6111 - 行銷管理與品牌決策（一）

Marketing Management and Brand Decisions (I)

教育目標 Course Target

本課程探討近代行銷哲學與策略思維的演進，並針對最新的結合數位科技與AI的行銷5.0之策略思維與個案實務進行講授與研討；並從策略行銷觀點，探討市場區隔化、選定目標市場、及定位策略。
本課程之教學目標如下：
1.讓學員瞭解從行銷1.0至行銷5.0之行銷哲學與策略思維演進。
2.讓學員從策略行銷觀點，學習如何進行市場區隔、選擇目標市場、及定位策略。
3.讓學員知道如何擬定行銷策略及行銷企劃書之架構。
4.從行銷4.0觀點，探討如何進行虛實整合之行銷策略規劃。
5.從行銷5.0觀點，探討如何運用MarTech設計智慧行銷策略。

This course explores the evolution of modern marketing philosophy and strategic thinking, and teaches and discusses the latest strategic thinking and case practices that combine digital technology and AI, combining digital technology and AI; and explores market partitioning, target market selection, and positioning strategies from strategic marketing perspectives.
The teaching objectives of this course are as follows:
1. Let students understand the evolution of marketing philosophy and strategic thinking from Marketing 1.0 to Marketing 5.0.
2. Let students learn how to separate markets, select target markets, and position strategies from strategic marketing perspectives.
3. Let students know how to determine marketing strategies and marketing plan structure.
4. From the Marketing 4.0 viewpoint, explore how to carry out marketing strategy planning for virtual integration.
5. From the Marketing 5.0 viewpoint, explore how to use MarTech to design smart marketing strategies.

參考書目 Reference Books

教師自編教材

Teachers' self-edited textbooks

評分方式 Grading

評分項目
Grading Method		 配分比例
Percentage		 說明
Description
課堂出席與參與討論
Class attendance and participation discussion
 50
個案實務報告（書面及口頭）
Case study report (letter and mouth)
 50

授課大綱 Course Plan

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課程資訊 Course Information

基本資料 Basic Information
  • 課程代碼 Course Code: 6111
  • 學分 Credit: 1-0
  • 上課時間 Course Time:
    Saturday/5,6,7[M242]
  • 授課教師 Teacher:
    黃延聰
  • 修課班級 Class:
    高階經管班1,2
  • 選課備註 Memo:
    週末組必修(18選9)上課時間【週六13：10-16：10】09/14、09/21、09/28、10/05、10/12、10/19，M242
選課狀態 Enrollment Status
目前選課人數 Current Enrollment: 31 人
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