| 當期課號 | 7608 | Course Number | 7608 |
|---|---|---|---|
| 授課教師 | 廖年欣 | Instructor | LIAO,NEIN HSIN |
| 中文課名 | 高科技行銷 | Course Name | Marketing High Technology |
| 開課單位 | 工業工程與管理系碩士在職專班一A | Department | |
| 修習別 | 選修 | Required/Elective | Elective |
| 學分數 | 3 | Credits | 3 |
| 課程目標 | 培育高科技產業的行銷專業經理人才，讓學習本課程的學生了解提供高科技產品及服務時，懂得運用適當的行銷工具與技巧。 | Objectives | This course is designed to nurture the professional managers to be of high-tech industry, to enable the students understanding the insights about how marketing tools and techniques must be adapted and modified for high-tech products and services. |
| 教材 | 1. Mohr, Jakki (2001), Marketing of High-Technology Products and Innovations, New Jersey: Prentice-Hall. 2. Viardot, Eric (1995), Successful Marketing Strategy for High–Tech Firms, Norwood, MA: Artech House. 3. Journal Papers. |
Teaching Materials | |
| 成績評量方式 | 期中、期末考試(50%)， 作業、文獻探討與作業簡報考核(50%)。 | Grading | Evaluation of median terms test and final terms fest (50%), assignment and performance of presentation (50%). |
| 教師網頁 | www.cyut.edu.tw/~secret/sec_gen.htm | ||
| 教學內容 | 高科技導論，高科技公司的策略與企業文化，關係行銷：夥伴與聯盟，高科技公司的市場導向及研發與行銷之互動，高科技市場之行銷研究， 了解高科技產品及服務的顧客，高科技公司的產品開發與管理之議題，高科技公司的配銷通路與供應鏈管理，高科技公司的訂價策略，高科技公司的廣告與促銷。 | Syllabus | Introduction to high- technology, strategy and corporate culture in high-tech firms, relationship marketing: partnerships and alliances, market orientation and R&D- marketing Interaction in high-tech firms, marketing research in high- tech markets, Understanding high- tech customers, product Development and management Issues in high- tech firms, distribution channels and supply chain management in high- tech markets, pricing considerations in high- tech markets, advertising and promotion in high-tech markets. |