當期課號 |
1188 |
Course Number |
1188 |
授課教師 |
葛維鈞 |
Instructor |
KO,WEI CHUN |
中文課名 |
行銷企劃實務 |
Course Name |
Practice of Marketing Planning |
開課單位 |
企業管理系(四日)四A |
Department |
|
修習別 |
選修 |
Required/Elective |
Elective |
學分數 |
3 |
Credits |
3 |
課程目標 |
本課程為就業學程的一門課,其目的在透過不斷的練習,使學生熟習職場內各種可能的行銷企劃案之需求與規劃方式,並且能使用課堂所授“心智繪圖”的技巧,使規劃案能與眾不同而勝出。 |
Objectives |
To help students obtain employment when they graduate from school, the course gives them various opportunities to practice the method of marketing planning. Especially, a tool MIND MAPPING will be given to make their planning different from others. |
教材 |
朝陽堂編譯:行銷策略及企劃,新文京/朝陽堂,2002 |
Teaching Materials |
|
成績評量方式 |
學期計畫 60%; 個案分析 30%; 課堂參與 10%。 |
Grading |
Term project 60%, Cases 30%, Participation 10%. |
教師網頁 |
|
教學內容 |
0915 課程介紹; 0922 擬定行銷策略的準備工作; 0929 情況分析:確認需求、問題以及機會; 1006 學期計畫提案; 1013 策略計畫:準備任務敘述; 1020 策略計畫:設定目的和目標; 1027 策略計畫:規劃行銷策略; 1103 策略計畫:控制行銷策略; 1110 期中考週; 1117 預測行銷結果; 1124 建立行銷策略及行銷組合戰略; 1201 執行行銷計畫; 1208 訂行銷預算; 1215 建立行銷控管; 1222 個案一:便利商店便當; 1229 個案二:加油站; 0105 個案三:礦泉水; 0112 學期計畫發表。 |
Syllabus |
0915 Introduction; 0922 Preparing work for making market strtegy; 0929 Situation analysis; 1006 Term project proposal presentation; 1013 Strategic plan: mission statement; 1020 Strategic plan: setting goals; 1027 Strategic plan: planning; 1103 Strategic plan: controlling; 1110 Midterm week; 1117 Forecasting; 1124 Establish marketing strategies and marketing mix tactics; 1201 Implementing market plan; 1208 Set up marketing budget; 1215 Control market plan; 1222 Case1; 1229 Case2; 0105 Case3; 0112 Final exam week. |