| 課程目標 |
本課程的教學目的在於使學生吸收相關的行銷管理的知識,並懂得理論之應用。本課程是所有相關之行銷課程之基礎,被視為未來許多進階之行銷相關課程之基石,在此課程中將儘量呈現在學術與實務上有關行銷問題之因果關係,以供學生之實務應用。 |
Objectives |
The goal of the course of Marketing Management is primarily that takes an exciting new direction in its quest to guide new marketing students down the intriguing, discovery-laden road to learning marketing . And we attempt to help students master the basic concepts and practices of modern marketing in an enjoyable and practical way . Achieving this goal involves a constant context for the best balance among the "three pillars" that support the text ---theories and concepts, practice and applications, and pedagogy. |
| 教學內容 |
首先介紹行銷管理的內容，其次，藉由行銷研究來瞭解消費者的需求、行銷環境及競爭對手，進而分析行銷機會。進行行銷規劃時，企業常常必須進行市場區隔，選定目標市場，再透過較佳的行銷組合以滿足消費大眾，STP行銷亦為本科目的重點內容。 |
Syllabus |
This subject first introduces the contents of the marketing management. With realizing the consumer's demand、 scanning the marketing enviroment and competitors, we can analyze the marketing opportunities. When the firms make the marketing planning,they often segment the markets and choose target markets.The firms can satisfy the consumers with a superior marketing mixes. STP is also the focus of this subject. |