| 當期課號 |
7129 |
Course Number |
7129 |
| 授課教師 |
周中理 |
Instructor |
CHOU,CHUNG LI |
| 中文課名 |
行銷管理 |
Course Name |
Marketing Management |
| 開課單位 |
企業管理系碩士班一A |
Department |
|
| 修習別 |
必修 |
Required/Elective |
Required |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程從完整的行銷管理之議題與程序導入，著重行銷機會與策略發展，以及發展行銷組合。引導學生認識行銷，分享行銷案。具體目標有三：1.建立以顧客為中心的經營管理理念。2.學習如何選擇顧客，瞭解顧客需求，以發展行銷策略與任務；3.激發學生對行銷的熱情與潛力。 |
Objectives |
This course begins with an introduction of the issues and process of marketing management. The content of this course combines the knowledge of target marketing and Marketing Mix. Go behind the scenes for an in-depth look at real marketing practices at large and small companies. To sum up, this course aims at: 1. establishing customer-oriented management thinking; 2. learning how to understand customers and how to use this understanding to develop your marketing task; and 3. arousing students' enthusiasm and their potentials of marketing. |
| 教材 |
1.Kotler, P., Marketing Management (11th ed.), Prentice-Hall. 2.Aaker, D.A.(2001), Strategic Market Management (6th ed.), New York : Wiley. 3. some journal papers |
Teaching Materials |
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| 成績評量方式 |
口頭簡報：30% 書面報告:30% 期中與期末測驗:40% |
Grading |
team Presentation 30% Term paper 30% examination 40% |
| 教師網頁 |
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| 教學內容 |
1-4週.行銷在組織中扮演的角色；顧客滿意的建立；策略性行銷管理程序
5-9週.行銷環境的瞭解；市場行為分析；競爭者分析；市場區隔與目標市場選擇
10-14週.行銷定位；新產品開發與產品生命週期；期中考；產品管理；支援服務及服務業行銷
15-18週.訂價政策；通路管理；廣告管理；銷售管理顧客關係管理
5.以上均配合個案討論, 中間亦配合舉行期中與期末考 |
Syllabus |
Weeks 1-4 :The markeing role in modern business; Establishing customers' satisfaction; The process of strategic marketing management
Weeks 5-9 :The Marketing enviornment; consumer behavior and institutuional market behavior; market segmentation and the selection of target market
Weeks 10-14 :The product positioning; The developement of new product; mid-term exam; Product management
Weeks 15-18 :Pricing; Channel management; Promotion |