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。Discuss marketing management theory and its application, analyze important marketing concepts, and use case studies at home and abroad as applications of academic theories, thereby stimulating students' interest in marketing issues.
以企業個案實務方法導入在餐旅管理行銷上之應用
Application of enterprise case practice method in catering and tourism management and 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 grades |
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 |
