| 當期課號 |
2300 |
Course Number |
2300 |
| 授課教師 |
黃明弘 |
Instructor |
HWANG,MING HON |
| 中文課名 |
行銷管理 |
Course Name |
Marketing Management |
| 開課單位 |
資訊管理系(四日)二C |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程的教學目的在於使學生吸收相關的行銷管理的知識,並懂得理論之應用。本課程是所有相關之行銷課程之基礎,被視為未來許多進階之行銷相關課程之基石,在此課程中將儘量呈現在學術與實務上有關行銷問題之因果關係,以供學生之實務應用。 |
Objectives |
The goal of the course of Marketing Management is primarily that takes an exciting new direction in its quest to guide new marketing students down the intriguing, discovery-laden road to learning marketing . And we attempt to help students master the basic concepts and practices of modern marketing in an enjoyable and practical way . Achieving this goal involves a constant context for the best balance among the "three pillars" that support the text ---theories and concepts, practice and applications, and pedagogy. |
| 教材 |
行銷學--本土觀點與國際視野,作者:鄭紹成,前程出版社 |
Teaching Materials |
Marketing-Macro View of Global Market |
| 成績評量方式 |
平時上課參與成績（出席率、課堂表現）30%; 期中考試 30%;期末考試40% |
Grading |
class participation 30% Midterm 30% final 40% |
| 教師網頁 |
|
| 教學內容 |
本課程為行銷基礎課程，內容著重於行銷理論與實務之介紹，其中包括行銷系統之架構、策略性規劃、行銷組織、行銷環境、市場區隔與目標市場之選定、行銷組合策略等。並藉由課堂企業實例介紹，了解實務運作的狀況，以期學習者畢業後進入業界，從事行銷工作時，能夠迅速融入實務運作。 |
Syllabus |
The content of course include
1. The basic concept of marketing.
2. An analysis of the Market and its environment.
3. Strategic marketing.
4. Segmenting,Targeting and Position.
4. Marketing mix:Product,Price,Promotion and Place.
5. International Marketing. |