Kerin Lane Keller,14e, Upper Saddle River, NJ：Prentice-Hall, (新月書局), 2012.
3.Marketing Management, Peter R. Dickson, second edition, Fort Worth, TX: The Dryden Press, (華泰文化), 1997.
4.Global Marketing Management: A Casebook, John A. Quelch, and Christopher A. Bartlett, fifth edition, Mason, OH: Thomson Higher Education, 2006.
5.Marketing Management Cases, Robert J. Dolan, New York: McGraw-Hill, (新月書局), 2001.
Teaching book:
1. Marketing Management, Russell S. Winner and Ravi Dhar, fourth edition, Upper Saddle, NJ: Prentice-Hall, (Double Leaf Library), 2011.
2. Supplements
Main reference book:
1.Strategic Marketing: An Applied Perspective, Karel Jan Alsem, New York: McGraw-Hill, 2007.
2. Marketing Management, Philip Kotler and Kerin Lane Keller,14e, Upper Saddle River, NJ: Prentice-Hall, (Crescent Book Bureau), 2012.
3. Marketing Management, Peter R. Dickson, second edition, Fort Worth, TX: The Dryden Press, (Huathai Culture), 1997.
4.Global Marketing Management: A Casebook, John A. Quelch, and Christopher A. Bartlett, fifth edition, Mason, OH: Thomson Higher Education, 2006.
5. Marketing Management Cases, Robert J. Dolan, New York: McGraw-Hill, (Crescent Books Bureau), 2001.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 考試考試 exam |
40 | |
| 課堂討論課堂討論 Class discussion |
20 | |
| 分組個案研討分組個案研討 Sub-group case study |
20 | |
| 模擬競賽模擬競賽 Simulation competition |
20 |
