The Marketing Management course is designed to help students understand how marketing creates value, and describes the key elements of the marketing mix, so that the nature and strategic role of marketing in business are comprehended. The course topics of marketing management include strategic planning, marketing research, buyer behavior, product and service management, pricing, retail management and integrated communications. Through the course, students are expected to build up strategic thinking and implementation ability in face of a competitive marketing environment.
The Marketing Management course is designed to help students understand how marketing creates value, and describes the key elements of the marketing mix, so that the nature and strategic role of marketing in business are comprehensive. The course topics of marketing management include strategic planning, marketing research, buyer behavior, product and service management, pricing, retail management and integrated communications. Through the course, students are expected to build up strategic thinking and implementation ability in face of a competitive marketing environment.
Gary Armstrong, Philip Kotler and Marc O. Opresnik (2023), Marketing: An Introduction, 15th edition,
Upper Saddle River, NJ: Prentice Hall
Gary Armstrong, Philip KO him rand Marco. op Res Look (2023), marketing: an Introduction, 15TH edition,
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| Class attendance and participationClass attendance and participation class attendance and participation |
10 | |
| Group projectGroup project group project |
15 | |
| Final term reportFinal term report final term report |
20 | |
| Mid-term examMid-term exam mid-term exam |
25 | |
| Final examFinal exam final exam |
30 |
