| 當期課號 |
1946 |
Course Number |
1946 |
| 授課教師 |
謝明錦 |
Instructor |
, |
| 中文課名 |
行銷原理 |
Course Name |
Marketing |
| 開課單位 |
傳播藝術系(四日)一A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
2 |
Credits |
2 |
| 課程目標 |
教學目標：
1.使學生了解行銷概念、行銷4P架構並掌握消費者行為(知識)
2.能具備行銷原理及4P策略之應用(技能)
3.能具備行銷從業人員之專業態度(態度)
4.能了解行銷領域之市場及其發展應用情形(其他) |
Objectives |
1. Understand the concept of marketing, marketing 4P structure, and consumer behavior (knowledge)
2. Apply 4P marketing principles and strategies (skills)
3. Develop a professional attitude in marketing (development)
4. Understanding market situations and their development (other) |
| 教材 |
1.行銷學：原理與觀點 郭常銘譯 智勝
2.整合行銷傳播引論 許安琪著 |
Teaching Materials |
1.Marketing:Principles and Perspdctives,4e
2.Integrated Marketing Communication |
| 成績評量方式 |
1.平時測驗三次 30%
2.期中考 30%
3.期末報告 40% |
Grading |
1.Test 3 times 30%
2.Midterm Exam 30%
3.Final Report 40% |
| 教師網頁 |
|
| 教學內容 |
第一周 變動環境中的行銷
第二周 購買行為
第三周 市場區隔與目標市場
第四周 產品與服務(平時測驗一)
第五周 定價策略
第六周 行銷通路
第七周 整合行銷基本概念
第八周 消費者研究
第九周 期中考
第十周 品牌思考
第十一周 支援性行銷工具
第十二周 說服性行銷工具(平時測驗二)
第十三周 廣告與公共關係
第十四周 人員銷售與銷售管理
第十五周 行銷活動之組織執行與控制
第十六周 直效行銷傳播(平時測驗三)
第十七周 期末報告
第十八周 期末報告 |
Syllabus |
Week 1 An Overview of Contemporary Marketing
Week 2 The Business Maketing Enviroment and Consumer Buying Behavior and Decision Making
Week 3 Market Segmentation and Targeting
Week 4 Product and Service Concepts(Test 1)
Week 5 Pricing Concepts and Strategies
Week 6 Marketing Channels
Week 7 IMC Basic Concepts
Week 8 Consumer Communication Strategy
Week 9 Midterm Exam
Week 10 Brand Strategy
Week 11 Supporting Marketing Tools
Week 12 Persuasion Marketing Tools(Test 2)
Week 13 Advertising and Public Relations
Week 14 Personal Selling and Sales Management
Week 15 Marketing Organization Control
Week 16 Direct Marketing Communication(Test 3)
Week 17 Final Reports
Week 18 Final Reports |