| 當期課號 |
1435 |
Course Number |
1435 |
| 授課教師 |
鈺城 |
Instructor |
TU,YU CHENG |
| 中文課名 |
行銷管理 |
Course Name |
Marketing Management |
| 開課單位 |
行銷與流通管理系(四日)一A |
Department |
|
| 修習別 |
必修 |
Required/Elective |
Required |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程從完整的行銷管理之議題與程序導入，著重行銷機會與策略發展，以及發展行銷組合。引導學生認識行銷，分享行銷案。具體目標有三：1.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，以發展行銷策略與任務；3.激發學生對行銷的熱情與潛力。 |
Objectives |
This course begins with an introduction of the issues and process of marketing management. The content of this course combines the knowledge of target marketing and Marketing Mix. Go behind the scenes for an in-depth look at real marketing practices at large and small companies. To sum up, this course aims at: 1. establishing customer-oriented management thinking; 2. learning how to understand customers and how to use this understanding to develop your marketing task; and 3. arousing students' enthusiasm and their potentials of marketing. |
| 教材 |
曾光華，行銷管理理論解析與實務應用，第2版，前程文化。 |
Teaching Materials |
Marketing Management: Theory and Applications by K. F. Cheng, 2nd edition, FCMC. |
| 成績評量方式 |
1.出席率：10％
2.課堂參與與討論：20％
3.期中考：30％
4.期末考/期末報告：40% |
Grading |
Participation:10%
Discussion: 20%
Mid-term examination:30%
Final examination/Report:40% |
| 教師網頁 |
|
| 教學內容 |
本課程含括了行銷管理的三大主題，第一個主題是基礎的行銷原理：競爭者分析與市場結構分析、市場導向與消費者分析；第二個主題則說明為行銷策略的四個步驟：市場區隔、目標市場與市場定位；第三個主題則為行銷組合：產品、定價、配銷與促銷。
上課方式包括：講述、廣告賞析、電影賞析、小組報告與競賽、以及個案分析與討論。 |
Syllabus |
This course provides 3 major topics of marketing management. The first topic focus on marketing principles: Competitive Strategies and Market Structure Analysis, market focus, and customer analysis. The next topic addresses the marketing strategy steps: segmentation, targeting and positioning. The third topic looks at the marketing mix elements of product, price, place, and promotion.
Classes may involve lectures, CF videos, movies, small group exercises, case analyses and discussions. |