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.
行銷學(六版)
Marketing
作者： 林建煌
出版社：華泰文化
Marketing(6th edition)
Marketing
Author: Lin Jianhuang
Publisher: Huatai Culture
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平常成績與作業平常成績與作業 Daily grades and homework |
20 | 出席與課程參與 |
| 期中報告期中報告 interim report |
40 | 國際期刊報告 |
| 期末報告期末報告 Final report |
40 | 個案分析報告 |
