| 當期課號 |
1148 |
Course Number |
1148 |
| 授課教師 |
吳文貴 |
Instructor |
WU,WEN KUEI |
| 中文課名 |
行銷規劃與策略 |
Course Name |
Strategic Marketing Management |
| 開課單位 |
企業管理系(四日)二A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
使學生熟悉1、各種需要規劃的行銷狀況2、在各種行銷狀況下，可資運用的行銷策略3、從事行銷規劃時應考慮的資訊以及4、取得及運用這些資訊的方法;以便有能力進一步學習「行銷規劃實務課程」課程內容:1、銷狀況/問題2、營評估及SWOT分析3、SIP分析(問標市場區隔、定位)4、4P’s組合之規劃、方法5、行銷預算與控制6、銷規劃與控制 |
Objectives |
The purpose of this course is to help students to understand development ,evaluation ,and implementation of business strategies about succentful management. The key is management system that will help managers 1.provide vision to their business 2.monitor and underatand a dynamic enviroment 3.Generate visionary and creative strategic options that will be responsive to changes faceing a bussiness. 4.Develop strategies based on sustainable competitive advantages. |
| 教材 |
1.Cravens等著(2005)，陳智凱編譯，策略行銷七版，美商麥格羅‧希爾出版。
2.課堂個案。 |
Teaching Materials |
1.Cravens, D.W. & N.F. Piercy(2003), "Strategic Marketing", 7th ed., McGraw-Hill Int'l Enterprises Inc.(Taiwan). |
| 成績評量方式 |
1.期中考：30％
2.期末報告：60％
4.課堂參與：10％ |
Grading |
1.Mid-term exam.:30%
2.Term paper: 60%
4.Class participation:10％ |
| 教師網頁 |
|
| 教學內容 |
3/2，ch1 市場導向策略
3/9，ch2 企業與行銷策略
3/16，ch3 市場願景、結構與分析
3/23，ch4 區隔市場
3/30，ch5 持續瞭解市場
4/6，ch6 市場鎖定與策略定位
4/13，ch7 關係策略
4/20，ch8 新產品規劃
4/27期中考
5/4，ch9 策略品牌管理
5/11，ch10 管理價值鏈關係
5/18，ch11 定價策略
5/25，ch12,13 促銷、廣告、直銷策略
6/1，ch14,15 行銷策略執行與控制
6/8，期末報告
6/15，期末報告
6/22，期末考 |
Syllabus |
3/2，ch1 Market Orientation Strategy
3/9，ch2 Corporate Strategy and Marketing Strategy
3/16，ch3 Corporate Vision、Market Structure and Analysis
3/23，ch4 Segmentation
3/30，ch5 Marketing Information & Knowledge
4/6，ch6 Target & Position
4/13，ch7 Relationship Management
4/20，ch8 New Product Planning
4/27 Mid-term Exam.
5/4，ch9 Strategic Brand Management
5/11，ch10 Management of Value Chan
5/18，ch11 Pricing Strategy
5/25，ch12,13 Strategy of Marketing Communication
6/1，ch14,15 Implementation and evaluation of Marketing Strategy
6/8，Presentation
6/15，Presentation
6/22，Final Exam. |