6123 - 行銷規劃與品牌策略專題 英授 Taught in English
Seminar on Marketing Planning and Brand Strategy
教育目標 Course Target
本課程引導學生進入有趣的行銷與品牌管理領域，幫助學生從行銷經理的觀點來看行銷。本課程讓學生瞭解行銷的基本概念，可以應用在營利與非營利組織。課程規劃上分為五個部份，第一個部份是行銷的本質；第二個部份重點放在行銷的環境與管理；第三個部份是有關行銷研究，包括：行銷資訊系統、市場區隔、及定位；第四個部份是有關發現行銷組合4Ps，包括：產品、推廣、及定價；第五個部份是當代行銷議題，包括：服務行銷、關係行銷、及網路行銷。
This course introduces students to the interesting field of marketing and brand management, helping students see marketing from the perspective of a marketing manager. This course provides students with an understanding of basic marketing concepts that can be applied to both for-profit and non-profit organizations. The course plan is divided into five parts. The first part is about the essence of marketing; the second part focuses on the marketing environment and management; the third part is about marketing research, including: marketing information system, market segmentation, and positioning; the fourth part is about discovering the 4Ps of marketing mix, including: product, promotion, and pricing; and the fifth part is about contemporary marketing issues, including: service marketing, relationship marketing, and Internet marketing.
參考書目 Reference Books
張國雄，行銷管理，第四版，雙葉書廊，2015。
Zhang Guoxiong, Marketing Management, Fourth Edition, Shuangye Bookstore, 2015.
評分方式 Grading
| 評分項目 Grading Method |
配分比例 Percentage |
說明 Description |
|---|---|---|
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課堂出席及參與討論 Attend classes and participate in discussions |
20 | |
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期末個案報告 Final case report |
30 | |
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課堂作業 Classwork |
50 |
授課大綱 Course Plan
點擊下方連結查看詳細授課大綱
Click the link below to view the detailed course plan
相似課程 Related Courses
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課程資訊 Course Information
基本資料 Basic Information
- 課程代碼 Course Code: 6123
- 學分 Credit: 0-3
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上課時間 Course Time:Thursday/7,8,9[M367]
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授課教師 Teacher:黃延聰/張國雄
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修課班級 Class:高階經管班1
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選課備註 Memo:碩1 CEO組必修；限碩專班
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