本課程中文與英文並行雙語授課。教師利用課堂互動式講授、行銷個案研討、及行銷論文研討等方式，讓博士班學生建立對行銷領域重要主題、理論與研究取向的瞭解，提昇行銷管理專業知能，並建立進行行銷領域研究之能力。
1. 建立行銷管理的觀念基礎與整體架構。
2. 發展進階的行銷決策制定與行銷策略規劃之能力。
3. 熟悉當代行銷領域重要主題之理論基礎與研究取向。
4. 發展對特定行銷主題的進階知識與研究能力。
This course is taught in both Chinese and English. Teachers use interactive lectures in class, marketing case discussion, and marketing literature discussion to allow doctoral students to establish an understanding of important topics, theory and research orientations in the marketing field, improve professional knowledge of marketing management, and establish the ability to conduct marketing field research.
1. Establish a conceptual foundation and overall structure of marketing management.
2. Develop advanced marketing decision-making and marketing strategy planning capabilities.
3. Be familiar with the theoretical basis and research orientation of important topics in the contemporary marketing field.
4. Develop advanced knowledge and research capabilities for specific marketing topics.
行銷管理是一種分析、規劃與執行的一連串過程，藉此程序以制定創意、產品、或服務的觀念化、定價、促銷與配銷等決策。本課程將運用教師課堂講授、行銷個案研討、論文研討及行銷實案研究與企劃等方式，探討行銷管理相關理論，讓同學瞭解行銷管理的架構及理論，並研討相關文獻以達到上述課程目標。
Marketing management is a series of analysis, planning and execution processes, which use this procedure to formulate conceptualization, pricing, promotion and distribution decisions for creativity, product, or service. This course will use teacher class lectures, marketing case studies, paper research, marketing case studies, marketing practical case studies and enterprise planning to explore marketing management related theories, so that students can understand the structure and theory of marketing management, and study related documents to achieve the above course goals.
基礎教科書
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.（華泰文化代理）
研討論文：第一堂課提供研討論文清單
行銷個案：課堂上指定研討個案
其他補充教材：課堂上提供
Basic textbook
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Ed.). Upper Saddle River, NJ: Pearson/Prentice Hall. (Huatai Cultural Agent)
Discussion: The first class provides a list of discussion papers
Marketing case: Designated research case in class
Other supplementary textbooks: provided in class
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 三位老師平時成績各佔25% 三位老師平時成績各佔25% The three teachers usually account for 25% of their performance |
75 | |
| 期末行銷研究報告佔25%期末行銷研究報告佔25% Final marketing research report accounts for 25% |
25 |
