| 當期課號 |
1295 |
Course Number |
1295 |
| 授課教師 |
葉治明 |
Instructor |
YEH,CHIH MING |
| 中文課名 |
行銷管理 |
Course Name |
Marketing Management |
| 開課單位 |
會計系(四日)一A |
Department |
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| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程透過行銷管理的理論探討與現行國內外行銷個案實例相結合,讓學生除了瞭解各種不同的行銷手法,也輔以不同行業的行銷手法,讓學生瞭解理論與實務的結合。 |
Objectives |
This course is designed to help students learn the basic concepts of modern marketing in a managerial orientation way. It focuses on the major decisions that marketing managers face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. Moreover, this class attempts to cover all the topics that a marketing manager needs to know, if time is permitted. It includes the main issues faced in strategic, tactical, and administrative marketing. Some recent developed topics, such as database marketing, internet marketing are also included. |
| 教材 |
行銷管理(第三版)，2005 ，林建煌著，華泰文化出版 |
Teaching Materials |
Marketing Management, Hwa Tai Publishing |
| 成績評量方式 |
平時成績（含課堂參與表現及指定作業） 20% 分組報告 20% 期中考 30% 期末報告 30% |
Grading |
Class Participation & Individual Assignments 20% Group Presentation 20% Midterm Exam. 30% Final Paper 30% |
| 教師網頁 |
|
| 教學內容 |
介紹行銷的概念與原則，探討環境分析與消費者行為，執行市場區隔、訂定目標市場及市場定位，發展產品規劃及策略、價格競爭、通路推廣、促銷計劃之4P行銷組合，結合理論與實務，以制定行銷決策。 |
Syllabus |
An examination of the key concepts and processes of marketing, from the perspective of the general manager. Topics to be investigated would include environment analysis, consumer behavior, market segmenting, market positioning, the tactics of the marketing (product planning and strategy, advertising and communications [promotional strategies], and distribution channel policies [place], and price competition - 4P's), and how to organizing, implementing, and controlling marketing effort. |