| 當期課號 |
1107 |
Course Number |
1107 |
| 授課教師 |
陳悅琴 |
Instructor |
CHEN,YUEH CHIN |
| 中文課名 |
行銷管理 |
Course Name |
Marketing Management |
| 開課單位 |
企業管理系(二日)三A |
Department |
|
| 修習別 |
必修 |
Required/Elective |
Required |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程從完整的行銷管理之議題與程序導入，著重行銷機會與策略發展，以及發展行銷組合。引導學生認識行銷，分享行銷案。具體目標有三：1.建立以顧客為中心的經營管理理念。2.學習如何選擇顧客，瞭解顧客需求，以發展行銷策略與任務；3.激發學生對行銷的熱情與潛力。 |
Objectives |
This course begins with an introduction of the issues and process of marketing management. The content of this course combines the knowledge of target marketing and Marketing Mix. Go behind the scenes for an in-depth look at real marketing practices at large and small companies. To sum up, this course aims at: 1. establishing customer-oriented management thinking; 2. learning how to understand customers and how to use this understanding to develop your marketing task; and 3. arousing students' enthusiasm and their potentials of marketing. |
| 教材 |
主要教材：
1.行銷管理，曾光華著，前程出版。
輔助教材：
1.行銷管理，林建煌著，華泰文化。
2.行銷學，蕭富峰著，智高文化。
3.報章雜誌中的即時行銷案例與主題 |
Teaching Materials |
|
| 成績評量方式 |
1.平時表現：30%(含出席率、課堂互動、與案例討論)
2.期中考：20%
3.期末考：20%
4.小組期末報告：30% |
Grading |
1.Presence and participation:30%
2.Mid-Exam:20%
3.Final-Exam:20%
4.Group Term Report:30% |
| 教師網頁 |
|
| 教學內容 |
本課程內容包括：
1.行銷管理基本概念介紹
2.顧客價值與關係管理
3.市場環境分析與資料運用
4.消費者行為與購買決策探討
5.策略行銷STP介紹
6.行銷組合4P介紹
本課程要求學生進行個案實際探訪與分析，以期能有效整合理論與實務觀念。 |
Syllabus |
The content of this course includes:
1.To introduce the basic concepts of marketing management
2.To introduce customer value and relationship
3.To introduce market and information analysis
4.To explore the customer behavior and puchasing decision
5.To introduce the STP strategy
6.To introduce the 4P pratice
Students have to process the case study in group, enterprise interview and analysis for coordinating theory and practice efficiently. |