1.理解與活用行銷管理的觀念與分析架構
2.培養企業行銷活動觀察與分析的能力
3.訓練行銷情報蒐集、解讀及分析的能力
4.建立行銷決策制定與執行的能力
5.發展對特定行銷主題的進階知識與研究能力。1. Understand and utilize the concepts and analytical framework of marketing management
2. Cultivate the ability to observe and analyze corporate marketing activities
3. Train the ability to collect, interpret and analyze marketing intelligence
4. Establish the ability to make and execute marketing decisions
5. Develop advanced knowledge and research skills on specific marketing topics.
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 today's medical industry is to understand the changes in the environment in which it is located, to grasp what factors have caused these changes, and to constantly review the organization's goals and internal core capabilities, and to 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.
1.教科書：Marketing Management, 16th edition, by Kotler/Keller/Chernev, Pearson Education, Inc 2022, ISBN 0-13-588715-1.
2.期刊文章:TBA
3.個案:TBA
1. Textbook: Marketing Management, 16th edition, by Kotler/Keller/Chernev, Pearson Education, Inc 2022, ISBN 0-13-588715-1.
2. Journal article: TBA
3. Case: TBA
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時成績（出席、課堂參與、個人摘要）平時成績（出席、課堂參與、個人摘要） Regular grades (attendance, class participation, personal summary) |
15 | |
| 分組成績（小組案例、個案、期刊文章報告）分組成績（小組案例、個案、期刊文章報告） Group results (group cases, individual cases, journal article reports) |
30 | |
| 期末報告期末報告 Final report |
30 | |
| 期末考期末考 final exam |
25 |
