Help students better understand the importance of the current marketing management theory, and to realize the related applications.help students better understand the importance of the current marketing management theory, and to realize the related applications.
介紹行銷管理之概念，分析行銷機會;並指導同學如何擬定行銷計畫及策略，主要內容介紹行銷與行銷管理之基本概念、分析行銷機會、市場區隔技術與如何選擇目標市場、行銷策略的設計、行銷方案規劃、行銷組織、執行、控制。
Introduce the concept of marketing management and analyze marketing opportunities; and guide students how to determine marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analyzes marketing opportunities, market partition technology and how to choose target markets and marketing strategies. , marketing plan planning, marketing organization, execution, and control.
Philip Kotler and Kevin Lane Keller, Marketing Management, 15 th ed Prentice Hall.
Philip KOs rand Kevin lane Keller, marketing management, 15 the D Prentice hall.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| Participation and ReportParticipation and Report participation and report |
45 | |
| Mid-term PresentationMid-term Presentation mid-term presentation |
25 | |
| Final ExamFinal Exam final exam |
30 |
