本課程藉由理論的介紹和個案的分析說明行銷管理的重要性和實用性，主要內容涵蓋了行銷程序、顧客和市場的了解、如何鎖定行銷機會、滿足市場需求和行銷策略等。This course explains the importance and practicality of marketing management through theoretical introduction and case analysis. The main content covers marketing procedures, understanding of customers and the market, how to lock marketing opportunities, meet market needs and marketing strategies, etc.
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。
Introduce the concept of marketing management, analyze marketing opportunities; and guide 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 and the design of marketing strategies. , Marketing plan planning, marketing organization, execution, and control.
Principles of Marketing, by Kotler/Armstrong, Pearson Education
principles of marketing, don’t K OTL 二/Armstrong, Pearson education
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| Midterm ExamMidterm Exam midterm exam |
30 | |
| Final ReportFinal Report final report |
40 | |
| Attendance/participationAttendance/participation attendance/participation |
30 |
