探討行銷管理理論及其應用，解析重要行銷觀念，輔以國內外實例聞作為學理的應用，進而激發學生對行銷議題的興趣。Explore marketing management theory and its applications, analyze important marketing concepts, and use domestic and foreign practical examples as the application of science, thereby stimulating students' interest in marketing topics.
To give the overview and insights of marketing management for hospitality.
To help students master the concepts and practices of contemporary hospitality marketing.
To give the overview and insights of marketing management for hospitality.
To help students master the concepts and practices of contemporary hospitality marketing.
行銷管理(15版)
Marketing Management 15e
作者： Philip Kotler, Kevin Lane Keller
譯者：徐世同,楊景傅
出版社：華泰文化
Marketing Management (15th Edition)
Marketing Management 15e
Author: Philip Kotler, Kevin Lane Keller
Translator: Xu Shitong, Yang Jingfu
Publisher: Huatai Culture
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平常成績平常成績 Normal achievements |
20 | 出席與課程參與 |
| 期中考期中考 Midterm exam |
30 | |
| 期末報告期末報告 Final report |
20 | |
| 期末考期末考 Final exam |
30 |
