| 當期課號 |
1175 |
Course Number |
1175 |
| 授課教師 |
黃淑琴 |
Instructor |
HUANG,SHU CHIN |
| 中文課名 |
行銷規劃與策略 |
Course Name |
Strategic Marketing Management |
| 開課單位 |
企業管理系(四日)二A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
使學生熟悉1、各種需要規劃的行銷狀況2、在各種行銷狀況下，可資運用的行銷策略3、從事行銷規劃時應考慮的資訊以及4、取得及運用這些資訊的方法;以便有能力進一步學習「行銷規劃實務課程」課程內容:1、銷狀況/問題2、營評估及SWOT分析3、SIP分析(問標市場區隔、定位)4、4P’s組合之規劃、方法5、行銷預算與控制6、銷規劃與控制 |
Objectives |
The purpose of this course is to help students to understand development ,evaluation ,and implementation of business strategies about succentful management. The key is management system that will help managers 1.provide vision to their business 2.monitor and underatand a dynamic enviroment 3.Generate visionary and creative strategic options that will be responsive to changes faceing a bussiness. 4.Develop strategies based on sustainable competitive advantages. |
| 教材 |
1.Cravens等著(2005)，陳智凱編譯，策略行銷七版，美商麥格羅‧希爾出版。
2.教師補充講義
3.個案資料 |
Teaching Materials |
Cravens, D.W. & N.F. Piercy(2003), "Strategic Marketing", 7th ed., McGraw-Hill Int'l Enterprises Inc.(Taiwan). |
| 成績評量方式 |
出席與參與:30%
期中考：30％
期末報告：40％ |
Grading |
Presence and participation:30％
Mid-term exam.:30%
Term report: 40% |
| 教師網頁 |
|
| 教學內容 |
Ch1市場導向策略
ch2 企業與行銷策略
ch3 市場願景、結構與分析
ch4 區隔市場
ch5 持續瞭解市場
ch6 市場鎖定與策略定位
ch7 關係策略
ch8 新產品規劃
ch9 策略品牌管理
ch10 管理價值鏈關係
ch11 定價策略
ch12 促銷、廣告、直銷策略
ch14 行銷策略執行與控制 |
Syllabus |
ch1 Market Orientation Strategy
ch2 Corporate Strategy and Marketing Strategy
ch3 Corporate Vision、Market Structure and Analysis
ch4 Segmentation
ch5 Marketing Information & Knowledge
ch6 Target & Position
ch7 Relationship Management
ch8 New Product Planning
ch9 Strategic Brand Management
ch10 Management of Value Chan
ch11 Pricing Strategy
ch12,13 Strategy of Marketing Communication
ch14 Implementation and evaluation of Marketing Strategy |