1. 本課程引導學生進入有趣的行銷領域，幫助學生從行銷經理人的觀點來看行銷與品牌管理。本課程讓學生瞭解行銷策略與品牌管理的基本概念，可以應用在營利與非營利組織。
2.本課程特色在介紹行銷的基本原理、實務，以及這些實務的應用。本課程從管理的角度審視了我們當今的行銷系統，並提供了一些時事、個案來幫助強調當今商業世界中的行銷原則。涵蓋的主題包括消費者行為、市場研究和目標市場、產品、推廣、分銷通路、定價、以及行銷中的技術使用。課堂上的大部分時間都將用在經典個案分析討論，以市場行銷原理為基礎，討論市場行銷案例實務演練與實作的各種解決方案。期末各組，有微電影報告。1. This course guides students into interesting marketing areas and helps students view marketing and brand management from the perspective of marketing managers. This course allows students to understand the basic concepts of marketing strategies and brand management, and can be applied to profit-making and non-profit organizations.
2. The characteristics of this course are to introduce the basic principles, practices, and the application of these practices. This course examines our current marketing system from a management perspective, and provides some current events and cases to help strengthen the marketing principles in today's business world. The topics covered include consumer behavior, market research and target markets, products, promotion, distribution channels, pricing, and technical use in marketing. Most of the time in the class is spent on classic case analysis and discussion, based on the principles of market marketing, discussing various solutions for market marketing case practice and implementation. At the end of the period, there are micro-film reports.
(1). 張國雄著，行銷管理，第5版，雙葉書廊，2018年。
(2). Robert F. Hartley (2009), Marketing: Mistakes and Successes, Eleventh edition. 行銷個案分析；中譯第三版(2010)，智勝書局。
(1). Zhang Guoxiong, Marketing Management, 5th edition, Double Leaf Library, 2018.
(2). Robert F. Hartley (2009), Marketing: Mistakes and Successes, Eleventh edition. Marketing case analysis; Chinese translation third edition (2010), Intelligent Book Bureau.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 小組個案報告小組個案報告 Group of case reports |
40 | |
| 個人閱讀心得報告個人閱讀心得報告 Personal reading experience report |
30 | |
| 期末報告期末報告 Final report |
30 |
