本課程的目標在於有系統地探討行銷企劃的內涵，除強調重要觀念的解析，並以實例解釋實務的應用，藉以提升同學對行銷企劃實務觀念的認知，並培養同學對行銷企劃實務寫作能力，及行銷企劃實務運用能力The goal of this course is to systematically explore the connotation of marketing planning. In addition to emphasizing the analysis of important concepts and explaining practical applications with examples, it can enhance students' understanding of the practical concepts of marketing planning and cultivate students' writing skills on marketing planning practices. and marketing planning practical application capabilities
行銷企劃 曾光華：邏輯、創意、執行力，四版，前程文化事業股份有限公司，2021年9月
Marketing Planning Zeng Guanghua: Logic, Creativity, Execution, Fourth Edition, Qiancheng Culture Co., Ltd., September 2021
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
30 | 筆試或口試報告 |
| 期末考期末考 final exam |
30 | 筆試或口試報告 |
| 平常成績平常成績 normal grades |
40 | 到課及學習態度最重要,活動參與加分以及分組期中及期末報告 |
