| 當期課號 |
7043 |
Course Number |
7043 |
| 授課教師 |
周中理 |
Instructor |
CHOU,CHUNG LI |
| 中文課名 |
行銷管理研究 |
Course Name |
Marketing Management Research |
| 開課單位 |
企業管理系碩士班一A |
Department |
|
| 修習別 |
必修 |
Required/Elective |
Required |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本學科為行銷管理領域之課程之一。修行此課程學生可以明暸行銷管理研究並以實務研討，且提供有關論文之撰寫方向提升研究興趣。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，並根據這項瞭解發展公司提供的產品、制訂合理的價格、設計適合的銷售管道並展開宣傳促銷的商業過程。 |
Objectives |
This course covers the major research topics of marketing management. It provides an assessment of the marketing management research filed. 1. To establish customer-oriented management thinking. 2. Learn how to understand customers and how to use these understanding to develop the marketing task. |
| 教材 |
1.Kotler et al.(2003), Marketing Management:An Asian Perspective, 3th ed., Prentice-Hall.
2.Aaker, D.A.(2001), Strategic Market Management (6th ed.), New York : Wiley. |
Teaching Materials |
1.Kotler et al.(2003), Marketing Management:An Asian Perspective, 3th ed., Prentice-Hall.
2.Aaker, D.A.(2001), Strategic Market Management (6th ed.), New York : Wiley. |
| 成績評量方式 |
課堂參與,個案發表與書面報告:40%
學期各種測驗:60% |
Grading |
Class Participation, Presentation and Papers: 40%
Tests: 60% |
| 教師網頁 |
|
| 教學內容 |
1.瞭解行銷管理
2.分析行銷機會
3.發展市場策略
4.4p策略
5.管理行銷方案 |
Syllabus |
1.understanding marketing management
2.analyzing marketing opportunities
3.developing market startegies
4.shaping 4p alternatives
5.managing marketing programs |