| 當期課號 |
1527 |
Course Number |
1527 |
| 授課教師 |
周中理 |
Instructor |
CHOU,CHUNG LI |
| 中文課名 |
行銷原理 |
Course Name |
Marketing |
| 開課單位 |
傳播藝術系(四日)一A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
2 |
Credits |
2 |
| 課程目標 |
教學目標：
1.使學生了解行銷概念、行銷4P架構並掌握消費者行為(知識)
2.能具備行銷原理及4P策略之應用(技能)
3.能具備行銷從業人員之專業態度(態度)
4.能了解行銷領域之市場及其發展應用情形(其他) |
Objectives |
1. Understand the concept of marketing, marketing 4P structure, and consumer behavior (knowledge)
2. Apply 4P marketing principles and strategies (skills)
3. Develop a professional attitude in marketing (development)
4. Understanding market situations and their development (other) |
| 教材 |
1.黃俊英(民93), 行銷學原理, 華泰. |
Teaching Materials |
|
| 成績評量方式 |
個案發表：30%, 書面報告:30%, 期中與期末測驗:40% |
Grading |
Class Presentations of Group Project: 30% Papers : 30% examination: 40% |
| 教師網頁 |
|
| 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；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 |
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; Product management
Weeks 15-18 :Pricing; Channel management; Promotion |