1. 使同學瞭解當前行銷管理的重要理論與基本概念。
2. 瞭解行銷管理在實務上之應用。
3. 藉由課堂的互動討論,加深同學行銷的專業能力與學習興趣。
1. To enable students to understand the important theories and basic concepts of current marketing management.
2. Understand the practical application of marketing management.
3. Through interactive discussions in class, students can deepen their professional abilities and learning interests in marketing.
今日醫療產業行銷管理最重要的任務就是了解本身所處的環境變化,掌握是什麼因素導致這些改變,並不斷的審核組織的目標與內部核心能力,且需較對手早一步做出正確的行銷管理決策。然因醫療科技與醫療政策變化速度太快,導致環境無窮變化,所以醫療行銷策略制定極為困難。為此,考量環境的快速變化,競爭對手與顧客的互動過程,本課程從行銷管理理論及交易成本理論的觀點,同時輔以我國醫療產業及相關產業個案為探討對象,藉以提昇學生對行銷管理理論之了解,並作為管理者制定醫療行銷模式之參考依據。
The most important task of marketing management in the medical industry today is to understand the changes in the environment in which it is located, grasp what factors have caused these changes, and constantly review the organization's goals and internal core capabilities, and make correct marketing management one step ahead of its opponents. decision making. However, because medical technology and medical policies are changing so fast, resulting in endless changes in the environment, it is extremely difficult to formulate medical marketing strategies. To this end, taking into account the rapid changes in the environment and the interaction process between competitors and customers, this course is based on the perspectives of marketing management theory and transaction cost theory, and is supplemented by cases of my country's medical industry and related industries to enhance students' understanding of marketing management. Understand the theory and serve as a reference for managers to formulate medical marketing models.
丘宏昌、謝依靜、唐運佳,「服務行銷與管理」(三版),雙葉,台北,民106年。
Qiu Hongchang, Xie Yijing, and Tang Yunjia, "Service Marketing and Management" (third edition), Shuangye, Taipei, 106 AD.
評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
---|---|---|
課堂參與課堂參與 class participation |
20 | |
講座心得與小組報告講座心得與小組報告 Lecture reflections and group reports |
25 | |
期中報告期中報告 interim report |
30 | |
期末考期末考 final exam |
25 |