本課程之授課目標欲使學員對行銷管理有全面系統化之瞭解，並認知台灣之行銷環境，學習市場分析與顧客行為分析之分析方法，瞭解行銷組合與競爭策略之運用，以及相關之管理程序之探討，並將特別針對現今新世代的行銷運作加以探討。The teaching objectives of this course are intended to enable students to have a comprehensive and systematic understanding of marketing management, understand the marketing environment in Taiwan, learn the analysis methods of market analysis and customer behavior analysis, understand the use of marketing combination and competition strategies, and explore related management procedures, and specifically explore marketing operations in the new generation.
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 and analyze marketing opportunities; and guide students how to determine marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analyzes marketing opportunities, market partition technology and how to choose target markets, marketing strategy design, marketing plan planning, marketing organization, execution, and control.
Marketing - An Introduction 13th Edition
Authors: Gary Armstrong, Philip Kotler, Marc O. Opresnik
Marketing - An Introduction 13th Edition
Authors: Gary Armstrong, Philip Kotler, Marc O. Opresnik
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
20 | |
| 課堂討論課堂討論 Class discussion |
30 | |
| 期末報告期末報告 Final report |
30 | |
| 期末考期末考 Final exam |
20 |
