| 當期課號 |
1944 |
Course Number |
1944 |
| 授課教師 |
謝明錦 |
Instructor |
, |
| 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 |
1行銷管理 江玫君編著 華立圖書
2行銷學：原理與觀點 郭常銘譯 智勝
3最精彩的行銷小故事 宋犀堃編著 靈活文化 |
Teaching Materials |
1Marketing Management
2Marketing:Principles and Perspdctives,4e
3The Excellent Storries of Marketing |
| 成績評量方式 |
1平時出席 20%
2期中考 30%
3行銷故事分享 20%
4期末報告 30% |
Grading |
1Attendence 20%
2Midterm Exam 30%
3Marketing Stories Shares 20%
4Final Report 30% |
| 教師網頁 |
|
| 教學內容 |
第一周 行銷觀念及社會影響
第二周 行銷管理程序
第三周 企業行銷環境與消費者行為分析
第四周 市場區隔與目標市場
第五周 產品與服務
第六周 產品管理策略
第七周 定價策略
第八周 期中考
第九周 行銷通路
第十周 行銷小故事分享（一）
第十一周 零售業管理
第十二周 促銷的特性
第十三周 行銷整合---廣告與公共關係
第十四周 行銷小故事分享（二）
第十五周 人員銷售與銷售管理
第十六周 行銷活動之組織執行與控制
第十七周 期末報告
第十八周 期末報告 |
Syllabus |
Week 1 An Overview of Contemporary Marketing
Week 2 Marketing’s Strategic Role in the Organization
Week 3 The Business Maketing Enviroment and Consumer Buying Behavior and Decision Making
Week 4 Market Segmentation and Targeting
Week 5 Product and Service Concepts
Week 6 Product and Service Strategies
Week 7 Pricing Concepts and Strategies
Week 8 Midterm Exam
Week 9 Marketing Channels
Week 10 The Excellent Storries of Marketing Ⅰ
Week 11 Retailing Management
Week 12 Consumer and Trade Sales Promotion
Week 13 Advertising and Public Relations
Week 14 The Excellent Storries of Marketing Ⅱ
Week 15 Personal Selling and Sales Management
Week 16 Marketing Organization Control
Week 17 Final Reports
Week 18 Final Reports |