| 當期課號 |
1541 |
Course Number |
1541 |
| 授課教師 |
鄭淑慧 |
Instructor |
CHENG,SHU HUI |
| 中文課名 |
行銷原理 |
Course Name |
Marketing |
| 開課單位 |
傳播藝術系(四日)一B |
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 |
行銷學理論與實務 (2001) 葉日武 前程企業管理有限公司
行銷學 (2002)黃俊英 華泰文化事業公司
行銷學 (2003) David Stokes 顧萱萱 郭建志 (譯) 學富文化公司 |
Teaching Materials |
|
| 成績評量方式 |
學期總成績包括課堂參與 (20%)、平時作業「書面作業與口頭報告」 (30%)、期中考 (25%)、期末考(25%) |
Grading |
Class attendance and participation (20%), assignment (oral report and paper) (30%), midterm (25%), final (25%) |
| 教師網頁 |
|
| 教學內容 |
透過行銷學理及實務之案例，了解行銷之意義及功能 |
Syllabus |
Week 1 Introductin the concept of Marketing
Week 2 Environmental Analysis
Week 3 Consumber Behavior
Week 4 Positioning
Week 5 Branding
Week 6 Price
Week 7 Place
Week 8 Promotion
Week 9 Midterm
Week 10-17 Case studies
Week 18 Final |