| 當期課號 |
1505 |
Course Number |
1505 |
| 授課教師 |
紀晴秀 |
Instructor |
CHING,HSIU CHI |
| 中文課名 |
行銷管理 |
Course Name |
Marketing Management |
| 開課單位 |
工業工程與管理系(四日)三A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程有助於學生了解企業提供產品及服務時，所運用適當的行銷工具與技巧，知道企業在規劃行銷活動時，如何去整合有關的知識及資訊並加以應用。 |
Objectives |
This course enables the students understanding the insights about how marketing tools and techniques must be adapted and modified for products and services, and facilitates students to integrate the necessary knowledge and expertise when get involved the activities of marketing processes in business. |
| 教材 |
1. 魏上凌等人編譯，行銷學概要，台北：普林斯頓。 |
Teaching Materials |
1. Philip Kotler, et al., (2003), Marketing Management: An Asian Perspective, 3rd Ed.,Prentice-Hall International.
。 |
| 成績評量方式 |
平時出席率和考核 30%
期中作業 30%
期末報告 40% |
Grading |
Annual 30%
mid-term 30%
Final exam 40% |
| 教師網頁 |
|
| 教學內容 |
1.行銷導論及行銷研究 。
2.市場區隔與目標行銷 。
3.行銷組合之內涵及個案教學 。
4.行銷計畫之執行及控制 。 |
Syllabus |
1. Marketing Theories and Marketing Researches.
2. Market Segmentation and Target Marketing.
3. The Cases of Marketing Mixes.
4. Implementing and Controlling Marketing Programs. |