朝陽科技大學 095學年度第1學期教學大綱
Marketing Management Research 行銷管理研究

當期課號 7037 Course Number 7037
授課教師 周中理 Instructor CHOU,CHUNG LI
中文課名 行銷管理研究 Course Name Marketing Management Research
開課單位 企業管理系碩士班一A Department  
修習別 必修 Required/Elective Required
學分數 3 Credits 3
課程目標 本學科為行銷管理領域之課程之一。修行此課程學生可以明暸行銷管理研究並以實務研討，且提供有關論文之撰寫方向提升研究興趣。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，並根據這項瞭解發展公司提供的產品、制訂合理的價格、設計適合的銷售管道並展開宣傳促銷的商業過程。 Objectives This course covers the major research topics of marketing management. It provides an assessment of the marketing management research filed. 1. To establish customer-oriented management thinking. 2. Learn how to understand customers and how to use these understanding to develop the marketing task.
教材 1.Kotler et al., Marketing Management:An Asian Perspective, 3th ed., Prentice-Hall.
2.Aaker, D.A.(2001), Strategic Market Management (6th ed.), New York : Wiley.
3.Strauss, J. and Frost, R.（2001）, e Marketing, 2nd ed., Prentice-Hall.
4.Kalakota, R. and Robinson, M.（2001）, E-business 2.0: roadmap for success, Addison-Wesley.
5.some journal papers		 Teaching Materials 1.Kotler et al., Marketing Management:An Asian Perspective, 3th ed., Prentice-Hall.
2.Aaker, D.A.(2001), Strategic Market Management (6th ed.), New York : Wiley.
3.Strauss, J. and Frost, R.（2001）, e Marketing, 2nd ed., Prentice-Hall.
4.Kalakota, R. and Robinson, M.（2001）, E-business 2.0: roadmap for success, Addison-Wesley.
5.some journal papers
成績評量方式 出席成績,簡報與書面報告:40%
學期各種測驗:60%		 Grading attendance,presentation and papers 40% examinations 60%
教師網頁  
教學內容 1.瞭解行銷管理
2.分析行銷機會
3.發展市場策略
4.4p策略
5.管理行銷方案		 Syllabus 1.understanding marketing management
2.analyzing marketing opportunities
3.developing market startegies
4.shaping 4p alternatives
5.managing marketing programs
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