本課程期藉由行銷理論的學習，輔以實務個案的研究，幫助學習者能瞭解何謂個案討論及應用於行銷及管理之相關議題，進一步幫助學習者培養更人性化的行銷管理及以實務的思維來處理行銷內外部相關課題，配合市場上現況如社群行銷，網路行銷，數位行銷議題等由市場實務面來學習行銷的手法。同時輔以網路行銷及社群行銷手法讓同學了解市場生態，在同學進入職涯之前可以提早了解市場生態。This course uses marketing theory learning to conduct case research to help learners understand what case discussions and related issues are applied to marketing and management, and further help learners to cultivate more humane marketing management and practice. Think about dealing with relevant topics within and outside marketing, and learning marketing methods through the market practice, such as community marketing, online marketing, digital marketing topics, etc. At the same time, online marketing and community marketing techniques can help students understand market ecologies, and they can understand market ecologies in advance before entering their careers.
引領已修習行銷管理學的學生，整合了解，如何有效規劃、建構、發展及指導學生行銷通路管理之相關理論及內涵，並輔以案教學，使學生從個案討論之訓練中充實行銷通路管理實務知識。
Lead students who have studied marketing management, integrate and understand how to effectively plan, construct, develop and guide students' related theories and connotations of marketing path management, and fully teach them through case teaching, so that students can implement marketing path management practices through case discussion training knowledge.
次級資料收集，自做簡報分享
Secondary data collection, self-made brief sharing
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期末報告期末報告 Final report |
60 | |
| 期中考期中考 Midterm exam |
10 | |
| 出席率出席率 Attendance rate |
30 |
